Senior Manager, Demand Generation

What you'll be doing:

This role combines clear accountability with deep collaboration.

You are accountable for demand performance, pipeline forecasting, and paid channel ROI, while partnering closely with:

• Campaigns on content usage, sequencing, and performance feedback

• Events on converting event interest into pipeline

• Marketing Ops on attribution, lead flow, and lifecycle accuracy

• Sales & SDRs on pipeline quality, account prioritization, and feedback loops

• Finance on budget pacing and revenue alignment

The shared goal: consistent, high-quality pipeline that supports revenue targets.

Core Responsibilities

Pipeline Planning & Forecasting

• Build and maintain a rolling 3–6 month demand forecast, connecting revenue targets to required MQL and SQL volume

• Continuously refine forecasts based on performance data

• Translate demand performance into revenue impact for leadership

• Provide clear, accurate pipeline reporting to leadership

Budget Ownership & Optimization

• Manage the paid demand budget across channels with a focus on full funnel optimization and pipeline generation 

• Monitor performance weekly and adjust allocation to stay on track

• Partner with Finance on forecasting, reconciliation, and planning


Demand Channel Leadership

You will lead strategy and own execution for demand-focused channels, working closely with content, events, sales, and ops partners:

• Paid Social – Own targeting, budget, testing, and sequencing across all paid social programs; Campaigns provides creative and messaging inputs

• Paid Search – Own keyword strategy, bidding, structure, and conversion tracking across Google and Bing

• Content Syndication – Manage vendor relationships, audience targeting, budget, and lead quality standards

• Webinars (Demand Programs) – Own registration promotion, audience targeting, spend, and pipeline measurement; content and logistics are supported by partner teams

• Review Sites – Manage G2 and Gartner programs, including review generation and paid placements

• Retargeting – Build and manage retargeting audiences across channels

• Conversion Optimization – Improve landing pages, forms, and inbound conversion rates through testing and iteration

Account-Based Marketing & Conversion

• Partner with Marketing Ops to tier accounts using intent and engagement data

• Design and run ABM programs that help convert engaged accounts into pipeline

• Collaborate with Campaigns on content needs while owning distribution and measurement

• Partner with Ops on lead scoring, MQL definitions, and lifecycle rules to maintain lead quality

Events & Operations Partnership

• Work with Marketing Ops on multi-touch attribution and performance analysis

• Ensure consistent campaign naming and taxonomy for reliable reporting

• Partner with Campaigns and Events on calendar alignment

• Own pre- and post-event communications to help ensure events contribute to pipeline goals

How Success Is Measured

• Qualified pipeline

• Pipeline forecast accuracy (quarterly)

• S0 - S1 conversion rates

• ABM account progression and conversion

What you should bring:

7+ years of B2B demand generation or pipeline marketing experience (SaaS preferred)

Proven experience owning paid budgets and pipeline forecasts

Hands-on expertise across paid social, paid search, and ABM

Comfortable partnering cross-functionally while owning results

Analytical, pragmatic, and revenue-oriented mindset

Experience operating as a senior individual contributor