Digital Marketing & Demand Generation Manager

Wheeler Machinery Co • Salt Lake City, UT

119d

About The Position

The Digital Marketing & Demand Generation Manager is responsible for building and executing integrated digital campaigns that generate demand, capture leads, and accelerate pipeline growth across the company’s target industries: construction, mining, and power. This role leads all aspects of digital marketing, marketing automation, SEO/SEM, paid media, and analytics, while ensuring campaigns are aligned with the broader go-to-market strategy, brand positioning, and vertical marketing priorities. Working cross-functionally with sales, service, rental, and OEM/channel partners, the Digital Marketing & Demand Generation Manager translates strategy into measurable business results.

Requirements

• Bachelor’s degree in Marketing, Business, or related field.
• 6+ years of experience in digital marketing and demand generation, preferably in B2B or industrial sectors.
• Strong knowledge of marketing automation (Pardot, Marketo, HubSpot) and CRM (Salesforce).
• Proven success in developing campaigns that drive measurable pipeline and revenue impact.
• Experience managing SEO, SEM, paid social, and account-based marketing (ABM).

Nice To Haves

• Knowledge of working with OEMs, channel partners, or dealership models.

Responsibilities

• Design and execute multi-channel demand generation campaigns targeting decision-makers in construction, mining, and power.
• Collaborate with Field & Vertical Marketing Managers to align campaigns with segment-specific goals.
• Partner with Events & Sponsorship Lead to amplify trade shows, demo days, and sponsorships through digital channels.
• Leverage OEM co-marketing funds for co-branded demand generation campaigns.
• Own website strategy and optimization for lead capture, SEO, and digital content delivery.
• Manage paid media campaigns across Google Ads, LinkedIn, trade media platforms, and retargeting networks.
• Oversee company presence on social media platforms, ensuring alignment with brand and GTM messaging.
• Work with Brand & Communications Manager to ensure consistent storytelling and positioning in all digital content.
• Manage marketing automation workflows to nurture prospects and re-engage existing customers.
• Segment and personalize campaigns based on industry vertical, customer type, and buying stage.
• Partner with Sales Operations to ensure seamless lead routing, scoring, and reporting within CRM.
• Monitor campaign performance and adjust in real time for conversion optimization.
• Define and track key metrics: lead generation volume, lead-to-opportunity conversion, cost per lead, ROI by campaign/channel.
• Deliver monthly dashboards and insights to VP of Marketing and leadership.
• Conduct A/B testing and continuous optimization across campaigns, landing pages, and creative.
• Provide insights on digital buyer behavior in construction, mining, and power segments to inform GTM strategy.
• Work closely with sales, rental, and service teams to ensure marketing-generated leads are high-quality and actionable.
• Partner with Brand & Communications, Events, and OEM Marketing to ensure integrated campaigns.
• Support vertical managers by tailoring demand gen initiatives to specific industries and customer needs.
• Perform all other duties as assigned.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: Bachelor's degree
• Number of Employees: 501-1,000 employees