Demand Generation Manager

Position Title: Demand Generation Manager
Department: Marketing
Reports To: Fractional VP, Marketing
Location: Remote
Employment Type: Full-Time

About Opensend:

At Opensend, we turn unknown website visitors into customers. Our platform reveals actionable identity insights, helping brands unlock first-party data, boost retargeting across channels, and increase customer lifetime value, without relying on form fills or purchases.

Opensend is a 50-person, rapidly-scaling, bootstrapped company with an enterprise B2B SaaS data platform gaining lots of VC interest. Weʼve grown 5x over the past year through great ideas, great people and hard work, and have acquired close to 1000 customers.

Role Overview:

As Demand Generation Manager, you'll be the engine driving qualified pipeline creation and lead acquisition for Opensend. You'll own the strategy, execution, and optimization of multi-channel demand generation campaigns designed to attract, engage, and convert high-quality prospects into sales-qualified leads. You'll work cross-functionally with Sales and Marketing to ensure campaigns are data-driven, revenue-focused, and continuously optimized for maximum impact. You'll also oversee and manage external agency partners across various marketing functions, providing clear direction, measurable objectives, and accountability for results.​

This is a hands-on role perfect for a performance marketer who thrives on data, loves experimenting with new channels and tactics, is obsessed with driving measurable business results, and has experience managing external vendor relationships to deliver strategic objectives.

Core Responsibilities:
Demand Generation Strategy & Planning

• Develop and own a comprehensive demand generation strategy aligned with revenue targets and sales pipeline goals

• Define and manage lead generation KPIs, and success metrics; track performance monthly and report to leadership

• Establish target profiles and audience segmentation to ensure campaigns reach the right buyers at the right time

• Build an annual demand generation calendar incorporating campaigns, events, content initiatives, and promotional periods

• Conduct regular performance reviews and optimization planning to maximize lead quality and conversion rates

External Agency & Vendor Management

• Identify, brief, and oversee external agencies across key marketing functions (content creation, email marketing, paid advertising, SEO/organic, events, PR/brand, and other specialized areas)

• Establish clear deliverables, timelines, and performance metrics with each agency partner

• Hold external partners accountable for quality, timeline delivery, and measurable results aligned with demand generation goals

• Review agency performance regularly and recommend adjustments, optimizations, or vendor changes as needed

• Manage vendor budgets and ensure efficient allocation of resources across agency partnerships

• Foster collaborative relationships with external partners while maintaining objectivity and independence in performance assessment

Campaign Execution & Management

• Manage end-to-end execution of multi-channel demand campaigns including email, digital advertising, content marketing, webinars, events, and partnerships

• Launch minimum 2-3 integrated campaigns per month with documented lead generation targets and ROI expectations

• Create and optimize campaign landing pages, lead nurture sequences, and conversion flows using marketing automation platform

• A/B test campaign elements (messaging, creative, timing, channels) to continuously improve performance and lead quality

• Manage campaign budgets, and promotional spend to maximize ROI

Lead Generation & Qualification

• Design and implement lead scoring models in collaboration with Sales to ensure proper lead qualification and routing

• Own lead database management, hygiene, and segmentation; maintain lead flow dashboards and reporting

• Analyze lead sources and conversion funnel to identify bottlenecks and optimization opportunities

• Work with Sales to establish clear handoff processes, lead SLAs, and feedback loops for continuous improvement

• Track lead quality, conversion rates, and sales cycle impact to measure program effectiveness

Marketing Automation & Tools

• Leverage HubSpot and marketing automation platform to design and optimize workflows, nurture sequences, and email campaigns

• Build dashboards and automated reporting for lead generation performance, pipeline influence, and revenue attribution

• Manage marketing technology stack and integrations; troubleshoot issues and recommend platform enhancements

• Document standard operating procedures for campaign execution and maintain campaign templates for scalability

Performance Analytics & Optimization

• Establish attribution models to demonstrate marketing-influenced revenue and pipeline contribution

• Analyze campaign performance data and generate insights to inform strategy adjustments and budget allocation

• Present monthly demand generation metrics to leadership including lead volume, cost per lead, conversion rates, and pipeline impact

• Identify and test emerging channels and tactics; pilot new approaches with disciplined experimentation framework

• Track and report on agency performance metrics, ROI by vendor partner, and cost efficiency of external partnerships

Cross-Functional Collaboration

• Partner with Product Marketing to align campaigns with ideal customer profiles, product positioning and GTM strategy

• Work with Sales team to understand customer pain points, and buying triggers; incorporate learnings into campaigns

• Support Sales enablement with competitive positioning, case studies, and collateral that drives conversions

• Coordinate with Partner Marketing on co-marketing initiatives and channel partnerships that accelerate lead generation

Required Skills & Experience:

• 3-5 years of B2B SaaS demand generation, marketing automation, or lead generation experience

• Proven track record of designing and executing campaigns that generated our qualified leads per month target with measurable pipeline impact

• Expert proficiency with marketing automation platforms (HubSpot required; Marketo, Pardot, or similar a plus)

• Strong experience with digital advertising (LinkedIn, Meta, Google Ads) and campaign optimization

• Proficiency with analytics tools and ability to track, measure, and optimize metrics against KPIs

• Solid understanding of B2B sales processes, buyer journeys, and lead qualification frameworks

• Excellent project management and multitasking abilities; comfortable managing 5+ simultaneous campaigns

• Strong analytical mindset with ability to translate data into actionable insights and recommendations

• Comfortable in fast-paced, resource-constrained environments with changing priorities

• Experience with CRM systems (HubSpot preferred) and marketing ops a plus

• Experience managing external vendors, agencies, or contractors; ability to brief partners, set expectations, and hold them accountable for results

• Strong communication and stakeholder management skills; ability to build collaborative relationships while maintaining objectivity

Does This Sound Like You? If So, You’ll Thrive at Opensend:

• Customer Obsession: Put customers at the center. Deliver real value, quality, satisfaction, and trust

• We Win Together: Collaborate with openness, respect, and trust; share ownership of outcomes

• Do the Right Thing: Act with integrity, honesty, and transparency - even when no one is watching

• Better Every Day: Embrace bold ideas, experiment, adapt to change, and hold ourselves to high standards; keep raising the bar

• Own It: Take initiative, remain resourceful and flexible, act with pragmatism and autonomy, follow through, and be accountable for results

• Driven with Character: Bring passion, grit, and energy to the mission. Persevere with positivity to overcome setbacks and deliver results