Senior Demand Generation Manager

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. At Relay, we know that high-quality partners are a key driver of our growth and that targeted demand generation fuels pipeline and revenue. As the Sr. Demand Generation Manager, you’ll play a key role in shaping how we reach, engage, and convert accounting and bookkeeping partners. You’ll design and execute full-funnel programs that build awareness, drive engagement, and generate qualified demand—owning outcomes from first touch through to revenue contribution. You’ll go deep on this audience, developing targeted strategies and building the playbooks needed to effectively reach and convert them. You’ll partner closely with Sales, RevOps, Events, and cross-functional teams to turn strategy into measurable impact. This is a high-impact role for someone passionate about demand generation, experimentation, and building scalable, segment-specific growth engines in a fast-paced, high-growth fintech environment. What You’ll Be Doing - Own full-funnel strategy, channel mix, nurtures, and conversion for our partner channel acquisition strategy. Go deep on the accounting and bookkeeping segment to deliver highly resonant programming to a specific, high-value audience - Work cross-functionally to plan, launch, and optimize lead acquisition campaigns across email, events, webinars, paid social, and ABM activations - Build a deep understanding of the Relay product and connect your demand generation strategy to our product vision and ICP - Partner with the Sales and RevOps teams to build a lead handoff process that works—and keep refining it based on conversion data and feedback to drive funnel efficiency and revenue growth - Partner with the Events and Community team to build awareness of Relay's partner program and amplify existing partner materials and benefits across the segment - Define MQL, SQL, and key funnel targets; own performance of the sales-assisted channel and keep the team informed on what's working Who You Are - You have 5+ years of experience in demand generation in a B2B environment, and you've owned programs and outcomes—not just contributed to them - You're fluent across the full funnel—you know how to define quality, not just volume, and you've had the direct conversations with sales to shape that view over time - You have experience working cross-functionally with Sales, RevOps, and Data, and you know how to make those relationships productive rather than transactional - You're comfortable building from scratch and don't need an existing infrastructure or playbook to be effective - You use data to shape strategy, not just report on results—you're asking questions of the funnel, not just reading dashboards - You're a clear communicator and strong cross-functional partner who can collaborate effectively across marketing, sales, and operations Bonus Points - You have experience marketing to accountants, bookkeepers, or other professional services audiences - You have a background in fintech or financial services, or a demonstrated strong interest in the space - You've worked with ABM tooling and strategy as part of a broader demand gen mix - You have experience working with or marketing to SMBs The Interview Process - Stage 1: A 30-minute Google Meets video call with a member of our Talent team - Stage 2: A 45-minute Google Meets video call with two members of our Director of Demand Generation - Stage 3: A take-home case study followed by a 60-minute presentation to members of our Marketing team - Stage 4: A 45-minute in person meeting with a member of our leadership team Our Compensation Approa