Demand Generation Manager at Falcon Electric — Mississauga, CAN | Base Career

Falcon keeps the systems modern life depends on running where ordinary power gives out: the remote pump station, the roadside traffic cabinet, the treatment plant that can never go dark.

For 35 years, when conditions are too hot, too cold, too dirty, or too far from anywhere for standard equipment to survive, engineers have specified Falcon.

We build true online power protection engineered for the field, and we stand behind it without dispute.

We have something rare: a 35-year engineering reputation, the trust of the engineers who stake their projects on us, and a mission worth winning.

We chose the hardest corner of the power world on purpose, and we intend to own it completely, bringing the hunger of a startup to a company that earned its credibility the hard way.

Part of that bet is how we work: our vision is to be AI-native, using AI and building our own into how we operate so a focused team can move with the speed and reach of one many times its size, with AI doing the heavy lifting and people making the calls that matter.

We are early.

The engine is being built now, not bought off a shelf, and you will help build it.

This is a chance to build something that matters, protecting the water, transportation, and power infrastructure the world runs on, with people who move fast, own their outcomes, and are a little obsessed with winning.

If that is your kind of work, come build it with us.

This is a revenue seat, not a brand-and-comms one.

B2B buying has changed: most buyers research independently, and the large majority now use AI answer engines to shortlist suppliers before they ever talk to sales.

MQL volume has stopped predicting revenue, and demand generation is now judged on the qualified pipeline it creates and the deals it helps close.

Falcon needs someone who builds the system that produces that pipeline and makes the Industry Account Executive and Channel Manager measurably more effective.

Falcon's edge is a signal-driven, account-based engine, not spray and pray.

The lead-generation engine. Design and run Falcon's demand engine: a system that delivers a steady flow of researched, prioritized, quote-ready opportunities to the direct and channel teams every week, with qualified pipeline contribution as your primary number.
Signal-based ABM. Use intent and buying-signal data to find the accounts and projects that are in-market in each priority vertical, and run coordinated, account-based programs that put the Industry Account Executive and Channel Manager in front of the right buying committee at the right time.
Lists, enrichment, and automation. Build, segment, and continuously enrich Falcon's target-account and contact data with buying context, product fit, and contact mapping, and design the AI-driven workflows that automate the research, enrichment, scoring, and routing behind it.
Sales and channel enablement. Arm the Industry Account Executive and Channel Manager with account briefs, buying signals, fit-check and quote-ready notes, application content, and ready-to-send outreach so they win more deals, faster.
Content and answer-engine visibility (AEO/GEO). Direct Falcon's managed AI marketing workforce to produce vertical content, application notes, and comparison and selection guides, and optimize so Falcon is the source AI answer engines cite when engineers research harsh-environment power, always guiding them toward a fit-check or a conversation with sales.
Attribution and measurement. Own marketing automation and CRM integration, closed-loop attribution from first touch to closed-won, and a weekly report on pipeline contribution and influence on win rate and deal velocity, tying every campaign and asset to a named vertical, account, or product motion.

By day 90: Priority verticals selected with target-account lists built and enriched, a live intent and buying-signal feed, the first account-based campaigns running, and a baseline for AI answer-engine visibility instrumented.
By month 6: The demand engine producing weekly quote-ready opportunities for direct and channel, closed-loop attribution working in the CRM, and a running content and AEO program compounding visibility in your verticals.
By month 12: A measurable, repeatable pipeline contribution the sales and channel teams rely on, Falcon consistently surfaced in AI answers for harsh-environment power, and a documented demand system that scales to new verticals.

5+ years in B2B demand generation or growth marketing with clear ownership of pipeline contribution and revenue impact, ideally in industrial, technical, manufacturing, or another considered-purchase market.
Demonstrated, hands-on use of AI to design workflows and multiply output across research, enrichment, content, and campaigns, with examples of what you built and the pipeline it produced.
Signal-based ABM and intent-data experience: turning in-market signals into coordinated, account-based programs that sales acts on.
Fluency in AI discovery and answer-engine optimization (AEO/GEO) and how to earn citations and visibility where buyers now research.
Strong CRM and marketing-automation command, with closed-loop attribution from first touch to revenue.
Pipeline and funnel discipline: you think in qualified pipeline and revenue influence, not MQL volume, and you operate lean by orchestrating AI rather than managing a large team.

Familiarity with the modern AI demand stack, for example predictive intent, enrichment, and attribution platforms
A growth and experimentation mindset applied to a long-cycle, technical, spec-in motion.
Experience marketing to engineers, integrators, or other specifying and technical audiences.
Exposure to water/wastewater, traffic/ITS, or industrial automation verticals.

Your primary measure is the qualified design-win pipeline you generate and the revenue the sales and channel teams close with it.

Answer-engine visibility, account coverage, and pipeline velocity are the leading indicators on the way there, not MQL volume for its own sake.

You will own a small, clear scorecard and a weekly operating rhythm.

Demand Generation Manager

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