Job DescriptionThe RoleWe are seeking a highly motivated
Demand Generation Specialist - North America to drive pipeline growth through paid, digital, and account-based marketing initiatives. This role is responsible for planning, executing, optimizing, and reporting on demand and lead generation campaigns across paid media, LinkedIn, content syndication, and ABM programs.
The Demand Generation Specialist will work closely with regional and Group marketing teams, sales, agencies, and external partners to generate high-quality leads and support revenue growth across the U.S. and Canada.
What you'll doPaid Media & Performance Marketing- Plan, execute, and optimize paid demand generation campaigns across Google Ads, display, PPC, and paid search.
- Collaborate with SEO and paid media agencies to drive lead performance and continuous improvement.
- Monitor budgets, performance metrics, and ROI, adjusting campaigns based on results and insights.
Paid LinkedIn Campaigns- Own paid LinkedIn strategy and execution, including campaign setup, targeting, messaging, and creative coordination.
- Develop and test ad formats, audiences, and content to drive awareness, demand, and qualified leads.
- Track, analyze, and report on LinkedIn campaign performance and lead quality.
Content Syndication- Plan and manage content syndication programs in partnership with external vendors.
- Coordinate content selection, targeting, execution, and lead follow-up processes.
- Analyze performance, lead quality, and cost per lead to optimize future programs.
Account-Based Marketing (ABM)- Support and execute ABM strategies in collaboration with sales and marketing leadership.
- Build and activate ABM campaigns using paid media, LinkedIn, content, and targeted programs.
- Align messaging and content with priority accounts and segments to drive engagement and pipeline impact.
Analytics, Reporting & Optimization- Track performance across all demand generation channels, including leads, conversions, CPL, and ROI.
- Provide regular reporting and insights to marketing and business stakeholders.
- Use data-driven insights to continuously test, refine, and improve campaigns.
Cross-Functional Collaboration- Work closely with sales, regional marketing, Group teams, and external partners to align on goals, targeting, and execution.
- Ensure smooth handoff of leads and alignment with lead management and CRM processes.
- Support broader digital and lead generation initiatives as needed.
QualificationsQualifications- Bachelor's degree in marketing, business, or related field.
- 5+ years of experience in demand generation, digital marketing, or performance marketing roles.
- Hands-on experience with paid media (Google Ads, PPC, display) and paid LinkedIn campaigns.
- Familiarity with ABM concepts, tools, and execution.
- Strong analytical skills with the ability to interpret data and translate insights into action.
- Experience with marketing automation and CRM tools (e.g., Eloqua, Microsoft Dynamics or similar).
- Excellent written and verbal communication skills.
- Ability to manage multiple campaigns and priorities in a fast-paced environment.
- B2B experience preferred; experience in financial services, insurance, or risk-related industries is a plus.
Additional InformationCandidates can work hybrid to one of our three offices in Princeton, NJ - Hunt Valley, MD - New York, NY or be fully remote, but we would prefer someone along the East Coast.
