Demand Generation Manager

Position Summary

The Demand Generation Specialist is responsible for developing and executing strategies that create awareness, engagement, qualified leads and pipeline for SharpLight. This role owns the question: "How do we generate and convert demand?" The role connects SharpLight's marketing strategy to measurable market activity across digital campaigns, social media, paid media, events, webinars, email, database activation and strategic growth partnerships.

Demand Generation & Campaign Strategy

• Develop and execute integrated demand-generation strategies aligned with revenue priorities.
• Build campaigns targeting defined segments, personas, territories and product opportunities.
• Own the integrated marketing campaign strategy and calendar.
• Define campaign objectives, audiences, channels, offers, CTAs and conversion paths.
• Coordinate campaign requirements with Brand & Content and Marketing Operations.
• Continuously test and optimize campaigns based on performance.

Social, Content & Engagement Strategy

• Own SharpLight's organic social media strategy, channel strategy, audiences, content themes and engagement objectives.
• Own the strategic content and campaign calendar in collaboration with Brand & Content.
• Determine what content is required to support demand-generation objectives and identify content gaps.
• Own SharpLight's overall digital engagement strategy and move audiences from awareness to engagement to qualified interest.

Paid Media & Digital Growth

• Own paid media strategy and performance across relevant digital channels.
• Manage or coordinate paid search, paid social, retargeting and other acquisition initiatives.
• Optimize audience targeting, spend, creative testing and conversion performance.
• Identify new digital channels and growth opportunities.
• Partner with Marketing Operations to improve landing-page and funnel conversion.

Lead Generation, Events & Webinars

• Develop programs designed to generate qualified leads and opportunities.
• Establish campaign-level lead-generation targets and monitor lead quality with Sales and Marketing Operations.
• Own the marketing strategy for SharpLight events, workshops and webinars.
• Define target audiences, promotional strategy, registration targets and follow-up campaigns.
• Build pre-event, during-event and post-event marketing journeys.

Growth Partnerships, Email & Database Activation

• Identify and develop strategic marketing and growth partnerships that expand SharpLight's reach.
• Develop co-marketing campaigns, webinars, educational initiatives and collaborative programs.
• Own email campaign strategy and database reactivation campaigns.
• Partner with Marketing Operations on segmentation, automation and nurture journeys.

Measurement & Optimization

• Monitor campaign performance across channels.
• Analyze cost, conversion, lead quality and pipeline contribution.
• Recommend changes based on performance.
• Work with Marketing Operations to ensure accurate campaign tracking and attribution.

Key Performance Indicators

• Qualified leads / MQLs / SQLs generated
• Marketing-sourced pipeline
• Cost per qualified lead
• Lead-to-opportunity conversion
• Campaign conversion rate
• Database reactivation-to-opportunity conversion

Education & Experience

• Bachelor's degree or diploma in Marketing, Business, Communications, Digital Marketing or a related discipline.
• 3-5+ years of experience in demand generation, growth marketing, digital marketing or integrated campaigns.
• Demonstrated experience planning and executing multi-channel campaigns.
• Hands-on experience with paid social and/or paid search.
• Experience with email marketing, webinars, social media and lead-generation campaigns.
• B2B marketing experience strongly preferred; medical aesthetics, healthcare, medical devices or technology experience is an asset.

Knowledge & Technical Capabilities

• Strong understanding of digital acquisition and conversion funnels.
• Experience with Meta, Google and/or LinkedIn advertising platforms.
• Understanding of CRM, marketing automation and lead nurturing.
• Experience with campaign analytics and attribution.
• Familiarity with Zoho or comparable CRM/marketing platforms is an asset.
• Working knowledge of SEO and website conversion principles.

Core Competencies

• Growth mindset
• Commercial orientation
• Strong analytical skills
• Campaign strategy
• Digital fluency
• Creative problem-solving
• Experimentation and optimization
• Project management
• Collaboration
• Results orientation
• Strong written communication
• Ability to manage multiple campaigns simultaneously
• Bias toward qualified pipeline over vanity metrics