This is the demand generation engine, and it’s yours. Every digital channel that brings qualified demand into the funnel, paid and organic, is yours to build, run, and keep making better.
It’s a hands-on role, and honestly, that’s the best part. You’ll be in the ad accounts. You’ll build the nurture yourself in the automation platform. You’ll show up in the communities where your buyers actually spend their time. You launch something, watch what happens, and change it, often the same week. Short feedback loops, real budget, and the freedom to test things without asking permission first.
What you’re measured on is what converts, not what you launched. Lead volume matters, but the number you really own sits further down: MQL → SQL → Opportunity, and the pipeline that comes out the other end. When something slips, you get to go find out why: targeting, message, channel, or handoff, and fix it while there’s still time to matter.
You’ll run the calendar the way a good program manager would: multiple channels, agencies, and internal dependencies, with clear owners and dates. Campaigns ship when they said they’d ship, and that reliability is a big part of why the rest of the business trusts marketing.
You’ll work closely with Sales, SDR/BDR leadership, Product Marketing, and Revenue Operations every week. None of them report to you, which makes this a role for someone who enjoys bringing people along, sharing what’s working, being straight about what isn’t, and making it easy for everyone to see where the pipeline is coming from.
If you’d rather own a channel than oversee one, and you like the version of marketing where you can point at a number and say “that one’s mine,” you’ll enjoy this.
Build, launch, and optimize paid search, paid social (LinkedIn, Meta, X), display and programmatic, and content syndication, audiences, creative, bids, budgets, and sequencing.
Run structured tests continuously across creative, audience, offer, and landing page. Weekly optimization cadence, not quarterly retrospectives.
Own the media budget end to end: allocate the next dollar to the channel producing pipeline, and shut down what does not — with the data to defend both decisions.
Run the organic and community channels
Own organic and community as genuine demand sources, not an afterthought: Reddit and other buyer communities and forums, organic social, YouTube, and owned content distribution.
Earn distribution where buyers actually are — participate credibly in communities rather than broadcasting into them, and know the difference between a channel that tolerates promotion and one that punishes it.
Own SEO and GEO (Generative Engine Optimization) — visibility and citation in AI search and answer engines — in partnership with content.
Account-based marketing
Build and prioritize target account and persona lists, and adapt the approach as deal size and buying committee change.
Run coordinated account-based programs across advertising, email, and SDR outreach so an account sees one story, not four.
Lifecycle, nurture, and marketing automation
Build and own email nurture programs, lead scoring, and routing logic directly in the marketing automation platform.
Keep data hygiene, suppression, and consent handling clean as programs scale.
Webinars and events
Own the full motion: pre-event targeting and registration driving, live engagement, and post-event follow-up with a defined SLA — measured on pipeline, not attendance.
Funnel ownership and Sales partnership
Define and defend qualified-lead criteria with Sales and SDR/BDR leadership, and own the handoff SLA and the feedback loop on lead quality.
Inspect stage-to-stage conversion weekly, diagnose drops, and adjust targeting, messaging, or channel mix.
Treat Sales feedback as a primary signal — and hold the quality bar when volume pressure pushes the other way.
Measurement, attribution, and reporting
Build and maintain the demand gen dashboard, and use it weekly rather than monthly.
Establish a defensible source of truth for attribution with Revenue Operations, and reconcile marketing-reported pipeline against what Sales sees in the CRM.
Present performance clearly to an executive audience — including the quarters that go badly, surfaced early with a recommendation attached.
Program and project management
Run a rolling multi-channel campaign calendar with named owners, dependencies, and deadlines across internal teams and external agencies.
Land launches on date, and unblock dependencies before they slip rather than reporting on them afterwards.
AI in the workflow
Apply AI where it produces measurable lift — creative production and testing, audience building, personalization at scale, predictive scoring, and campaign optimization — with guardrails on brand voice and data quality.
Requirements
3+ years in B2B SaaS demand generation within a sales-led motion (mid-market and enterprise segments), not a pure self-serve or product-led environment.
Demonstrably hands-on. You personally build campaigns, sit in the ad platforms, and make the optimizations. You can walk through exactly what you changed in an underperforming campaign last month, and why.
A track record of improving funnel conversion and pipeline contribution — not only lead or MQL volume.
Fluent across the paid stack: Google Ads, LinkedIn Campaign Manager, Meta, programmatic/display, and content syndication.
Fluent across organic and community channels: SEO, community platforms including Reddit, and organic social — with a real point of view on how to earn attention there.
Hands-on with a marketing automation platform (Marketo, HubSpot, Pardot, Eloqua or similar) and CRM (Salesforce or similar) — building programs yourself, not requesting them.
Experience with ABM platforms (6sense, Demandbase or equivalent) and with multi-touch attribution and analytics tooling (GA4, BI/dashboarding, CRM reporting).
Strong project management: you can run a multi-channel calendar with dependencies and agencies and consistently ship on time.
Excellent written and verbal communication. You can make a funnel legible on one page, present it to executives, and raise a problem early instead of burying it in a dashboard.
A genuine cross-functional partner. You work with Sales, SDR/BDR, Product Marketing, and Revenue Operations as teammates, resolve friction constructively, and influence without authority.
Comfortable owning a number and being inspected on it weekly.
Advantageous
GEO/visibility optimization for AI search and answer engines.
Reddit advertising and community-led demand specifically.
Webinar and virtual event platforms (ON24, Zoom Webinars or similar).
Person-based advertising and B2B attribution platforms.
Managing agencies and freelancers alongside in-house execution.
Running demand generation across multiple regions and buying cultures.