Lead Generation Manager - B2B

About the role:

The Manager, B2B Demand Generation is responsible for executing and optimizing B2B demand generation programs that drive qualified pipeline growth.  This role owns campaign execution across digital channels, lead acquisition and conversion optimization, and performance measurement in partnership with Sales, Product Marketing, and Revenue Operations.

Why we’re hiring for this role:

The manager uses data, experimentation, and insights to continuously improve marketing performance, support pipeline goals, and inform go-to-market decisions.  Reporting to the Director, Marketing – B2B Demand Generation, this role works cross-functionally with Marketing, Sales, Product, Technology, and Analytics teams to ensure demand programs are aligned with business priorities and revenue targets.

Demand Generation & Campaign Execution

• Plan, execute, and optimize B2B demand generation campaigns across paid media, email, website, and integrated marketing programs.
• Partner with Product Marketing and Content teams to activate messaging and assets aligned to target audiences, use cases, and buying stages.
• Support top-of-funnel and mid-funnel acquisition efforts to drive MQLs, SQLs, and pipeline contribution.

Performance Measurement & Reporting

• Track and analyze performance of B2B marketing programs, including pipeline contribution, lead conversion rates, cost per lead, and ROI.
• Maintain and contribute to B2B marketing dashboards and reports to support ongoing optimization and decision-making.
• Identify performance trends and translate insights into actionable recommendations.

Conversion Rate Optimization (CRO)

• Support website testing and conversion rate optimization initiatives to improve lead capture and funnel efficiency.
• Collaborate with UX, Web, and Analytics partners to test landing pages, forms, and user flows.

Forecasting & Planning

• Support campaign-level forecasting and goal setting aligned to pipeline and revenue targets.

Cross-Functional Collaboration

• Work closely with Sales and Revenue Operations to align on lead definitions, handoff processes, and pipeline measurement.
• Collaborate with external agencies and internal partners to ensure campaigns are delivered on time and on strategy.

Other Duties and Responsibilities

• Support ad hoc analysis, reporting, and optimization initiatives as needed.

Supervision

• Provide guidance to agency partners and other marketing team members; does not have direct FTE people management responsibility.

What you bring to the team:

Required:

• Strong understanding of B2B demand generation, funnel metrics, and pipeline measurement.
• Ability to analyze data, identify insights, and translate them into clear, actionable recommendations.
• Strong project management skills with the ability to manage multiple campaigns simultaneously.
• Excellent communication and collaboration skills, with the ability to work effectively across teams.
• Detail-oriented, organized, and comfortable operating in a fast-paced environment.
• Experience in job marketplaces, professional networks, or other two-sided digital platforms, with familiarity driving B2B demand for staffing, recruiter, contractor, employer, and hiring manager audiences.
• Hands-on experience executing and optimizing demand generation campaigns.
• Working knowledge of marketing analytics and reporting tools (e.g., Google Analytics/GA4, dashboards).
• Experience with CRM and marketing automation platforms (Salesforce and Marketo strongly preferred).
• Experience with SEO, paid media, A/B testing, and conversion optimization concepts.

Preferred:

• 4–6 years of experience in B2C demand generation, growth marketing, or digital marketing.
• Bachelor’s degree in Marketing, Business, Analytics, or a related field, or equivalent experience.

NOTE: This job description is not intended to be an all-inclusive list of the duties and responsibilities of the job described, nor are they intended to be such a listing of the skills and abilities required to do the job. Rather, they are intended only to describe the general nature of the job as of the date this job description was prepared. Management reserves the right to modify this job in order to meet business needs.