Manager, Demand Generation
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Key skills for this role
Role Overview
We are looking for a Senior Manager of Demand Generation to build Laine's demand-generation engine from the ground up and turn market attention into qualified pipeline.
Key Skills for This Role
Full Job Posting
Job Overview
We are looking for a Senior Manager of Demand Generation to build Laine's demand-generation engine from the ground up and turn market attention into qualified pipeline.
What You Will Do
- Be accountable for Demand Generation's contribution to qualified pipeline.
- Plan, launch, and optimize paid acquisition across Google Ads, LinkedIn, retargeting, and other relevant channels.
- Own conversion rate optimization across landing pages, forms, offers, calls to action, demo paths, and key buyer journeys.
- Build full-funnel nurture and lifecycle programs that move prospects from initial interest toward meaningful sales conversations.
- Identify and propose new sources of demand, including new paid channels, ABM, events, partnerships, associations, and content-led programs.
- Run a continuous experimentation engine across audiences, messages, creative, offers, channels, landing pages, and nurture programs.
- Own demand-generation measurement, connecting source and spend to qualified opportunities, pipeline, and revenue contribution.
- Own the performance of external Demand Generation agencies and partners.
- Own the commercial strategy for SEO and AI-mediated discovery.
- Work closely with the Marketing team to identify the content, creative, and customer proof needed to improve acquisition and conversion.
- Work directly with Sales to continuously improve ICP targeting, lead quality, qualification, and conversion into pipeline.
Who You Are
- 7+ years of experience across B2B SaaS demand generation, performance marketing or closely related roles.
- Experience in building, not simply maintaining, demand-generation strategies.
- Strong practical experience with Google Ads, LinkedIn Ads, GA4, GTM, and CRM-based attribution.
- Understanding of CRO, lifecycle marketing, nurture, retargeting, and experimentation.
- Understanding of SEO and AI-mediated discovery.
- Ability to work with agencies without outsourcing ownership of the outcome.
- Analytical and curious, comfortable testing aggressively, learning quickly, and changing direction when the evidence changes.
- Comfortable working directly with Marketing, Sales, and senior leadership.
- Fluency in English.
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