Demand Generation Manager

About This Role

Directing the digital engine behind Versalift's sales programs is the core of this role, encompassing paid media, owned and lifecycle campaigns, account-based marketing, HubSpot, and the shoppable website. This is a hands-on, high-ownership position for an experienced B2B operator who builds in HubSpot, executes account-based plays, and obsesses over conversion.

Responsibilities

• Build and scale demand for the Ready-to-Go (RTG) program through paid, owned, and lifecycle activation that drives qualified leads to inside sales and closes units through the shoppable website
• Build and run prospect lists and campaigns end-to-end, including segmenting the database, briefing creative, deploying through HubSpot, measuring response, and iterating
• Brief, manage, and optimize the external media agency on RTG-focused buys, owning strategy, briefs, weekly performance reviews, and accountability for results
• Own ad inventory updates and the shoppable website as a conversion asset, including unit-level pages, CTAs, AI chat, territory routing, conversion testing, and ongoing copy and inventory updates
• Partner daily with the inside sales team on lead handoffs, SLAs, lead quality feedback, and conversion improvement
• Drive demand generation for the custom, made-to-order business, a longer-cycle, considered-purchase motion
• Own account-based marketing for named accounts, translating target account lists into multi-channel programs (paid, email, HubSpot workflows, sales enablement) aligned to win, grow, retain, and win-back motions
• Direct a portion of paid media spend toward custom / MTO demand, including segment-specific campaigns, vertical publications, LinkedIn account targeting, and trade media
• Drive the majority of HubSpot activity around the custom motion, including multi-touch nurtures, segment-specific journeys, lead scoring, and pipeline reporting
• Partner with TSMs, dealers, and distributors on account-level intelligence, surfacing engagement signals, coordinating outreach, and providing air cover in priority territories
• Build sales enablement content and campaigns that move named accounts through long evaluation cycles, such as case studies, technical content, and segment-specific value propositions
• Build and own a best-in-class HubSpot Marketing Hub instance, including admin, segmentation, lead scoring, lifecycle workflows, attribution, and reporting
• Architect nurture programs across RTG prospects, custom / MTO target accounts, dealers, and distributors
• Partner with Sales Operations on routing, handoffs, and pipeline reporting
• Lay the groundwork for Parts & Service demand generation, including install base segmentation, customer data audit, and lifecycle mapping
• Architect and launch the Parts & Service digital program, applying the same playbook proven on RTG