Demand Generation Manager, Tree Care at Granum in Canada

What Makes Us Stand Out: Granum is the leading software company devoted to serving landscapers and arborists across North America, providing intuitive, industry-specific solutions designed to help them improve and grow their businesses while impressing their customers. Granum brings together three of the most trusted software names in the industry — LMN, SingleOps, and Greenius — into one powerful software ecosystem. More than just a software company, Granum works alongside its clients to implement systems for estimating, scheduling, crew training, invoicing, and payments, blending technology with hands-on onboarding and human support. The company's mission is to help industry professionals unlock their potential and achieve their most important goals, all united by the belief that its clients’ success is not just a milestone, but a shared mission. As a team, we’re on a mission to reshape an age-old industry, and we’re looking for people who thrive on challenging and meaningful work. Our environment is highly collaborative, innovative, and supportive, with a shared commitment to having fun while making an impact. We live by our core values: We Before Me, Bias to Act, The Extra 1%, Accountable to Outcomes, Unconditional Transparency, and Forgiveness. If this resonates with you, we’d love to meet you and explore how you can help us build the future of the green industry! Our culture and growth has been recognized with multiple awards, it’s a great time to join! Comparably 2024 #23/100 Best (small/ medium sized companies) Leadership Teams Comparably 2024 #63/75 (small/ medium sized companies) Happiest Employees #9 Atlanta Business Chronicle's 2024 Best Places to Work (Our second year in a row!) #6 of Built In’s 2024 Best Places to Work: Top 50 start-ups in Atlanta  (Our second year in a row!) Inc Magazine’s 2023 Best Places to Work Inc. 5000: #131 of 2024 Southeast Regional America’s Fastest Growing Companies. (Our third year in a row!) Inc 5000 America's fastest-growing private companies (Our third year in a row!) Certified Great Place to Work Canada 2024 We're looking for a demand gen manager to own the new-logo pipeline for our tree care segment. You'll set the strategy, build the quarterly campaign plan with input from your key stakeholders, read the signals coming back from the market, and make the calls on what to do next. Tree care is a distinct market — different ICP, different buying motion, different operator profile than the rest of our business. It's not a scaled copy of what works elsewhere; it needs its own program, run by someone who'll go deep on the segment and own the numbers end-to-end. This is an individual contributor role on a fast-moving demand gen team. You'll have full revenue accountability for tree care new-logo pipeline, but you won't be doing it alone — campaigns get built in close partnership with Brand & Events, Partnerships, Digital, Content, Product Marketing, and our Market Engagement team. The numbers and the programming are yours; the work is collaborative. If you're the kind of demand gen marketer who reads pipeline data the way some people read box scores, who knows when a campaign is working before anyone seeks out updates from you, and who'd rather own one segment well than ten segments shallowly — keep reading. Who you'll work with You'll report to the Sr. Director of Demand Generation and partner closely with: Product Marketing on positioning, ICP, messaging frameworks, competitor & market landscape, and product webinars — they're your source of truth on what we're saying and to who Brand & Events on trade shows, partnership webinars, and event-driven campaigns — many of your campaigns will stem from event programs they ship Digital, Content, and Marketing Operations on the execution layer that surrounds your campaigns Market Engagement (the inbound qualification team) on converting your campaign leads into held meetings — you brief them on each campaign; they convert; the feedback loop is constant The Demand Gen Manager, Landscaping as your closest peer — different segment, same discipline What you'll own Pipeline accountability for tree care new-logo Sales accepted targets for tree care new-logo each quarter Campaign strategy that ladders to those numbers Tier designation on every campaign (Tier 1 flagship / Tier 2 supported / Tier 3 self-serve) Pivot, kill, and double-down calls on live campaigns based on what the data is telling you Campaign strategy and execution You're the quarterback. Functions execute against your briefs. Quarterly campaign plan with priorities, tiers, and capacity requests in partnership with Events, Partnerships, Design, Digital, and Content. You understand buyer journeys and how to create high intent and low intent plays to meet buyers where they’re at across a variety of channels. Campaign briefs — offer, audience, messaging direction, target SAL volume, key dates Comfortable with owning email marketing, landing page builds, and webinar execution for your segment–we’re hands on! Outreach strategy briefs to Market Engagement before every launch Reading the signals This is the heartbeat of the role. You're the one who knows what's working and what isn't. You react fast to keep pipeline target attainment on track. Live campaign performance reads — demo held rate, conversion patterns, channel mix, lead quality Sales call themes — you stay close to what tree care prospects are actually saying Pipeline shape and pacing against quarterly targets Translating those signals into the next campaign decision (or the next conversation with Product Marketing, Digital or Brand) Segment expertise Develop and maintain a deep understanding of the tree care operator — what they care about, how they buy, what they're skeptical of, what other tools they use Partner with Product Marketing to facilitate an intentional feedback loop; bring market signals back when something needs to shift Make sure every campaign — copy, offer, channel, follow-up — reads as built for tree care, not retrofitted from somewhere else What you're accountable for Two numbers, primarily: SALs set for tree care new-logo. Top-of-funnel volume, on target, every quarter. SALs held for tree care new-logo. Volume that converts to held meetings — your campaigns generate the lead pool; Market Engagement converts it; the held rate is the joint outcome you read. Secondary: pipeline contribution from your campaigns, ICP fit quality, and the health of the campaign program (consistent launches, clean handoffs, no gaps). What we're looking for Experience 5+ years in demand generation or related growth marketing, ideally in B2B SaaS Strong preference for candidates who've marketed a vertical-specific product, or marketed to SMB or mid-market buyers — that's the closest analog to our tree care motion Track record of owning a pipeline number and hitting it — not just running campaigns, but being on the hook for the outcome Real fluency with campaign performance data — you can read funnel metrics, spot the difference between a lead-quality problem and a held-rate problem, and know which lever to pull Comfort owning email copy end-to-end — strategy, copy, send, measure Demonstrated track record for working successfully across several functions — without losing momentum or ownership Tree care or green-industry experience is a great bonus but not required; we care more about demand gen craft and willingness to go deep on the segment How you operate This role doesn't work if you wait to be asked. We're hiring someone who: Reads the data on their own. You don't wait for a weekly meeting to know how a campaign is going. You're already in the dashboard, and you've already formed a view. Goes deep on the segment. You build real intuition for the tree care operator — what their day looks like, what they care about, what they're skeptical of — and that intuition shows up in every brief you write. Calls the play. When a campaign is underperforming, you don't just report the number; you bring a recommendation. Pivot, double down, or kill — your call to make and defend. Stays close to sales. You listen to calls, talk to AEs, read what prospects are actually saying. The best campaign signals don't come from a dashboard. Operates with relentless curiosity: whether that’s going deep on why a campaign isn’t meeting expectations, or how AI can be leveraged to improve efficiency, you’re always trying to push the envelope. Comfort with AI We're investing in agentic AI and native platform AI to support how the demand gen function operates. You don't need to be an expert, but this is a non-negotiable: you have to be genuinely open to the shift, and ideally bring some hands-on experience already. You've actively used AI tools in your day-to-day marketing work — even informally — and can talk about what's worked and what hasn't You're curious about agentic AI and willing to be a thoughtful partner as we build tooling that supports digital execution You're comfortable with the idea that AI will progressively change how the work gets done, and you see that as an opportunity rather than a threat If you've built a custom GPT or Claude project, prototyped a Zapier or Clay automation, or just have a real point of view on AI's role in marketing — bring it. How you partner Strong POV, but collaborative spirit. You'll work closely with Product Marketing, Brand, Partnerships, Digital, Content, MOPS, Market Engagement, and your peer DGMs — none of those relationships work if you can't bring expertise without ego. Clear communicator. You can write a brief that doesn't need a follow-up call to interpret, defend a recommendation with data, and tell a partner why their request needs to wait or change. Bias to ship. We move fast. The work is never finished, and the goal is to keep getting better, not let perfect be the enemy of good. Tools you should know Required:  HubSpot, Salesforce (or equivalent CRM), Zoom Webinars, as well as hands-on experience with one or more AI tools (Claude, ChatGPT with custom workflows, Zapier AI, Clay, etc.). Bonus: You've built an AI-powered workflow that meaningfully changed how you operated, or led a vertical-specific demand program at a SaaS company. What we'll give you A real seat with real numbers. You own tree care new-logo pipeline end-to-end — strategy, program, and outcome. A team that backs you. Product Marketing, Brand, Partnerships, Digital, Content, MOPS, and Market Engagement all have a role to play; you're not running this alone. Marketing leadership who treats this as a partnership. We'll share signals, debate priorities, and back your calls. A team that's investing in better tooling. AI Enablement is building out support for the demand gen function; you'll have a real voice in how that tooling supports your campaigns. Honesty about where we are. Tree care is a real growth area for us, and the program needs an owner. That's why this role exists. If this sounds like the role you've been waiting for, we'd love to hear from you! Compensation: Canada-based candidates: CAD 100,000 - 125,000 US-based candidates: USD 100,000 - 125,000 Reasons why you would love it here! Join a team culture that’s all about collaboration, support, and having fun while making a real impact every day. In the U.S., we offer comprehensive medical, dental, and vision coverage with multiple plan options, plus additional add ons like HSA/FSA accounts, disability and life insurance, and more. In Canada, we provide an employer-funded HSA-based benefits plan with drug, dental, and mental health coverage - giving you a flexible way to manage your healthcare needs. We're committed to your financial future, with 401(k) matching for U.S. employees and RRSP matching for those in Canada. We invest in your growth through tailored career development conversations and support for tools, courses, and resources to help you thrive. And when it comes to work-life balance? We offer unlimited Paid Time Off, paid company holidays, and a company-wide winter break from December 24 to January 1 - so you can truly recharge. Granum does not sponsor work authorization needs; candidates must have proper work authorization to work for any employer in Canada or the U.S, without sponsorship from the company. Granum is an Equal Employment Opportunity and Affirmative Action Employer. We consider qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, marital status, protected veteran status, or disability status. Granum participates in the federal E-Verify program. Granum is committed to providing accessible employment opportunities in accordance with the Accessibility for Ontarians with Disabilities Act, 2005. Granum reserves the right to change job descriptions as per the needs of the organization. For accommodation requests, please contact hr@granum.com