Lead, Demand Generation

Role Overview

• Own the strategy and execution of programs that increase inbound lead volume — including contact form fills, demo requests, and other high-intent conversion actions on the website.
• Optimize landing pages, conversion flows, and on-page experiences to improve visitor-to-lead conversion rates across the site.
• Build and manage B2B e-commerce and lead capture experiences, including gated asset forms, conversion calculators, and other self-serve inbound touchpoints.
• Develop and test hypotheses around page layout, CTAs, messaging, and form design to continuously improve inbound performance.
• Partner with marketing operations to ensure form data, lead routing, and attribution are accurately captured and flowing into Marketo and Salesforce.
• Lead on-page SEO and AEO strategy, including metadata optimization, content structure, internal linking, and technical SEO improvements in partnership with the web team.
• Optimize web content for discoverability across both traditional search engines and emerging LLM-driven search surfaces.
• Identify content gaps and keyword opportunities that can drive net-new organic traffic and inbound leads.
• Own backlinking strategy in order to improve domain visibility and authority.
• Partner with the web development and brand teams to ensure on-site experiences that are visually compelling, and optimized for conversion.
• Partner with external vendors and news outlets as needed to ensure domain authority is optimized.
• Manage the e-commerce storefront digital experience and its integration into other parts of the website to ensure pipeline goals.
• Nurture unknown and anonymous visitors through smart content strategies, progressive profiling, and personalization.
• Track, analyze, and report on inbound metrics including organic traffic, conversion rates, form fills, and lead quality.
• Use data to identify friction points in the visitor journey and prioritize optimizations with the highest impact on inbound volume.
• Apply a test-and-learn mindset to continuously improve web performance across pages and programs you own.

Requirements

• 3–5 years of experience in demand generation, digital marketing, or web marketing with a focus on inbound lead generation and conversion optimization.
• Demonstrated experience improving website conversion rates through landing page optimization, A/B testing, form strategy, and on-page experience improvements.
• Strong understanding of SEO best practices, including on-page optimization, metadata, content structure, and evolving best practices for LLM-driven search.
• Experience creating and managing web content that supports the buyer journey (blogs, resource pages, webinar landing pages, gated assets).
• Familiarity working with AI agents to support SEO and AEO efforts, in order to maximize impact.
• Familiarity with marketing automation and CRM tools — Marketo and Salesforce experience preferred.
• Analytical mindset with the ability to interpret web and campaign data, identify trends, and make optimization decisions with confidence.
• Strong project management and communication skills; able to work cross-functionally with web, brand, and marketing ops teams.

Benefits

• EDB is committed to supporting our employees' overall well being by offering a range of benefits and resources to promote a healthy work-life balance and wellness.
• We provide access to CuraLinc to aid employees in health and wellness tips and practices.
• Wellness Fridays extending to December 2026.