Manager, Demand Generation B2B

About the role

The Manager, Demand Generation is responsible for planning and executing multi-channel marketing programs that generate qualified pipelines for the Nox commercial teams. This role owns campaign execution, channel performance, and lead-to-opportunity conversion in close partnership with Sales and Marketing.

This position is highly performance-driven and supports an enterprise sales motion selling sleep care management and diagnostic solutions to US-based employers, health plans, health systems, and sleep centers.

What you'll do

Pipeline & Campaign Execution

• Execute integrated demand generation campaigns to drive marketing-sourced and marketing-influenced pipeline
• Build and optimize campaign plans across channels (email, paid media, webinars, events, partner campaigns, retargeting)
• Translate ideal customer profiles and account targeting strategy into high-performing programs

Account-Based Marketing (ABM) Support

• Support ABM execution for named accounts and priority verticals
• Coordinate account-specific plays in partnership with Sales
• Develop and operationalize 1:few and 1:many ABM programs

Channel & Performance Optimization

• Own channel-level performance tracking and optimization (conversion rates, cost per lead, customer acquisition costs, pipeline efficiency)
• Run A/B tests to improve engagement and conversion across the funnel
• Monitor lead quality and work with Sales to improve lead routing, scoring, and follow-up

Content & Creative Collaboration

• Partner with Marketing to produce high-performing campaign assets (ads, landing pages, email copy, webinar materials, one-pagers)
• Ensure messaging aligns with employer buyer needs (HR, Benefits, Total Rewards, Health & Wellbeing)

Sales & Revenue Team Alignment

• Maintain tight weekly alignment with Sales on pipeline targets and campaign performance
• Support field enablement with campaign briefs, talk tracks, and follow-up sequences
• Coordinate with Client Success and member activation teams when employer demand programs require downstream activation support

Success Metrics (KPIs)

• Marketing-sourced pipeline
• Marketing-influenced pipeline
• Cost per lead (CPL) and cost per opportunity (CPO)
• Lead-to-opportunity conversion rate
• Meeting set rate (MQL/SQL to meeting)
• Campaign ROI and payback indicators
• Engagement metrics by channel (CTR, CVR, attendance rates)

Qualifications

Required Qualifications

• 5–8+ years of B2B demand generation experience (enterprise preferred)
• Bachelor’s degree in Marketing or related business degree; MBA or advanced business degree preferred.
• Proven track record of driving pipeline through multi-channel campaigns
• Strong understanding of ABM concepts and enterprise buyer journeys
• Experience partnering closely with Sales teams
• Strong analytical skills and comfort reporting on funnel metrics
• Hands-on experience with marketing automation and CRM systems (e.g., HubSpot, Marketo, Pardot, Salesforce)

Preferred Qualifications

• Experience in healthcare, employer benefits, digital health, health services, or medical devices
• Experience marketing into HR/Benefits/Total Rewards stakeholders and/or health systems