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Senior Manager, Demand Generation



Sales & Business Development
United States
Posted on Tuesday, June 11, 2024

Guideline is looking for a Demand Generation Lead to join our expanding marketing team. In this role, you’ll develop and implement strategies to extend brand reach and generate quality leads through creative cross-channel campaigns.

This role will oversee acquisition strategy and execution for our direct channels including paid, organic, website, events, and sponsorships. Both relationship and data driven — you’ll partner closely with sales to build pipeline and ensure leads are activated throughout the funnel.

The ideal candidate will have a passion for creating campaigns that resonate with our buyers, a deep understanding of the sales process, and strong analytical and communication skills. A plus if you have experience in HR tech, SMB, or fintech markets.

What you’ll work on:
  • Program Development: Develop and stand-up a net-new demand gen function at Guideline — pulling together an integrated, impactful campaign strategy
  • Content Development and Messaging: Leverage and extend clear and concise messaging that resonates with target audiences and communicates Guideline's value proposition in demand generation programs across all marketing channels
  • Cross-Functional Collaboration: Lead cross-functional meetings with Marketing and Sales teams to review successes and opportunities to improve performance
  • Campaign Reporting and Analysis: Establish key performance indicators for all demand generation initiatives; continuously analyze performance to optimize return on investment
  • Lead Generation and Pipeline Growth: Build multi-channel campaigns and programs at scale to drive brand awareness, increase inbound customer acquisition and engagement, and grow pipeline generation
  • Cross-Channel Marketing Campaigns: Continually assess demand generation effectiveness across channels and campaigns to provide a detailed analysis and to ensure adjustments are found early and implemented
  • Brand Positioning and Awareness: Own lead generation activities for bringing in mid-market and upmarket buyers (primarily HR and Finance leaders at companies with 50 - 500 employees)
  • Team Leadership and Development: Partner with the Website team to optimize landing pages and lead gen forms to convert leads you drive from campaigns; partner with the Content/Social team to ideate, create, and promote content like webinars and ebooks
  • Performance Metrics and Analysis: Conduct post-campaign analysis to identify successes, areas for improvement, and lessons learned; optimizing and reporting on top and middle-funnel metrics (Leads, MQLs, SQLs)
  • Paid and Event Strategy: Empower an in-house and contract team of functional channel owners, including paid and events.
What You'll be Measured on:
  • Increased Lead Generation: Reach goals set along the customer lifecycle including MQL, opportunities, pipeline and revenue
  • Sales Pipeline Contribution: Direct impact on the sales pipeline with measurable growth in deal closures attributed to marketing initiatives
  • ROI on Marketing Spend: Responsible budget management and cost monitoring, resulting in an agreed upon ROI, cost per lead and cost per opportunity metrics
  • Team Performance and Growth: Lead and empower a team by developing their skills, capabilities and performance
  • Impact: Make a visible and valued impact, directly contributing to the company’s rapid growth trajectory
What we’re looking for:
  • 6-8 years of experience in marketing, with a focus on demand generation and digital campaigns, with 2 years of experience managing a team
  • Someone who thrives in an environment where you’re expected and given the opportunity to build; our ideal candidate will lean into ambiguity and constantly evaluate, iterate and pivot based on observations
  • Excellent project management skills, with the ability to prioritize tasks, manage deadlines, and adapt to changing priorities in a fast-paced environment
  • Demonstrated success in developing and executing multi-channel marketing strategies that have driven significant revenue growth (SEM, social, email, affiliate, partner, direct mail, out-of-home)
  • Excellent analytical and quantitative skills to interpret data, generate insights and translate it into actionable changes
  • Results-oriented with experience using qualitative and quantitative metrics with a focus on revenue, conversion, sales, and other marketing goals.

The Tech you’ll be working with and manage:
  • Marketing Automation platforms (e.g., Act-On, Marketo, Hubspot, Eloqua)
  • Salesforce - strong in reporting/analytics
  • Looker or similar BI software
  • Google Analytics
  • Amplitude
  • Optimizely
  • Qualified
More About Guideline
Everyone should have a simple, affordable way to save for retirement. At Guideline, our plans are low cost and highly automated. This makes it easy for companies to offer a valuable benefit—and easy for people to invest in their financial future with confidence.

Offer Package
The expected Salary Range for this position is $144,500-$170,167 annually. Compensation is determined by numerous factors such as your qualifications, experience, and work location.

Additional benefits:
  • Flexible vacation policy
  • Company equity
  • 401(k) with matching contributions
  • 100% paid employee insurance coverage
  • Annual learning and development stipend
  • Parental leave
  • Sabbatical after 5 years of employment
Guideline provides equal employment opportunities to all employees and applicants for employment without regard to race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

Employment open to residents of CA, CO, FL, MA, MD, ME, NC, NY, TX, and WA. Guideline is committed to protecting the privacy and security of the personal information of our applicants. Please refer to Guideline's Privacy Policy for information about our privacy and security practices.

Expected Salary Range
$144,500$170,167 USD