Customer Demand Generation Manager Job in Kitchener, Ontario | Careers at D2L
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  • Kitchener, Ontario
  • Full-time
  • Marketing

Customer Demand Generation Manager

  • Reference #: 3301849

The Customer Demand Generation Manager mission is to elevate customer success and drive adoption, renewal and account expansion opportunities. You will: • Develop a very clear understanding of D2L’s value proposition framework, products, and services, • Understand the customer experience, challenges, outcomes, and successes, • Build clear insights into customers and amplify their success, • Be a remarkable storyteller who has the right blend of empathy and advocacy, • Build trust and relationships with customers, • Understand the outcomes from each channel we use to engage customers and collaborate closely with the full go-to-market team to execute each campaign.

D2L is a cloud company that is modernizing education and building the Future of Work. The old models of teaching and learning are in the midst of the largest transformation in history, and D2L is at the heart of that fundamental shift. 

New models of teaching and learning enable a personalized, student-centric experience – and deliver improved retention, engagement, satisfaction, and results for learners of all ages – in schools, campuses, and companies.

D2L is disrupting the way the world learns, by providing the next generation learning environment and solutions to engage and inspire learners. And most importantly, by giving customers a platform that is easy, flexible, and smart. No other company provides a solution as robust and innovative as D2L.

D2L’s has had a singular mission for 20 years and is dedicated to that same mission in the years ahead: to transform the way the world learns – and by doing so, we will help improve human potential globally.

Job Summary: 

The Customer Demand Generation Manager mission is to elevate customer success and drive adoption, renewal and account expansion opportunities. You will:  

  • Develop a very clear understanding of D2L’s value proposition framework, products, and services,  
  • Understand the customer experience, challenges, outcomes, and successes,  
  • Build clear insights into customers and amplify their success,  
  • Be a remarkable storyteller who has the right blend of empathy and advocacy, 
  • Build trust and relationships with customers,  
  • Understand the outcomes from each channel we use to engage customers and collaborate closely with the full go-to-market team to execute each campaign.   

At a high-level: 

  • You will have a clear understanding of D2L’s value proposition framework, products, services, the market dynamics, and understand our customers. 
  • You will take a customer-centric view of how we solve their most important problems, including the value of the things that make D2L different – ROI models, case studies, and competitive comparisons. 
  • You will have a clear picture of how to reach our customers – who they are, what they read, what websites they visit, what events they attend, their associations – and how to drive loyalty and create advocates.  
  • Every customer you engage with should clearly understand how we can help solve their challenges. 
  • Work with the customer success, product marketing and other subject matter experts to build core assets and content to support our customer campaigns – on our website, social, blogs, webinars with clients, events, etc. 
  • Campaigns should speak to customer needs, amplify the voice of our existing customers speaking to their challenges and how D2L helps. 
  • You know how to tell a remarkable story and how to weave a narrative across multiple channels to deliver a truly integrated experience. 
  • You understand that delivering breakthrough results requires experimentation and, sometimes, failure.  
  • You recognize it takes many touchpoints with the right message to drive adoption, usage, loyalty, advocacy and expansion. 
  • You’ll close the loop the same day after an event – thanking and providing insights for attendees and inspiring those that missed the live event to attend the recording (ideally using our Capture technology). 
  • You will have a growth mindset, strong technical and data skills to build clear goals for each campaign.  
  • You'll strive to continually improve each campaign while sharing insights across the company. 


  • Assist in building quarterly, and yearly customer marketing plans. 
  • Assist in building campaign calendars, manage updates, and communicate changes. 
  • Communicate customer marketing activities, and results across the organization. 
  • Leverage existing customers stories to demonstrate D2Ls impact and credibility.   
  • Plan and execute a customer focused live/virtual event strategy.  
  • Meet or exceed quarterly customer pipeline generation targets.  
  • Measure the effectiveness of customer marketing to maximize the return on our marketing spend. 
  • Drive customer reviews on review platforms in collaboration with advocacy team.  
  • Create inbound and outbound customer journey campaigns that drive adoption, usage, loyalty, advocacy and expansion. 
  • Increase customer expansion opportunities and conversion rates for the sales team. 
  • Assist in hacking growth by running experiments and tracking results. 
  • Track performance, build reports, and identify optimization opportunities.  

What you’ll bring to the role and what we expect: 

  • 5+ years of work experience in a B2B demand generation, Digital Marketing, ABM or campaign marketing role. 
  • Experience planning and implementing marketing campaigns preferred, but not required. 
  • Experience working directly with customer is desired; customer success, marketing, advocacy, but not required.  
  • Strong skillsets in lead generation, SEM, SEO, social media, content syndication, display advertising, content marketing, digital marketing and website optimization.  
  • Proficiency with Marketo, Salesforce, Demandbase, or similar technologies preferred, but not required.  
  • Ability to interpret data and that indicate optimization opportunities within the marketing funnel. 
  • Grit and curiosity to figure out how to continuously drive better results. 
  • Competitive nature with an unrelenting will to win. 
  • Ability to communicates complex information to others and presents succinct, well balanced information, with clear outcomes. 
  • Challenge status quo for a stronger end solution within the Marketing organization  
  • Support and make recommendations on programs, under guidance of your segment leader. 


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