Job Description
Ensora Health is looking for a Head of Demand Generation to build and run the engine that drives pipeline for our healthcare SaaS products. This is a hands-on leadership role for someone who has led demand generation in a SaaS business, with strong go-to-market (GTM) and product-led growth (PLG) experience, and who knows how to adapt demand generation to the SMB and velocity sales markets, where speed, volume, and conversion efficiency decide the outcome.
You will report to the General Manager of the product and partner closely with the AVP of Sales to make sure marketing and sales share the same targets, definitions, and handoffs. You will work with the Head of Operations to keep our HubSpot and Salesforce environment tuned for lead quality and performance. You will also lead the way in using AI to speed up how the demand generation team plans, builds, tests, and learns.
This is a player and coach role. You will lead a team and stay close enough to the work to set the standard for it.
- Build and execute a demand generation strategy that supports business goals and reaches key segments across the behavioral health, mental health, and rehabilitative therapy markets.
- Design demand programs for SMB and velocity motions, balancing volume, speed to lead, conversion, and cost per acquisition.
- Combine GTM and PLG tactics, including trials, free-to-paid conversion, and in-product and lifecycle programs, to drive qualified pipeline and customer acquisition.
- Lead campaigns across digital, paid, email, events, content, and partner channels, and know when to build, buy, or cut.
- Partner with the AVP of Sales on target audiences, lead scoring, routing, follow-up standards, and pipeline goals, with shared accountability for results.
- Work with the Head of Operations to continuously improve HubSpot and Salesforce for lead quality, attribution, reporting, and conversion performance.
- Use data to test, measure, and optimize campaign performance and spend, with clear reporting on pipeline, revenue contribution, and return on investment (ROI).
- Bring AI into the team’s daily work, including content creation, campaign testing, audience research, reporting, and workflow automation, and set expectations for how the team uses it responsibly.
- Develop and execute a Generative Engine Optimization (GEO) strategy to increase brand visibility, authority, and qualified demand across AI-powered search and discovery platforms (e.g., ChatGPT, Perplexity, Google AI Overviews), integrating GEO with traditional SEO, content, and digital acquisition strategies.
- Own the demand generation budget and allocate resources to the channels and programs with the strongest returns.
- Collaborate with product marketing and customer success so messaging, positioning, and lifecycle programs stay aligned.
- Lead, coach, and develop the demand generation team, while contributing directly to strategy, campaign builds, and analysis as needed.
Qualifications- Bachelor’s degree in Marketing, Business, related field or equivalent experience. MBA preferred.
- 10+ years of experience in demand generation or digital marketing, with at least 5 years in a leadership role, ideally in B2B SaaS. Healthcare IT or behavioral health experience is a plus.
- Proven record of building demand generation programs that contributed directly to pipeline and revenue growth.
- Strong GTM and PLG experience, including conversion from trial, freemium, or self-serve motions to paid customers.
- Demonstrated success adapting demand generation for SMB and velocity markets.
- Hands-on experience with HubSpot and Salesforce, including lead scoring, routing, attribution, and reporting.
- Experience partnering with operations leaders to improve lead quality and system performance over time.
- Practical, proven experience using AI to speed up demand generation work, with examples of how it improved speed, output, or results.
- Demonstrated experience implementing GEO/LLM visibility strategies, with measurable results in AI-driven brand discovery, referral traffic, competitive visibility, or customer acquisition. Ability to articulate specific tactics, tools, and outcomes.
- Strong analytical skills, with experience measuring and optimizing marketing ROI and performance metrics.
- Experience managing a team while staying hands-on, with a coaching style that builds skills and accountability.
- Excellent communication and collaboration skills, with the ability to work across functions and with senior leadership.
- Creative, growth-minded thinker who is always testing new ways to reach and engage target audiences.
Additional InformationWhile we've outlined some key qualities we typically seek, it's essential to remember that there might be additional unique strengths and talents you possess that would make you an exceptional match for us, even if they're not explicitly mentioned. Studies have consistently highlighted the significance of this principle, particularly for individuals from disenfranchised backgrounds, including women and other marginalized groups. These individuals often hesitate to apply unless they meet every single requirement, unlike their male counterparts who are more inclined to apply when they meet around 60% of the criteria.
The message we want to convey is that taking a leap of faith and applying can be incredibly rewarding. Your distinct abilities and perspectives could be exactly what we need to create a more diverse and inclusive team. So, don't hesitate—apply today and let's explore the exciting possibilities together!
