Marketing Manager

Role: Marketing Manager, Custom Lab Location: Remote (Canada) Reports to: Jonny Mactinger, GM of Custom Lab Type: Permanent Full-time Compensation: $60,000 - $80,000 CAD salary depending on experience, extended health benefits, and 3 weeks PTO About Custom Lab Custom Lab is the B2B custom sock and apparel business inside Outway. We design and manufacture premium custom branded socks for some of the most recognizable companies in the world, including Red Bull, Disney, and Uber. Our clients use Custom Lab to outfit teams, run high-impact swag programs, fuel activations, and create branded merch that people actually want to wear. Custom Lab is powered and supported by Outway, our consumer performance sock brand. Outway has built a category-leading product through thoughtful design, premium materials, and operational rigour. That product, supply chain, and brand horsepower is what gives Custom Lab a credibility most B2B custom apparel suppliers can't match. We're a lean, collaborative, remote-first team where ownership matters, communication is direct, and everyone plays a real role in building the systems that scale the business. About the Role We're hiring a Marketing Manager to own the entire marketing function at Custom Lab. This is a true generalist role for an operator who has run a function before and wants to build the marketing engine for a fast-growing B2B business with consumer brand DNA behind it. Your core objective is to drive more awareness and qualified leads into Custom Lab so the sales team can convert. You own every stage of the funnel, from how prospects first hear about us through to how we re-engage past customers. You'll inherit a strong foundation, a credible brand, an existing customer base of household names, and the support of the Outway team, and you'll be expected to take it from good to category-leading. You'll work most closely with Jonny Mactinger, GM of Custom Lab, and partner with sales, ops, and the broader Outway brand and creative team. You'll manage a small team made up of agencies, and freelancers, and you'll own the marketing budget. This is a role for someone who wants ownership, not a seat. If you need a playbook handed to you, this isn't the right fit. If you've been waiting for the room to build one, this is it. Key Responsibilities Demand Generation & Paid Media - Own the lead generation engine end-to-end, from channel strategy through to MQL handoff to sales Plan, launch, and optimize paid campaigns across LinkedIn, Meta, Google, and any other channel that drives qualified pipeline Set and manage the marketing budget, with clear ROI tracking against CAC, pipeline contribution, and revenue Test and scale new acquisition channels, killing what doesn't work fast BDR & Outbound - Manage Custom Lab's BDR function, including outbound strategy, target account selection, sequence development, and performance Partner with sales on ICP definition, lead scoring, and handoff process Build and refine the playbooks the BDR runs against, with measurable KPIs Retention & Lifecycle Marketing - Own email and lifecycle marketing for Custom Lab, including nurture, re-engagement, win-back, and reorder programs Build retention systems that drive repeat orders from our existing customer base of high-value B2B clients Partner with sales on account-level marketing for top customers SEO, AEO & Content - Own the Custom Lab blog and content strategy, including keyword research, editorial calendar, and production Drive organic growth through SEO and AEO, with content built for both search engines and LLM-based discovery Manage freelance writers and any agency support required to ship content consistently Earned Media & PR - Build Custom Lab's voice in the B2B merch, corporate gifting, and brand activation conversation Pitch and land earned media placements, podcast appearances, and case study features Turn our marquee client work (Red Bull, Disney, Uber, and the next set) into case studies, social proof, and pitch material Brand, Site & Creative - Own the Custom Lab website, including conversion optimization, landing pages, and ongoing content updates Partner with the Outway brand and creative team to develop campaigns, visual assets, and sales collateral Maintain a consistent brand voice and visual standard across every customer touchpoint Reporting & Operations - Set marketing KPIs and report weekly on pipeline, CAC, conversion, and revenue impact Build the dashboards and systems that give the leadership team a clear read on what's working Manage agencies, freelancers, and contractors with clarity on scope, deliverables, and ROI Required Skills Marketing Generalist Range - 3+ years running or leading a meaningful slice of a marketing function, ideally in B2B, ecommerce, or a hybrid model Hands-on experience across paid, lifecycle, content, SEO, and outbound; you've personally shipped work in at least most of these Comfort moving between strategy and execution in the same day Ownership & Operating Rhythm - Track record of owning a number and hitting it Strong project management chops and the discipline to run multiple workstreams without dropping balls Comfortable making decisions with incomplete information and adjusting fast People & Communication - Strong written communication; you can write a campaign brief, a sales email, a blog intro, and a leadership update equally well Experience managing direct reports, agencies, or freelancers Direct, low-ego, comfortable pushing back when warranted Tools & Stack - Fluent in modern marketing tools including HubSpot or similar CRM, Klaviyo or similar ESP, Google Analytics, paid platforms (LinkedIn, Meta, Google), and content/SEO tooling Comfortable using AI in your daily workflow to move faster and ship more Requirements - Based in Canada, able to work remotely with strong overlap with Pacific Time 4-6 years of relevant marketing experience, with at least some of that owning a function or major channel Willing to travel occasionally for team offsites, key events, and customer meetings Culture Fit We're looking for someone who embodies the Outway and Custom Lab ethos: ambitious, egoless, and obsessed with the craft of doing the work well. You believe effort beats talent, you take ownership without being asked, and you'd rather build the system than wait for one to show up. You care about the details, but you don't get lost in them. You want to win, and you want to win with people who feel the same way. How To Apply If the role feels like a good match, we’d love to hear from you. Please submit your application through the platform and include a brief cover letter outlining your interest in the role and relevant experience. Show more Show less - Seniority level Mid-Senior level Employment type Full-time Job function Marketing and Sales Industries Retail Apparel and Fashion Referrals increase your chances of interviewing at OUTWAY by 2x See who you know