GTM Campaign Manager
procurify · Canada · remote
Procurify is the agentic procurement platform that helps mid-market organizations get complete control over their spend. We're trusted by hundreds of companies around the world, across industries like biotechnology, education, health care, manufacturing, and software, to manage over $100B in spend. We're looking for a driven, systems-minded, and execution-focused GTM Campaign Manager to join us on our journey.
About the Role
As a GTM Campaign Manager, you will architect and operate the campaign systems that convert pipeline strategy into pipeline reality. Working directly under GTM Engineering, you'll build, launch, and continuously optimize the campaigns and targeted lists that feed our go-to-market teams — across every source of pipeline: inbound, outbound, tier/segment, and expansion (cross-sell/upsell).
Think of this role as a regulator's right hand. Procurify's pipeline comes from multiple, interdependent sources, and the business's #1 constraint is total pipeline coverage against our revenue targets. Rather than owning any single channel in isolation, you'll help balance effort dynamically across all of them — surging outbound when inbound softens, activating expansion campaigns against the install base, and calibrating targeting by segment so we maximize total pipeline, not just one number.
We're looking for someone who thinks from first principles — questioning why a campaign, list, or process exists, breaking it down to its fundamentals, and rebuilding it in ways that are simpler, faster, and more scalable. This is not a role for someone who runs one-off campaigns and moves on. We want a systems thinker who sees how targeting, data, messaging, and channels connect — and who designs campaign engines that compound in value over time rather than resetting from zero every quarter. The best campaign is often the one you can systematize and automate away.
This role also sits at the intersection of campaign execution and our evolution as an AI-enhanced platform. You'll champion how AI and automation can eliminate manual list-building, generate and personalize outreach at scale, surface which segments and plays are converting, and free human effort for the highest-leverage pipeline. If you see systems where others see silos, and you believe the best process is one you can automate, you'll thrive here.
We're also looking for someone relentless about the "last mile." Strategy without clean execution and closed-loop communication is worthless — the difference between a booked meeting and a lead sitting untouched. You'll own that last mile as a system: build the list, launch the campaign, hand it off cleanly, communicate it clearly, and measure what actually happened — then feed those learnings back into the engine.
This is not a systems-administration role (that's RevOps), a people-management role (that's BDR leadership), or a strategy-and-budget role (that's Demand Gen leadership). This is the connective tissue that all of those functions rely on but none of them owns: turning targeting, positioning, systems, and AI into campaigns that drive real pipeline.
What you'll be working on:
Campaign Systems Across All Pipeline Sources- Design and operate repeatable, scalable campaign systems — not one-offs — that generate pipeline across inbound, outbound, tier/segment, and expansion.
- Build and deliver targeted, ICP-aligned lead lists to BDRs proactively and on a repeatable cadence — increasingly automated and AI-generated — as the single most reliable driver of booked meetings.
- Design, launch, and optimize outbound campaigns end-to-end for both new-business and expansion pipeline, using automation and AI to scale personalization and volume without sacrificing quality.
- Support inbound performance by iterating and building on systems that improve MQL→SQL conversion.
- Build expansion (cross-sell/upsell) campaign systems against the existing customer base in partnership with Customer Success and Account Management — a large, under-served pipeline source today.
- Calibrate campaign targeting by tier/segment (SMB vs. mid-market) to protect and maximize total pipeline, not just a single tier.
Pipeline Coverage & Rebalancing (Under GTM Leadership)- Help monitor pipeline coverage across all sources as a connected system, and reallocate campaign effort to the highest-leverage source as conditions shift.
- Work from the operational math: track conversion rates by source (MQL→SAL→SQL→pipeline $), model where the leverage is, and use data and automation to drive proactive intervention through GTM led efforts.
- Flag pipeline softness early, so the business can compensate proactively rather than discovering gaps a quarter too late.
AI, Automation & First-Principles Optimization- Apply first-principles thinking to identify and remove friction in how campaigns are built, launched, and handed off — automating the repeatable and reserving human effort for high-value plays.
- Champion AI and automation across the campaign lifecycle: list generation, enrichment, segmentation, message personalization, sequence optimization, and performance analysis.
- Continuously deconstruct and rebuild campaign processes to be faster, simpler, and more scalable as we grow.
Last-Mile Ownership & Closed-Loop Execution- Ensure clean, automated hand-offs to BDRs and AEs — leads loaded, listed, assigned, and communicated so nothing sits un-worked.
- Support data fidelity across platforms (Salesforce, Marketo, sequencing, enrichment tools) as a power user of the systems RevOps builds.
- Define and track measurable outcomes per campaign and per source (SAL, SQL, pipeline $) so "what good looks like" is always explicit — and feed learnings back into the system.
Collaboration & Cross-System Alignment- Partner with Marketing, RevOps, Product Marketing, Sales, BDR leadership, and Customer Success to align targeting, messaging, and campaign execution across the funnel.
- Apply existing positioning and personas to concrete targeting — and flag when segment/positioning shifts appear to be suppressing high-converting traffic.
- Work cleanly across teams without owning any of their core mandates — you are the systems builder and connector, not the administrator or the people manager.
KPIs for Success- Increased qualified pipeline creation across all sources (inbound, outbound, tier, expansion), measured in SQLs and pipeline $ — accelerated by AI and automation.
- Consistent, proactive delivery of high-quality targeted lists to BDRs and AE’s — with measurable lift in meeting production.
- Improved conversion efficiency across the funnel (session→MQL, MQL→SQL, SAL→SQL).
- Growth in expansion/upsell pipeline generated through structured, repeatable campaign systems.
- Reduced manual effort per campaign through automation and systematization.
- Zero leads lost to poor hand-off — clean, closed-loop execution with no items sitting un-worked.
- Early, accurate surfacing of pipeline-coverage risk against targets.
Who we're looking for:- 1–3 years in a campaign management, demand generation, sales development, or GTM operations role (or a sharp, high-potential candidate ready to grow into it under mentorship).
- A systems thinker who sees how people, processes, tools, and data connect — and who designs for scale rather than one-off fixes.
- A first-principles problem solver who questions assumptions, deconstructs complex processes, and rebuilds them more efficiently.
- Genuine enthusiasm for AI and automation — with a track record (or strong interest) in using them to eliminate manual work and amplify pipeline output.
- ICP, persona, and tier fluency — able to independently determine who to target and why, and translate positioning into executable campaign systems.
- Quantitatively strong — can track conversion rates and pipeline coverage across sources and understand where the leverage is (this is a math + systems + execution role, not execution alone).
- Proactive, cl