Head of Demand Generation
Role Summary
A hands-on demand generation leader responsible for driving pipeline and lead generation through integrated digital campaigns. This Senior Manager level role owns marketing systems, campaign execution, and funnel analytics, working cross-functionally to convert commercial priorities into measurable demand for AstroNova Product Identification segment.
Key Responsibilities
Leadership
- Lead the day-to-day marketing team, setting priorities and ensuring strong execution.
- Plan and execute multi-channel campaigns (email, web, paid, organic) to drive pipeline and lead generation.
- Translate commercial priorities into coordinated demand gen campaigns and activity.
- Partner with Sales, Product and Customer Success to align campaigns with growth targets and product launches.
Digital Marketing Systems & Operations
- Own HubSpot Marketing Hub, including workflows, lead scoring/routing and database management.
- Manage integrations across the marketing technology stack.
- Lead MarTech decisions, system improvements and integration activity related to demand generation.
Analytics & Reporting
- Analyse NetSuite and marketing data to track funnel and campaign performance.
- Build performance reporting and turn insights into clear, actionable recommendations.
- Own pipeline and lead-gen metrics, reporting regularly against targets.
- Closely work with Inside Sales team to close the feedback loop to generate high-quality opportunities
Content Support
- Create email, web and campaign content in support of demand gen initiatives.
- Brief and collaborate with the Creative team on campaign assets as needed.
Events & Exhibitions
- Lead and support the Digital team in planning and executing exhibitions and events.
- Ensure events are integrated into wider digital campaigns and commercial priorities.
- Coordinate pre-event promotion, content, lead generation and post-event follow-up.
Qualifications
- 5+ years in demand generation, growth marketing, or marketing operations, with strong hands-on digital execution capability.
- Advanced HubSpot or comparable marketing automation/CRM experience.
- Strong analytical skills, including NetSuite/ERP data and Excel/Sheets.
- Experience with Zapier or similar integration tools.
- Working knowledge of Canva, Figma or Adobe for campaign content support.
- Track record of owning and hitting pipeline/lead gen targets.