Description
Demand Generation Manager - Paid Social at Canopy
We are looking for a hands-on paid media operator to own our paid social program end-to-end, building audiences, launching and testing campaigns, managing creative, and reporting on pipeline and net new revenue.
The Opportunity The Demand Generation Manager - Paid Social at Canopy will own our paid social program end to end , building audiences, launching and testing campaigns, managing creative, and reporting on the pipeline and net new revenue that spend produces.
Responsibilities
- Paid social ownership: Plan, launch, optimize, and scale paid campaigns across Meta, LinkedIn, Reddit, and emerging platforms.
- Audience building: Build and maintain the audience layer that makes paid work , matched and custom audiences, ICP and ABM segments, retargeting pools, lookalikes, and suppression lists , using firmographic, intent, and CRM data.
- Testing and experimentation: Run a continuous, structured test roadmap across audiences, creative, offers, placements, and landing pages.
- Attribution and storytelling: Dig into performance from multiple angles , platform data, HubSpot and Salesforce, multi-touch attribution, and self-reported attribution , to connect spend to MQLs, SQLs, pipeline, and net new revenue.
- Budget management: Own the paid social budget month to month and quarter to quarter.
- Creative management: Brief, prioritize, and manage creative requests with our design and content teams.
- Content ideation and creation: Partner with content and product marketing on campaign concepts, offers, and messaging angles.
- Influencer and community partnerships: Work with industry influencers, creators, and communities on sponsored content, co-branded programs, and paid amplification.
- Collaboration: Work closely with demand gen, content, product marketing, sales, and RevOps to align campaigns with the broader plan.
- AI-enabled workflow: Use AI as a daily-workflow default for ad copy variants, audience and competitor research, creative concepting, and performance analysis.
Requirements
- Bachelor’s degree in Marketing, Business, or a related field.
- 4+ years of hands-on paid media experience with a heavy emphasis on paid social , Meta, LinkedIn, Reddit, or similar , in B2B or B2C.
- A track record of driving measurable business results, not just clicks and leads.
- Deep, in-platform expertise: campaign architecture, bidding strategies, conversion tracking, pixels and CAPI, and platform reporting.
- Proven ability to build and manage audiences, including matched, custom, and lookalike audiences, ABM target lists, and suppression lists.
- Strong analytical skills, with comfort moving between ad platform data, CRM data (HubSpot and Salesforce), and spreadsheets to answer attribution questions from multiple angles.
- Experience owning a media budget and reporting on efficiency metrics such as CPL, cost per MQL and SQL, CAC, and pipeline per dollar.
- Ability to write clear, persuasive ad copy and to write creative briefs that designers and video editors can actually run with.
- Experience working with influencers, creators, or community sponsorships is a plus.
- Relationship builder who can collaborate across marketing, sales, and RevOps.
- Bias for action and a genuine appetite for testing.
- Attention to detail and strong organizational skills.
- Fluent in using AI tools as a daily-workflow default, with the ability to build custom AI skills/Gems/GPTs (or equivalent) to support recurring demand gen tasks.
Benefits
- Flexible Paid Time Off
- Health Benefits
- 401(k)
- Mental Health
- Paid New Parent Leave & Birthing Parent Leave
- Supplemental Benefits
- Nectar
- Company Events
- ERG Committees
- Fully-stocked kitchen