Director of Demand Generation

Job Summary

The Senior Demand Generation Manager serves as the leader in driving the company’s digital growth engine responsible for overseeing all paid, organic, and web initiatives that fuel pipeline creation. This role combines strategic leadership and hands-on execution across SEO, PPC, paid social, and website performance.

You’ll play a central role in scaling the company’s go-to-market engine by integrating modern demand generation, AI-driven decisioning, and Account Based Marketing strategies. The position is both strategic and hands-on: defining the digital roadmap and designing full-funnel experiences for target accounts.

A key focus of this position is to stay abreast of emerging AI tools and strategies that can enhance marketing effectiveness — particularly those that:

Deepen alignment with key buyer personas

Increase conversion rates

Reduce time-to-sale

Accelerate new pipeline development

Accelerate high-quality content development

The goal is to selectively identify and deploy AI solutions that deliver real, measurable business results.

Responsibilities:

• Strategic Leadership & Planning
• Develop and own the optimization of the digital marketing roadmap and budget across all paid and organic channels.
• Lead a team of freelancers and set strategies for SEO, SEM, paid social, retargeting, and website optimization aligned with company growth targets.
• Lead cross-functional digital initiatives that enhance marketing-sourced pipeline and brand equity.
• Partner with Marketing leadership on developing and achieving quarterly and annual digital growth forecasts, KPIs, and performance scorecards.
• Partner with the SVP of Marketing to ghostwrite and amplify thought leadership for the CEO, President, and other executives, building a people-first content calendar that humanizes the brand and drives visibility on LinkedIn and other channels - promoting this content to target accounts as part of integrated demand and ABM campaigns.
• Architect and operationalize an ABM motion, including self-serve trials, product-qualified lead scoring, and high-intent routing automations.
• Implement lifecycle nurture systems in HubSpot/SFDC to accelerate pipeline conversion and expand pipeline contribution from remarketing, webinar, and intent-based campaigns.
• Drive go-to-market experimentation frameworks across new segments, verticals, and buyer personas, informing corporate expansion strategy.
• Develop and maintain Total Addressable Market (TAM) models using historical data and firmographic insights to refine Ideal Customer Profiles (ICPs) across all verticals and identify new growth opportunities.

• Website Ownership & Optimization
• Serve as the primary owner of all corporate websites overseeing content optimization, UX, conversion paths, and analytics.
• Manage and evolve the website as a high-performing demand generation platform.
• Use heatmapping and behavior analytics tools (e.g., Hotjar, Microsoft Clarity) to identify high-friction points and drop-off areas across key conversion paths; translate these insights into targeted UX and CRO experiments that improve form completion rates, navigation flow, and overall demo conversion efficiency.
• Create 1:1 personalized website experience for target accounts in the pipeline to improve conversion rates, and for existing customers to drive cross-sell and upsell opportunities - leveraging dynamic content, segmentation, and personalization tools to align on-page messaging with account needs and lifecycle stage.
• Coordinate with internal stakeholders and external developers/designers to ensure continuous improvement and brand consistency.
• Lead A/B testing and conversion rate optimization (CRO) efforts to maximize pipeline generation.
• Lead and collaborate on digital product launch campaigns, developing microsites and interactive experiences for major product releases, ensuring clear messaging, analytics tracking, and sales enablement alignment.

• Performance Marketing & SEO
• Oversee planning, execution, and optimization of all paid campaigns (Google Ads, LinkedIn, and other digital channels).
• Manage agency and platform relationships, ensuring maximum efficiency and return on ad spend (ROAS).
• Build forecasting models and cohort analyses to identify high-ROI channels, refine funnel economics (CAC, LTV, payback period), and advise leadership on GTM investment strategy.
• Develop and execute SEO strategies to grow organic traffic, improve domain authority, and rank priority industry keywords for Search and LLMs.
• Align paid and organic strategies to create a cohesive full-funnel experience.
• Increase brand presence and demand capture across industry review platforms (G2, Capterra, TrustRadius) by implementing proactive review generation programs, managing reputation, and integrating testimonials into the digital growth engine.
• Work with demand generation to plan and execute targeted digital campaigns with industry partners such as Home Health Care News (HHCN) and Senior Housing News (SHN), ensuring alignment across digital, email, and paid channels to maximize engagement.

• Event Marketing & Go-To-Market Enablement
• Lead pre- and post-event digital strategy to maximize ROI from enterprise conferences, trade shows, and major state associations.
• Collaborate with Event and Product Marketing team members to build the ROI case for event investments, tracking sourced and influenced pipeline to quantify marketing impact.
• Assist and develop pre-event digital playbooks that outline who to engage, key talking points, and customer narratives over LinkedIn, Email and other digital channels to maximize event ROI.
• Partner with Sales, Product Marketing, and RevOps to align field enablement, booth messaging, and content follow-up strategies that convert event interactions into measurable pipeline outcomes.
• Launch and manage direct mail programs in collaboration with Field Marketing and PMMs to reach high-value accounts, incorporating personalized creative and integrated follow-up sequences tied to sales outreach and event attendance.
• Design and operationalize a national dinner strategy hosting curated small-format events across multiple cities where prospects and customers are intentionally seated by segment, vertical, or buyer stage to spark peer-to-peer discussion and accelerate pipeline creation.

• AI-Driven Marketing Innovation
• Continuously evaluate new AI-powered tools and methodologies for digital marketing, SEO, analytics, and content development.
• Pilot and implement AI technologies that demonstrably enhance targeting precision, lead quality, and marketing efficiency.
• Collaborate with the SVP of Marketing to establish clear business cases for any AI adoption, prioritizing tools that produce quantifiable results.
• Develop an AI-assisted marketing infrastructure - automating ad optimization, content generation, and audience segmentation
• Maintain an informed perspective on AI trends to position Activated Insights as an early but selective adopter in the market of leading-edge AI tools and techniques.
• Analytics, Attribution & Insights
• Design and monitor marketing ROI frameworks that unify paid, organic, and product-led contributions under one measurement model.
• Establish clear performance metrics, dashboards, and attribution models within HubSpot, Salesforce, and GA4.
• Report regularly on campaign performance, lead quality, and ROI to executive stakeholders.
• Translate data into strategic insights and optimization plans.
• Drive experimentation and continuous improvement through a test-and-learn approach.
• Develop a more sophisticated lead scoring and routing framework that maps website behavior, ICP fit, and intent signals to the right sales motion - improving demo request-to-meeting-booked rates and using CRO insights to continuously refine how high-intent leads are prioritized and followed up.

• Cross-Functional Collaboration
• Partner closely with Product Marketing and Demand Generation to align campaign messaging and targeting.
• Support the Sales team with digital initiatives that drive high-intent leads and shorten the sales cycle.
• Work collaboratively with internal teams and freelancers to scale production, creative, and analytics capacity.
• Lead the digital enablement of Sales—deploying account-based dashboards, personalized microsites, and digital nurture sequences and experiences that improve pipeline conversion rates
• Coach internal teams and freelancers on growth experimentation and creative testing methodology to build an always-on optimization culture.
• Partner with Finance and RevOps on quarterly planning, attribution modeling, and scenario forecasting to link marketing spend directly to booked revenue

Experience and Qualifications:

• 7–10 years of progressive experience in digital marketing within B2B SaaS, healthcare technology, or related industries.
• Proven success leading integrated digital programs that drive measurable revenue impact.
• Deep expertise in SEO, PPC, paid social, analytics, and conversion optimization.
• Hands-on experience managing complex websites (WordPress or comparable CMS).
• Proficient in HubSpot, Salesforce, GA4, Google Ads, and LinkedIn Campaign Manager.
• Strong analytical and financial acumen, able to manage large budgets and report ROI with precision.
• Familiarity with AI-driven marketing tools (e.g., content generation, predictive analytics, intent data) and proven ability to assess their real-world impact.
• Excellent communication, collaboration, and vendor management skills.
• A growth-oriented mindset with a passion for innovation, data, and continuous improvement.

Physical Requirements:

• Prolonged periods sitting at a desk and working on a computer.
• Must be able to lift up to 15 pounds at times.