Demand Generation Manager

About Lillio (formerly HiMama) and Our Mission:

At Lillio (formerly HiMama), we are a mission driven business with the goal of empowering early childhood educators through innovative, affordable tools that enable them to improve child outcomes, engage family members, and support continued professional growth for their staff. We are committed to serving the field as an authentic voice of the early childhood education (ECE) workforce, providing programs with all of the building blocks for high-quality early care and education and helping early educators focus on what matters most for children’s successful development and learning: relationships, play, creativity, and loving, nurturing caregiving. If you are excited about being part of an impact-driven business, focused on making a difference in the early childhood education industry, Lillio is the place for you.

Lillio is a Series B, private-equity backed company and we're proud to be part of the Bain Double Impact portfolio. Lillio is recognized as an industry leader, most recently selected in 2025 by Time Magazine as one of the world's top EdTech companies.

We’re looking for a Demand Generation Manager to own and grow our inbound marketing funnel. Reporting into the marketing leadership team and working alongside two other marketers, you’ll be the hands-on driver of our demand generation engine, owning acquisition, conversion and funnel performance across paid, organic and lifecycle channels. You’ll live in the data, run experiments, and partner closely with sales to make sure the leads we generate convert.

This is a hands-on individual-contributor role for someone who loves owning channels end to end, from keyword strategy to campaign execution to reporting on what’s working.

• Own the inbound marketing funnel, with a primary focus on SEO and SEM, to drive qualified leads and pipeline growth.
• Plan, launch, and optimize paid search (SEM) campaigns, managing budgets, bids, keywords, ad copy, and landing pages to hit cost-per-lead and ROAS targets.
• Develop and execute the SEO and GEO strategy, including keyword research, on-page optimization, technical SEO, and content recommendations to grow organic traffic and rankings.
• Own website and landing page conversion rate optimization, continuously testing messaging, offers, user journey, and page experiences to improve lead conversion and pipeline generation. 
• Support building and managing nurture campaigns, lead scoring, and automated workflows in Marketo to move prospects through the funnel.
• Maintain clean lead and campaign data and report on funnel performance in Salesforce, partnering with sales on lead handoff and attribution.
• Define, track, and report on funnel KPIs - traffic, conversion rates, MQLs, SQLs, cost per lead, pipeline contribution, and revenue generated, and share insights with stakeholders.
• Run a consistent cadence of A/B tests and experiments across channels, landing pages, and messaging to continuously improve conversion.
• Collaborate with content and product marketing to align campaigns with the buyer’s journey and our childcare-provider audience.

• 4+ years of experience in demand generation, growth, or performance marketing, ideally in B2B SaaS.
• Hands-on experience managing SEO and SEM / paid search campaigns with a track record of driving qualified leads.
• Working knowledge of Marketo for campaign execution, nurture, and lead management.
• Experience with Salesforce - comfortable navigating CRM data, reporting, and lead/campaign workflows.
• Strong analytical skills; you’re comfortable working with funnel metrics and using data to drive decisions.
• A self-starter who can own channels independently in a small, fast-moving team.
• Excellent communication and collaboration skills, especially with sales.

• Experience with email marketing and marketing automation best practices.
• Content marketing experience - briefing, creating, or optimizing content to support demand gen.
• Familiarity with the childcare or SMB software space.

Note: we are only considering Canadian applicants for the position at this time.

This role is posted to hire a backfill. 

Don’t have all the requirements but convinced you’ll be able to make an impact? We’d love to hear from you!  Please note that we place serious consideration to your application responses to all questions; only completed profiles will be considered for this role.    

Lillio Perks

-- Flexible working arrangements; we are a remote-first company who gathers together (virtually) every quarter, and in-person at least once per year. You must be willing to travel in-person as required for the role

-- Health benefits package includes medical, dental and vision

-- Paid time off, including vacation, personal and volunteer days

-- Opportunities for learning, mentorship and professional development

-- Ongoing team-wide and company-wide virtual social activities and success celebrations 

Accessibility

Lillio is committed to inclusiveness, equity and accessibility. If you require accommodations at any step of the application or interview process, please indicate so under the "Accommodations Question" box on your application. Accommodations may include but are not limited to: alternative methods of communication, providing a detailed “what to expect”, or modified testing. Please note this list is not exhaustive and we are more than happy to discuss other accommodations as required.

Commitment to Diversity

Diversity, Inclusion and Belonging are central to Lillio's core values. Lillio aims to ensure we provide a safe environment for everyone to thrive while bringing their authentic selves to work. Our mission is to promote an inclusive work space for all employees through Education, Discussion, and Celebration of our differences. Embracing these differences while coming together with a common purpose is what makes our team extra special. Our focus on inclusion and belonging is activated in the day-to-day culture at Lillio through our Diversity, Inclusion and Belonging (DIBS) committee, our bi-weekly DIBS discussions, DIBS Slack community, D&I training and education, volunteer days, donation matching, and more.

Equal Employment

Lillio is an equal employment opportunity employer. We consider all qualified applicants without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, veteran status, or any other legally protected characteristics.