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PeopleGrove is seeking a Demand Generation Manager to design, execute, and optimize multi-channel campaigns targeting higher education decision-makers. You will serve as the HubSpot power user for marketing automation, reporting, and lead lifecycle management, ensuring every campaign is tracked, analyzed, and continuously improved.
Key responsibilities include:
**Campaign Execution:** Design and execute integrated campaigns across email, paid media, content, and webinars. Leverage HubSpot for campaign automation, lead nurturing, and audience segmentation. Develop landing pages and A/B tests to optimize conversion rates. Manage and refine paid acquisition efforts including PPC, retargeting, and social ads.
**Funnel Optimization & Revenue Alignment:** Own the lead-to-revenue funnel and identify opportunities to improve conversion rates. Collaborate with sales to optimize MQL-to-SQL handoff and pipeline contribution. Implement and evolve lead scoring models based on engagement and fit.
**Performance Tracking & Insights:** Manage contact and company data to segment ICP marketing audiences for personalized campaigns at scale. Measure performance against KPIs and monitor ROI, CPL, CPA, and pipeline impact. Build and deliver actionable performance dashboards in HubSpot. Use data-driven insights to continually improve targeting, messaging, and channel mix.
**Content & Thought Leadership Activation:** Partner with marketing team members to turn thought leadership, customer stories, and events into demand-driving assets. Repurpose content for multiple channels to maximize reach and impact.
**Collaboration & Process Improvement:** Maintain a shared marketing activities calendar to ensure alignment across campaigns and events. Document and refine demand generation processes for scalability. Drive sales and marketing alignment through regular check-ins and shared performance reviews.
The role reports to the SVP of Marketing and requires minimal travel (less than 10% annually, with 3 trips per year required).
**Requirements:**
- Bachelor's degree in marketing, business, communications, or related field
- 5+ years in demand generation or growth marketing for a B2B SaaS company
- Proven track record of meeting or exceeding lead and revenue targets
- Expert-level HubSpot skills (automation, workflows, lead scoring, data management, reporting)
- Proficiency in SEO, paid media management, and conversion rate optimization
- Strong analytical skills with the ability to translate data into actionable strategies
- Exceptional collaboration skills and ability to work cross-functionally in a remote environment
**Preferred Qualifications:**
- HubSpot certifications in Marketing Hub and Reporting
- Familiarity with webinar platforms like Zoom and event-driven marketing strategies
- Experience in higher education technology or email marketing
