Senior Manager, Demand Generation & Digital Growth - Fully Remote in the US

Job Summary

The Demand Generation & Digital Growth Manager is responsible for developing and executing integrated marketing strategies that increase brand awareness, generate qualified demand, and accelerate pipeline growth. This role oversees multi-channel demand generation programs across content marketing, digital marketing, email marketing, paid media, webinars, events, website optimization, and outbound prospecting. 

The position owns the company's digital demand engine, including website performance, search visibility, conversion optimization, and marketing technology. Responsibilities include developing strategies that improve organic growth through Search Engine Optimization (SEO), Generative Engine Optimization (GEO), and Answer Engine Optimization (AEO), while optimizing the website and digital experience to maximize lead generation. 

This role also manages the Sales Development Representative (SDR) function, ensuring inbound and outbound programs are aligned to create a predictable pipeline.  

Success in this role is measured by qualified pipeline generation, website and digital channel performance, SDR productivity, marketing-sourced revenue, and measurable contribution to company growth. Working closely with Sales, Product, Business Development, and Executive Leadership, the Demand Generation & Digital Growth Manager uses data, technology, and continuous optimization to drive measurable business growth. 

Essential Duties and Responsibilities 

Demand Generation 

• Develop and execute integrated multi-channel marketing campaigns that generate qualified leads and pipeline. 

• Build demand generation strategies that align with company growth objectives and revenue goals. 

• Partner with Sales, Business Development, Product, and Marketing teams to develop and execute lead generation initiatives. 

• Manage lead lifecycle programs including lead scoring, routing, nurturing, and marketing automation. 

• Develop targeted campaigns for key industries, buyer personas, and market segments. 

• Manage webinars, digital campaigns, content syndication, paid media, email marketing, and event marketing programs. 

• Track campaign performance and optimize programs based on conversion rates, pipeline contribution, and ROI. 

• Manage campaign budgets and recommend investments that maximize marketing performance. 

SDR Leadership 

• Manage the day-to-day performance, coaching, and development of the Sales Development Representative (SDR) team.  

• Establish outbound prospecting strategies and campaign priorities aligned with marketing programs and company growth objectives.  

• Monitor SDR activity, productivity, pipeline contribution, and key performance indicators including calls, emails, meetings, opportunities, and conversion rates.  

• Conduct regular coaching sessions, pipeline reviews, and performance evaluations to improve individual and team effectiveness.  

• Partner with Sales leadership to ensure effective lead handoff, follow-up, and service level agreement (SLA) adherence.  

• Optimize outbound processes, messaging, sequencing, and technology to improve prospect engagement and meeting conversion rates.  

• Collaborate with marketing to develop account-based outreach campaigns, nurture strategies, and targeted prospecting initiatives.  

• Analyze SDR performance data and recommend process improvements that increase pipeline generation and operational efficiency. 

Website & Digital Growth 

• Own the corporate website as the organization's primary lead generation platform. 

• Develop and execute strategies that improve organic search visibility through SEO, GEO, and AEO. 

• Partner with content, design, and development resources to continuously improve website performance and user experience. 

• Lead conversion rate optimization (CRO) initiatives through landing page optimization, A/B testing, and user behavior analysis. 

• Optimize website architecture, navigation, calls-to-action, forms, and lead capture experiences to improve conversion rates. 

• Monitor website traffic, search rankings, AI search visibility, engagement metrics, and lead generation performance. 

• Collaborate with content creators to develop search-optimized content aligned with buyer intent and AI-powered search experiences. 

• Identify, evaluate, and implement emerging digital marketing technologies and AI tools that improve website performance and marketing effectiveness. 

Marketing Operations & Analytics 

• Manage marketing automation platforms, CRM integrations, and lead management processes. 

• Develop dashboards and reporting that measure campaign effectiveness, funnel conversion, pipeline contribution, and marketing ROI. 

• Analyze marketing and sales performance data to identify optimization opportunities. 

• Ensure accurate campaign attribution, reporting, and data integrity across marketing systems. 

• Partner with leadership to establish KPIs and regularly communicate marketing performance and business impact.

• Performs additional duties and assume additional responsibilities as identified by manager for the efficient operation of WorkCare. 

Education & Experience 

• Bachelor's degree in Marketing, Business, Communications, or a related field. 

• Five (5) or more years of experience in B2B demand generation, digital marketing, growth marketing, or marketing operations. 

• Two (2) or more years of experience leading or managing Sales Development Representatives (SDRs), Business Development Representatives (BDRs), or comparable outbound sales teams. 

• Demonstrated success developing integrated marketing campaigns that generate qualified pipeline. 

• Experience managing B2B corporate websites with a focus on lead generation and conversion optimization. 

• Experience with SEO and working knowledge of GEO and AEO strategies. 

• Experience using CRM, marketing automation, and sales engagement platforms such as Salesforce, HubSpot, Outreach, Salesloft, or similar technologies. 

• Experience using digital analytics tools including Google Analytics, Google Search Console, SEMrush, Ahrefs, or comparable platforms. 

Preferred Experience 

• Occupational health, healthcare services, workers' compensation, or employer services experience. 

• Experience marketing technology-enabled or SaaS-based solutions. 

• Experience with account-based marketing (ABM) programs. 

• Experience managing agency and technology vendor relationships. 

Skills and Competencies 

• Strong understanding of B2B demand generation and revenue marketing strategies. 

• Deep knowledge of SEO, GEO, AEO, technical SEO fundamentals, and digital content optimization. 

• Strong understanding of conversion rate optimization (CRO) and website performance optimization. 

• Ability to analyze marketing, website, and sales data to identify opportunities for growth. 

• Experience managing marketing automation and CRM platforms. 

• Strong analytical and problem-solving skills. 

• Excellent project management and organizational skills. 

• Strong leadership, coaching, and employee development skills. 

• Excellent written, verbal, presentation, and interpersonal communication skills. 

• Ability to manage multiple projects and priorities in a fast-paced environment. 

• Ability to collaborate effectively across departments. 

• Strong business acumen and data-driven decision-making skills. 

• High attention to detail and commitment to quality. 

• Ability to maintain confidentiality and exercise sound judgment. 

• Ability to work independently while fostering a collaborative team environment. 

Computer Skills 

• Proficiency with Microsoft Office Suite (Outlook, Word, Excel, PowerPoint, Teams). 

• Experience with CRM platforms such as Salesforce. 

• Experience with marketing automation platforms such as HubSpot. 

• Experience with Google Analytics, Google Search Console, SEMrush and digital marketing analytics tools. 

• Familiarity with SEO, website optimization, and marketing technology platforms. 

Physical Demands 

• Requires sitting for long periods of time, working at a desk. 

• Some bending and stretching could be required. 

• Working under stress and use of computer/phone required. 

• Manual dexterity required for use of computer keyboard and mouse. 

• Occasionally may be required to stand, walk, stoop, kneel and/or crouch. 

• Ability to lift/move up to 15 pounds and climb stairs 

Work Environment 

• Remote work environment requiring compliance with Company IT, privacy, and security policies. 

• Dedicated workspace free from excessive background noise and distractions. 

• Moderate noise level and standard office working conditions. 

• Occasional travel for meetings, conferences, trade shows, or company events as required. 

This position has a salary range of $100,000-$120,000. Final compensation for this position depends on factors such as job-related knowledge, skills, experience, and qualifications.  In addition to the base salary, this position is eligible to participate in the Company's management bonus program.

Benefits for this position include paid time off; medical, dental, vision, and critical illness insurance; HSA, HRA, and FSA; life and disability insurance; EAP; 401K; legal and identity theft coverage; pet insurance and more. 

The preceding statements describe the general job responsibilities and individual’s qualifications inherent to this position. These are not intended to be construed as exhaustive lists. To perform this job successfully, the individual must be able to perform each essential function satisfactorily, accurately, and safely. Reasonable accommodations will be made to enable individuals with disabilities to perform the essential functions of their jobs. This job description may be reevaluated and/or modified at any time without notice. 

Every qualified individual has the same opportunity for recruitment, hire, training, transfer, promotion, compensation, benefits, employee activities, and general treatment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other classification protected by applicable local, state, or federal law.