Head of Demand Generation
Head of Demand Generation to own inbound marketing strategy and execution for a B2B accounting platform. Build and run campaigns across content, SEO, paid, and email to drive qualified pipeline while managing a specialist and partnering closely with sales.
About the job
Responsibilities
- Own inbound demand gen strategy and execution across all channels
- Build and run integrated campaigns — content, email, paid, and organic — that drive qualified leads for sales
- Own the website: messaging, CRO, landing pages, and ongoing optimization
- Lead SEO strategy and execution, from keyword research to content to technical improvements
- Manage paid advertising across Google, LinkedIn, and other channels
- Write and produce content that speaks to finance leaders — blog posts, guides, landing pages, email sequences
- Partner closely with the sales team to align campaigns with pipeline goals and real feedback from the field — including owning gifting programs, direct mail campaigns, SDR sequence messaging, and nurture sequences
- Build reporting and dashboards to measure performance and optimize spend
- Manage and mentor the Paid/SEO Growth Specialist on your team
Requirements
- 10+ years in demand gen or growth marketing at a B2B SLG company
- Proven track record building inbound programs that generate measurable pipeline
- Strong writer — you can produce compelling content for a business audience without it sounding like marketing fluff
- Hands-on experience with SEO (content and technical) and paid channels (Google, LinkedIn)
- Data-driven: you build dashboards, track what matters, and optimize based on results
- Experience working closely with sales teams and understanding the revenue funnel end-to-end
- Comfortable being a player-coach — you'll do the work, not just manage it
Nice-to-Haves
- Experience marketing to finance teams, CFOs, controllers, or accounting personas
- Background in ERP, accounting software, or fintech
- Experience with HubSpot or similar marketing automation platforms
- Prior experience managing a small team
Success Metrics
- Inbound MQL volume and quality
- Pipeline sourced and influenced by marketing
- Website traffic and conversion rates
- SEO rankings and organic search growth
- Paid CAC and ROAS across channels
Skills
SEO, Google Ads, Linkedin Ads, Content Marketing, HubSpot, Demand Generation, Growth Marketing, Marketing Automation, Data Analytics, Cro, Pipeline Generation
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