GTM Engineer (Lead)
Edgecom Energy | Toronto, ON (Hybrid)
About Edgecom Energy
Edgecom Energy is an AI-native energy management platform serving commercial and industrial facilities across North America. Our software monitors, predicts, and optimizes energy use, controls distributed energy resources, and participates in wholesale energy markets in a single integrated stack. We serve hundreds of the largest energy users across 240+ facilities and we're scaling fast.
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
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Rebuild our HubSpot GTM workflows from scratch
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Rebuild our website from scratch to make it lead-gen engine
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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.
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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.
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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.
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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.
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Productize our door-opener tools (like the pTrack missed-peak cost calculator) into landing pages, tools, and sequences that generate inbound meetings.
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Run paid and organic channel experiments with a test budget and a kill discipline: channels that don’t produce pipeline in 2 quarters die.
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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.
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Route qualified leads to the right region within a 48-hour SLA. A lead that sits is a process failure you own.
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Report weekly at the business review: marketing-sourced pipeline $, meetings generated, conversion by stage, cost per opportunity.
What this role is not:
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A brand or communications seat: success here is measured in pipeline dollars, not impressions, awareness, or content volume.
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A marketing leader who builds a team first and a machine second: headcount here is earned by unit economics.
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A “Strategist” who needs to hire HubSpot consultants to do the hands-on work.
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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
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2+ years in energy markets, demand response, or a related area of the electricity sector.
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Working knowledge of the IESO market and how DR resources participate and settle.
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Bachelor's degree in engineering or a related technical discipline.
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Strong analytical skills and fluency in Excel with operational and interval meter data.
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Self-starter who turns data and event results into practical, measurable improvements.
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Clear written and verbal communication, including direct customer contact.
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Desire to work in a fast-paced environment and find solutions in ambiguity.
Strongly Preferred
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Electrical engineering degree or power systems background.
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Familiarity with AESO, PJM, or NYISO market rules and DR products.
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Experience with utility or LDC-sponsored DR programs.
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SQL, Python, or BI tools for reporting automation.
What We Offer
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Meaningful work with a purpose — reducing costs and emissions and saving energy for a more sustainable future.
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A competitive salary of $150,000-180,000 CAD, Placement in the band is tied to demonstrated AI-native workflow depth.
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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.
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Outstanding health, vision, and dental benefits.
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Equity: stock options on a 4-year vest with a 1-year cliff.
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Tools: an approved modern stack plus a quarterly experiment budget you own.
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Onsite gym at the office.
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Hybrid work.
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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.
Edgecom Energy is committed to creating a diverse, equitable, and inclusive workplace. We believe that a range of perspectives and backgrounds drives innovation, strengthens our team, and enhances the quality of service we provide to our customers. We are dedicated to building a culture where all employees feel valued, supported, and empowered to contribute fully to our mission.
As part of this commitment, we actively encourage applications from candidates of all backgrounds, experiences, and perspectives, and we provide accommodations throughout the hiring process on request.
Edgecom Energy is an equal opportunity employer, and we work to ensure that all individuals have a fair chance to succeed at Edgecom Energy, regardless of race, gender, age, sexual orientation, disability, or any other dimension of diversity. Join us in shaping the future with a team that celebrates and respects what makes each of us unique.
