Overview

This is a hands-on role for someone who can own execute, analyze, and continuously improve channel performance to identify the most efficient ways to drive demand.

The Demand Generation Principal will scale and optimize our demand generation strategy across key digital channels. This role is responsible for building and executing campaigns that generate qualified pipeline, working closely with cross-functional partners (i.e. Product Marketing, Program Marketers, Design and RevOps) and external agencies. This role owns both organic and paid channels.

Key Responsibilities

Demand Generation Execution & Optimization

• Execute multi-channel demand generation campaigns across organic social, paid media, email, and website
• Identify the most efficient ways to drive demand using performance data and experimentation
• Manage day-to-day performance, budgets, and timelines across programs
• Experience optimizing paid channels and campaign performance using LTV:CAC and ROAS metrics

Channel Ownership & Execution Model

Organic Social (Facebook, LinkedIn, Instagram)

• Execute organic social campaigns aligned with marketing initiatives and product messaging
• Maintain the content calendar to ensure consistent communication across owned and paid channels
• Partner with design and GTM teams to develop high-performing creative assets and promotion strategies
• Monitor engagement and optimize posts to drive traffic and conversions
• Test new formats and approaches to improve performance

Paid Marketing (Display Advertising, Syndicated Content, Paid Social)

• Own end-to-end execution of paid media programs aligned to demand generation and GTM objectives
• Manage and optimize campaigns directly and through external agencies, ensuring efficient launch, execution, and ongoing performance improvements
• Continuously refine targeting, creative, and channel mix to maximize ROI and achieve lead, pipeline, and revenue goals
• Evaluate, test, and scale new paid channels (e.g., influencer marketing, CTV) based on performance potential
• Optimize budget allocation and campaign performance using LTV:CAC and ROAS metrics, partnering with the VP of Marketing on broader media mix and investment strategy

Email Marketing (Newsletter, Nurture, Lifecycle)

• Build and execute email campaigns including newsletters, nurture programs, and re-engagement flows
• Segment audiences and personalize messaging to improve engagement
• Partner with RevOps to support lead scoring and lifecycle improvements
• Monitor deliverability and performance metrics, and run A/B tests

Website (Inbound / Conversion Optimization)

• Own website performance as a primary demand capture channel
• Partner with Product Marketing, Design, and Engineering to improve messaging, UX, and conversion rates
• Identify CRO opportunities to maximizes inbound leads including landing pages, forms, and CTAs
• Use analytics and experimentation to identify friction points and improve funnel conversion

Performance Tracking & Reporting

• Track and report on campaign performance including leads, conversion rates, and pipeline contribution
• Maintain dashboards and provide regular updates to stakeholders
• Use data to identify trends and recommend optimizations
• Own paid channel budget with strong understanding of LTV:CAC
• Support attribution efforts in partnership with RevOps

Cross-Functional & Agency Collaboration

• Partner with Sales to understand lead quality and feedback on campaigns
• Collaborate with Product Marketing on messaging and campaign alignment
• Work with RevOps on lead flow, scoring, and reporting accuracy
• Coordinate with agency partners to ensure campaigns are executed effectively and optimized over time
• Align with Content and Creative teams on campaign assets

Qualifications

• 5–8 years of experience in demand generation, digital marketing, or growth marketing
• Hands-on experience executing campaigns across multiple channels (paid, email, social, web)
• Experience working with agencies or external vendors for paid media programs
• Strong analytical skills and comfort working with performance metrics and dashboards
• Familiarity with marketing automation tools (e.g., HubSpot, Marketo, Pardot)
• Ability to manage multiple campaigns and priorities in a fast-paced environment
• Strong communication and collaboration skills

Success Metrics

• Lead volume and quality (MQLs, SQLs)
• Conversion rates across campaigns and funnel stages
• Cost per lead and campaign efficiency
• Contribution to pipeline
• Website conversion improvements

How This Role Operates

• Executes and optimizes campaigns across channels with increasing ownership over time
• Works closely with agency partners for paid execution, while owning performance tracking and optimization
• Collaborates cross-functionally to bring campaigns to life
• Balances execution with data-driven decision making

What Success Looks Like

• Campaigns are launched efficiently and continuously optimized
• Paid programs run smoothly with strong agency collaboration
• Email and website channels show steady improvement in conversion rates
• Clear visibility into performance and impact on pipeline