Demand Generation Manager

About the company

Acorn is a skills and development platform that helps organisations understand what their people need to do, what they can do today, and which learning actions are actually improving readiness. The product connects skills to roles and learning content, makes development easier to see, and captures evidence of workforce capability growth.

The go-to-market approach is built around precise named-account execution rather than broad, high-volume outreach, so this role is suited to someone who knows how to operate at that level.

Role overview

The Manager, Demand Generation will report to the VP, Marketing and will lead named-account programs, multi-channel campaign planning, and outbound support infrastructure within the demand generation function. This is a hands-on campaign leadership role for someone who can turn market insight into pipeline-generating activity.

You will work as a central connector across channels, making sure account-based programs, paid media, events, content, and outbound activity all support one another and contribute to revenue. You will partner closely with a cross-functional marketing group that includes brand and content, design, web, and video, along with a business development team focused on named-account outreach.

Key responsibilities

• Design and run differentiated ABX programs across a tiered named-account framework for North America and ANZ, collaborating with sales and business development from planning through execution and reporting.
• Create and manage nurture journeys for priority audience segments so messaging aligns with where buyers are in their decision process.
• Plan event campaigns across the annual calendar, including pre-event targeting of named accounts, on-site coordination with sales, and follow-up activity that drives pipeline after the event.
• Coordinate co-branded event participation and shared audience activation with external event partners and industry associations when appropriate.
• Align business development outreach sequences with go-to-market priorities and campaign timing.
• Maintain outbound systems and processes, including domain warming, deliverability, and sending tools.
• Work with technology partners and channel partners on joint marketing activity, such as shared content, events, and outbound plays tied to named-account priorities.
• Spot new co-marketing opportunities with integration partners and HR tech ecosystem organisations that can help accelerate pipeline in target segments.
• Partner with Revenue Operations on campaign tracking, attribution, and pipeline reporting.
• Clearly explain the business impact of campaign activity to leadership.

Required experience and capabilities

• At least 3 years of experience in B2B demand generation, with ownership of active programs.
• Proven track record of running named-account initiatives across several channels at the same time.
• Practical experience with outbound infrastructure, including sequence creation, deliverability management, and sender-reputation protection at scale.
• Comfort working against pipeline goals and shared revenue targets alongside sales.
• Exposure to partner or channel co-marketing programs is an advantage.
• Experience marketing to HR, learning and development, or enterprise operations buyers is a plus.

AI fluency

AI is used broadly at Acorn, and the team is actively building stronger AI capability across the business. This role expects a genuine interest in using AI to improve demand generation work in practical ways.

• Use AI to speed up account research, personalise outreach at scale, and improve campaign messaging.
• Use AI-assisted tools and sequencing methods to increase outbound efficiency while keeping quality high.
• Apply AI to combine market intelligence, competitor activity, and buyer-intent signals into stronger campaign ideas.

The interview process will focus on what you have actually built with AI, which tools you use regularly, and the results you have achieved.

Why join Acorn

• Influence how the company grows its North American presence while supporting an established ANZ business.
• Work closely with senior leaders and help shape culture, capability, and organisational performance.
• Lead initiatives that connect learning, performance, and business outcomes.
• Join a values-driven company that uses its own product.

Compensation and benefits

The salary range for this position is CAD 90,000 to 110,000 per year, depending on experience and qualifications. The package also includes a market-leading 9% RRSP match and a comprehensive health benefits plan.

• 100% coverage for prescription drugs
• Extended health and dental coverage
• Mental health and paramedical services
• Life insurance and accidental death and dismemberment coverage
• Virtual medical support and travel medical support

Location and work setup

This role is based in Vancouver, British Columbia, and is office-first, with work expected from the local office most of the time.

Eligibility

Candidates must be eligible to work in British Columbia, Canada. Visa sponsorship is not available for this role.

Recruitment process

Acorn aims to run a fair, accessible, and inclusive hiring process and encourages candidates to request any accommodations they may need during the application or interview stages.

Additional information

Acorn is the hub for learning and performance for more than 3 million active learners worldwide. The company emphasises real-world impact, where the work contributes to helping people grow professionally and personally.

Candidates can learn more about the company through its public website and life-at-company video, though no application link is provided here.