Sales Marketing Manager, Demand Generation & Pipeline Marketing

About Emerald

Emerald's talented and experienced teams grow our customers' businesses 365 days a year with products that create connections, deliver content, and drive commerce. We produce over 140 annual events, create and deliver content through print and digital channels, and power commerce through our seamlessly integrated in-person and digital platforms and channels. For more information, please visit http://www.emeraldx.com.

The Sales Marketing Manager - Demand Generation & Pipeline Marketing is a strategic and hands-on role responsible for driving exhibitor, sponsorship, and media revenue through targeted demand generation programs. You will design and execute acquisition-focused campaigns and own lead scoring infrastructure to convert marketing-qualified leads into closed revenue. This role sits within Emerald's central marketing group and works closely with Sales, Brand Marketing, and Revenue Operations.

KEY RESPONSIBILITIES:

Demand Generation Strategy & Campaign Planning

• Develop integrated demand generation best practices and campaign plans tied to exhibitor, sponsorship, and media revenue goals across all brand portfolios.
• Define target audiences, ideal customer profiles (ICPs), and account-level targeting in partnership with brand and sales teams.
• Build campaign briefs covering objectives, messaging, audience segmentation, channel mix, cadence, and top-of-funnel conversion goals.
• Recommend and iterate on demand generation approaches - including paid, outbound, and inbound tactics - aligned to each brand's sales cycle.
• Maintain up-to-date Gong sequences and outbound flow strategies for assigned brands.

Lead Scoring & MQL Management

• Implement and manage exhibitor lead scoring models in HubSpot, defining engagement signals, fit criteria, and threshold settings by brand.
• Apply and maintain MQL frameworks to ensure marketing-qualified leads reflect genuine buying intent and are sales-ready.
• Partner with Sales and Sales Operations to establish lead routing workflows, disposition SLAs, and closed-loop feedback processes.
• Continuously refine scoring models based on conversion data, pipeline feedback, and AI-assisted signal analysis.

Campaign Execution & Offshore Coordination

• Brief and coordinate offshore execution resources - ensuring accurate campaign builds, QA, on-time deployment, and post-send reporting.
• Oversee campaign staging, approvals, and asset management across demand gen deliverables.
• Maintain campaign quality standards across emails, demand gen campaigns, and acquisition-focused content.

Pipeline Performance Reporting

• Own monthly demand generation performance reporting across all brands - tracking lead volume, MQL conversion rates, and pipeline contribution to closed deals.
• Identify acquisition gaps, funnel drop-off points, and optimization opportunities; bring data-backed recommendations to brand and sales stakeholders.
• Use AI-powered analytics tools to surface insights and automate performance trend reporting.

Stakeholder Partnership

• Serve as the primary demand generation marketing partner to all brand and sales teams, presenting pipeline best practices, lead quality insights, and campaign results.
• Collaborate cross-functionally with Brand Marketing, Sales Operations, and technology partners on pipeline-building initiatives.
• Contribute to Emerald-wide demand generation playbooks, lead management frameworks, and best practices.

PLATFORM & TECHNOLOGY:

• HubSpot (Marketing Hub): Lead scoring model configuration, MQL workflows, campaign automation, and funnel reporting - primary day-to-day platform.
• Salesforce CRM: Lead routing, pipeline visibility, opportunity tracking, and closed-loop reporting with Sales.
• Gong: Outbound sequence management, sales conversation intelligence, and MQL handoff optimization.
• AI Tools (e.g., ChatGPT, Claude, Jasper, 6sense, or similar): AI-assisted audience segmentation, campaign brief generation, predictive lead scoring, and performance analysis.
• Campaign analytics & BI tools: Reporting on funnel KPIs, channel attribution, and pipeline contribution.

QUALIFICATIONS REQUIRED:

• 5+ years of B2B marketing experience with a focus on demand generation, lead management, or acquisition marketing.
• Demonstrated track record building campaigns that contribute measurably to pipeline and revenue growth.
• Hands-on expertise with HubSpot - including lead scoring, workflow automation, and campaign reporting.
• Hands-on experience with Salesforce CRM for pipeline and lead management.
• Deep understanding of MQL frameworks, lead scoring best practices, and B2B buyer journey marketing.
• Experience with AI tools for campaign acceleration, audience targeting, or performance analysis.
• Analytical mindset - comfortable interpreting funnel data and translating insights into pipeline recommendations.
• Ability to manage multiple campaigns and brand relationships simultaneously in a fast-paced environment.
• Strong project management instincts - organized, deadline-driven, and a clear communicator.

About Emerald

At Emerald, we strive to foster a diverse and inclusive community. We actively recruit and champion candidates who bring new perspectives from varied professional backgrounds and experiences, and we are intentional about ensuring a positive hiring experience for everyone. Our job postings don't contain experience inflation, and most don't require college degrees. Instead, they're crafted to focus on outcomes and transferable experiences that are assessed in a structured interview process carried out by trained hiring teams.

COMPENSATION & BENEFITS

Target Compensation: $75,000 - $85,000

Please note that this range reflects a reasonable estimate of the target compensation for this position. This range may ultimately vary based on a candidate's qualifications and may be higher where required by applicable law.

We offer a competitive benefits package designed to strengthen our employees' physical and mental health, including unlimited vacation for exempt employees, flexible working locations, 401(k) plan with a company match, medical/dental/vision coverage with inclusive provisions including transgender services and fertility benefits, parental and caregiver leave, dependent, commuter and FSA benefits, professional development programs like Toastmasters, and mental wellness tools.

If you need accommodation in our application process or have questions about our posted salary range, please email our Talent Acquisition team at Careers@EmeraldX.com.