Demand Generation Manager
THE OPPORTUNITY
Ari Agency is looking for a Manager Demand Generation with a strong background in B2B email marketing, customer acquisition and paid media to report to the client’s Chief Marketing Officer to lead and drive growth via their digital acquisition channels including email/marketing automation, content generation and syndication, social, remarketing, SEO/SEM, and display. You will lead planning, coordination and execution of our digital marketing programs and own the implementation and growth of our marketing automation (Pardot). The Manager, Demand Generation will help to set performance targets, monitor budget and campaign spending, as well as track ROI across all channels. The ideal candidate is a data-driven, revenue-centric marketer with seasoned skills in inbound and outbound marketing with a proven track record of success with their marketing programs.
The client is an early stage, VC-funded disruptor in the medical device field, located downtown Toronto employing 45 people with a 10-person US sales team. The company develops and manufactures a novel medical imaging device, which is commercially available and is the only technology that provides wound imaging so critical for healing & prevention of further infections of chronic wounds. Approved by FDA, CE, and Health Canada, working with Doctors, Nurses and CEOs of healthcare systems for their healthcare applications globally. No other device exists in the wound care market; it offers non-invasive, real-time imaging solutions to wound care clinicians.
The hire of this position comes at an exciting time of growth; having secured strong investment backing, the market position as a disruptor, clinical evidence to prove the technology viability and reimbursement including Medicare/Medicaid coverage for over 60% of the US (as of Ja. 2022)for doctor reimbursement.
The office is operating on a hybrid model with 3 days being in-office (University & Dundas) and requiring all staff to be double vaccinated. The previous incumbent and their Sales Enablement Manager, who laid strong foundations and hit all performance expectations, are departing due to not being vaccinated.
ROLE RESPONSIBILITIES
Developing, maintaining, and executing demand generation plans and programs aligned with the client’s business goals, including driving execution from campaign and creative creation through to completion.
Developing and executing innovative, multi-channel campaigns via the website, online advertising, digital advertising, SEO/SEM, email including all nurturing activities, content generation, etc. to drive MQLs and sales pipeline, while closely monitoring conversion rates and optimizing campaigns at each stage
Developing a deep understanding of our segments, customers, products, and the buyer’s journey and building related content/messaging to generate marketing and sales qualified leads
Creating and maintain personas tied to specific customer needs and preferences
Working closely with our global Sales teams to build programs that support sales enablement and build cross-functional cohesion
Ensuring content generation across the various stages of the sales funnel
Assisting in the implementation and utilization of marketing automation (Pardot) and lead management to streamline, automate and measure all marketing tasks and workflows
Managing agency and contractor relationships, expectations, and budgets
Measuring, analyzing, and reporting campaign performance and ongoing campaign and channel optimization
Developing marketing dashboards and ongoing development of tools and functionality to best leverage the client’s instance of Salesforce.com/Pardot to improve commercial performance
WHO YOU ARE
The Manager, Demand Generation is passionate about leveraging data, analytics, and insights to support driving growth globally, across all digital acquisition channels, of the healthcare sector and within the wound care space. Under the leadership and mentoring of the Chief Marketing Officer, you’ll partner with and support the US-based B2B sales teams to coordinate, communicate, and deliver offers and campaigns that resonate deeply with customers along the buyer’s journey. Ideally you are passionate about making an impact and significant difference in the healthcare space.
If you are looking for a place where you can grow, to call “HOME” and are innately collaborative, thoughtful & entrepreneurial we’d love to hear from you! Particularly if you are someone who thrives in a start-up, high growth environment and you bring at least 4 years of lead generation experience, you might be the perfect fit!
Requirements
Education and/or Experience - Bachelor's degree from four-year college or university, degree or concentration in Advertising, Digital Marketing, Media, Communications.
Four – Six years of progressive experience with multi-channel B2B lead generation, including using of marketing automation.
B2B marketing experience; in a non-Saas environment working with a direct sales team and 1:1 strategies & tactics.
Marketing Automation – Salesforce or another major platform
Paid Search/SEO Expert: Hands on experience particularly developing paid media campaigns and building brand awareness through SEO strategies. NOTE that Paid search/SEO is executed by an agency and managed by this candidate.
Lead Generation: Track record of successfully driving growth and customer acquisition across all digital channels; website, landing pages, email, video, eLearning, social.
Use of a marketing automation platform is required; familiarity with Pardot is preferred
Experience developing compelling messaging across all digital channels including content creation supported by SEO/SEM optimization and PPC strategy
Experience in medical marketing is appreciated but not required
Tactical, hands-on experience with lead forecasting, reporting, and analysis
Proven experience working with email marketing, paid media, and content syndication vendors
Experience managing third party vendors including agencies and contractors
Must be a self-starter who excels at multitasking and thrives in a fast-paced environment
Excellent time management skills with the ability to prioritize and shift workload to meet deadlines