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Published 2023-01-24

Demand Generation Manager

Type of job: Remote
Country: United States
City: San Francisco, California
Company: Firebrand

Description of the offer

Firebrand helps startups crush their marketing goals. We are a specialist PR and marketing firm for tech startups. Based in San Francisco, Firebrand’s integrated public relations, demand generation and digital marketing programs help startups outshine their competitors. Our experienced team combines domain expertise, marketing best-practice, operational efficiency and the x-factor to implement winning campaigns.

You can expect an entrepreneurial culture, to work directly with a senior team, to be strategic and hands-on, and to help build a fantastic firm. We have no politics, no bureaucracy, efficient systems and a supportive approach. We focus on great work, high levels of client service and expanding our skills.

We work with a roster of hand-picked startups that are leaders in their field and backed by prominent VCs including a16z, First Round, GV, Initialized, LightSpeed, Menlo Ventures and Unusual VC. Our clients are technology startups – primarily with complex propositions that need clear positioning and messaging. At present, clients range from ‘deep tech’ – data analytics, AI, storage, agile development and application delivery – to ‘health tech’ – hearables and neuroinformatics.

About the role

We’re looking for a Manager, Demand Generation to define, lead, and drive the demand generation practices at our fast-growing agency. We’re looking for a true expert, with deep technical knowledge of widely used CRMs (HubSpot, Marketo, Pardot [Salesforce]) to deploy tactics used to develop and cultivate long-term customer relationships. This person will use their skills and strategic knowledge to help clients advertise to generate high-quality leads, configure ad platform and CRM systems for lead attribution, build custom reporting for campaign optimization, nurture leads to push them further down the buying funnel, and fine-tune their customer experience programs.

A passion for paid search, display, and paid social with a strong emphasis on how to measure the quality of conversions and nurture leads in creative ways across all stages of the conversion funnel, will help take our paid media programs and services to the next level. Reporting to the Senior Vice President of Digital Marketing, you’ll combine technical know-how, an analytical approach and the creativity to create, optimize and execute savvy demand generation campaigns and plug the holes in client’s MarTech systems integrations.

The role is part of a senior marketing team well-versed in PR and digital marketing. Most of our campaigns are integrated across PR, social media, demand gen and digital marketing so you’ll get plenty of exposure to other disciplines. Other members of the team will include marketing strategists, content developers, SEOs, graphic designers, and ad platform experts. We’re not split into a classic agency structure with account management or creatives. Everyone works directly with our clients and well… we’re all creative.

We expect you to have a proven track record of building, configuring, and leading successful demand generation campaigns. The role will include optimizing existing campaigns and website/CRM systems across a diverse portfolio of clients, defining best practices for MarTech systems integrations, participating in new business, defining and implementing best practices, performing comprehensive analysis, and handling day-to-day implementation.


  • Client management — work directly with clients on a daily basis advising on strategy, technical implementation, status and performance of demand generation campaigns with emphasis on measurement and attribution.
  • Audits — optimize client websites (CMS), advertising accounts, and CRM systems for performance and optimization potential as a basis for program recommendations.
  • Configuration — set up of network ad accounts to ensure correct audience targeting, ad structure and conversion event tracking through Google Analytics – (GA4) especially as Google Analytics Universal Analytics is being phased-out – Tag Manager, Google Ads, LinkedIn Ads, Facebook Ads, and into CRM systems (HubSpot, Marketo, Pardot [Salesforce]).
  • Digital Advertising Strategy — ability to understand technical products quickly and to strategize, develop and execute ad campaigns from ideation to iteration with strong emphasis on account based marketing (ABM), remarketing, and audience automation from CRM systems or prospecting tools (LeadFeeder, Leadlander, ZoomInfo) back into ad platforms.
  • Lead Nurturing — develop and reinforce relationships with leads at every stage of the sales funnel by providing the information and answers they need to build trust, and maintain a connection until prospects are ready to make a purchase. This would be achieved via marketing automation, email marketing, and lead scoring tactics.
  • Advertising Technology — solid understanding of digital advertising ecosystems and how they actually work to serve ads to intended targets to be able to properly optimize campaigns in challenging vertical markets.
  • CRO – ability to analyze landing page performance and behavior of users on website landing pages to identify areas of improvement and articulate conversion rate optimization hypothesis to clients.
  • Reporting — reporting primarily based on custom-built dashboards to show the journey of leads after capturing them from digital marketing campaigns. This includes platform metrics (Google Ads etc.), website metrics (Google Analytics (GA4 / Crazy Egg) all the way through to CRM metrics (lead quality and ROI in HubSpot, Marketo, Pardot [Salesforce]).
  • Agency — involved in new business prospecting and pitching; team management and collaboration; developing demand generation methodologies; Firebrand ambassador.


  • 8-10 years’ relevant demand generation experience (emphasis on systems integrations and analysis) in an agency
  • Technically savvy with MarTech systems from channel to database with ability to configure and optimize how systems connect and data flows work to be able to measure entire journey of lead generation from click through to attribution and contribution to pipeline (ROAS, ROI)
  • Experience optimizing lead capture and nurturing in CRM systems (HubSpot, Marketo, Pardot [Salesforce]) and prospecting tools (LeadFeeder, LeadLander, ZoomInfo)
  • Reporting chops using combination of Excel, Hubspot, Google Analytics (GA4), Google Data Studio, Pardot (Salesforce), Marketo, Tag Manager, SEMrush, (roughly in this order of importance)
  • Experience (certification preferred) setting up and managing campaigns in Google Ads (Search / Display / Video), LinkedIn Campaign Manager, Twitter Ads, Facebook Ads
  • Deep understanding of paid search, display, and paid social performance marketing metrics
  • In-depth knowledge of web content management systems (mainly WordPress and WebFlow)
  • Solid academic track record at least to Bachelor degree level
  • Tech sector domain expertise, including working with startups


  • Competitive salary
  • 20 days’ vacation (excluding public holidays)
  • Health, dental and vision care
  • Company 401(k)
  • Brand new Macbook
  • Flexible schedule
  • Regular ‘Crossfire’ training days
  • Team socials


The agency is headquartered in San Francisco, California. We are currently working on a remote-first hybrid model. So this position can be in the Bay Area or remote.

To Apply

To apply, fill in the details and remember to include a link to your LinkedIn profile. Please only apply if you meet the requirements. We’ll be in touch with the strongest candidates.

How to apply?

Click on the button to get the company email or employment application form.


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