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Mendel is seeking a senior Demand Generation Specialist to lead demand generation across Mexico, Argentina, and Chile. This is a performance-driven role focused on converting every peso invested into qualified leads while optimizing efficiency.
Key Responsibilities:
Paid Channels: Lead Google, Meta, and LinkedIn campaigns across three countries. Dive deep into account structures, campaign segmentation, bidding, and budgets. Challenge agencies with technical expertise and business acumen, understanding ICP and market dynamics.
Outbound Channel: Own the outbound channel delivered by agencies. Monitor platform selection, segments, and messaging. Continuously provide data-driven inputs and course corrections. Review targeting lists to ensure alignment with ICP. Cross-pollinate successful angles and messages between paid and outbound channels.
Budget Optimization: Systematically review ROI by channel, country, and campaign. Reallocate budget based on performance. Lower cost per SQL sustainably. Identify waste (non-converting audiences, off-ICP keywords, cannibalizing campaigns). Make budget decisions with long sales cycles in mind, defending investments with data.
AI Integration: Use AI to analyze performance, detect patterns, and generate test hypotheses. Automate reporting and repetitive tasks. Introduce new tools and workflows to the team.
Creative & Testing: Write ad copy and define messaging angles. Collaborate with design on ad variants and formats. Maintain a consistent A/B testing cadence across copy, angles, audiences, and landing pages.
New Channels: Test emerging platforms and unconventional formats. Coordinate ad-hoc initiatives (sponsored newsletters, communities, podcasts, niche media). Measure and decide whether to scale or cut.
Operations: Manage WhatsApp chat and provider. Define lead routing and assignment. Work with HubSpot, dashboards, and performance reporting by channel and country.
Team Leadership: Lead the SDR team on objectives, 1:1s, and development. Measure performance deeply—call reviews, real-time corrections, and continuous optimization.
Metrics: Accountable for monthly SQLs, cost per SQL, budget efficiency by channel and country, and ICP mix.
Requirements:
- Senior-level professional with proven demand generation or performance marketing experience
- Strong technical acumen to discuss strategy with agencies and optimize campaigns
- Comfort leading people and managing teams
- Daily proficiency with AI tools and workflows
- Experience with paid channels (Google, Meta, LinkedIn) and outbound prospecting
- Ability to work with data, analytics platforms (HubSpot), and dashboards
- Understanding of complex, consultative B2B sales cycles with longer deal timelines
- Spanish language capability (role operates in Spanish-speaking markets)
