Demand Generation Specialist

Demand Generation Specialist

Location: Delhi NCR 

Employment type: Full-time

UK Shift Hours (4PM till 1 AM)

Experience: 4-7 years in B2B performance or demand generation marketing

Reports to: Associate Director, Growth Marketing

Role Overview

Were looking for a Demand Generation Specialist to own pipeline generation across our paid channels. specifically, Google Search, ABM and LinkedIn where youll build expertise and drive enterprise pipeline. Youll report to our Associate Director of Growth Marketing and work closely with sales, running live campaigns and making rapid optimization decisions based on pipeline metrics.

This role combines strategic thinking with hands-on execution. Youll set budget allocation strategy, design account-based campaigns, analyze cohort performance, and recommend channel-mix decisions, then run those campaigns day to day.

Your Core Responsibilities

Account-Based Marketing (ABM) & LinkedIn

1. Design and execute ABM campaigns: Build target account lists (TALs) based on fit and intent signals; create audience segments in LinkedIn Campaign Manager; manage creative, messaging, and landing pages aligned to account-level campaigns.
2. Use LinkedIn Sales Navigator strategically: Research decision-makers, build targeted outreach sequences, and feed warm leads into campaigns. Coordinate with sales on account selection and timing.
3. Test and optimize ABM tactics: Run A/B tests on account segments, messaging, ad formats, and landing page experiences. Track cohort performance (account reach, engagement rates, MQL/SAL conversion by account segment).
4. Own ABM budget and ROI: Decide spend allocation across ABM tiers (named accounts, lookalike, account cluster campaigns); track CAC and pipeline ROI by campaign.
5. Coordinate account strategy with sales: Share campaign performance, account engagement data, and recommendations with AEs; collaborate on account prioritization and timing.

Paid Media Mix

1. Google Ads (Search, Display, Performance Max): Manage campaigns, keyword research, bidding strategy, and creative. Optimize for CPL and CPA targets. A/B test ad copy and landing page experiences.
2. Channel experimentation: Test new channels (Reddit, intent-based networks, and similar) where they fit the profile. Decide quickly whether to expand, optimize, or pause.
3. Budget and bid management: Own channel-level budgets, bidding strategy, and daily optimization. Make recommendations on budget reallocation based on pipeline contribution.

HubSpot, CRM & Email

1. Manage workflows, lists, forms, and campaign setup in HubSpot Marketing Hub.
2. Build and run email nurture sequences; segment and personalize for different buyer stages.
3. Own lead routing, field mapping, and data sync with sales. Keep CRM clean and lifecycle stages accurate.
4. Manage email deliverability and compliance.
   

SEO, Technical Health & GEO/AIO Alignment

• Review landing pages for technical SEO health (crawlability, indexation, page speed/Core Web Vitals, structured data, canonicalization, mobile-friendliness) before launch, flagging issues to the SEO/dev team.
• Coordinate keyword strategy with the SEO agency to avoid paid/organic cannibalization and identify high-intent gaps paid search should fill.
• Factor GEO (Generative Engine Optimization) and AIO (AI-search visibility) trends into landing page structure, content briefs, and campaign targeting so paid efforts stay aligned with how AI search surfaces answers.

Analytics & Reporting

1. Build dashboards and weekly/monthly reports that show what’s working and what isn’t. Focus on pipeline metrics: CPL, CPA, funnel conversion, and revenue attribution.
2. Use GA4, HubSpot, and channel analytics to diagnose problems and recommend optimizations.
3. Track ABM campaign performance at the account level: reach, engagement, and pipeline influence.

Required (Core Competencies)

1. 4–7 years in B2B performance or demand generation marketing.
2. Deep hands-on experience with ABM: You’ve built account lists, created audience segments, run LinkedIn account-based campaigns, and measured account-level pipeline impact.
3. LinkedIn proficiency: Expert in LinkedIn Campaign Manager and comfortable with LinkedIn Sales Navigator for research and targeting.
4. Google Ads expertise: Google Ads certification or equivalent hands-on experience across Search, Display, and Performance Max.
5. HubSpot (or similar) proficiency: Comfortable building workflows, forms, and campaigns in HubSpot Marketing Hub or a similar marketing automation platform without relying on support.
6. Technical SEO know-how: Comfortable with crawlability, indexation, site speed, structured data, and landing page technical health enough to troubleshoot issues and work cross-functionally with the SEO team.
7. GEO/AIO awareness: Understands how Generative Engine Optimization (GEO) and AI-search visibility (AIO) reshaping search behavior are, and can apply this to landing page structure, content briefs, and campaign targeting.
8. Analytics mindset: Comfortable with GA4, Looker Studio, and Excel/Sheets. You own pipeline metrics (CPL, CPA, funnel conversion) and make optimization decisions based on data.
9. Organized and self-driven: You juggle multiple campaigns, set your own priorities, and follow through without constant oversight.