1. Strategy & Planning:

• Develop and own the integrated demand generation strategy and calendar for assigned brands/stores, aligning with overall revenue targets.
• Define target audience segments and buyer personas to guide highly targeted campaign creation.
• Manage the demand generation budget, allocating spend for maximum pipeline growth and return on investment (ROI).

2. Multi-Channel Execution:

• Paid Media & Ads: Plan, build, and optimize multi-touch campaigns across Digital Ads, paid search (PPC), social media (Meta), and programmatic display to drive lead acquisition.
• SEO & Organic: Partner with content creators to develop an SEO strategy that increases organic visibility for high-intent keywords and attracts inbound traffic.
• Email & Automation: Build and manage sophisticated email nurture streams, lead scoring models, and marketing automation workflows to efficiently move leads through the funnel.

3. Content & Conversion Optimization:

• Collaborate with content and creative teams to develop high-value gated assets (e.g., whitepapers, webinars, case studies) that convert traffic into leads.
• Own the strategy for and execution of landing pages, ensuring they are optimized for conversion rate (CRO).
• Continuously A/B test ad copy, email subject lines, landing page elements, and calls-to-action to improve performance.

4. Analytics, Reporting & Sales Alignment:

• Monitor, analyze, and report on key performance indicators (KPIs), providing regular insights on campaign performance, lead quality, and funnel velocity to leadership and brand partners.
• Implement and manage tracking to ensure accurate attribution of revenue to marketing efforts.
• Work closely with the Ecommerce Revenue Manager and sales teams to ensure a smooth lead handoff and to gather feedback for continuous campaign improvement.

Competencies & Behaviors

• Data-Driven: Makes decisions based on data, not gut feeling. Obsessed with metrics and ROI.
• Growth Mindset: Constantly experimenting, testing, and optimizing to find new ways to drive demand.
• Focused on Funnel Velocity: Understands that speed and quality through the funnel are as important as top-of-funnel volume.
• Collaborative Bridge-Builder: Works seamlessly with sales and ecommerce teams to ensure alignment and shared goals.
• Results-Obsessed: Takes personal accountability for generating a high-quality pipeline and contributing to revenue.

Key Performance Indicators (KPIs)

• Pipeline Growth: Marketing Sourced Pipeline Value
• Lead Quality: Number of Marketing Qualified Leads (MQLs) & Sales Qualified Leads (SQLs)
• Efficiency: Cost Per Lead (CPL) & Cost Per Acquisition (CAC)
• Conversion Rates: Lead-to-MQL, MQL-to-SQL, and CPL (Cost Per Lead) rates
• Channel Performance: Return on Ad Spend (ROAS) by channel
• Revenue Attribution: Revenue influenced by or directly generated from demand generation activities.

Demand Generation:

• Focus on Pipeline, Not Just Clicks: The primary objective is a measurable, sales-ready pipeline, not just traffic or engagement.
• Funnel Ownership: This role is explicitly responsible for the entire top and middle of the funnel, from first touch to qualified lead.
• Revenue-Centric Language: Terms like "buyer's journey," "lead scoring," "funnel velocity," and "revenue attribution" are central.
• Sales Alignment: Collaboration with sales is built into the core responsibilities, not just an afterthought.