Segment Marketing Manager
About this role
Relay is a digital banking platform that gives self-made business owners the tools and know-how to be great with money—bringing clarity, confidence, and control to every dollar earned, so they can turn hard work into lasting success. We do this by replacing financial guesswork with real visibility, transforming cash flow from a constant source of stress into a clear signal owners can use to run stronger, more resilient businesses.
As Relay expands our Demand Generation strategy in 2026, we're investing in more targeted, coordinated ways to create and capture demand in the segments where we already have product-market fit. We're looking for a Segment Marketing Manager to own that work end to end.
This role sits within Demand Generation, alongside our Brand and Performance teams. You'll own verticalized campaigns from strategy through execution and results: taking a vertical or a problem statement, building the multi-channel motion behind it, and running it like one campaign instead of a set of disconnected activations. You'll be the DRI when a campaign spans multiple assets and multiple channels. This is ideal for someone who knows how to bring teams together around one plan, defines success by quality rather than volume, and is energized by writing a playbook rather than following one.
What You'll Be Doing
Own the end-to-end campaign framework and launch for core verticals — build campaign strategy and assets, and bring a integrated verticalized motion through the full funnel
Build and run the evergreen calendar for each vertical — the 12-month view and the quarterly plan, and manage each core activation (webinars, in-person events, sponsorships, content and offers).
Orchestrate across the marketing org — content, brand, influencer, performance, growth and web — setting the audience, message and next action, then driving the work down through creative, brand and performance.
Identify where a vertical audience already is - test new platforms, channels and formats to reach them at scale, and turn early signal into repeatable plays
Partner with Brand, Web and Lifecycle to sharpen the conversion moment — from landing page messaging through nurture — so the campaign performs beyond the click
Set the bar against the performance baseline - report on cost per approval and customer quality, and make the call on what to keep, pivot, or kill
Turn what works into a repeatable motion and help shape how the broader GTM org runs integrated campaigns
Who You Are
You have 3–6 years of experience in B2B demand generation or integrated campaign management, and you've owned campaigns end to end — not just contributed to them
You're a quarterback, not a single-channel specialist. You know how to translate strategy into a coordinated plan and hold the line across many teams
You think in quality, not just volume. You're comfortable working to a baseline you have to beat, and you can defend the trade-offs
You're a strong cross-functional partner across brand, performance, product marketing, sales, and RevOps, and you make those relationships productive rather than transactional
You have a strong, detail-oriented mindset that can hold many parallel work streams
You're comfortable building from scratch and don't need an existing playbook to be effective
You use data to shape campaigns, not just report on them
You're a clear communicator who can run a brief and a retro and keep a multi-team campaign on track
You're able to join us in our Toronto office (3 days a week)
The Interview Process
Stage 1: A 60-minute Google Meet video call with the Hiring Manager
Stage 2: A 60-minute live working session with our Marketing Team
Stage 3: A 45-minute Google Meet video call with a member of our leadership team
Our Compensation Approach
We believe Relayers should feel rewarded for the impact they have on our mission and growth. Compensation follows impact. As impact increases, compensation grows, and we do not limit compensation changes to a once-a-year review cycle.
The annual salary range for this role is $117,000 CAD to $143,000 CAD/USD.
For candidates who demonstrate full readiness for the defined scope of the role, the typical starting salary is $130,000 CAD. Offers below this point reflect candidates we believe can grow into the full scope of the role with support and development. Offers above this point reflect impact that meaningfully exceeds the role’s defined expectations or an expanded scope from day one.
We encourage you to have a conversation with your recruiter and ask questions about compensation throughout the hiring process. For more information on our compensation philosophy and perks and benefits, visit our Candidate Hub.
Why Relay Might Be the Perfect Fit For You
You push relentlessly for reinvention: You're always asking "how can this be better?" -- in your work, in your craft, in yourself. Comfort is a signal to push harder, not coast. You'd rather build something better than defend something familiar.
You crave autonomy: We trust our team with big challenges and the freedom to solve them. If you’re someone who takes initiative, is comfortable taking risks, and seeks input when needed, you’ll find the freedom here empowering.
You own your work: You take pride in your work, follow through on commitments, and feel a deep sense of responsibility for outcomes, not just tasks.
You build with AI, not just use it: You're actively embedding AI into how you work, pushing what's possible, and bringing your team along with you.
You care about impact, not noise: You care deeply about the substance of your work. You measure success by results, not recognition, and you let your work speak for itself.
You’re energized by complexity and ambiguity: You enjoy tackling problems that don’t come with a playbook. You’re comfortable building from scratch, iterating as you go, and collaborating to shape the best path forward.
You seek out feedback: You see directness as respect, not criticism. You actively seek input, sit with hard truths, and use feedback as fuel for improvement.
Small businesses are why we're here: Relay exists to help them thrive -- and that mission has to resonate with you.
Join Us
We're looking for people who are relentless, curious, and care deeply about the work. You're encouraged to apply even if your experience doesn't perfectly match the job description -- your perspective and drive matter more. We welcome diverse backgrounds and people who think critically, challenge the status quo, and want to help small businesses thrive.
If you require accommodations at any stage of the hiring process, please reach out to your Talent Partner.
Disclaimer: For compliance reasons, all offers of employment at Relay are conditional upon a successful background check and employment verification through Certn.