Demand Generation Manager

Role Summary

Bertec is seeking a Demand Generation Manager to build and run targeted marketing campaigns that create qualified sales opportunities, increase account engagement, and drive growth in priority markets.

This role turns Bertec's market strategy, content, events, website, and sales priorities into measurable demand generation programs. Responsibilities include account-based marketing, paid media, email campaigns, landing pages, retargeting, webinar and event promotion, CRM tracking, lead handoff, campaign reporting, and sales follow-up coordination.

This is not a general marketing role. It requires hands-on campaign execution, strong operational discipline, comfort navigating complex B2B sales cycles, and close collaboration with sales to convert market engagement into qualified opportunities.

The ideal candidate is structured enough to build scalable campaign systems, practical enough to execute without a large internal team, and commercially minded enough to measure success through qualified meetings, SQLs, target account progression, and pipeline contribution.

About Bertec

Bertec builds the technology that reveals how the human body moves.

For nearly four decades, we have operated at the intersection of biomechanics, clinical science, rehabilitation, sport, and human performance. Our systems help movement professionals see beneath the surface, turning balance, gait, force, pressure, motion, and performance data into actionable insight.

Bertec technology is trusted where movement decisions matter most: hospitals, rehabilitation centers, research laboratories, professional sports organizations, military and human performance facilities, and universities advancing the science of movement.

Our solutions include force plates, instrumented treadmills, balance systems, clinical assessment platforms, and movement analysis software. But the bigger story is what they make possible: sharper assessments, richer data, better decisions, and a deeper understanding of how people recover, perform, adapt, and change over time.

As human movement data expands beyond the lab into clinical, performance, and enterprise environments, Bertec is building the platform that helps organizations capture, connect, interpret, and act on movement data at scale.

The future of movement will be measured, modeled, and understood. Bertec is building the systems to make that future a reality.

Position Highlights

Title: Demand Generation Manager

Department: Marketing

Reports To: CEO

Location: Remote, U.S.-based

Travel: Approx. bi-monthly travel required for various meetings, events, etc.

Annual Salary: $95,000-$120,000

Core Purpose

The purpose of this role is to generate more qualified sales opportunities from priority accounts.

This includes building repeatable campaign motions for:

• Hospitals, health systems, rehabilitation clinics, and PT networks
• Sports and performance organizations
• Research and innovation customers
• Regional commercial campaigns
• Conferences, webinars, and events
• Existing customer expansion opportunities

The Demand Generation Manager will help connect market strategy, content, digital campaigns, account targeting, sales outreach, CRM tracking, and pipeline reporting into a disciplined commercial growth system.

Key Responsibilities

Campaign Strategy and Execution

Build and manage demand generation campaigns that support Bertec's priority markets, regions, products, and use cases. This includes campaign planning, audience targeting, channel selection, landing page coordination, paid media, email nurture, retargeting, webinar and event promotion, and performance reporting.

The goal is to generate qualified account engagement that converts into meetings, opportunities, and revenue.

Account-Based Marketing

Support account-based marketing programs for named target accounts. This includes partnering with sales to identify priority accounts, map buying committees, segment contacts, develop engagement plans, and coordinate outreach across digital campaigns, email, events, and sales follow-up.

Help Bertec shift from broad lead generation to focused account development.

Paid Media and Retargeting

Manage paid campaigns across channels including LinkedIn, Google Search, display, and retargeting. Responsibilities include campaign setup, targeting, budget management, creative and copy testing, conversion tracking, and optimization.

This role requires hands-on campaign management while collaborating with designers, content contributors, agencies, and contractors as needed.

Landing Pages and Conversion Paths

Partner with content, design, and web support to create landing pages and conversion paths.

Define page objectives, CTAs, forms, tracking, audience-specific offers, and follow-up workflows.

You do not need to own all final copy, but you should understand what drives conversions and measurable campaign performance.

Email Nurture and Event Promotion

Build email nurture programs that move prospects toward sales conversations. This includes webinar and event promotion, follow-up campaigns, lead nurture, installed-base campaigns, reactivation efforts, and target-account outreach.

Partner with sales and content to ensure campaigns are relevant, timely, and valuable.

CRM, Attribution, and Reporting

Improve Bertec's marketing tracking and reporting discipline. This includes campaign naming, UTM standards, form tracking, lead source attribution, lifecycle stages, lead status definitions, dashboards, and sales handoff visibility.

Measure which campaigns generate account engagement, SQLs, meetings, opportunities, and pipeline.

Sales Handoff and Follow-Up Coordination

Work with sales leadership and Account Executives (AEs) to ensure qualified engagement receives timely follow-up.

This includes lead scoring, account fit assessment, follow-up SLAs, CRM tasks, sales alerts, campaign reviews, and feedback loops.

While this role does not own sales performance, it builds the systems that make marketing-generated demand valuable.

Partnership with Content and Communications

Partner with Bertec's content and communications function to turn messaging, proof points, customer stories, webinars, and product narratives into campaigns through execution, targeting, conversion paths, optimization, tracking, and reporting.

Both roles must work closely together for demand generation to succeed.

Required Experience

• 6+ years of experience in B2B demand generation, growth marketing, campaign marketing, digital marketing, or account-based marketing
• Experience building and managing campaigns across LinkedIn Ads, Google Ads, email, landing pages, webinars, retargeting, and marketing automation
• Experience supporting complex B2B sales cycles with multiple stakeholders
• Experience with CRM campaign tracking, lead attribution, lifecycle stages, and reporting
• Experience partnering with sales on lead handoff, campaign follow-up, account targeting, and pipeline feedback
• Strong understanding of converting market engagement into qualified sales opportunities
• Ability to manage campaigns hands-on without a large internal team
• Data-driven approach to improving campaign performance
• Strong project management and operational skills

Preferred Experience

• Healthcare technology, medical devices, life sciences, rehabilitation, sports performance, biomechanics, research, enterprise B2B, or other technical markets
• Account-based marketing for hospitals, health systems, universities, research organizations, enterprise buyers, or multi-site organizations
• Experience supporting regional or territory-based campaigns
• Experience promoting webinars, conferences, product launches, or other events
• Experience with Salesforce, HubSpot, GA4, Google Search Console, LinkedIn Campaign Manager, Google Ads, Apollo, ZoomInfo, Clay, Sales Navigator, or similar platforms
• Experience in smaller organizations requiring both strategy and execution
• Experience building marketing systems from an early-stage or underdeveloped foundation

Skills and Traits

Strong candidates demonstrate:

• Strong campaign judgment and commercial mindset
• Structured thinking
• CRM and attribution discipline
• Strong collaboration with sales and content teams
• Ability to work with technical or scientific subject matter
• Comfort building new processes
• High ownership and initiative

What Success Looks Like

In the First 90 Days

• Audit campaign tracking, CRM workflows, lead sources, website conversion paths, and paid media readiness.
• Define MQL, SQL, attribution, lead handoff, and follow-up expectations with sales.
• Build a target account strategy for one priority market, region, or use case.
• Launch the first campaign, including audience, offer, channels, landing page, email, paid media, retargeting, and sales follow-up.
• Coordinate campaign assets with content, sales, and web/design support.
• Build dashboards for account engagement, SQLs, meetings, and opportunities.
• Establish a weekly campaign review process with sales.

In the First 6 Months

• Launch, measure, and optimize at least one targeted campaign while planning or executing a second using lessons learned.
• Improve visibility into campaign performance and pipeline contribution.
• Establish a repeatable sales and marketing handoff process with clear ownership and feedback loops.
• Connect event, webinar, website, email, and paid media activity to CRM reporting, creating a repeatable campaign model for future growth.

Pay & Benefits

• Competitive salary based on experience
• Health, dental, and vision insurance
• 401(k) plan with up to 4% company match
• Paid time off and 13 paid holidays
• Training and professional development opportunities
• Opportunity to work with a wide range of movement science experts