Demand Generation Marketing Manager

Essential Job Duties

Own new logo acquisition strategy across priority segments, directly accountable for pipeline generation and contribution to revenue targets.

Develop and execute acquisition plays targeting priority segments, integrating intent data and firmographic signals to focus investment where propensity to buy is highest.

Operate the public website as a measurable conversion system, improving demo rate, handraiser quality, and routing efficiency through structured CRO and experimentation.

Manage and optimize paid media investment (search, social, retargeting), continuously reallocating budget toward the highest ROI channels.

Translate positioning into performance — partnering with Brand and PMM to ensure messaging drives measurable lift in conversion and pipeline velocity.

Own all top-of-funnel capture infrastructure (HubSpot forms, landing pages, demo flows, email nurtures) — continuously optimizing form conversion rates and lead quality at point of capture, ensuring clean attribution and zero signal leakage.

Build and run a structured experimentation roadmap, using GA4, HubSpot, and Salesforce data to prioritize changes that materially impact revenue.

Analyze full-funnel performance (traffic → MQL → Opp → Closed Won) and turn insights into weekly optimization actions.

Partner with Sales to improve handoff quality, track opportunity-to-close conversion, and tighten feedback loops between acquisition and bookings.

Partner with Sales to ensure SalesLoft outreach sequences are informed by inbound demand signals, so high-intent leads are engaged consistently and effectively.

Other Job Duties

Other duties as assigned by supervisor or HHAeXchange leader.

Travel Requirements

Travel up to 10%, including overnight travel

Required Education, Experience, Certifications and Skills

Education: Bachelor’s degree required

Experience:

5–8+ years in growth marketing, performance marketing, or demand generation

Experience owning digital acquisition in a B2B SaaS environment preferred

Proven track record of owning and hitting pipeline or revenue contribution targets directly, not just MQL or traffic goals.

Experience designing and running a structured CRO or A/B testing program end-to-end, from hypothesis through measurement and iteration.

Demonstrated ability to own a marketing function autonomously with a high degree of independence and without detailed direction.

Skills:

Strong revenue orientation and understanding of pipeline math

Solid proficiency in GA4, HubSpot, Salesforce, and paid media platforms

Deep understanding of website conversion optimization and experimentation

Experience running structured A/B testing programs

Analytical mindset with ability to turn data into action

Strong cross-functional collaboration skills

Proven ability to tighten Sales-Marketing feedback loops and translate full-funnel pipeline data into actionable acquisition strategy adjustments.

Other Requirements:

Ability to operate in fast-paced, high-accountability environments

Comfortable challenging messaging and positioning when conversion signals are weak

Thinks in pipeline math, not campaign metrics — every channel, test, and investment is evaluated by its contribution to revenue, not just impressions or clicks.

Bias toward experimentation — you run tests, measure impact rigorously, and build institutional knowledge from results rather than relying on intuition.

Comfortable owning a function end-to-end without a large team behind you or a detailed playbook to follow.

Strong communicator — can translate complex funnel and attribution data into clear performance narratives for Sales leadership and executive stakeholders.