[Hiring] Sales Marketing Manager, Demand Generation & Pipeline Marketing @Emerald

Role Description

The Sales Marketing Manager — Demand Generation & Pipeline Marketing is a strategic and hands-on role responsible for driving exhibitor, sponsorship, and media revenue through targeted demand generation programs. You will design and execute acquisition-focused campaigns and own lead scoring infrastructure to convert marketing-qualified leads into closed revenue. This role sits within Emerald’s central marketing group and works closely with Sales, Brand Marketing, and Revenue Operations.

Qualifications

• 5+ years of B2B marketing experience with a focus on demand generation, lead management, or acquisition marketing.
• Demonstrated track record building campaigns that contribute measurably to pipeline and revenue growth.
• Hands-on expertise with HubSpot — including lead scoring, workflow automation, and campaign reporting.
• Hands-on experience with Salesforce CRM for pipeline and lead management.
• Deep understanding of MQL frameworks, lead scoring best practices, and B2B buyer journey marketing.
• Experience with AI tools for campaign acceleration, audience targeting, or performance analysis.
• Analytical mindset — comfortable interpreting funnel data and translating insights into pipeline recommendations.
• Ability to manage multiple campaigns and brand relationships simultaneously in a fast-paced environment.
• Strong project management instincts — organized, deadline-driven, and a clear communicator.

Requirements

• Demand Generation Strategy & Campaign Planning
• Develop integrated demand generation best practices and campaign plans tied to exhibitor, sponsorship, and media revenue goals across all brand portfolios.
• Define target audiences, ideal customer profiles (ICPs), and account-level targeting in partnership with brand and sales teams.
• Build campaign briefs covering objectives, messaging, audience segmentation, channel mix, cadence, and top-of-funnel conversion goals.
• Recommend and iterate on demand generation approaches — including paid, outbound, and inbound tactics — aligned to each brand’s sales cycle.
• Maintain up-to-date Gong sequences and outbound flow strategies for assigned brands.
• Lead Scoring & MQL Management
• Implement and manage exhibitor lead scoring models in HubSpot, defining engagement signals, fit criteria, and threshold settings by brand.
• Apply and maintain MQL frameworks to ensure marketing-qualified leads reflect genuine buying intent and are sales-ready.
• Partner with Sales and Sales Operations to establish lead routing workflows, disposition SLAs, and closed-loop feedback processes.
• Continuously refine scoring models based on conversion data, pipeline feedback, and AI-assisted signal analysis.
• Campaign Execution & Offshore Coordination
• Brief and coordinate offshore execution resources — ensuring accurate campaign builds, QA, on-time deployment, and post-send reporting.
• Oversee campaign staging, approvals, and asset management across demand gen deliverables.
• Maintain campaign quality standards across emails, demand gen campaigns, and acquisition-focused content.
• Pipeline Performance Reporting
• Own monthly demand generation performance reporting across all brands — tracking lead volume, MQL conversion rates, and pipeline contribution to closed deals.
• Identify acquisition gaps, funnel drop-off points, and optimization opportunities; bring data-backed recommendations to brand and sales stakeholders.
• Use AI-powered analytics tools to surface insights and automate performance trend reporting.
• Stakeholder Partnership
• Serve as the primary demand generation marketing partner to all brand and sales teams, presenting pipeline best practices, lead quality insights, and campaign results.
• Collaborate cross-functionally with Brand Marketing, Sales Operations, and technology partners on pipeline-building initiatives.
• Contribute to Emerald-wide demand generation playbooks, lead management frameworks, and best practices.

Benefits

• Target Compensation: $75,000 - $85,000
• Unlimited vacation for exempt employees.
• Flexible working locations.
• 401(k) plan with a company match.
• Medical/dental/vision coverage with inclusive provisions including transgender services and fertility benefits.
• Parental and caregiver leave.
• Dependent, commuter, and FSA benefits.
• Professional development programs like Toastmasters.
• Mental wellness tools.