Demand Generation Manager

Position Overview

The Demand Generation Manager will own the strategy, execution, measurement, and optimization of multichannel demand-generation programs. This role is responsible for converting CyberSheath’s market expertise into awareness, engagement, qualified demand, sales opportunities, and measurable pipeline contribution. The ideal candidate combines B2B demand-generation expertise with strong campaign operations, content instincts, analytical rigor, and the ability to collaborate closely with Sales, subject-matter experts, external partners, and marketing leadership. They are equally comfortable developing a quarterly campaign plan, writing campaign briefs, launching a webinar nurture sequence, analyzing funnel performance, and recommending changes based on data.

Key Responsibilities

Demand Generation Strategy

• Develop and execute a scalable, full-funnel demand-generation strategy aligned to CyberSheath’s revenue objectives, ideal customer profile, priority verticals, buyer personas, and sales motions.
• Build integrated campaign plans that create awareness, capture demand, nurture prospects, accelerate opportunities, and support expansion or cross-sell opportunities.
• Define targeted campaigns for key audiences, including DIB owners and executives, CISOs, CIOs, IT directors, compliance leaders, security practitioners, contracts leaders, and operations stakeholders.
• Translate complex compliance and security topics into clear, buyer-centered messaging that emphasizes business outcomes, risk reduction, contract readiness, operational continuity, and long-term compliance readiness.
• Establish campaign themes and content pillars around CMMC 2.0, NIST SP 800-171, DFARS, CUI protection, compliance gaps, assessments, remediation, managed services, and secure federal enclave offerings.
• Partner with executive leadership and subject-matter experts to identify timely market opportunities, regulatory developments, customer pain points, and thought-leadership angles.

Campaign Development and Execution

• Plan, launch, manage, and optimize integrated campaigns across email, paid media, organic social, webinars, virtual events, field events, partner marketing, landing pages, content syndication, retargeting, and other relevant channels.
• Build campaign journeys for prospects at different stages of maturity, from early awareness of CMMC requirements through active evaluation of compliance solutions.
• Develop campaign briefs that define target audience, objective, message, offer, channels, assets, timeline, budget, success metrics, and follow-up requirements.
• Coordinate the creation of campaign assets, including landing pages, email sequences, advertisements, webinar materials, reports, checklists, guides, case studies, customer stories, and sales enablement materials.
• Manage campaign calendars and ensure programs launch on time, meet quality standards, and align with broader company priorities.
• Run A/B tests across audiences, messaging, subject lines, offers, landing pages, calls to action, creative, and channels to improve conversion and efficiency.
• Support event and webinar demand generation before, during, and after programs, including registration strategy, promotional plans, attendance conversion, follow-up nurture, and opportunity acceleration.

Lead Management and Lifecycle Marketing

• Partner with Sales leadership to define and maintain lead-management processes, including lead stages, lead scoring, routing, qualification criteria, service-level expectations, and feedback loops.
• Build and optimize nurture programs that educate prospects, establish CyberSheath’s credibility, and move accounts toward sales engagement.
• Segment audiences based on company profile, role, compliance maturity, engagement history, intent signals, customer lifecycle stage, and buyer behavior.
• Ensure leads are routed accurately and promptly, and work with Sales to improve conversion from marketing-qualified lead through opportunity and closed revenue.
• Develop targeted account-based marketing programs for strategic accounts, named-account lists, high-value verticals, and partner-led opportunities.
• Help Sales teams engage buying committees with coordinated messaging and content tailored to business, technical, and compliance concerns.

Performance Measurement and Optimization

• Own campaign reporting and provide clear, actionable insights on performance, including engagement, conversion, qualified leads, meetings, opportunities, pipeline, revenue influence, cost per lead, cost per opportunity, and return on marketing investment.
• Monitor funnel health and identify friction points from first touch through opportunity creation and closed-won revenue.
• Create regular performance reviews for marketing and revenue leadership, translating results into recommendations, priorities, and next actions.
• Maintain disciplined campaign attribution and tracking practices in collaboration with Sales Operations, Revenue Operations, and Marketing Operations.
• Use data to reallocate budget, improve underperforming programs, prioritize high-converting channels, and inform future campaign strategy.
• Establish benchmarks and operational standards for campaign performance, audience engagement, lead quality, and pipeline contribution.

Cross-Functional Collaboration

• Work closely with Sales to ensure campaigns support active pipeline goals, account priorities, field needs, and market feedback.
• Partner with product, service delivery, customer success, and cybersecurity subject-matter experts to create technically accurate, commercially relevant programs.
• Collaborate with content, creative, digital, operations, and external agency partners to deliver high-quality work efficiently.
• Equip sales teams with campaign context, prospect insights, follow-up guidance, relevant content, and messaging that improves conversion.
• Participate in regular revenue meetings to share campaign performance, market signals, lead-quality insights, and recommended actions.

Required Qualifications

• Bachelor’s degree in marketing, business, communications, or a related discipline; equivalent relevant experience will also be considered.
• 5+ years of progressive B2B demand generation, growth marketing, field marketing, lifecycle marketing, or integrated campaign experience.
• Demonstrated success building multichannel campaigns that produced measurable pipeline and revenue impact—not simply lead volume.
• Experience marketing complex B2B technology, professional services, cybersecurity, compliance, cloud, IT infrastructure, or regulated-industry solutions.
• Strong knowledge of demand-generation fundamentals, including audience segmentation, buyer journeys, campaign orchestration, lead scoring, nurture strategy, conversion optimization, and attribution.
• Experience using CRM and marketing-automation platforms, such as Salesforce, HubSpot, Marketo, Pardot/Account Engagement, or comparable systems.
• Proficiency with marketing analytics, campaign reporting, spreadsheet analysis, and dashboarding tools.
• Excellent written, verbal, and presentation skills, with the ability to simplify technical concepts without sacrificing credibility.
• Strong project-management skills, attention to detail, and ability to manage multiple campaigns and deadlines in a fast-moving environment.
• Comfortable working cross-functionally and influencing stakeholders without direct authority.
• A practical, test-and-learn mindset with a strong sense of ownership and accountability.

Preferred Qualifications

• Experience marketing cybersecurity, CMMC, NIST SP 800-171,