Demand Generation Manager

Job description

KPA has spent over four decades earning a reputation as the company automotive businesses trust with compliance. More than 15,000 of them count on us to protect their people, their customers, and their operations across Environmental Health & Safety (EHS), Sales, Advertising, Privacy, and HR. Underneath it is one conviction: that documented is not the same as safe. A binder of current paperwork has never prevented an injury, so we built the company to close that gap. Software that's always watching out, training that reaches the newest person on the floor, and 150 consultants who keep finding what actually goes wrong. We think that work is worth doing somewhere people want to be, and Built In Colorado has named KPA [one of the state's Best Places to Work](https://builtin.com/awards/colorado/2026/best-midsize-places-to-work#kpa) seven years running. **Why This Role Exists** That kind of trust is a rare foundation for a marketing team, and it is the raw material for one of the best demand engines in B2B. Dealer groups are consolidating, and buyers increasingly start their research inside AI answer engines rather than a list of search results. Both shifts favor the company that builds for them first. This role builds that engine: automation that meets buyers where they are, campaigns that run as one program rather than five, measurement clear enough that every dollar has an answer, and AI woven throughout it so a small team moves like a much larger one. You'd own it end to end, the automation, the campaigns, the data, and the pipeline outcomes, on top of a story nobody else in our industry can tell. *This is a builder's job at a company worth building for: if you'd rather design the whole engine than tune someone else's single channel, this is it.* **The Role** The Manager, Demand Generation drives the execution and performance of KPA's demand programs across all paid, owned, and automated channels, and is a critical partner in improving the systems and measurement that underlie them. This is a hands-on, individual-contributor role with budget decision-making authority and a direct line to pipeline. You'll spend your weeks in HubSpot, ZoomInfo, GA4, Salesforce, in the ad platforms and analytics, and in the space between marketing and revenue operations where demand engines drive results. You'll also use AI the way a team twice this size would use headcount, to research, produce, test, and operate, and to build workflows the rest of marketing can use too. Success is measured in qualified pipeline that Sales agrees is qualified, a funnel everyone can see, and a cost per opportunity that improves quarter over quarter, with a clear decision and data behind each improvement you make. **What You'll Do** **Own Omnichannel Demand Execution** - Plan, build, launch, and optimize integrated campaigns across paid search, paid social, display and retargeting, email, content syndication, trade media, and webinars, with consistent measurement. - Own the digital media budget, recommending where the next dollar goes and moving it when the data changes. - Set strategy and targets for paid search, paid social, and trade publication advertising, including managing agency partners, building creative in-house when needed, and audit agency output against our standard. - Run integrated campaign calendars so brand, content, product marketing, events, and the SDR team are working the same plays in the same weeks. - Ensure seamless Go-to-Market performance and coordination with Sales and Client Success, including supporting continuous lead capture, scoring, routing, and speed-to-lead improvements. - Help coordinate and manage the project calendar, ensuring our team is aligned and operating efficiently. **Support Marketing Automation and Lifecycle Marketing** - In partnership with Marketing Operations, execute confidently in HubSpot Marketing Hub end-to-end: lists and segmentation, workflows, lifecycle stages, forms and progressive profiling, landing pages, smart content. - Design and operate the nurture architecture: acquisition, segmentation, mid-funnel education, sales-assist, recycled leads, dormant reactivation, and post-sale cross-sell. - Collaborate with Marketing Operations and Revenue Operations to enhance tech stack and integration integrity, ensuring marketing's numbers and Sales' numbers are the same. - Identify funnel conversion optimization opportunities that enable GTM teams to convert more leads into sales. **Put AI to Work Across the Funnel** - Deploy AI workflows that compress the production, deployment, and analytics lifecycle: campaign briefs, ad and email variants, A/B testing, landing pages, audience research, competitive monitoring, and analysis. - Design agentic and automated workflows across the stack so routine operations run without a person in the loop: monitoring, alerting, reporting, campaign QA, and follow-up. - Use AI for creative and audience testing at a volume that manual production cannot reach, then use the results to decide what gets real investment. - Help the Senior Manager, Brand & Communications, keep KPA visible in AEO, GEO, and SEO: structured data, answer-shaped content, source authority, and citation tracking. **Support Measurement, Analytics, and Attribution (in Partnership With Revenue Operations)** - Help mature KPA's marketing attribution model (first-touch, last-touch, and multi-touch), so every program has a defensible pipeline and revenue number attached to it. - Help Marketing, Sales and Finance align on and report against funnel definitions and stage conversion logic. - Deploy dashboards that leadership actually uses. Illuminate funnel and conversion by stage, cost per lead and per opportunity, pipeline and revenue by source, program ROI, and other trends across GA4, HubSpot, and Salesforce. - Run a real A/B and multivariate testing program to continually learn, optimize, and enhance results. **Run Account-Based Programs** - In partnership with Marketing Operations and Revenue Operations, build and maintain tiered target account lists, focused on the multi-rooftop dealer groups where KPA's growth is concentrated. - Run coordinated one-to-many and one-to-few account plays: account-level advertising, intent-triggered outreach, personalized landing page experiences, and executive programs, sequenced with the SDR and AE motion. - Use intent and technographic signals to prioritize the accounts most likely to move, and report account engagement and progression. Build the expansion motion into the installed base in partnership with Sales and Client Success. **What You Bring** **Experience** - A minimum of 6 years in B2B digital, growth, or performance marketing, ideally in SaaS or technology, with a track record you can talk about in numbers. - Demonstrated ownership of an end-to-end demand engine, You've built programs, not just managed a channel or a vendor. - Experience in a lean team where you were the person who executed the work. - Bachelor's degree in marketing, communications, business, or a related field, or equivalent practical experience. - **Marketing automation.** Advanced HubSpot Marketing Hub (or Marketo, Pardot, or similar with a demonstrated ability to move fast in HubSpot). Workflows, lifecycle architecture, segmentation, and deliverability. - **Omnichannel campaign management.** Google Ads, LinkedIn Campaign Manager, Microsoft Ads, paid social, retargeting, content syndication, email, and webinars run as one program rather than five. Your ability to manage our partner agencies like a subject matter expert is crucial. - **AI automation.** Fluency with modern AI tools for campaign content production, research, analysis, and workflow automation across a marketing stack, plus the judgment to know what still needs a human. - **Analytics.** GA4, Salesforce reports and dashboards, HubSpot reporting, and strong spreadsheet fluency. Comfort with attribution methodology and its limits. Familiarity with a BI layer such as Tableau is a strong plus. **Strong Working Knowledge** - **Marketing operations.** Lead lifecycle and funnel definitions, scoring, data hygiene, campaign taxonomy, and CRM administration adjacent to Marketing Operations and Revenue Operations. - **Account-based marketing.** Account tiering, intent data, account-level targeting, and running marketing and sales as one motion against a named list. Hands-on experience with an ABM or intent platform (ZoomInfo, 6sense, Demandbase, Clay, or similar). - **Search.** SEO and SEM fundamentals strong enough to help direct an agency and audit its work: technical health, content strategy, keyword and query economics, and the emerging discipline of visibility inside AI answer engines. Ahrefs, Semrush, or equivalent. **Nice to Have** - Automotive retail, fleet, insurance, EHS, HR, or another regulated B2B category. - Sales engagement platforms (Outreach, Salesloft), conversation intelligence (Chorus, Gong), and CMS work in HubSpot. **The Intangibles** - **Owner, not operator of a queue.** When something in the funnel needs fixing, you go find it rather than reporting that it needs fixing. - **Evidence over instinct.** You have opinions, and you hold them loosely. You would rather run the test than win the meeting. - **Builder's patience.** Some of this job is unglamorous plumbing that pays off two quarters later. You can do that work and still ship something this month. - **Plain speech.** You can explain marketing concepts to non-marketers and executives without either one glazing over. - **Force multiplier.** You make the people around you faster with the automation you build, the documentation you leave, and the standard you hold. **Physical Requirements** The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This is a primarily sedentary role performed at a workstation, requiring extended periods of computer use and frequent verbal and written communication. Occasional travel is required as described above. **Compensation** - Annual base salary between $110-130k commensurate with experience - Bonus potential up to 10% annually