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Open up to the Possibilities!

At Purolator, you'll be proud knowing you're working for a Canadian company that truly values its employees. And it's community. This is an exciting and evolving industry and we're leading the change as we strive to deliver the future. Here you will be empowered to help move the business forward. Each and every day. Are you open to the possibilities?

Job Description

Reporting to the Senior Marketing Manager, The Manager, SMB and Demand Gen. will support 2 growth areas: SMB Retention, and Acquisition efforts. The Manager will lead an amazing team of 4.

Working closely with Sales, Brand, Marcom, Analytics and Marketing Operations, the Manager, SMB and Demand Gen. will set the strategic direction for the Purolator small business program and acquisition plan across segments. The ideal candidate will be both strategic and analytical, leveraging segment strategies, campaign and program tactics, data segmentation and projected ROI.

This role requires cross-functional collaboration both within and outside the organization in order to effectively leverage digital and offline marketing vehicles (e-mail, social media, search, direct mail, web, display, collateral, webinars, ABM, etc.) in order to implement new and innovative SMB marketing and lead gen. strategies.

Specific accountabilities and responsibilities include :

Segments Strategy & Planning

Responsible for creating annual strategic marketing plan for the SMB segment.

Responsible for delivering acquisition/retention/growth plans to support revenue base with YOY growth targets to help company achieve revenue plan / EBIT targets.

Determine activities/initiatives and associated revenue targets to achieve revenue objectives

Align people resources and required investment (budget) to fulfill plan activity.

Establish response and revenue targets and ROI for each program/initiative to deliver plan growth across

  • Revenue, Volume and Yield

Retention Program Development, Management & Execution

Evolve the SMB value proposition, including partner relationships, services, rewards and pricing to increase appeal to wider prospect group and substantially grow existing base.

Determine high value target growth segments (both B2B and B2C) and align content, communication and target messaging to increase LTV of SMB sector.

Manage the team in the end-to-end program design and execution of all activities, including email, web, digital, CRM-Lifecycle, Telesales, Inside Sales Channel, Cross-Upsell, Reward and Recognition and churn initiatives.

Work with the Strategy & Research teams to identify & define research and customer feedback requirements.

Demand Gen. Program Development, Management & Execution

Evolve the Demand Gen. strategy and plan to continue to grow all segments.

Collaborate with Sales, Marcom, Brand, Customer Care, Marketing Ops, Inside Sales team to ensure the experience, support processes and systems enable the acquisition and onboarding of new customers across segments.

Work with teams to map out lead nurture streams to convert MQL to SQL.

Plan and execute webinars and ABM plans (where applicable).

Plan and manage digital lead generation campaigns.

Collaborate with teams to design campaign strategy execute campaigns, track and report on activity/plan/channel performance vs. plan.

Performance Reporting & Analysis

Track and report monthly the plan vs. actual performance across plan metrics and KPIs

Responsible for reporting on campaign/program/initiative/channel performance monthly plan vs. actual, including insights, improvements and recommendations

Ongoing reporting/monitoring/testing of automated programs ensuring optimal performance

Budget Management

Manage and establish budget forecasts aligning with plan activity

Reconcile forecasted spend vs. actual each month

Vendor & Partner Management

Manage vendor relationships including Advertising & CRM agencies, multiple freelancers and Telemarketing vendor to ensure initiatives are executed on time and within budget

Conduct Procurement and Legal requirements to select and renew vendors


Undergraduate Degree or Post-secondary diploma in Business Administration, Marketing or related field

10+ years progressive working experience

Preference for Database Marketing and Agency Experience in B2B and B2C industry targeting SMBs

Experience with Demand Gen.

  • running Webinars and ABM would be an asset

Advanced Project Management Skills and working knowledge of SFDC and Marketing Automation Platforms

Advanced computer skills (PowerPoint, Excel, Word)

Experience managing CRM / Lifecycle / Database marketing activities, including targeted digital / telesales /website / email and database marketing to drive response and activation

Experience establishing a strategy; matching resources/investment to achieve measurable results

Analytic skills

  • ability to report results, insights and recommendations to various levels of the organizations

Experience managing and reconcile budgets

People Management Experience with demonstrated ability in effectively coaching and leading a team to successfully execute programs

Effective Communication with strong written, verbal skills

Effective in managing multiple projects/priorities in a fast-paced and changing environment

Demonstrated ability to lead/implement and influence change

Excited to join one of the best marketing teams in the country and serve some incredible customers


Location: 530

  • Corporate

Working Conditions: Office Environment

Reports to: Senior Manager Customer Solution

Purolator is an equal opportunity employer committed to diversity and inclusion. We consider all qualified applicants for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, Aboriginal/Indigenous status or any other factors considered discriminatory. If you require an accommodation during the recruitment process, we will work with you to meet your needs.

We recognize that our employees and their families are key stakeholders. We will only be successful as a business if we provide our employees with a safe and healthy workplace and we have the right people in the right roles with the support they need to succeed. We hire for attitude and train for skills. To learn more about us and our values, go to

At Purolator, every day is an opportunity for our employees to connect with one another and with our customers to help make a positive impact in the communities where we live, work and play.

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