Demand Generation Manager

Westland Insurance Group Ltd.

. Lead demand generation planning across Westland’s brands, products, and provincial markets .

Posted 10/15/2026full-timeSurrey • CanadaMid-LevelSenior💰 CA$84,000 - CA$105,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in demand generation and performance marketing, with a strong focus on optimizing automated workflows, conversion strategies, and cross-channel marketing efforts. Proficient in leveraging data analytics to drive insights and improve client engagement and retention.

Highest-signal resume keywords

Demand Generation PlanningGoogle Ads ManagementMarketing Automation (HubSpot, Salesforce)Conversion OptimizationSEO and AEO Alignment

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Demand GenerationPerformance MarketingConversion OptimizationMarketing AutomationGoogle AdsLinkedIn AdsMeta AdsSEOAEOData Analysis

Soft Skills

Analytical SkillsOrganizational SkillsCommunication SkillsCreative ThinkingCommercial Mindset

Tools & Technologies

HubSpotSalesforceGA4Google Search ConsoleSEMrushVWOOptimizelyData StudioClay

Industry Keywords

Demand GenerationPerformance MarketingClient RetentionOnboardingLifecycle JourneysPaid Media StrategyLocal SEO

About the role

Key responsibilities & impact

Lead demand generation planning across Westland’s brands, products, and provincial markets
Build and optimize automated workflows across HubSpot, Salesforce, and Pathway
Nurture prospects, re-engage cold leads, and support onboarding, retention, and client satisfaction
Partner with the Content Manager on blogs, commercial white papers, and product pages
Align content with SEO, AEO, and demand generation objectives
Lead paid media strategy and performance across Google Ads, LinkedIn Ads, Meta Ads, and emerging channels
Monitor day-to-day paid media results and identify strategic improvement opportunities
Allocate and pace budgets across national, provincial, and regional markets
Monitor and improve conversion performance using behavioural data and structured testing
Optimize landing pages, calls to action, copy, and key funnel stages
Support commercial insurance through account-based marketing, prospect identification, and enrichment using tools such as Clay
Deliver monthly and ad hoc reporting with analysis and actionable recommendations to marketing leadership and commercial stakeholders
Work cross-functionally to strengthen acquisition, onboarding, retention, and long-term client relationships

Requirements

What you’ll need

5+ years of progressive experience in demand generation or performance marketing
Experience spanning marketing automation, organic and paid channels, and conversion optimization
Hands-on knowledge of Google Ads, including Search, Display, YouTube, Performance Max, and Demand Gen
Hands-on capability in LinkedIn Ads and Meta Ads
Experience building automated workflows in marketing automation and CRM environments such as HubSpot and Salesforce
Experience with nurture, re-engagement, and lifecycle journeys
Experience using GA4, Google Search Console, SEMrush, VWO or Optimizely, and Data Studio
Strong understanding of conversion optimization, SEO, AEO, and structured experimentation
Experience improving landing pages, CTAs, copy, and digital journeys
Ability to manage and optimize budgets across multiple brands, campaigns, products, and markets
Excellent analytical, organizational, and communication skills
Ability to turn performance data into clear insights and business recommendations
Creative and commercially minded approach
Experience driving demand to physical locations through local SEO, AEO, content, and paid media is an asset

Benefits

Comp & perks

Competitive annual short-term incentive program
Financial assistance for approved work-related training/development courses leading to certification
Professional development programs, seminars, and conferences
Open, flexible and welcoming workplace
Opportunities to grow and learn
Autonomy to own your own success
Total rewards program supporting financial, physical, and mental health
Amplifying Communities program supporting causes important to employees