Manager, B2B Marketing

Are you passionate about helping people live their healthiest lives? Do you thrive in a dynamic, supportive environment where your contributions truly matter? If so, Medcan is the place for you!

This job is for a current vacancy.

The Role

The Manager, B2B Marketing, will lead the annual planning and day-to-day implementation of Medcan’s B2B marketing to Direct (New Logo), Indirect (resellers/partners), and Account Management channels. This role is critical to developing a scalable, full-funnel demand and conversion engine that drives consistent new client growth, reaches the end client / consumer, and supports long-term account value.

You will partner closely with the B2B Growth and Account Management teams to deliver an integrated marketing approach leveraging your experience in digital and traditional media strategies, account-based marketing (ABM), lead generation and activation through conferences, sponsorships and in-person events, experiential marketing, CRM nurture and engagement and more.

You will manage a Marketing Specialist who will be responsible for bringing these campaigns and programs to market and are responsible for fostering their development thought effective performance management, delegation and assignment of work, while coaching to high-performance potential.

What You’ll Do

1. B2B Marketing Strategy & Planning

• Manage and implement the end-to-end B2B annual marketing plan across Direct, Indirect, and Account Management channels, supporting strategic alignment against revenue and new client acquisition goals
• Partner with cross-functional teams to develop a full-funnel demand model (awareness, consideration, conversion) tailored to B2B buying cycles and premium healthcare decision-making.
• Develop, own, and manage strategies to engage with and convert the end client (B2B2C marketing), with a goal to establish an 80/20 split for standardized practices vs. customized programs for key accounts and partnerships
• Leverage existing segment strategies and support refinement of target micro segments, personas, and value propositions to clearly articulate Medcan’s role as a strategic workforce health partner
• Align marketing plans with business priorities including new logo acquisition, renewals, and partner growth
• Actively monitor the B2B industry landscape to inform ongoing planning, including competitive reviews, thought leadership themes, and marketing trends.

2. Demand Generation & Pipeline Development

• Develop and execute a repeatable B2B demand engine, including account-based marketing (ABM), outbound, thought leadership, events, and partner activation

3. Nurture & Lifecycle Marketing

• Build and operationalize B2B nurture strategies in partnership with Growth, including early-stage lead engagement, opportunity acceleration, win-back campaigns, partner and reseller communications and thought-leadership to engage existing accounts
• Develop multi-touch, multi-channel journeys that educate, build trust, and reinforce Medcan’s premium value for B2B buyers
• Enable segmentation and personalization based on industry, persona, and stage
• Partner with sales and account management teams to work with key accounts, resellers, and partners to develop and implement marketing activations and engagement tactics tailored to their members / advisors / clients / employees

4. Conversion Optimization & Sales Enablement

• Partner with Sales to create high-impact enablement tools, including value narratives and ROI messaging, persona-based content, collateral and presentations, objection handling and competitive differentiation materials Develop a Partner Toolkit and Playbook for the Indirect Channel enabling resellers and partners to act as an extension of Medcan’s Growth team by promoting customizable assets and campaigns that engage a B2B2C segment
• Develop and maintain partner-specific templated landing pages using our website CMS that allow Parters and Resellers to collect leads from their memberships and client base, driving bookings and adoption of Medcan services
• Identify and address conversion bottlenecks across Direct, Indirect, and renewal channels
• Leverage thought-leadership and existing marketing assets for Account Managers to share with Plan Sponsors that demonstrate Medcan’s leadership position, commitment to innovation and evidence-based practices to deepen relationships.
• Assess and manage product marketing requirements specific to the B2B channel, including sell sheets, competitor reviews, translation requests, and product-specific B2B value propositions.
• Lead the development of B2B custom marketing materials as needed, developing clear briefs for in-house or agency creative teams

5. Indirect Channel (Resellers & Partnerships) Growth

• Lead marketing strategy and execution for the Indirect channel, including partner onboarding, engagement and activation, leveraging CRM insights and tactics to standardize partner engagement / nurture.
• Build structured partner marketing programs and co-marketing initiatives
• Elevate Indirect from relationship-based growth to a disciplined GTM channel

What You’ll Need

• 5+ of progressive experience in B2B marketing, with demonstrated leadership in demand generation and pipeline growth
• Proven track record building full-funnel marketing programs (demand, nurture, conversion) in complex, high-consideration sales environments
• Experience supporting both direct sales teams and partner/reseller ecosystems
• Strong understanding of account-based marketing (ABM) and lifecycle marketing strategies
• Experience working closely with Sales and RevOps to implement pipeline management frameworks and CRM systems (e.g., Salesforce)
• Strategic thinker with operational rigor—able to translate high-level strategy into execution frameworks
• Deep understanding of B2B funnel economics (CAC, LTV, CPL, conversion rates, pipeline velocity)
• Strong analytical and data-driven mindset, with ability to diagnose performance gaps and drive improvement
• Expertise in marketing automation, lead management, and segmentation strategies
• Exceptional stakeholder management and ability to influence cross-functional teams

Position Pay Range

$85,122.00 - $117,042.75 CAD annually

Pay will be determined based on an analysis of the selected candidate's experience and qualifications within the role's compensation grade. Medcan's compensation ranges are determined by a combination of required qualifications and skills, market value, and internal equity.

The above range pertains solely to the base compensation and is not inclusive of additional compensation details such as perks, benefits, and potential bonuses or incentives.

Notice to Candidates: Recruitment Fraud

Please note that Medcan will never request any form of payment from candidates at any stage of the recruitment or hiring process. In addition, Medcan does not utilize third-party immigration consultants or recruitment agents to conduct offers of employment on our behalf. Employment contracts are shared directly by members of the Medcan Talent Acquisition or Human Resources team using official Medcan email domains.

If you receive a request for payment or are contacted by an individual or organization claiming to represent Medcan that appears suspicious, please do not respond or share personal information. Instead, we encourage you to contact us directly at recruitment@medcan.com to verify the legitimacy of the communication.

Diversity, Equity and Accessibility

Medcan is dedicated to equity, diversity and inclusion. We strive to ensure all stakeholders have a fair opportunity to participate in our community. If contacted for an opportunity, please advise your Talent Acquisition contact should you require accommodation.

AI Use Disclosure – Opportunities at Medcan

Medcan uses artificial intelligence (AI) tools to support the screening and assessment of applicants for opportunities as part of a fair, transparent, and inclusive process. These tools assist our team but do not make final decisions. All decisions are reviewed and made by our teams to ensure fairness and alignment with Medcan’s values.

If you have questions about how your application is assessed, please contact the Medcan Talent Acquisition team at recruitment@medcan.com .