Demand & Growth Marketing Specialist
About the Role
We are looking for an analytical, commercially minded, proactive, and hands-on Demand & Growth Marketing Specialist to join our growing marketing team and help build the demand-generation engine across SupportRoom, PulseIQ, and VAI.
This is a hands-on B2B marketing role covering demand generation, paid acquisition, integrated campaigns, ABM, intent data, SEO, webinars/events, landing pages, conversion optimization, and marketing analytics.
Working closely with our GTM Manager, you will help translate our go-to-market strategy, ICP priorities, positioning, and commercial objectives into campaigns that reach the right organizations and decision-makers, generate qualified demand, and contribute to pipeline.
While the GTM Manager will lead the overall GTM strategy, funnel architecture, and commercial marketing direction, we're looking for someone who will actively contribute ideas—researching opportunities, proposing campaigns and channels, analyzing performance, identifying growth opportunities, and continuously testing ways to improve results.
This isn't a role focused on generating traffic for the sake of traffic. We want someone interested in understanding which marketing activities actually generate qualified opportunities and commercial outcomes.
About Us
SupportRoom is an AI-powered behavioural workplace intelligence company helping organizations improve workforce performance, wellbeing, productivity, engagement, and risk management.
Our solutions include:
- SupportRoom: Workplace wellbeing, employee support, behavioural insights, and managed interventions.
- PulseIQ: Behavioural workforce intelligence helping organizations continuously understand workforce signals and turn insights into action.
- VAI: AI-powered workforce intelligence connecting workforce, finance, performance, and operational data to help leaders understand performance, identify risks, predict trends, and make better decisions.
We work with organizations across multiple industries and international markets.
Key Responsibilities
Demand Generation & Campaigns
- Help plan and execute integrated B2B demand-generation campaigns.
- Translate GTM priorities into campaign audiences, channels, offers, CTAs, and execution plans.
- Contribute campaign and growth ideas based on market, audience, and performance insights.
- Coordinate campaigns across paid, organic, email, website, ABM, webinars, and events.
- Monitor campaigns continuously and identify opportunities to improve performance.
Paid Acquisition & Performance Marketing
- Manage and optimize Google Ads, LinkedIn Ads, retargeting, and other relevant paid channels.
- Build and manage targeting, audiences, keywords, budgets, bidding, and campaign structures.
- Work with Brand & Content to develop and test ad messaging and creative.
- Run A/B tests across audiences, messaging, creative, and offers.
- Monitor CPL, cost per qualified lead, conversion rates, and pipeline contribution.
ABM & Intent
- Support account-based marketing campaigns.
- Use Demandbase and intent data to identify and activate relevant target accounts.
- Build and maintain target-account audiences and segments.
- Coordinate with Sales around high-intent accounts and account engagement.
- Monitor account progression and ABM campaign performance.
SEO & Organic Demand
- Conduct keyword, competitor, and search-demand research.
- Identify commercially relevant SEO opportunities.
- Work with Brand & Content on SEO-led content.
- Monitor rankings, organic traffic, and conversions.
- Support on-page and technical SEO improvements.
Landing Pages & Conversion
- Build and optimize campaign landing pages and forms.
- Work with Brand & Content on messaging and creative.
- Ensure campaigns have appropriate tracking and attribution.
- Analyze conversion performance.
- Run tests across landing pages, CTAs, forms, offers, and conversion journeys.
Webinars & Events
- Support webinars, virtual events, roundtables, and other demand-generation programs.
- Manage promotion, registration, lead capture, and follow-up.
- Coordinate campaign support with Brand & Content and Sales.
- Analyze attendee quality, engagement, conversions, and commercial outcomes.
CRM, Funnel & Campaign Operations
- Support HubSpot campaign setup, lists, forms, lead capture, routing, and reporting.
- Maintain accurate campaign/source tracking.
- Monitor marketing-generated leads through the funnel.
- Help ensure leads are routed and followed up appropriately.
- Identify funnel leakage, stalled leads, and conversion opportunities.
- Support campaign attribution and performance dashboards.
Analytics & Growth
- Track demand, campaign, channel, and funnel performance.
- Analyze which audiences, channels, messages, and campaigns are producing the strongest results.
- Run structured growth experiments.
- Develop hypotheses and test new audiences, channels, offers, and conversion approaches.
- Turn performance data into clear recommendations.
- Document learnings and help scale successful activities.
Requirements
Essential
- 4 years of experience in demand generation, growth marketing, performance marketing, digital marketing, B2B marketing, or a related role.
- Hands-on experience executing digital campaigns.
- Experience with Google Ads and/or LinkedIn Ads.
- Strong analytical skills and confidence working with campaign data.
- Understanding of B2B lead-generation and conversion funnels.
- Experience with HubSpot or a similar CRM/marketing automation platform.
- Understanding of landing pages, forms, conversion tracking, and attribution.
- Working knowledge of SEO and keyword research.
- Understanding of email marketing and nurture.
- Strong organizational and project-management skills.
- Commercial mindset and interest in Marketing's contribution to pipeline and revenue.
- Proactive, curious, and comfortable bringing new campaign and growth ideas.
- Excellent written and spoken English.
Preferred
- Experience in B2B SaaS, AI, HRTech, HealthTech, PeopleTech, workforce analytics, or technology.
- Experience with Demandbase or another ABM/intent platform.
- ABM campaign experience.
- Experience with GA4, Google Tag Manager, and Search Console.
- HubSpot campaigns, lists, forms, workflows, and reporting experience.
- CRO/A-B testing experience.
- Webinar or B2B event experience.
- Experience marketing to enterprise or mid-market organizations.
- Experience working closely with Sales.
- Understanding of marketing attribution and pipeline reporting.
- Familiarity with AI-assisted marketing, research, analytics, and automation tools.
What Success Looks Like
You'll help us build a repeatable demand-generation engine that reaches the right accounts, identifies intent, generates qualified demand, and contributes meaningfully to commercial pipeline.
Success will be measured across qualified demand, campaign conversion, pipeline contribution, acquisition efficiency, target-account engagement, organic demand, funnel performance, experimentation, and quality of execution.
We're looking for someone who is commercially curious and execution-focused — someone who doesn't stop at "the campaign generated 100 leads" but asks:
Were they the right leads? What happened next? What did they contribute to pipeline? And what should we change next time?
