Senior Manager, Demand Generation & Revenue Marketing (Canada or US - Remote)

Department: Marketing

Employment Type: Full Time

Location: Canada - Remote

Reporting To: Jessica McInnis, Senior Director, GTM Strategy & Solutions

Compensation: $100,000 - $140,000 / year

Description

Riipen partners with colleges and universities across Canada and the United States to expand access to authentic, work-integrated learning experiences that prepare students for the workforce. As institutions face increasing pressure to improve student outcomes, strengthen career readiness, and demonstrate the value of a degree, Riipen helps them embed real employer projects directly into the student experience at scale.

We are growing our marketing team to deepen our reach with senior academic leadership and accelerate Riipen’s enterprise growth across higher education.

This role sits at the intersection of demand generation, content strategy, and revenue marketing, ensuring that Riipen’s thought leadership and marketing programs translate into measurable enterprise pipeline growth.

The person in this role will shape how provosts, deans, and other institutional decision-makers discover, understand, and engage with Riipen. Through targeted campaigns, compelling thought leadership, and high-quality content across the buyer journey, you will build credibility with senior academic audiences and create the conditions for meaningful sales conversations with priority institutional accounts.

Working closely with sales, GTM leadership, and RevOps, you will design and execute demand generation programs aligned with Riipen’s named-account strategy. This includes developing campaigns that convert engagement into qualified meetings, producing content that supports complex institutional buying decisions, and continuously optimizing programs based on performance data and pipeline outcomes.

This role owns the marketing programs that generate qualified conversations with priority institutional accounts and contribute directly to Riipen’s enterprise pipeline.

Riipen is a mission-driven organization that moves quickly from ideas to execution. The team values thoughtful experimentation, rapid iteration, and measurable impact. The right person for this role is energized by building programs that influence institutional decision-making and help more students gain access to meaningful, career-building experiences.

This role is fully remote and open to candidates in Canada or the US. Only candidates with demonstrated experience designing and executing marketing campaigns targeting post-secondary institutions in the US will be considered.

The compensation range is $105,000 - $145,000 CAD or USD, inclusive of bonus. 

Key Responsibilities

Demand Generation Strategy and Execution

• Design and execute multi-channel demand generation programs targeting senior academic leadership across Canada and the US, from strategy through execution through measurement, with the goal of creating qualified sales conversations with priority institutional accounts
• Develop and manage the editorial calendar, ensuring consistent output across content, email, social, webinars, events, and co-marketing with partners and consortia in the higher education space
• Build campaigns that convert target account engagement into meetings with economic buyers and institutional decision-makers
• Partner with sales leadership to align demand generation programs with priority accounts and active deal pursuits
• Analyze campaign performance and continuously optimize programs to improve engagement, meeting generation, and funnel conversion
• Capture insights from campaign results and feed them back into GTM strategy, positioning, and account prioritization

Pipeline and Revenue Accountability

• Contribute to qualified pipeline generation across priority target accounts through campaign programs and content
• Design marketing initiatives that convert institutional engagement into qualified sales opportunities and RevOps
• Track and report on marketing-sourced and marketing-influenced pipeline in collaboration with GTM leadership
• Support sales leadership in progressing opportunities through the funnel with targeted campaigns and sales enablement assets
• Align marketing execution with named account strategies and ABM execution

Content That Accelerates Enterprise Revenue

• Produce awareness-stage content including blog posts, LinkedIn articles, and social content that establishes Riipen’s point of view with senior academic leaders
• Develop consideration-stage assets such as research briefs, benchmark studies, and webinar content that help institutional leaders evaluate their options
• Create decision-stage content including case studies, ROI frameworks, institutional outcome stories, and executive briefs that support late-stage enterprise sales conversations
• Build sales enablement materials — persona-specific one-pagers, pitch deck content, outbound collateral, and competitive positioning — that equip the sales team for multi-stakeholder deals
• Contribute to Riipen’s LinkedIn presence: company page strategy, executive thought leadership support, and active engagement with the higher education community
• Translate market intelligence from sales conversations, advisory board sessions, and competitive monitoring into messaging updates and content priorities
• Contribute to the evolution of Riipen’s messaging architecture: narrative, value pillars, persona-specific messaging, and proof points
• Collaborate with Product to ensure messaging aligns with product strategy and buyer priorities

Skills, Knowledge and Expertise

• 7+ years of experience in B2B demand generation, revenue marketing, or growth marketing
• Demonstrated track record of generating qualified pipeline for enterprise sales teams
• Experience supporting account-based or named-account go-to-market motions
• Strong understanding of enterprise demand generation strategy, including campaigns that drive meetings with senior decision-makers
• Understanding of the higher education landscape in Canada and the United States, or the ability to rapidly develop expertise in institutional priorities and decision-making dynamics within higher education
• Strong analytical mindset with experience measuring pipeline creation, funnel conversion rates, and campaign ROI
• Experience collaborating closely with sales organizations in complex, multi-stakeholder enterprise deals
• Excellent writing and storytelling skills with the ability to adapt tone and format for senior academic audiences across channels
• Ability to move fluidly between strategy and execution, designing campaigns and producing the content and programs required to bring them to life
• Comfortable working with marketing technology including CRM and marketing automation platforms, with the ability to interpret performance data and connect marketing activity to pipeline outcomes
• Fluent with AI tools for content development, research, and workflow acceleration while maintaining strong editorial judgment and quality control

We ask that if you feel like you don’t check all the boxes but have the potential to learn what you don’t know, that you still apply! We believe that diverse teams are high-performing teams and we strive to employ individuals with a diversity of backgrounds, experiences, and perspectives. 
If this role excites you, we look forward to receiving your application!

Benefits

• 🌐 Remote/travel working opportunities (when appropriate)
• 🏖️ 4 weeks of annual vacation 
• 🤕 Paid sick leave
• 🏥 Extended Health and Dental benefits from your first day
• ✅ Generous employer sponsored health coverage and 401K match allowance for US team 
• 💻 We will ensure you have a great work-from-home setup 
• 📚 Learning & Development Stipend after 6 months of employment