Senior Manager, Demand Generation

Position Overview

The Senior Manager, Demand Generation is a delivery-driven marketing operator responsible for executing and optimizing integrated demand generation programs across the full funnel, including account-based marketing (ABM) strategies that drive measurable revenue impact. The role centers on hands-on digital execution across email, paid media, social, retargeting, webinars, and ABM experiences. As a senior individual contributor, this role works closely with Sales, Customer Marketing, Product Marketing, and Revenue Operations to drive scalable demand generation and pipeline creation across target segments and accounts.

Responsibilities

• Demand Generation Strategy, Planning & Pipeline Ownership

• Own demand generation strategy and pipeline contribution across priority segments, defining campaign plans, performance targets, and coverage goals to drive measurable pipeline growth and execution excellence.
• Translate commercial strategy and market insights into campaign roadmaps with clear objectives, KPIs, and pipeline coverage goals.
• Own the campaign planning and documentation infrastructure, including the marketing campaign calendar, cross-functional planning processes, briefs, timelines, and delivery standards.
• Develop campaign briefs, messaging frameworks, audience segmentation, and activation plans across digital, email, paid media, content, and partner channels.
• Identify whitespace and segment opportunities to accelerate acquisition, influence opportunities, and expand market presence.
• Ensure integrated campaigns seamlessly connect with targeted ABM initiatives and sales plays for a cohesive buyer experience.

• Account-Based Marketing (ABM) as a Demand Gen Motion

• Partner with Sales and Sales Operations to support account tiering, prioritization models, buying group mapping, and engagement frameworks.
• Build multi-touch, multi-channel ABM programs aligned to buyer journeys—including personalized content, digital ads, outreach plays, and event strategies.
• Create account intelligence and insights to inform personalization, messaging, and sales motions.
• Develop campaign briefs and blueprints to drive consistency across Marketing, SDR, and Sales teams.
• Drive measurable improvements in account penetration, deal velocity, influence on pipeline, and expansion opportunities.
• Orchestrate coordinated account engagement across Marketing, SDR, and Sales.

• Campaign Execution, Orchestration & Optimization

• Own full-funnel demand generation campaign execution across digital, email, paid media, webinars, events, and ABM programs.
• Own contribution to pipeline creation, acceleration, and conversion targets, with clear alignment to revenue goals and sales coverage models.
• Personally build and launch demand gen campaigns—creating assets, workflows, and engagement journeys directly in HubSpot and supporting tools.
• Design, build, and operationalize AI-powered agents across demand generation and event programs—including event intelligence, invitation orchestration, webinar production, executive follow-up, post-event conversion, and ROI analysis—to scale reach, improve efficiency, and extend engagement beyond live experiences.
• Create personalized journeys informed by account signals, intent data, and behavioral insights.
• Maintain high execution standards including briefs, timelines, QA, documentation, and recurring optimization cadences.
• Drive and deliver retention and prospecting webinars, partnering with leaders and subject matter experts across the organization to develop content, coordinate logistics, manage promotion, and ensure high-quality execution.
• Partner with Sales Enablement to deliver targeted materials and coordinated outreach aligned to ABM and campaign initiatives.
• Define, forecast, and report on demand generation performance, including pipeline creation, conversion rates, deal velocity, and ROI.
• Monitor performance using dashboards, analytics, and intent/behavioral data—delivering clear, executive-ready insights and recommendations.
• Operate with a test-and-learn mindset: run rapid A/B tests, iterate weekly, and optimize based on real-time data.
• Make data-driven recommendations for budget allocation, channel mix, and ABM/digital technology optimization.

Qualifications

• Bachelor's Degree in Marketing, Business, or related field; or equivalent experience.
• 6–8 years of leading demand generation programs in B2B environments, with strong experience in ABM as a strategic motion.
• Proven ability to build and scale ABM programs that drive pipeline impact, deal acceleration, and account expansion.
• Deep understanding of enterprise buying groups, complex sales cycles, and multi-stakeholder decision processes.
• Advanced proficiency with Salesforce, HubSpot, and related CRM/MAP platforms.
• Expertise across key digital channels—email, paid media, retargeting, content syndication, and landing page optimization.
• Strong analytical, communication, and stakeholder management skills, with executive-ready presentation capabilities.
• Working knowledge of CAN-SPAM, GDPR, CCPA, and related compliance standards.
• Ability to travel up to 10% as business needs require.