Marketing Director, Demand Generation

The Marketing Director, Demand Generation (MDDG) leads the company’s demand generation and growth marketing efforts, including digital advertising, SEO and SEM, retargeting, paid social, email marketing, inbound lead generation and nurturing, and testing. The MDDG plays a critical role in setting and executing brand strategy in conjunction with the Marketing team and company leadership. Impel’s Marketing Director is a doer who is passionate about growing lead volume and conversion - driving demand generation and growth marketing strategy, execution, and measurement across all channels.

Responsibilities

• Partner with marketing leadership to develop and execute the overall marketing and brand strategy for the company.
• Drive ongoing demand generation efforts to deliver and increase a robust pipeline of qualified leads and greater lead conversion to new business.
• Develop and scale a robust demand generation reporting system, including (but not limited to) lead gen dashboards, lead funnel and conversion tracking, first-touch, last-touch, and multi-touch attribution, GA4 reporting, geography/segment/unit reporting, and others.
• Research, recommend, and execute optimization of Impel’s demand gen and marketing automation tech stack, including new platforms, with a particular emphasis on enabling full usage, integration, and best practices from the current tech stack.
• Test, scale and evolve growth marketing and performance marketing strategies, leveraging digital advertising, email marketing, affiliate/backlinking tactics, paid social media, retargeting, and other innovative programs and channels to improve conversion, CAC, and marketing ROI.
• Direct SEO/SEM performance by leveraging data and analytics to grow qualified lead volume and conversions while enhancing the positioning and authority of Impel and key products.
• Lead email and content campaign execution for prospects and customers, utilizing best-in-class marketing automation and best practices to maximize engagement and conversion results.
• Drive trade show lead and appointment generation.
• Collaborate with Sales Enablement to drive sales team and operations success by partnering on effective CRM utilization, lead management practices, and customer acquisition efforts.
• Contribute to the development and execution of thought leadership initiatives and content to enhance brand reputation and showcase industry innovation.
• Support brand governance and stewardship across the organization.

Requirements

• Strong understanding of and deep experience with marketing automation and performance marketing strategy, system integration, execution, analytics, and reporting
• Significant experience with CRM operations, lead management, analytics, and reporting
• Significant proficiency in demand generation and growth marketing testing and reporting at enterprise level
• Mastery of omnichannel digital marketing strategy and execution
• Exceptional writing skills
• Ability to work in a fast-paced environment while solving problems quickly and creatively
• Superior analytical and decision-making skills with the ability to translate into an executable strategic plan
• Ability to influence, persuade and effectively work cross-functionally and up and down the organization with a wide range of different skill sets
• Excellent organizational, interpersonal, and communication (written and verbal) skills
• Superior time management skills with the ability to handle multiple projects simultaneously
• Ability to learn quickly, lead, react to and adapt to change