Manager of Demand Generation

Overview

GRIN is seeking a hands-on and data-driven Manager of Demand Generation to lead our Growth Demand Generation team. This role is responsible for optimizing organic and paid inbound traffic, managing our website for maximum conversions, and leveraging technology to forecast and generate top-of-funnel (TOFU) pipeline opportunities. The ideal candidate will also develop and implement an Account-Based Marketing (ABM) framework and possess a deep understanding of full-funnel data to drive successful outcomes across both inbound and outbound channels.

Responsibilities:

1. Team Leadership and Development:
• Lead a team of specialists in SEO/SEM, front-end website management, and back-end website management.
• Play an active role in growth marketing until the function is fully established within the team.
• Collaborate with external consultants to enhance team capabilities and performance.
2. Website Management and Optimization:
• Own and maintain the website, ensuring it is optimized for user experience and conversion, particularly for Ideal Customer Profile (ICP) traffic.
• Implement A/B testing and other conversion rate optimization (CRO) strategies to maximize conversions.
3. SEO/SEM and Paid Search Management:
• Optimize organic inbound traffic and manage ad spend to drive high-quality paid search traffic.
• Continuously guide the Brand and Content Marketing team to refine SEO/SEM strategies to improve visibility, rankings, and ROI by providing necessary reporting.
4. Technology and Pipeline Generation:
• Manage and implement technologies that enhance lead capture and generate TOFU ICP pipeline.
• Leverage AI and automation tools to optimize demand generation efforts.
5. Account-Based Marketing (ABM):
• Develop and implement an ABM framework for targeting and converting key accounts.
• Work closely with the lifecycle marketing team to align ABM initiatives with overall marketing goals.
6. Data Analysis and Full-Funnel Optimization:
• Analyze full-funnel data to maximize the impact of marketing initiatives on closed-won business across both inbound and outbound channels.
• Improve and report on marketing attribution tracking for inbound and outbound pipeline generation and new sales.
7. Strategic Planning and Execution:
• Split time between strategic planning and day-to-day execution (50/50).
• Develop and maintain a demand strategy, campaign calendar, and initiative roadmap with clear milestones and associated metrics.
• Ability to forecast pipeline and pipeline performance two (2) quarters in advance.
8. Cross-Functional Collaboration:
• Collaborate closely with Sales, Revenue Operations, and Brand/Content teams to ensure alignment and transparency.
• Communicate initiatives and performance through a published roadmap and KPI sheet.

Key Objectives (First 6-12 Months):

• Increase website traffic, specifically organic and paid search.
• Improve SQL (Sales Qualified Leads) volume and conversion rates.
• Boost overall pipeline generation for both inbound and outbound channels.
• Increase ROI from inbound marketing investments.
• Enhance the ability to measure and assess marketing attribution to outbound pipeline generation and sales.

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field.
• 3+ years of management experience in demand generation, growth marketing, or a similar role.
• 6+ years of experience in demand generation, growth marketing, or a similar role.
• Strong proficiency in data analysis using Excel, Salesforce, HubSpot, and GA4.
• Above-average working knowledge of tools like ChiliPiper, WordPress, Hubspot, and Salesforce.
• Expertise in SEO/SEM, website optimization, and campaign strategy.
• Experience in developing and implementing ABM strategies.
• Proven ability to manage and optimize both organic and paid traffic.

Preferred Qualifications:

• Experience in a SaaS company or a technology-driven environment.
• Strong program and project management skills with the ability to visualize and broadcast status reports and measurable outcomes.

Leadership Style:

• Strategic planner but hands-on and willing to get involved in day-to-day activities when necessary.
• Data-driven and highly organized, focusing on accountability, speed, and ownership.
• Capable of managing projects across the team and ensuring transparency in challenges and progress.
• Experimental mindset, willingness to fail, consistently seeking improvements, and moving quickly to validate results.

Growth Opportunities:

• Potential to expand into broader roles within the Revenue Operations or Marketing organizations.