Demand Generation Specialist - Marketing

Union Savings Bank - CT•Danbury, CT

About The Position

The Demand Generation Specialist will be responsible for generating and nurturing qualified consumer and business lending opportunities through marketing automation, audience segmentation, lifecycle marketing, landing page optimization, and performance analysis. This role focuses on improving SMB/commercial lending lead quality, increasing consumer loan applications and conversions, and supporting wealth management and future new-to-bank acquisition efforts. The position works closely with Marketing leadership and business-line stakeholders to improve lead quality, strengthen nurture programs, optimize conversion paths, and better understand which marketing activities are driving results.

Requirements

Experience with marketing automation platforms
Experience with audience segmentation
Experience with lifecycle marketing
Experience with landing page optimization
Experience with performance analysis
Familiarity with SMB/commercial lending
Familiarity with consumer loan applications and conversions
Familiarity with wealth management
Familiarity with new-to-bank acquisition efforts
Ability to work closely with Marketing leadership and business-line stakeholders
Experience with SEO
Experience with AEO
Experience with website analytics
Experience with business data sources
Experience with marketing program execution, measurement, and compliance

Responsibilities

Execute lead generation, lead nurture, and lifecycle marketing programs that improve lead quality, engagement, and conversion for consumer and business banking products.
Build and maintain automated workflows, email campaigns, audience segments, lead scoring models, and customer journeys within marketing automation platforms.
Partner with business-line stakeholders to improve lead quality, lead readiness, and marketing-qualified lead (MQL) performance while supporting new-to-bank acquisition efforts.
Optimize landing pages, forms, and digital conversion paths to improve lead capture, application completion, and overall campaign performance.
Utilize customer, prospect, and behavioral data to improve audience targeting, segmentation, and campaign effectiveness.
Support SEO, AEO, and digital experience improvements that enhance lead generation outcomes.
Monitor campaign, lead, and nurture performance and provide actionable recommendations to improve results.
Support source tracking, lead attribution, and reporting efforts using marketing automation, website analytics, and business data sources.
Collaborate with internal stakeholders and external partners to ensure marketing programs are effectively executed, measured, and compliant with established governance standards.

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