Demand Generation Manager

About the Role The Demand Generation Manager works to execute Marketing activities and drive pipeline growth through the development, execution, and optimization of demand generation programs. In this role, you will be responsible for the execution of a variety of demand generation initiatives designed to increase brand awareness, generate qualified leads, and support revenue growth. As the Demand Generation Manager, you will provide exceptional marketing strategies to help support the continued growth of our fast-paced company. A-LIGN will depend on you as the Demand Generation Manager to manage paid media programs across channels including paid search, paid social, CTV/OTT, display advertising, and content syndication, while also supporting broader demand generation efforts such as webinars, account-based marketing campaigns, and content-driven nurture programs. This role partners closely with cross-functional teams to analyze pipeline performance, evaluate funnel metrics, and leverage data-driven insights to optimize campaign effectiveness, inform investment decisions, and maximize marketing impact. The ideal candidate is a strategic and analytical marketer who takes ownership of programs, embraces experimentation, and thrives in a results-oriented environment. Reports to Director of Demand Generation Pay Classification Full-Time, Exempt Responsibilities Own end-to-end execution of paid media programs across key demand channels, including paid search, paid social, display, retargeting, and content syndication — optimizing each for brand visibility and pipeline contribution Analyze campaign and pipeline performance on a regular basis, identifying trends, gaps, and optimization opportunities; present findings and recommendations to marketing leadership and cross-functional stakeholders Manage a multi-million dollar demand generation budget; track spend pacing, reallocate investment toward higher-performing channels, and maintain accountability to pipeline targets Test and evaluate emerging or underutilized channels — including podcast sponsorships, newsletters, virtual events, and third-party lead programs — to identify incremental pipeline opportunities Maintain a structured testing cadence across creative, messaging, audience segments, and landing page experiences to drive continuous performance improvement Partner with GTM Operations to ensure proper lead routing, attribution tracking, and CRM hygiene Minimum Qualifications EDUCATION Bachelor's degree in Marketing, Business, Communications, Advertising, or other relevant field EXPERIENCE 3+ years of B2B demand generation or digital marketing experience Hands-on experience managing search ads, social ads, and other paid media channels both in-house and through agency partners Proficiency in Salesforce for pipeline tracking and reporting; experience with a marketing automation platform such as Pardot Comfort managing a multi-million dollar advertising budget, including spend tracking and channel-level reallocation decisions Exposure to the cybersecurity, compliance, or professional services industry is a plus SKILLS Strong analytical mindset with the ability to translate campaign data into actionable insights; comfortable building and presenting performance dashboards and reports Highly organized and execution-oriented — you build structure around programs, manage timelines without oversight, and hold yourself accountable to outcomes Effective cross-functional collaborator with a track record of working well with Sales, BDR, Content, and Product Marketing to launch integrated programs Strong creative and copywriting instincts – you can write compelling ad copy and landing pages, and you have a genuine point of view on what makes creative work Great web fundamentals with a strong perspective on conversion rate and website performance optimization Self-motivated and comfortable operating in a fast-moving environment where priorities shift and agility is valued Strong attentio…