Head of Demand Generation
Position Summary
We’re seeking a strategic and data-driven Head of Demand Generation to lead our efforts in attracting, engaging, and converting high-quality leads across multiple marketing channels. This role focuses on owning the demand generation strategy, channels, and performance metrics — working closely with Product Marketing and Content Marketing to align campaigns with our overall go-to-market and brand strategy.
The ideal candidate is a hands-on leader who understands how to build trust with technical audiences, scale inbound programs, and leverage paid and organic channels to create measurable growth.
Key Responsibilities
Strategy & Leadership
- Develop and execute a comprehensive, multichannel demand generation strategy spanning inbound, paid media, events & tradeshows, partnerships, and account-based programs.
- Partner closely with the Product and Content Marketing Manager to ensure all campaigns and messaging align with our content strategy and brand positioning.
- Collaborate with Sales to refine ideal customer profiles (ICP), define audience segments, and ensure marketing efforts drive qualified pipeline.
- Manage demand generation budgets, agency relationships, and performance reporting across all programs.
Paid Media & Acquisition
- Oversee paid search (Google Ads, LinkedIn, etc.), social, display, and retargeting campaigns, ensuring ROI-driven investment and continuous optimization.
- Interface with and manage external agencies or freelancers responsible for PPC, paid social, or media buying.
- Use A/B testing, conversion tracking, and analytics tools to optimize ad performance and lead quality.
Inbound & Lifecycle Marketing
- Own inbound lead generation programs — ensuring alignment with content themes and audience pain points developed by the content marketing team.
- Build and manage nurturing workflows, email sequences, and automation logic that guide leads through the funnel.
- Partner with content and product marketing to design educational offers, campaigns, and event promotions that fuel engagement and conversion.
Analytics & Optimization
- Develop and maintain lead scoring models, campaign dashboards, and multi-touch attribution to evaluate performance across channels.
- Report on key funnel metrics — including lead quality, conversion rates, cost per acquisition, and pipeline contribution.
- Use data insights to refine targeting, channel mix, and messaging strategies.
Qualifications
Required
- 5+ years of experience in B2B demand generation, growth marketing, or performance marketing, ideally in additive manufacturing sector.
- Proven experience managing PPC / paid media campaigns (Google Ads, LinkedIn, programmatic, etc.) and working with external agencies.
- Deep understanding of inbound marketing, lead nurturing, and funnel optimization.
- Proficiency with marketing automation and CRM systems (e.g., HubSpot).
- Strong analytical skills and ability to translate performance data into actionable insights.
Preferred
- Experience marketing within advanced manufacturing sector.
- Strong cross-functional communication skills and the ability to align with content, product, and sales teams.
- Comfortable managing multiple agency and vendor relationships simultaneously.
- Willing to relocate
Success Metrics
- Growth in qualified inbound and paid leads.
- Improved lead-to-opportunity conversion and pipeline velocity.
- ROI and efficiency of paid media programs.
- Increased trust, engagement, and brand authority across channels.
- Strengthened alignment between demand generation, content marketing, and sales.
