Manager, Digital Demand Generation

Key Responsibilities

• Own end-to-end management of paid search campaigns (Google, Bing): keyword strategy, ad copy, budget pacing, bid management, and ongoing optimization
• Manage paid placements on review sites (e.g., G2) to reach in-market buyers actively researching solutions
• Test and scale sponsored newsletter and content placements (e.g., TLDR and similar industry newsletters) to reach target buyer audiences, running regular tests to identify channels worth scaling
• Manage paid social and video advertising (e.g., LinkedIn, YouTube) targeted at high-intent audiences
• Own the landing pages and forms tied to every campaign: building, testing, and iterating to improve conversion
• Manage budget across all owned channels and report regularly on spend, cost per lead/acquisition, and pipeline contribution

• Build and continually refine a lead scoring model that reflects real buying intent and fit, not just activity volume
• Own the qualification process for inbound leads generated through digital channels and website forms
• Own lead routing and handoff to the sales development team, including handoff SLAs and a feedback loop that reports lead quality back to the channels that generated them
• Partner with SDR and Sales leadership to continuously refine qualification criteria based on downstream lead quality and conversion data

• Own lifecycle nurture programs end to end — from initial lead capture, through opportunity creation, through acceleration once an opportunity is open
• Partner on new engagement formats (e.g., virtual and in-person events) designed to re-engage accounts already in active buying stages

• Report on performance across the full funnel — capture, scoring, qualification, handoff, opportunity creation, and acceleration
• Continuously test and optimize campaigns, spend allocation, landing pages, forms, the scoring model, and nurture programs

• Consistent, predictable lead capture through opportunity creation
• Regular, disciplined optimization across all paid and owned digital channels
• A steady testing cadence that turns promising new channels into scaled, always-on programs
• A lead scoring and qualification process that Sales trusts, reflected in fast and consistent handoff
• A nurture program that measurably improves opportunity stage progression and revives stalled deals

Skills, Knowledge & Expertise

• 4-6+ years of experience in demand generation, growth, or performance marketing, with hands-on experience managing paid search campaigns
• Experience managing paid social and/or review-site advertising programs
• Experience with sponsored content or newsletter/media placements a plus
• Hands-on experience with a marketing automation platform, including building lifecycle/nurture campaigns
• Experience building or owning a lead scoring and qualification model, ideally in a B2B SaaS environment
• Experience with CRM platforms (e.g., Salesforce) and web analytics tools (e.g., Google Analytics/GA4)
• Strong budget management, forecasting, and ROI reporting skills across multiple channels
• Experience with landing page and form optimization, including A/B testing
• Familiarity with lead lifecycle management and sales development handoff processes
• Strong analytical skills, comfortable using dashboards and data to drive optimization decisions
• Highly organized and self-directed, comfortable owning execution end-to-end
• Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent practical experience
• Experience in cybersecurity, IT, or another technical B2B category is a plus