The Challenge
Blackthorn is an AI-first company looking for a hands-on demand generation leader to own the entire funnel-from campaign strategy through pipeline contribution. You'll scale repeatable engines across email, webinars, paid media, and ABM while obsessing over conversion metrics and revenue impact.
Your Mission
Audit current demand gen campaigns and identify quick wins for conversion rate optimization across email, landing pages, and forms
Build and operationalize ABM target account list with Sales, prioritized by ICP fit and intent signals, and launch first account-specific campaigns
Establish campaign reporting dashboards in Salesforce/Pardot with real-time visibility into pipeline contribution and MQL-to-opportunity conversion rates
Define and document lead follow-up SLAs with Sales, including feedback loops and campaign-to-close alignment metrics
Deliver marketing-sourced pipeline against annual targets, with documented channel contribution breakdown (email, paid, ABM, content syndication)
Scale ABM program to cover full target account list with multi-channel plays coordinated via GTM Engineer; measure account-level engagement and pipeline impact
Optimize core funnel assets (landing pages, nurture sequences, forms) with A/B testing; achieve lift of 15%+ on conversion rates by stage
Build and maintain clean attribution model across all demand gen and ABM programs; reconcile marketing-influenced pipeline with Sales data in Salesforce
KPIs You'll Own
Marketing-Sourced Pipeline
Total pipeline value attributed to demand gen campaigns; tracked by channel and stage from first touch to SQL.
Cost Per Opportunity
Total demand gen spend divided by opportunities created; measure efficiency of campaign spend across email, paid, ABM, and content syndication.
MQL-to-Opportunity Conversion Rate
Percentage of marketing-qualified leads that progress to sales-qualified opportunities; target improvement through nurture and lead scoring optimization.
ABM Account Engagement Rate
Percentage of target accounts showing engagement across paid, email, content, and direct outreach within defined time window.
Campaign ROI by Channel
Revenue influenced or sourced per dollar spent in each channel (email, paid media, webinars, content syndication); used to allocate budget and optimize mix.
Lead Response Time & SLA Adherence
Sales follow-up speed and adherence to agreed SLAs on marketing-qualified leads; tracked to validate hand-off quality.
Tools & Stack
Your Team
Your Manager
Director of Marketing
Current Team
Demand gen team (size not specified); GTM Engineer (partner on ABM/automation); Paid media strategist (partner); Sales team (for ABM and lead follow-up)
New role or backfill not specified; appears to be a new senior demand gen hire or expansion
The Package
Salary
$135K base
Remote
On-site (no remote flexibility mentioned)
Benefits & Perks
Company Intelligence
Blackthorn is an AI-first company building demand generation and go-to-market solutions. The company emphasizes a data-driven, execution-focused culture where team members use AI tools daily to improve efficiency and output. They're scaling their marketing organization to drive pipeline and revenue growth.
Culture
Execution-driven, data-obsessed, AI-embracing; direct collaboration between Marketing and Sales with shared ownership of pipeline metrics.
Is This Role For You?
- You've run successful demand gen or ABM programs end-to-end and obsess over pipeline contribution, not just lead volume or vanity metrics
- You're fluent in Salesforce and marketing automation platforms (Pardot, Marketo, HubSpot) and can own the technical execution of campaigns
- You actively use AI tools daily in your workflow to produce better work faster-and you're excited to continue that practice
- You thrive on collaboration with Sales and can build strong feedback loops; you view lead quality and follow-up speed as shared wins
- You're comfortable with data, testing, and continuous optimization; you can build dashboards, interpret attribution, and make budget decisions based on ROI
- You prefer generalist marketing roles or broad brand awareness campaigns over pipeline-focused, measurable demand gen
- You're uncomfortable with on-site work or need significant remote flexibility
- You lack hands-on experience with Salesforce, Pardot, or similar platforms; this is a technical execution role, not a strategy-only position
Interview Process
Phone screen
Initial conversation with recruiter or Director of Marketing on background, demand gen experience, and fit with AI-first culture.
Technical deep dive
Discussion of past campaigns, metrics achieved, tools used, and approach to pipeline attribution and optimization; likely includes a case study or hypothetical scenario.
Stakeholder interviews
Meetings with Director of Marketing, Sales lead, and/or GTM Engineer to assess collaboration fit and technical alignment.
Offer & close
Compensation, start date, and onboarding details finalized.
Ready when you are
Interested in this role?
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Context
About Demand Generation roles
Demand gen professionals build and optimize the pipeline engine. They design campaigns that generate qualified leads, nurture prospects through the funnel, and partner closely with sales to hit revenue targets.