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Salary: USD 130,000 - 155,000 / annual
Lawmatics, the #1 CRM platform for law firms, is seeking a Senior Demand Generation Manager to own and drive the company's new-customer demand generation strategy and performance. You will be responsible for generating qualified leads and pipeline efficiently across core acquisition channels including paid search, SEO, paid social, AI search visibility (AEO), and emerging channels.
Key Responsibilities:
Drive Qualified Demand & Channel Performance: Own demand generation performance from lead through qualified demo, pipeline, and revenue. Manage the acquisition portfolio across paid search, SEO, paid social, AI search visibility, and emerging channels, continuously evaluating investment allocation. Lead specialized agency partners by setting priorities, providing strategic direction, evaluating performance, and holding partners accountable for results. Identify new opportunities to grow demand while improving CPL, CPA/CAC, lead quality, and downstream conversion.
Analyze, Optimize, & Convert: Develop deep insights into performance data—what happened, why, what was learned, and what should happen next. Own conversion optimization across the demand funnel, identifying and testing opportunities to improve traffic-to-demo and lead-to-opportunity conversion. Build and drive a testing roadmap across audiences, offers, messaging, creative, landing pages, CTAs, forms, and buyer journeys. Own comprehensive demand generation reporting on channel efficiency, qualified demos, conversion rates, opportunities, pipeline, CAC, and revenue contribution. Partner with RevOps and Sales to maintain clean attribution and funnel data.
Build Campaigns That Perform: Develop campaign concepts, offers, and messaging designed to engage target audiences and drive action. Write compelling prospect-facing copy across email, landing pages, ads, webinar promotions, event follow-up, and nurture sequences. Own initiatives from insight through execution and measurement, coordinating with Brand, Creative, Marketing, Sales, and external resources. Apply demand generation rigor to webinars, tradeshows, and other programs, measuring success by qualified pipeline and revenue impact.
You'll inherit strong agency partners and an experienced internal Marketing team but will be the functional expert responsible for connecting resources, setting direction, and owning results. You won't be expected to execute every channel yourself; instead, you'll know what great looks like, dig into performance, challenge assumptions, identify opportunities, and turn insights into action.
Success looks like generating more qualified demand at increasingly efficient economics with clear visibility into what's driving results. You'll know which channels and investments are producing results, where to invest next, and what's being tested to improve performance. Agencies will have the direction and accountability they need to perform at their best, conversion will continuously improve, and Sales and Marketing will have a strong feedback loop around lead quality and funnel performance.
The company operates on a hybrid schedule, working from the San Diego office Monday through Wednesday with the option to work remotely Thursday and Friday.
Requirements:
- 5+ years of B2B SaaS marketing experience, including 3+ years directly owning demand generation strategy, performance, and pipeline goals
- Demonstrated track record of increasing qualified demand efficiently and driving measurable improvements in pipeline and revenue
- Deep expertise across paid search, SEO, paid social, and digital acquisition to evaluate strategy, budgets, performance, and agency recommendations
- Experience leading external performance marketing and SEO agencies and holding sophisticated partners accountable for results
- Strong command of B2B SaaS funnel economics and metrics including CPL, CPA/CAC, conversion rates, pipeline contribution, and marketing ROI
- Demonstrated experience with conversion rate optimization, landing page testing, and structured experimentation
- Excellent copywriting and messaging skills with ability to write converting copy and effectively direct others to do the same
- Exceptional communicator and collaborator with bias toward action; ability to create clarity, proactively communicate insights and roadblocks, and move initiatives forward
- Highly analytical and naturally curious; ability to turn complex performance data into clear stories and actionable recommendations
- Comfortable getting hands-on in HubSpot, Google Ads, and GA4 to pull and interrogate data independently
