Demand Generation Specialist

Job Description Job Description ABOUT SIGHTVIEW Sightview Software LLC provides a suite of industry-leading software specifically geared toward ophthalmology and optometry practices — practice management, surgical, revenue cycle management (RCM), MIPS reporting, and more. Sightview is a one-stop shop for eye care specialists and their patients. Integrity Integrity Collaboration Accountability Resilience Engagement JOB SUMMARY We are seeking a results-driven Demand Generation Specialist to execute and optimize integrated marketing campaigns that generate qualified leads, increase prospect engagement, and contribute to pipeline and revenue growth. Working closely with the Director of Marketing, this role will bring demand generation strategies to life across email, digital, paid media, webinars, events, content, and targeted campaigns. The ideal candidate understands how to build and optimize campaigns that move prospects through the buyer journey from initial awareness through MQL, SQL, opportunity, and ultimately revenue. The Demand Generation Specialist will collaborate closely with the Director of Marketing, Product, Content, Sales, BDRs, HubSpot Operations, and Customer Success to ensure campaigns are well executed, measurable, and aligned with company growth priorities. ESSENTIAL DUTIES & RESPONSIBILITIES Demand Generation & Campaign Execution Partner with the Director of Marketing to execute demand generation strategies aligned with marketing, pipeline, and revenue goals. Plan and execute integrated, multi-channel campaigns across email, paid media, organic social, webinars, events, content, and other digital channels. Translate campaign strategy and product priorities into actionable campaign plans. Develop campaigns targeting specific audiences, market segments, buyer personas, and stages of the buyer journey. Create campaign briefs outlining audiences, objectives, offers, channels, CTAs, timelines, and KPIs. Manage the demand generation campaign calendar and coordinate campaign execution across internal teams. Ensure campaigns are launched on time and properly tracked. Continuously test and optimize audiences, offers, channels, messaging, timing, and conversion points. Lead Generation & Funnel Support Execute programs designed to generate marketing-qualified leads (MQLs), sales-qualified leads (SQLs), demo requests, opportunities, and pipeline. Monitor lead performance and conversion throughout the marketing and sales funnel. Identify opportunities to improve conversion from lead to MQL, SQL, demo, and opportunity. Partner with Sales and BDR teams on campaign-specific lead follow-up and outreach strategies. Develop campaigns to re-engage inactive leads, stalled prospects, demo no-shows, and other high-value audiences. Execute targeted campaigns for priority accounts, market segments, and prospect groups. Partner with HubSpot Operations to ensure lead scoring, lifecycle stages, routing, attribution, and tracking support campaign objectives. Email & Nurture Programs Execute prospect email campaigns and nurture programs aligned with demand generation priorities. Develop campaign audiences, segmentation, cadence, offers, and calls to action in partnership with the Director of Marketing. Partner with the Content Writer to develop email copy, landing page content, and supporting campaign assets. Build nurture strategies based on buyer behavior, lifecycle stage, product interest, and engagement. Develop re-engagement campaigns for inactive or stalled prospects. Conduct A/B testing of subject lines, messaging, CTAs, timing, offers, and audience segments. Monitor email engagement and conversion performance and recommend improvements. Product & Go-to-Market Campaign Support Work with the Director of Marketing and Product team to support product launches, enhancements, releases, and strategic initiatives. Translate product capabilities, customer challenges, and market needs into campaign themes and lead generation opportunities. Execute demand generation programs supporting go-to-market initiatives. Coordinate campaign timing with product launches, webinars, events, sales outreach, and other marketing initiatives. Gather campaign and prospect insights to help inform future marketing programs. Monitor market and competitive activity to identify potential campaign opportunities. Webinars, Events & Tradeshow Demand Generation Execute pre-event, during-event, and post-event campaigns for webinars, tradeshows, conferences, and virtual events. Develop campaigns designed to increase registrations, attendance, booth traffic, demo requests, and prospect engagement. Coordinate post-event nurture and follow-up campaigns with Sales and BDR teams. Help convert event engagement into meetings, demos, and qualified opportunities. Track and analyze event-generated leads, opportunities, pipeline, and ROI. Digital & Paid Campaigns Execute and manage paid demand generation campaigns across appropriate digital channels. Coordinate campaign targeting, creative, landing pages, budgets, and launch requirements. Work with internal teams and external partners as needed to execute digital campaigns. Monitor cost per lead, cost per MQL, conversion rates, engagement, and pipeline contribution. Optimize campaigns based on performance. Test new audiences, channels, creative approaches, and offers to improve results. Conversion Optimization Partner with HubSpot Operations and Content to optimize landing pages, forms, CTAs, and campaign conversion paths. Monitor conversion rates and identify friction points in the prospect journey. Recommend and test improvements designed to increase demo requests, webinar registrations, content engagement, and other high-value conversions. Use campaign and behavioral data to improve campaign effectiveness and the overall prospect experience. Reporting & Campaign Performance Track and analyze demand generation KPIs, including MQLs, SQLs, MQL-to-SQL conversion, demo requests, opportunities generated, campaign conversion rates, marketing-sourced and marketing-influenced pipeline, cost per lead, cost per opportunity, and campaign ROI. Monitor campaign performance and identify trends, opportunities, and areas requiring improvement. Partner with HubSpot Operations to ensure campaign dashboards and reports accurately reflect marketing performance. Provide regular campaign performance updates to the Director of Marketing. Recommend campaign optimizations based on performance data. Identify which audiences, channels, offers, and campaigns are producing the strongest results. Cross-Functional Collaboration Partner closely with the Director of Marketing on campaign priorities, marketing strategy, messaging, and demand generation initiatives. Work with the Product team to understand product capabilities, enhancements, customer needs, and upcoming launches. Partner with the Content Writer to identify and develop campaign content and creative assets. Partner with the HubSpot Operations Specialist on lists, forms, workflows, automation, lead routing, attribution, dashboards, sequences, and campaign tracking. Collaborate with Sales and BDR teams to coordinate campaign follow-up and improve lead conversion. Gather feedback from Sales regarding lead quality, objections, campaign effectiveness, and prospect response. Partner with Customer Success when customer stories, advocacy, referrals, or customer insights can support demand generation programs. HubSpot Responsibilities Build and manage marketing campaigns within HubSpot; create and execute marketing emails and nurture campaigns. Define audience and segmentation requirements, and monitor campaign, email, landing page, and funnel performance. Use HubSpot data to identify campaign and lead generation opportunities, and conduct campaign testing and optimization. Partner with the HubSpot Operations Specialist on lists, workflows, forms, lead scoring, lifecycle stages, routing, attribution, dashboards, sequences, and automation. This role is a strong HubSpot user but does not own HubSpot administration, CRM governance, or data integrity — that ownership sits with the HubSpot Operations Specialist. REQUIRED QUALIFICATIONS 2+ years of experience in B2B demand generation, digital marketing, growth marketing, campaign marketing, or a related field. Experience executing multi-channel campaigns that generate leads and contribute to pipeline. Strong understanding of B2B buyer journeys and marketing and sales funnels. Experience with email marketing, nurture programs, webinars, events, digital campaigns, and lead generation. Understanding of MQL, SQL, opportunity, pipeline, attribution, and conversion metrics. Experience working with Sales or BDR teams to support lead generation and follow-up. Strong analytical skills and the ability to use campaign data to make recommendations. Strong project management and organizational skills. Ability to manage multiple campaigns, deadlines, and priorities simultaneously. Excellent written, verbal, and cross-functional communication skills. PREFERRED QUALIFICATIONS Experience in B2B SaaS or healthcare technology. Experience marketing EHR, practice management, healthcare IT, or other healthcare software solutions. Strong HubSpot experience. Experience with account-based marketing (ABM). Experience managing paid digital campaigns and budgets. Experience supporting longer, consultative B2B sales cycles. PHYSICAL REQUIREMENTS & WORK ENVIRONMENT This role is primarily performed in a standard office or home-office environment. Employees may be required to sit for extended periods and use a computer keyboard, mouse, and monitor for the majority of the workday, and may occasionally lift up to 15 lbs of office equipment or materials. Reasonable accommodations will be made to enable qualified individuals with disabilities to perform the essential functions of this role. COMPENSATION & BENEFITS The anticipated pay range for this role is $60,000 – $80,000 per year, based on experience, qualifications, location, and internal equity. Actual pay may vary from the posted range. Sightview offers a comprehensive benefits package that includes medical, dental, and vision coverage; a 401(k) plan with company match; and a selection of additional voluntary benefits. Eligibility and plan details are provided during onboarding. BACKGROUND CHECK & DRUG-FREE WORKPLACE Employment with Sightview is contingent upon successful completion of a pre-employment background check. Sightview also conducts drug testing as a condition of employment. EQUAL EMPLOYMENT OPPORTUNITY Sightview Software LLC is an Equal Opportunity Employer. We recruit, hire, train, and promote without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, genetic information, veteran status, or any other characteristic protected by applicable federal, state, or local law. REASONABLE ACCOMMODATION Sightview is committed to providing reasonable accommodations to qualified individuals with disabilities throughout the application and employment process. If you require an accommodation, please contact Human Resources to make your request. #J-18808-Ljbffr