Lead - Demand Generation - B2B Platform Business

Description:

Our Client is seeking a Demand Generation Lead to design, execute, and scale a data-driven demand generation engine for a B2B platform business.

This role is highly execution-focused and analytics-led, with direct ownership of top-of-funnel growth, lead quality, conversion efficiency, and cost performance. The ideal candidate has deep hands-on experience with demand generation tools, marketing analytics, and experimentation, and uses data and insights to continuously optimize performance across channels.

Initially, this is a hands-on individual contributor role, evolving into leadership of a broader demand generation team as scale increases.

Role Mission:

- Build and scale a predictable, measurable B2B demand engine

- Own traffic, conversion, lead quality, and pipeline readiness

- Leverage marketing tools, analytics, and insights to drive continuous optimization

Key KPIs Owned:

- Subscribers / contacts added per week

- Lead volume and lead velocity

- Lead-to-MQL and MQL-to-SQL conversion rates

- Cost per Lead (CPL) and CAC efficiency

- Landing page and funnel conversion performance

Key Responsibilities:

Demand Generation Execution (B2B):

- Build and manage full-funnel demand generation programs across paid media, content, SEO, email, and retargeting.

- Own paid campaign execution across LinkedIn, Google Display/Search, and retargeting platforms.

- Manage budgets, optimize CPAs, and run structured A/B and multivariate experiments.

- Continuously test audiences, creatives, messaging, and offers to improve funnel performance.

Marketing Tools & Technology:

- Leverage and manage demand generation tools including HubSpot, GA4, Google Search Console, Looker Studio, UTM frameworks, and CRO tools.

- Ensure clean tracking, attribution, and reporting across all demand channels.

- Instrument dashboards to provide real-time visibility into funnel health and performance.

Data Analysis & Insights:

- Analyze campaign, channel, and funnel data to identify conversion drop-offs and growth opportunities.

- Diagnose performance issues quickly and implement data-backed optimizations.

- Use insights to inform messaging, targeting, spend allocation, and content priorities.

- Establish a culture of measurement, iteration, and learning.

Content & Conversion Optimization:

- Partner with content and product marketing teams to develop conversion-focused content.

- Optimize landing pages using CRO best practices, heatmaps, and user behavior insights.

- Build and manage a high-velocity content and campaign calendar aligned to demand goals.

Sales & Revenue Alignment:

- Collaborate closely with SDRs, Sales, and Product Marketing to align on ICPs, messaging, and qualification criteria.

- Ensure demand programs produce sales-accepted, SQL-ready leads, not vanity metrics.

Required Skills & Capabilities :

- 48 years of experience in Demand Generation, Growth Marketing, or Performance Marketing roles.

- Proven hands-on experience running B2B demand generation programs end-to-end.

- Strong expertise in paid media, funnel optimization, and conversion rate improvement.

- Experience generating consistent inbound demand in high-ticket B2B / SaaS environments.

- High fluency with GA4, HubSpot, Looker Studio, attribution models, and CRO frameworks.

- Ability to translate data into clear insights and decisive actions.

- Comfortable working directly in dashboards and performance reports daily.

- Bias toward speed, experimentation, and measurable outcomes.

- Comfortable operating in lean environments with high ownership.

- Builder mentality - prefers shipping, testing, learning, and iterating rapidly.