Demand Gen

Conversion•San Francisco, CA

5d•$140,000 - $180,000•Onsite

About The Position

Conversion is seeking a Demand Generation specialist to own their paid marketing programs. This role will focus on demand generation through platforms like LinkedIn, Google, and Meta, including tracking, performance, measurement, and budget management. The ideal candidate will have experience with B2B demand generation, particularly in enterprise SaaS with long sales cycles and complex buying groups. This role requires a hands-on approach to campaign management, audience building, targeting, lead quality assessment, and performance measurement. The demand gen specialist will work closely with creative teams and designers to develop ad concepts and will be responsible for the entire conversion tracking stack, including CAPI, Salesforce integration, and in-platform versus Salesforce measurement. The role also involves account tiering, channel expansion, and managing the creative pipeline for demand generation efforts. This is an in-person role based in San Francisco.

Requirements

Hands-on keyboard experience running LinkedIn Ads and Meta at meaningful spend in B2B.
A clear position/opinion on how B2B teams should be running their demand generation.
Experience building an incrementality test with an actual control group.
Ability to wire own tracking instead of filing tickets, and comfort with CRM and MAP platforms (Salesforce and Conversion).
Comfort being measured against the ceiling of a channel rather than quarter over quarter.
Ability to work closely with sales and understand budget allocation across net-new, ABM, mid-funnel, etc.

Nice To Haves

Experience owning paid programs with long enterprise sales cycles and committee buyers.
Fluency in Clay, enrichment, and suppression logic.
Experience running ABM with target lists of a few hundred named accounts and tiered creative.
Opinions on who is currently excelling in B2B paid advertising.
Belief in high-intensity in-person teams and a desire to be around people pushing in the same direction.
Familiarity with thought leaders such as Emily Kramer, Dave Gearhardt, and Kyle Poyar.

Responsibilities

Own LinkedIn, Google, and Meta campaigns end-to-end: audiences, creative direction, bidding, budget, and strategy.
Manage the conversion tracking stack: CAPI, measuring success, utilizing the company's ads product, and determining what data to trust in-platform versus what to rebuild in Salesforce.
Oversee measurement across channels, including exposed versus unexposed accounts, geo and account-level holdouts, and developing a point of view on self-reported attribution.
Collaborate with sales on account tiering and adjust creative, bidding, and budget based on these tiers.
Evaluate channel expansion opportunities, such as CTV or new platforms, and design tests for them.
Manage the creative pipeline with freelance designers and content teams, identifying valuable content for production.
Drive demand for webinars, launches, and field programs.