Position Overview
The Demand Generation Manager will own the strategy, execution, measurement, and optimization of multichannel demand-generation programs. This role will be responsible for converting CyberSheath's market expertise into awareness, engagement, qualified demand, sales opportunities, and measurable pipeline contribution.
The ideal candidate combines B2B demand-generation expertise with strong campaign operations, content instincts, analytical rigor, and the ability to collaborate closely with Sales, subject-matter experts, external partners, and marketing leadership. They are equally comfortable developing a quarterly campaign plan, writing campaign briefs, launching a webinar nurture sequence, analyzing funnel performance, and recommending changes based on data.
Key Responsibilities
Demand Generation Strategy
- Develop and execute a scalable, full-funnel demand-generation strategy aligned to CyberSheath's revenue objectives, ideal customer profile, priority verticals, buyer personas, and sales motions.
- Build integrated campaign plans that create awareness, capture demand, nurture prospects, accelerate opportunities, and support expansion or cross-sell opportunities.
- Define targeted campaigns for key audiences, including DIB owners and executives, CISOs, CIOs, IT directors, compliance leaders, security practitioners, contracts leaders, and operations stakeholders.
- Translate complex compliance and security topics into clear, buyer-centered messaging that emphasizes business outcomes, risk reduction, contract readiness, operational continuity, and long-term compliance readiness.
- Establish campaign themes and content pillars around CMMC 2.0, NIST SP 800-171, DFARS, CUI protection, compliance gaps, assessments, remediation, managed services, and secure federal enclave offerings.
- Partner with executive leadership and subject-matter experts to identify timely market opportunities, regulatory developments, customer pain points, and thought-leadership angles.
Campaign Development and Execution
- Plan, launch, manage, and optimize integrated campaigns across email, paid media, organic social, webinars, virtual events, field events, partner marketing, landing pages, content syndication, retargeting, and other relevant channels.
- Build campaign journeys for prospects at different stages of maturity, from early awareness of CMMC requirements through active evaluation of compliance solutions.
- Develop campaign briefs that define target audience, objective, message, offer, channels, assets, timeline, budget, success metrics, and follow-up requirements.
- Coordinate the creation of campaign assets, including landing pages, email sequences, advertisements, webinar materials, reports, checklists, guides, case studies, customer stories, and sales enablement materials.
- Manage campaign calendars and ensure programs launch on time, meet quality standards, and align with broader company priorities.
- Run A/B tests across audiences, messaging, subject lines, offers, landing pages, calls to action, creative, and channels to improve conversion and efficiency.
- Support event and webinar demand generation before, during, and after programs, including registration strategy, promotional plans, attendance conversion, follow-up nurture, and opportunity acceleration.
Lead Management and Lifecycle Marketing
- Partner with Sales leadership to define and maintain lead-management processes, including lead stages, lead scoring, routing, qualification criteria, service-level expectations, and feedback loops.
- Build and optimize nurture programs that educate prospects, establish CyberSheath's credibility, and move accounts toward sales engagement.
- Segment audiences based on company profile, role, compliance maturity, engagement history, intent signals, customer lifecycle stage, and buyer behavior.
- Ensure leads are routed accurately and promptly, and work with Sales to improve conversion from marketing-qualified lead through opportunity and closed revenue.
- Develop targeted account-based marketing programs for strategic accounts, named-account lists, high-value verticals, and partner-led opportunities.
- Help Sales teams engage buying committees with coordinated messaging and content tailored to business, technical, and compliance concerns.
Performance Measurement and Optimization
- Own campaign reporting and provide clear, actionable insights on performance, including engagement, conversion, qualified leads, meetings, opportunities, pipeline, revenue influence, cost per lead, cost per opportunity, and return on marketing investment.
- Monitor funnel health and identify friction points from first touch through opportunity creation and closed-won revenue.
- Create regular performance reviews for marketing and revenue leadership, translating results into recommendations, priorities, and next actions.
- Maintain disciplined campaign attribution and tracking practices in collaboration with Sales Operations, Revenue Operations, and Marketing Operations.
- Use data to reallocate budget, improve underperforming programs, prioritize high-converting channels, and inform future campaign strategy.
- Establish benchmarks and operational standards for campaign performance, audience engagement, lead quality, and pipeline contribution.
Cross-Functional Collaboration
- Work closely with Sales to ensure campaigns support active pipeline goals, account priorities, field needs, and market feedback.
- Partner with product, service delivery, customer success, and cybersecurity subject-matter experts to create technically accurate, commercially relevant programs.
- Collaborate with content, creative, digital, operations, and external agency partners to deliver high-quality work efficiently.
- Equip sales teams with campaign context, prospect insights, follow-up guidance, relevant content, and messaging that improves conversion.
- Participate in regular revenue meetings to share campaign performance, market signals, lead-quality insights, and recommended actions.
Required Qualifications
- Bachelor's degree in marketing, business, communications, or a related discipline; equivalent relevant experience will also be considered.
- 5+ years of progressive B2B demand generation, growth marketing, field marketing, lifecycle marketing, or integrated campaign experience.
- Demonstrated success building multichannel campaigns that produced measurable pipeline and revenue impact-not simply lead volume.
- Experience marketing complex B2B technology, professional services, cybersecurity, compliance, cloud, IT infrastructure, or regulated-industry solutions.
- Strong knowledge of demand-generation fundamentals, including audience segmentation, buyer journeys, campaign orchestration, lead scoring, nurture strategy, conversion optimization, and attribution.
- Experience using CRM and marketing-automation platforms, such as Salesforce, HubSpot, Marketo, Pardot/Account Engagement, or comparable systems.
- Proficiency with marketing analytics, campaign reporting, spreadsheet analysis, and dashboarding tools.
- Excellent written, verbal, and presentation skills, with the ability to simplify technical concepts without sacrificing credibility.
- Strong project-management skills, attention to detail, and ability to manage multiple campaigns and deadlines in a fast-moving environment.
- Comfortable working cross-functionally and influencing stakeholders without direct authority.
- A practical, test-and-learn mindset with a strong sense of ownership and accountability.
Preferred Qualifications
- Experience marketing cybersecurity, CMMC, NIST SP 800-171, DFARS, FedRAMP, government contracting, defense technology, or compliance services.
- Familiarity with the Defense Industrial Base, federal contracting ecosystem, controlled information requirements, or regulated manufacturing and engineering environments.
- Experience marketing managed security services, security assessments, compliance consulting, cloud-based security solutions, or managed IT services.
- Experience with account-based marketing platforms, intent-data providers, webinar platforms, paid media platforms, and sales-engagement tools.
- Experience working in a high-growth, private-equity-backed, consulting, managed-services, or B2B technology environment.
- Working knowledge of SEO, paid search, LinkedIn advertising, retargeting, content syndication, and conversion-rate optimization.
- Experience managing external agencies, freelancers, vendors, or marketing technology partners.
What Success Looks Like
Within the first 90 days, the Demand Generation Manager will develop a detailed understanding of CyberSheath's services, target customers, sales process, existing marketing programs, conversion data, and go-to-market priorities. They will establish clear reporting, identify quick-win campaign improvements, and launch or refine priority programs.
Over time, success in this role will include:
- A predictable, measurable demand engine that contributes meaningful qualified pipeline and revenue.
- Improved marketing-to-sales alignment, lead quality, lead follow-up, and conversion rates.
- High-performing campaigns that reach and engage DIB organizations with relevant, credible compliance guidance.
- Better visibility into channel performance, funnel conversion, campaign attribution, and marketing ROI.
- Scalable nurture and account-based programs that support long and complex cybersecurity buying cycles.
- Stronger market awareness of CyberSheath as a trusted end-to-end cybersecurity compliance partner.
Core Competencies
- Strategic execution: Connects company growth goals to focused, practical, measurable campaign plans.
- Commercial mindset: Prioritizes pipeline quality, sales outcomes, and revenue impact over vanity metrics.
- Technical curiosity: Learns complex cybersecurity and compliance concepts quickly and communicates them clearly.
- Analytical rigor: Uses data to diagnose problems, make decisions, and improve results.
- Customer empathy: Understands the pressures facing DIB organizations navigating cybersecurity requirements.
- Collaboration: Builds trust with Sales, subject-matter experts, operations, and external partners.
- Ownership: Moves work forward, solves problems proactively, and follows through on commitments.
- Adaptability: Thrives in a changing regulatory and cybersecurity market where urgency, education, and credibility matter.
Work Environment
- Fully remote role, with limited travel to industry events and offsite meetings
- Must be a U.S. citizen residing in the continental United States.
Budgeted Pay Range
$90,000-$125,000 USD
