Demand Generation Manager

About the role

Responsibilities

• Design and execute integrated campaigns across email, paid media, content, and webinars.
• Leverage HubSpot for campaign automation, lead nurturing, and audience segmentation.
• Develop landing pages and A/B tests to optimize conversion rates.
• Manage and refine paid acquisition efforts (PPC, retargeting, social ads).
• Own the lead-to-revenue funnel, identifying opportunities to improve conversion rates.
• Collaborate with sales to optimize MQL-to-SQL handoff and pipeline contribution.
• Implement and evolve lead scoring models based on engagement and fit.
• Manage contact and company data to effectively segment ICP marketing contactable audiences for a high volume of personalized campaigns
• Measure performance against KPIs and monitor ROI, CPL, CPA, and pipeline impact for all campaigns.
• Build and deliver actionable performance dashboards in HubSpot.
• Use data-driven insights to continually improve targeting, messaging, and channel mix.
• Partner with marketing team members to turn thought leadership, customer stories, and events into demand-driving assets.
• Repurpose content for multiple channels to maximize reach and impact.
• Maintain a shared marketing activities calendar to ensure alignment across campaigns and events.
• Document and refine demand generation processes for scalability.
• Drive sales and marketing alignment through regular check-ins and shared performance reviews.

Requirements

• Bachelor’s degree in marketing, business, communications, or related field.
• 5+ years in demand generation or growth marketing for a B2B SaaS company.
• Proven track record of meeting or exceeding lead and revenue targets.
• Expert-level HubSpot skills (automation, workflows, lead scoring, data management, reporting).
• Proficiency in SEO, paid media management, and conversion rate optimization.
• Strong analytical skills with the ability to translate data into actionable strategies.
• Exceptional collaboration skills and ability to work cross-functionally in a remote environment.
• Minimal travel (<10% annually).
• HubSpot certifications in Marketing Hub and Reporting.
• Familiarity with webinar platforms like Zoom and event-driven marketing strategies.
• Experience in higher education technology or email marketing.