Senior Specialist, Digital Demand Generation

Role Overview

• Plan, build, and manage full-funnel paid media campaigns with MQL volume, quality, and cost-per-MQL as the primary success metrics.
• Execute campaigns across Google Ads, LinkedIn Ads, Microsoft Advertising, and third-party syndicates, including ABM, retargeting, and lead generation programs.
• Own end-to-end campaign builds, pre-launch QA, and accurate tracking setup (UTMs, Marketing Operations (MOPS) requests, platform pixels) for every campaign.
• Ensure all campaigns comply with applicable privacy regulations including CASL, GDPR, and platform-specific data policies.
• Monitor and report on MQL-focused KPIs — MQL volume, CPL, cost-per-MQL, and funnel conversion rates.
• Deliver weekly campaign reports with performance analysis, optimizations completed, and forward-looking recommendations, supported by live dashboards (Looker Studio, platform-native) that are continuously updated and accessible to stakeholders.
• Design and execute A/B tests across creative, copy, and audience variables; implement winning variations quickly.
• Monitor creative fatigue and audience decay; coordinate asset rotation and bring forward remediation plans before issues escalate.
• Manage budget pacing across all paid media campaigns to maximize MQL ROI.
• Build and manage audience segments — firmographic, job title, retargeting, ABM, and intent-based — grounded in a clear understanding of IDC’s buyer personas and product-to-audience mapping.
• Continuously monitor audience performance, exclude non-fit segments, and refine targeting to improve MQL quality.
• Keep stakeholders proactively informed on campaign performance, risks, and recommendations; incorporate lead quality signals and MQL-to-opportunity data to refine targeting and messaging.
• Partner with Marketing Operations to ensure tracking, UTM governance, and attribution are accurate for every campaign.
• Brief content and design teams on demand generation asset needs aligned to funnel stage and buyer persona.

Requirements

• Bachelor’s degree in Digital Marketing, Marketing Analytics, Marketing, Communications, or a related field.
• 5+ years of proven, hands-on paid media experience with a primary focus on demand generation, lead generation, or performance marketing.
• Demonstrated hands-on experience and proficiency across three core platforms required: Google Ads (Search, Display, YouTube), LinkedIn Campaign Manager, Microsoft Advertising.
• Experience with third-party syndications/ vendors a plus.
• Experience with Looker Studio, Google Analytics, and platform-native reporting dashboards.
• Proven track record managing campaigns against MQL and pipeline metrics — not solely engagement or awareness metrics.
• Experience with retargeting, ABM programs, and multi-stage funnel campaign management is required.
• B2B Paid Media Experience: Demonstrated experience running paid media campaigns in a B2B environment, with a clear understanding of longer sales cycles, multi-stakeholder buying committees, and the distinction between driving awareness and generating sales-ready demand.

Benefits

• 15 vacation days per year (increases with tenure; carryover allowed)
• 10 paid sick days per year
• 1 week paid new parenting leave
• Flexible work options (remote, part-time, flexible hours)
• Health, dental, vision, and paramedical coverage for you and your family
• Annual healthcare spending account
• Employee Assistance Program for counseling and support
• Best Doctors medical second opinions
• Life, AD&D, and long-term disability insurance
• Retirement savings plan with company match (up to 4% of salary)
• $75/month technology allowance for home office or phone expenses
• Company-paid cell phone plan