Responsibilities

• Demand Generation Strategy & Planning
• Develop and own a comprehensive demand generation strategy aligned with revenue targets and sales pipeline goals
• Define and manage lead generation KPIs, and success metrics; track performance monthly and report to leadership
• Establish target profiles and audience segmentation to ensure campaigns reach the right buyers at the right time
• Build an annual demand generation calendar incorporating campaigns, events, content initiatives, and promotional periods
• Conduct regular performance reviews and optimization planning to maximize lead quality and conversion rates
• External Agency & Vendor Management
• Identify, brief, and oversee external agencies across key marketing functions (content creation, email marketing, paid advertising, SEO/organic, events, PR/brand, and other specialized areas)
• Establish clear deliverables, timelines, and performance metrics with each agency partner
• Hold external partners accountable for quality, timeline delivery, and measurable results aligned with demand generation goals
• Review agency performance regularly and recommend adjustments, optimizations, or vendor changes as needed
• Manage vendor budgets and ensure efficient allocation of resources across agency partnerships
• Foster collaborative relationships with external partners while maintaining objectivity and independence in performance assessment
• Campaign Execution & Management
• Manage end-to-end execution of multi-channel demand campaigns including email, digital advertising, content marketing, webinars, events, and partnerships
• Launch minimum 2-3 integrated campaigns per month with documented lead generation targets and ROI expectations
• Create and optimize campaign landing pages, lead nurture sequences, and conversion flows using marketing automation platform
• A/B test campaign elements (messaging, creative, timing, channels) to continuously improve performance and lead quality
• Manage campaign budgets, and promotional spend to maximize ROI
• Lead Generation & Qualification
• Design and implement lead scoring models in collaboration with Sales to ensure proper lead qualification and routing
• Own lead database management, hygiene, and segmentation; maintain lead flow dashboards and reporting
• Analyze lead sources and conversion funnel to identify bottlenecks and optimization opportunities
• Work with Sales to establish clear handoff processes, lead SLAs, and feedback loops for continuous improvement
• Track lead quality, conversion rates, and sales cycle impact to measure program effectiveness
• Marketing Automation & Tools
• Leverage HubSpot and marketing automation platform to design and optimize workflows, nurture sequences, and email campaigns
• Build dashboards and automated reporting for lead generation performance, pipeline influence, and revenue attribution
• Manage marketing technology stack and integrations; troubleshoot issues and recommend platform enhancements
• Document standard operating procedures for campaign execution and maintain campaign templates for scalability
• Performance Analytics & Optimization
• Establish attribution models to demonstrate marketing-influenced revenue and pipeline contribution
• Analyze campaign performance data and generate insights to inform strategy adjustments and budget allocation
• Present monthly demand generation metrics to leadership including lead volume, cost per lead, conversion rates, and pipeline impact
• Identify and test emerging channels and tactics; pilot new approaches with disciplined experimentation framework
• Track and report on agency performance metrics, ROI by vendor partner, and cost efficiency of external partnerships
• Cross-Functional Collaboration
• Partner with Product Marketing to align campaigns with ideal customer profiles, product positioning and GTM strategy
• Work with Sales team to understand customer pain points, and buying triggers; incorporate learnings into campaigns
• Support Sales enablement with competitive positioning, case studies, and collateral that drives conversions
• Coordinate with Partner Marketing on co-marketing initiatives and channel partnerships that accelerate lead generation

Requirements

• 3-5 years of B2B SaaS demand generation, marketing automation, or lead generation experience
• Proven track record of designing and executing campaigns that generated our qualified leads per month target with measurable pipeline impact
• Expert proficiency with marketing automation platforms (HubSpot required; Marketo, Pardot, or similar a plus)
• Strong experience with digital advertising (LinkedIn, Meta, Google Ads) and campaign optimization
• Proficiency with analytics tools and ability to track, measure, and optimize metrics against KPIs
• Solid understanding of B2B sales processes, buyer journeys, and lead qualification frameworks
• Excellent project management and multitasking abilities; comfortable managing 5+ simultaneous campaigns
• Strong analytical mindset with ability to translate data into actionable insights and recommendations
• Comfortable in fast-paced, resource-constrained environments with changing priorities
• Experience with CRM systems (HubSpot preferred) and marketing ops a plus
• Experience managing external vendors, agencies, or contractors; ability to brief partners, set expectations, and hold them accountable for results
• Strong communication and stakeholder management skills; ability to build collaborative relationships while maintaining objectivity