Description
GTM Engineer (Lead)
Edgecom Energy | Toronto, ON (Hybrid)About the Role
Our pipeline today is almost entirely rep-sourced and event-sourced. There is no demand generation machine yet: no systematic outbound, no ABM, no lead scoring, no nurture, no attribution. HubSpot is a system of record, not a growth engine. Meanwhile we're entering two new markets and doubling the sales team, and every new AE needs a pipeline from day one.
We won't hire a traditional marketing department. The bet, consistent with how we build everything: one AI-native operator running what used to take a four-person demand gen team. Automation, enrichment, outbound orchestration, AI content production, campaign execution. Measured on pipeline dollars, not activity.
The mandate: build and run the demand generation machine that sources at least 20% of Edgecom's new-logo pipeline (dollar-measured) within 12 months, with attribution clean enough that nobody argues about the number. You'll report to the CEO and manage one direct report (growth marketing: events and day-to-day marketing execution), working closely with sales, commercial, and product design. The team grows when the machine's unit economics justify more hands, and you'll make that case with data.
Responsibilities
- Rebuild our HubSpot GTM workflows from scratch
- Rebuild our website from scratch to make it lead-gen engine
- Design and run the ABM motion for our ICP: large C&I facilities (manufacturing, cold storage, industrial REITs, campuses) in Ontario, PJM, and Québec. Account selection, enrichment, multi-channel sequencing, meeting generation.
- Work with VP of sales to improve outbound targeting, ICP, and list management.
- Build the outbound infrastructure: data sourcing and enrichment (ZoomInfo/Clay/Apollo-class tooling), list hygiene, deliverability management, AI personalization at scale.
- Own the GTM side of HubSpot under a written ownership split with sales: contacts, lists, forms, campaigns, marketing workflows, lead scoring, lifecycle through MQL and SQL, email, CMS and landing pages, and first-touch attribution. Handoff at SQL-to-deal conversion.
- Produce content at AI speed with human-grade editing: email copy, landing pages, one-pagers, case studies, campaign collateral. You own catching the kW-vs-kWh error before it ships.
- Productize our door-opener tools (like the pTrack missed-peak cost calculator) into landing pages, tools, and sequences that generate inbound meetings.
- Run paid and organic channel experiments with a test budget and a kill discipline: channels that don't produce pipeline in 2 quarters die.
- Turn events, our proven channel, into a machine input: pre-event ABM targeting, at-event capture, automated post-event sequencing, and a pipeline P&L for every event.
- Route qualified leads to the right region within a 48-hour SLA. A lead that sits is a process failure you own.
- Report weekly at the business review: marketing-sourced pipeline $, meetings generated, conversion by stage, cost per opportunity.
What this role is not:
- A brand or communications seat: success here is measured in pipeline dollars, not impressions, awareness, or content volume.
- A marketing leader who builds a team first and a machine second: headcount here is earned by unit economics.
- A "Strategist" who needs to hire HubSpot consultants to do the hands-on work.
- A "Director" who wants to come in and manage people.
- A HubSpot admin who executes tickets: you invent the campaigns, not just the workflows.
Qualifications
Required
- 2+ years in energy markets, demand response, or a related area of the electricity sector.
- Working knowledge of the IESO market and how DR resources participate and settle.
- Bachelor's degree in engineering or a related technical discipline.
- Strong analytical skills and fluency in Excel with operational and interval meter data.
- Self-starter who turns data and event results into practical, measurable improvements.
- Clear written and verbal communication, including direct customer contact.
- Desire to work in a fast-paced environment and find solutions in ambiguity.
Strongly Preferred
- Electrical engineering degree or power systems background.
- Familiarity with AESO, PJM, or NYISO market rules and DR products.
- Experience with utility or LDC-sponsored DR programs.
- SQL, Python, or BI tools for reporting automation.
What We Offer
- Meaningful work with a purpose - reducing costs and emissions and saving energy for a more sustainable future.
- A competitive salary of $150,000-180,000 CAD, Placement in the band is tied to demonstrated AI-native workflow depth.
- Variable: up to 20% of base, paid quarterly, tied to marketing-sourced pipeline. The first two quarters are set on build milestones while the machine stands up, then switch to pipeline dollars.
- Outstanding health, vision, and dental benefits.
- Equity: stock options on a 4-year vest with a 1-year cliff.
- Tools: an approved modern stack plus a quarterly experiment budget you own.
- Onsite gym at the office.
- Hybrid work.
- Personal days to promote work-life balance and employee well-being.
How to Apply
Upload your resume and a short cover letter on what makes you a perfect fit for this role.
This posting is for an existing vacancy. Edgecom Energy uses artificial intelligence tools to assist in screening and assessing applications.
Compensation
$150,000.00 - $180,000.00 per year
