The Marketing Manager plans and executes B2B demand-generation campaigns across email, social, paid retargeting, industry sites, and trade shows. Responsibilities include lead nurturing, HubSpot workflow development, sales enablement, event campaign management, CRM coordination, performance reporting, attribution, and optimization. The role partners with Sales, Product Marketing, Creative Services, and Digital Commerce to generate qualified leads, support pipeline growth, and improve campaign effectiveness.
Position Summary
The Marketing Manager plans and executes demand-gen programs that generate qualified leads, support pipeline growth, and strengthen engagement across Lavi Industries' core product lines and verticals. This role partners with the Director of Marketing and VP of Revenue to shape demand-gen strategy, contribute research and recommendations, and execute approved programs. The Marketing Manager contributes to strategy development through research and data-driven insights, then owns the execution of approved demand-gen programs, implementing best practices and delivering measurable results.
Duties & Responsibilities
- Demand Generation & Integrated Campaign Execution
- Plan and execute demand-gen programs in collaboration with the Director of Marketing and VP of Revenue, defining target segments, offers, and channels.
- Conduct market, customer, and competitive research to inform campaign ideas and present clear, practical recommendations for approval.
- Translate approved plans into integrated campaigns with specific timelines, assets, and KPIs.
- Partner with cross-functional teams, including Product Marketing, Sales, Creative Services, and Digital Commerce.
- Build and launch multi-channel campaigns across email, social media, third-party industry sites, paid retargeting, and event-based programs.
- Collaborate with the Digital Commerce Specialist on landing pages for non-digital events (trade shows) and demand-gen activities targeting enterprise customers (contact forms, content downloads, etc.).
- Create clear campaign briefs and internal documentation to ensure stakeholders understand objectives, audiences, offers, and follow-up expectations.
- Funnel, Nurture & Lead Lifecycle Programs
- Design and manage B2B lead-nurturing programs that move prospects through the funnel from inquiry to opportunity, including:
- New-lead education and discovery sequences.
- Mid-funnel and sales-acceleration campaigns.
- Re-engagement programs for inactive leads and contacts.
- Build workflows and email sequences in HubSpot.
- Work with Sales to align on MQL criteria, handoff points, and SLAs.
- Sales Support & Enablement
- Support Sales by designing and laying out customer queue solutions, providing invaluable insight into customer decision-making, problems/obstacles, competitive positioning, and solution preferences.
- Maintain and evolve sales support materials, ensuring collateral, presentations, and tools are current and aligned with key campaigns and verticals.
- Communicate campaign launches, timelines, talking points, and follow-up instructions to Sales so they can act effectively on marketing-generated leads.
- Gather feedback from Sales on lead quality and campaign effectiveness, and use insights to refine future programs.
- Trade Show & Event Campaign Management
- Manage event-related demand-gen activities, including pre-show promotion, lead-capture plans, on-site engagement tactics, and post-show nurture campaigns.
- Attend 2 to 3 trade shows per year to support set-up, lead generation, and customer engagement, and to remain current on industry trends and competitor solutions.
- Manage part-time and outsourced labor/support on logistics, shipping, product orders, and administrative tasks.
- Track and report event-driven outcomes for leads and opportunities.
- Analytics, Reporting & Optimization
- Monitor campaign performance across channels using HubSpot.
- Report on core demand-gen metrics, including leads, MQLs, SQLs, Marketing-Assisted Ops/Revenue, and campaign performance.
- Ensure accurate campaign attribution and build effective performance dashboards.
- Document campaign results, identify lessons learned, and recommend optimizations for future programs.
Core Competencies:
- Results-Oriented: Focused on qualified leads, pipeline influence, and measurable performance.
- Collaborative: Works smoothly with Sales, Product Marketing, Digital Commerce, Creative Services, and external partners.
- Organized: Manages multiple campaigns, deadlines, and stakeholders without dropping details.
- Analytical: Reads dashboards and reports, draws clear conclusions, and acts on the data.
- Customer- and Market-Focused: Understands Lavi's buyers, verticals, and competitive landscape, and applies these insights to campaign development.
- Clear Communicator: Explains plans, expectations, and results in a straightforward, practical way.
- Adaptable: Handles shifting priorities and evolving requirements while keeping execution moving.
- Self-Starter: Comfortable building programs from scratch with limited existing infrastructure.
Education & Experience:
- Bachelor's degree in Marketing, Business, Communications, or related field
- 3+ years of B2B marketing experience.
- Direct experience building or executing campaigns, email programs, or marketing automation workflows.
- Hands-on experience with:
- CRM systems (Salesforce experience strongly preferred)
- Marketing automation and email platforms (HubSpot experience strongly preferred)
- List segmentation, workflows, and lead nurturing
- Experience working with Sales on lead follow-up and feedback loops.
- Strong project management skills with the ability to juggle multiple initiatives simultaneously.
- Experience building demand generation programs from scratch.
- HubSpot certification or equivalent HubSpot experience.
- Experience with trade show marketing and event-based campaigns.
- Familiarity with multi-channel attribution and pipeline reporting.
- Background in B2B environments with complex sales cycles.
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