Principal Demand Generation Manager, Product-Led Growth at Jobber

DOES INCUBATING JOBBER’S NEXT GENERATION OF PRODUCT-LED GROWTH EXCITE YOU? Then Jobber might be the place for you! We’re looking for a Principal Demand Generation Manager to lead the demand-generation side of our product-led growth work — a senior individual contributor role focused on experimentation and incubating net-new PLG initiatives. Jobber exists to help people in small businesses be successful. We work with small home service businesses, like your local plumbers, painters, and landscapers, to transform the way service is delivered through technology. With Jobber they can quote, schedule, invoice, and collect payments from their customers while providing an easy and professional customer experience. Running a small business today isn’t like it used to be—the way we consume and deliver service is changing rapidly, technology is evolving, and customers expect more. That’s why we put the power and flexibility in their hands to run their businesses how, where, and when they want! Our culture of transparency, inclusivity, collaboration, and innovation has been recognized by Great Place to Work, Canada’s Most Admired Corporate Cultures, and more. Jobber has also been named on the Globe and Mail’s Canada’s Top Growing Companies list, and Deloitte Canada’s Technology Fast 50™, Enterprise Fast 15, and Technology Fast 500™ lists. With an Executive team that has over thirty years of industry experience of leading the way, we’ve come a long way from our first customer in 2011—but we’ve just scratched the surface of what we want to accomplish for our customers [Upgrade to PRO to see link] The team: The Demand Generation team builds, runs, and optimizes the integrated campaigns and channels that drive leads for our self-serve and sales-assisted funnels. This role sits inside Demand Generation and operates at the seam between Marketing and Product, partnering directly with our product-led growth counterparts in the Product organization. You will report to the Senior Director, Demand Generation. The role: Reporting to the Senior Director, Demand Generation, the Principal Demand Generation Manager is a dedicated incubation role for new demand-generation bets inside a product-led growth motion. It is not a channel role, a product marketing role, or a feature-launch role. It is a senior individual contributor role focused on designing experiments, shaping early-stage MVPs with Product, and producing the kind of signal that tells us what to scale, what to pivot, and what to kill. Our Demand Gen organization has strong coverage across performance marketing, organic search, and growth marketing. The people leaders and individual contributors in those functions run the always-on acquisition machine that Jobber depends on every day, all with operating targets of their own to hit. Embedded, high-cadence Product experimentation needs dedicated senior IC capacity rather than being layered on top of those teams, which is what this seat exists to provide. In practice, that means showing up with demand sizing, funnel context, experiment design, and tangible prototypes that help our product-led growth partners move faster. You are the person they should never have to chase for acquisition context, hypothesis framing, or decision-ready data. Why this role matters How service pros discover and buy software is changing fast. Zero-click search, AI-mediated discovery, and a growing field of niche single-purpose competitors are reshaping the acquisition landscape. Winning through this shift requires a dedicated experimentation capability that can generate signal on new PLG motions quickly, credibly, and without destabilizing the acquisition channels we already rely on. This role is how we build that capability. The Principal Demand Generation Manager will: Incubate net-new PLG initiatives with Product - Act as the primary demand-gen partner to the product manager, leading net-new PLG initiatives, bringing proactive hypotheses, market context, and experiment ideas into roadmap discussions - Own opportunity sizing, demand research, and funnel context for priority bets - Prepare decision-ready materials — funnel views, benchmarks, revenue modeling, and business cases — before product leadership is asked to commit engineering resources - Define what each experiment is intended to learn, and ensure results are reviewed on a weekly cadence Design minimum viable tests to de-risk early-stage MVPs A core part of this role is designing lightweight validation tests that generate baseline data before a larger experiment or in-product build is greenlit. You will coordinate closely with performance marketing managers inside Demand Gen to design and run these minimum viable tests — sizing audiences, selecting channels, and setting measurement boundaries — so that early-stage PLG concepts can be pressure-tested with real demand before we commit meaningful engineering or media spend. Designed well, these tests do two things at once: they produce the baseline signal that makes larger experiments credible, and they protect acquisition efficiency by keeping PLG validation contained rather than diffused across channels that have operating targets to hit. Partner broadly with the Product organization - Work with the broader Product Growth team on strategy and cross-surface coordination, making sure new PLG bets connect cleanly into adjacent product experimentation - Carry a consolidated marketing-side point of view into senior product leadership discussions - Represent Demand Gen in prioritization, sequencing, and stop/scale decisions across the PLG portfolio Own the marketing-side experimentation roadmap - Own the marketing-side strategy and roadmap for web-hosted tools, content-led experiences, and campaign tests that validate product ideas before (or in parallel with) in-product builds - Pull signal from Demand Gen’s channel and performance functions to inform prioritization, while respecting their operating load and engaging their leaders and individual contributors at escalation and launch-gate moments rather than as day-to-day embedded partners - Help keep new acquisition surfaces tightly integrated with existing SEO and content strategies Move faster with AI-enabled execution - Use AI tools to prototype new concepts and create tangible artifacts (mockups, working demos) that make ideas easier for product partners to evaluate - Accelerate ideation, experiment design, and supporting materials so Product spends less time waiting and more time building - Stay current on how AI-mediated discovery is changing service-pro behavior, and translate those shifts into testable moves for the roadmap Bring strategic clarity to every bet - Be the person product leaders can rely on for a clear recommendation backed by data, not just a summary of options - Help kill or pivot low-signal ideas early, and make the case for scaling the ones that work - Hold the agreed prioritization framework and operating cadence — weekly experiment reviews, stop/scale decisions against pre-agreed time-to-signal targets To be successful, you should have: - Extensive experience in demand generation, growth marketing, or growth strategy in a B2B SaaS environment, with a track record of operating at Director-adjacent seniority as an individual contributor - Deep experience partnering directly with product leadership – comfortable holding your own in a room with senior product leaders and representing the full marketing picture - Proven track record of designing experiments that produced real signal — not just ideas in a doc, but tests that shipped, generated baseline data, and informed what came next - Strong funnel analysis and opportunity sizing skills; comfortable pulling your own data, building your own models, and defending your assumptions - Experience designing minimum viable tests in coordination with channel and performance marketing teams, with an instinct for what size of test produces credible signal without disrupting in-flight acquisition programs - Clear, senior-level written and verbal communicator; able to translate marketing insight into product opportunities and carry consolidated recommendations to executive stakeholders - Comfort using AI tools to prototype, mock up, and accelerate concept development – you ship artifacts, not just decks - Working fluency in SEO, generative/AI-driven discovery, and how shifting buyer behavior is changing the acquisition landscape - Strong bias for action, ownership, and proactive collaboration – you don’t wait to be told what matters - Exposure to PLG, freemium, and experimentation-led growth motions is a strong plus What this role is not - Not a product marketing role. You won’t write feature messaging, run feature launches, or own go-to-market positioning. - Not a channel role. You won’t own SEO, ASO, paid, programmatic, or lifecycle execution. - Not a people-leader role. You will not have direct reports. - Not a product management role. You won’t own the product roadmap or dictate product direction. Compensation : At Jobber, we believe that compensation should be transparent, fair, and reflective of your experience and growth. This role has a minimum annual salary of $151,200, a midpoint of $177,900, and a maximum salary of $204,500, designed to show the progression from learning the ropes to truly excelling. We design our compensation to reflect each new hire’s skills, experience against the complexity of the role, ensuring a fair and competitive salary. Our range is intentionally broad to support growth and long-term impact, with fully established hires typically starting around the midpoint. The higher end of the range is reserved for those who have demonstrated deep expertise and lasting contributions, while offers below the midpoint reflect strong potential with room to develop. This approach ensures that compensation aligns with both an individual’s current capabilities and their opportunity for future growth. Base salary is just one part of a total compensation package that will include equity rewards, annual stipends for health and wellness, retirement savings matching, and an extended health package with fully paid premiums for body and mind. Your professional growth matters to us too! You’ll have access to a dedicated talent development program that includes career coaching and opportunities for career development. We believe in transparency and open conversations about compensation. If you have any questions about our approach, we’re happy to discuss them throughout the hiring process! Location: We believe great collaboration is intentional, and sometimes that means coming together in person to build, brainstorm, and connect. To support this, the role is open to candidates based in one of our hub cities: Edmonton, Toronto, Vancouver, or Kitchener-Waterloo. What you can expect from Jobber: - A total compensation package that includes an extended health benefits package with fully paid premiums for both body and mind, matching in RRSP, TFSA or FHSA, and stock options. - A dedicated Talent Development team and access to coaching, learning, and leadership programs to help you grow your career, reach your goals, and unlock your full potential. - A unique opportunity to build, grow, and leave your impact on a $400-billion industry that has no dominant player...yet. - To work with a group of people who are humble, supportive, and give a sh*t about our customers. We believe that diverse teams perform better and that fostering an inclusive work environment is a key part of growing a successful team. We welcome people of diverse backgrounds, experiences, and perspectives. We are an equal opportunity employer, and we are committed to working with applicants requesting accommodation at any stage of the hiring process. A bit more about us: Job by job, we’re transforming the way service is delivered. Your lawn care provider, home cleaning service, plumber or painter could use Jobber to better connect with their customers, save time in the office, invoice faster, and get paid! We’re bringing tens of thousands of people together with technology to deliver billions of dollars a year in services to happy customers. Jobber exists to help make these small businesses successful, and when they’re successful we all win!