Demand Generation Manager

Are you a demand generation manager who thrives at the centre of a growing company's pipeline motion? Someone who thinks in campaigns, understands how named accounts, paid, events, and other channels fit together, and knows how to coordinate a team to make it all work? We'd love to hear from you.

About Acorn

Acorn is the skills and development platform that closes the gap between what your people need to be able to do, what they can do today, and what is working to close it. Acorn maps skills to roles and learning content, makes development visible, and captures evidence of what is actually building workforce readiness. Our go-to-market motion is being built on named account precision, not volume spray, and the people we hire need to know how to execute at that level.

Role Overview

The Manager, Demand Generation reports to the VP, Marketing and works within the demand generation function to plan and execute named account programs, multi-channel campaigns, and outbound infrastructure. You are a campaign creator at heart. You think in campaigns, you build narratives that move buyers, and you know how to take a market insight and turn it into a program that generates pipeline.

This is a hub role. You will be the person who understands how channels connect: how named account programs intersect with paid, how events feed outbound sequences, how content supports business development outreach, and how all of it contributes to revenue. You will work alongside a cross-functional marketing team covering brand and content, design, web, and video, as well as a business development team focused on named account outreach.

5 Key Skills for This Role

The best part... we use our own Acorn software at Acorn. We believe in the power of our Managers and Staff being aligned on the key skills needed for each role, and the level we expect for any given role. The 4 levels comprise Foundational, Developing, Proficient and Advanced.

Plan and execute account-based marketing programs across a tiered named account model, including account prioritisation, sequencing logic, messaging by tier, and activation plays in partnership with sales. Level: Proficient. At the proficient stage, you execute named account programs with a clear point of view on tiering and activation. You have run ABX programs before, know what good looks like, and can work independently within a defined strategy.

2. Demand Campaign Strategy

Build multi-channel demand campaigns anchored to research, data, and market insight, not just product features. You are a creative campaign builder who can develop ideas that are genuinely different in market, translate them into fully formed programs, and work with a team to bring them to life. Own your campaign workstreams and ensure everything that goes to market has a clear point of view. Level: Proficient. At the proficient stage, you develop campaign strategies that reflect real buyer insight and creative ambition. You can take a market narrative and translate it into a sequenced, multi-channel program. You bring ideas that others have not thought of and you know how to execute them.

3. Outbound Infrastructure and Tooling

Support the outbound tech stack such as Instantly, ZeroBounce, and HubSpot. Handle domain warming, deliverability, sending infrastructure, and sequence strategy for business development use. Level: Proficient. At the proficient stage, you have hands-on experience managing outbound infrastructure at a B2B SaaS company. You understand deliverability, can build and iterate on sequences, and know how to protect sender reputation while scaling volume.

4. Commercial and Pipeline Acumen

Understand and communicate the commercial impact of marketing activity. Know what a qualified meeting is worth, how to read funnel conversion rates, and how to contribute meaningfully to pipeline reporting. Level: Proficient. At the proficient stage, you are comfortable being measured against pipeline contribution and working toward shared revenue targets. You know how to tie your programs to outcomes and can communicate results clearly to leadership.

5. Domain Learning and Market Intelligence

Develop working knowledge of the performance learning and skills development space and use that knowledge to make campaigns sharper, messaging more credible, and outreach more relevant. Level: Developing. At the developing stage, you may not have deep domain expertise in HR tech or learning today, but you are a fast learner with genuine curiosity. You ask good questions, read widely, and can translate new knowledge into better marketing quickly.

Key responsibilities

• Build and deliver differentiated, multi-channel ABX programs across a tiered named account model covering North America and ANZ, in close partnership with the BD and Sales team end-to-end: brief to execution to reporting
• Develop and manage email nurture strategy across key audience segments, ensuring the right message reaches the right buyer at the right stage

Events

• Own event campaign planning across the annual calendar: pre-event named account targeting, on-site activation alignment with sales, and post-event pipeline follow-up
• Coordinate with external event partners and industry associations on co-branded presence and shared audience activation where relevant

Outbound and Business Development alignment

• Ensure business development outreach is sequenced and aligned to GTM goals
• Manage existing outbound infrastructure: domain warming, deliverability, and sending tools

Partner and ecosystem marketing

• Coordinate co-marketing activations with technology and channel partners, including joint content, events, and outbound plays aligned to named account priorities
• Identify new co-marketing opportunities with integration partners and HR tech ecosystem players that can accelerate pipeline in target segments

Reporting and attribution

• Work with Revenue Operations on campaign tracking, attribution, and pipeline reporting
• Be able to clearly communicate the commercial impact of your programs to leadership

Required Experience

• 3+ years in B2B demand generation, with demonstrated experience owning programs
• Hands-on experience running named account programs across multiple channels simultaneouslyDirect involvement in outbound infrastructure: building sequences, managing deliverability, and maintaining sender reputation at scale
• Comfortable being measured against pipeline and working toward shared revenue targets with sales
• Experience working alongside a partner or channel ecosystem on co-marketing programs is an advantage
• Experience marketing to HR, L&D, or enterprise operations buyers is a plus

AI Fluency

At Acorn, we use AI across everything we do, and are actively building our AI fluency across the business. We are genuinely excited about what AI makes possible in demand generation, and we want someone who feels the same way.

In this role, that looks like:

• Using AI to accelerate account research, build personalised outreach at scale, and sharpen campaign messaging
• Leveraging AI forward tools like and AI-assisted sequencing to improve outbound efficiency without sacrificing qualityUsing AI to synthesise market intelligence, competitor activity, and buyer intent signals into sharper campaign hypotheses

We are not looking for someone who can talk about AI in the abstract. During the interview process, we will ask you to talk us through what you have actually built, the tools you use daily, and the results you have seen - we love seeing how people are evolving and enhancing the ways they work with AI.

Why Join Acorn?

• Help shape how we scale our North American presence alongside an established ANZ business, with real scope and visibility in this role
• Work directly with senior leaders to influence culture, capability, and organisational performance
• Lead impactful initiatives that connect learning, performance, and business outcomes
• Be part of a values-driven company building a product we genuinely use ourselves

One of our core values is transparency and we believe in being upfront with candidates throughout the recruitment process to make sure expectations are aligned. This role sits within a salary range of $90,000 - 110,000 CAD + a market leading 9% RRSP match, commensurate with experience and qualifications. W e also offer a comprehensive health benefits package including 100% coverage for prescription drugs, extended health and dental care, mental health and paramedical services, life and AD&D insurance, plus virtual and travel medical support.

Location

This role is open in Vancouver, BC. Acorn is an office-first company, meaning we work from our local offices the majority of the time. We want to create great work with great people, and we know from experience that is best done through the daily moments: the coffee run, the quick huddle, the walk to grab lunch. Being able to capitalise on this is a large part of the reason we can work at the pace we do.

Candidates based in Canada will need eligibility to work in British Columbia. We are unable to provide visa sponsorship at this time.

Our Recruitment Process

Acorn is committed to fostering a diverse and inclusive workplace where everyone feels valued and respected. We aim to ensure our recruitment process is fair and accessible to everyone, and we encourage candidates to request any accommodations needed during the application or interview stages.

Acorn is the hub for learning and performance for over 3 million active learners globally. The work you do - whether that’s writing lines of code, designing the layout of a dashboard, or talking to customers - helps real people grow not just professionally, but personally. There's still so much more to do, and we need people who are keen to help us journey into the next phase on board! To find out more about life at Acorn, check out our website at https://acorn.works and see our Life At Acorn video here! https://youtu.be/2BGUk-n3FrQ?si=U_sS1Y5ZSP0tNtZW

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