Manager, Digital Demand Generation

Department: Marketing

Employment Type: Full Time

Location: Austin, TX

Description

Key Responsibilities

• Own end-to-end management of paid search campaigns (Google, Bing): keyword strategy, ad copy, budget pacing, bid management, and ongoing optimization 
• Manage paid placements on review sites (e.g., G2) to reach in-market buyers actively researching solutions 
• Test and scale sponsored newsletter and content placements (e.g., TLDR and similar industry newsletters) to reach target buyer audiences, running regular tests to identify channels worth scaling 
• Manage paid social and video advertising (e.g., LinkedIn, YouTube) targeted at high-intent audiences 
• Own the landing pages and forms tied to every campaign: building, testing, and iterating to improve conversion 
• Manage budget across all owned channels and report regularly on spend, cost per lead/acquisition, and pipeline contribution 

• Build and continually refine a lead scoring model that reflects real buying intent and fit, not just activity volume 
• Own the qualification process for inbound leads generated through digital channels and website forms 
• Own lead routing and handoff to the sales development team, including handoff SLAs and a feedback loop that reports lead quality back to the channels that generated them 
• Partner with SDR and Sales leadership to continuously refine qualification criteria based on downstream lead quality and conversion data 

• Own lifecycle nurture programs end to end — from initial lead capture, through opportunity creation, through acceleration once an opportunity is open 
• Partner on new engagement formats (e.g., virtual and in-person events) designed to re-engage accounts already in active buying stages 

• Report on performance across the full funnel — capture, scoring, qualification, handoff, opportunity creation, and acceleration 
• Continuously test and optimize campaigns, spend allocation, landing pages, forms, the scoring model, and nurture programs 

• Consistent, predictable lead capture through opportunity creation 
• Regular, disciplined optimization across all paid and owned digital channels 
• A steady testing cadence that turns promising new channels into scaled, always-on programs 
• A lead scoring and qualification process that Sales trusts, reflected in fast and consistent handoff 
• A nurture program that measurably improves opportunity stage progression and revives stalled deals 

Skills, Knowledge, and Expertise

• 4-6+ years of experience in demand generation, growth, or performance marketing, with hands-on experience managing paid search campaigns 
• Experience managing paid social and/or review-site advertising programs 
• Experience with sponsored content or newsletter/media placements a plus 
• Hands-on experience with a marketing automation platform, including building lifecycle/nurture campaigns 
• Experience building or owning a lead scoring and qualification model, ideally in a B2B SaaS environment 
• Experience with CRM platforms (e.g., Salesforce) and web analytics tools (e.g., Google Analytics/GA4) 
• Strong budget management, forecasting, and ROI reporting skills across multiple channels 
• Experience with landing page and form optimization, including A/B testing 
• Familiarity with lead lifecycle management and sales development handoff processes 
• Strong analytical skills, comfortable using dashboards and data to drive optimization decisions 
• Highly organized and self-directed, comfortable owning execution end-to-end 
• Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent practical experience 
• Experience in cybersecurity, IT, or another technical B2B category is a plus