B2B Demand Generation Lead | ABM, Paid Media

About Mavlers Mavlers is a global digital marketing and marketing operations partner helping ambitious agencies and direct-to-brand teams scale performance across paid media, SEO, creative, analytics, and automation. We are pipeline-first. We measure success by qualified opportunities, CAC efficiency, and revenue impact, not surface-level metrics. Role Summary We are hiring a senior, hands-on Demand Generation Lead to build and scale Mavlers’ growth engine across the USA, UK, EU, and Australia. Your ICP is clear: Global agencies (mid-market to enterprise) needing a reliable execution partner to expand capacity and performance. Global direct brands with in-house marketing teams looking for scalable, specialized delivery and measurable ROI. You will own end-to-end demand generation across paid media, ABM-style account programs, and event-led pipeline plays. This role requires someone who can think at a high level, speak confidently with leadership, and run campaigns with commercial discipline: forecasting, budget allocation, attribution, and performance storytelling. What You’ll Own 1) Annual Planning and Forecasting Build the annual demand generation plan and quarterly operating plan by region, ICP segment (agency vs brand), and service line. Own forecasting models tied to pipeline targets, conversion rates (MQL → SQL → Opportunity), and budget scenarios. Drive monthly pacing decisions and reallocation across channels based on pipeline coverage and efficiency. 2) ABM and Account-Based Growth Programs Partner with leadership and sales to define ICP, segmentation, account tiers, and target account lists across US/UK/EU/AU. Build ABM plays for high-value accounts: 1:1 and 1:few programs combining paid, email nurture, content offers, and sales enablement. Create account engagement and meeting-generation strategies (not just lead capture). 3) Performance Marketing Execution (Hands-On) Lead strategy and execution across: LinkedIn Ads (core channel for ABM and agency/brand targeting) Google Ads (Search, YouTube, Display; PMAX where appropriate) Retargeting and programmatic tactics where useful Build and run a structured testing cadence across audience, offer, creative, landing pages, and funnel steps. Optimize for lead quality and sales-ready outcomes (SQLs, meetings, opportunities), not volume. 4) Measurement, Attribution, and Data Integrity Own tracking and attribution strategy end-to-end across paid, organic, email, and events. Establish campaign taxonomy, lifecycle stage definitions, and CRM attribution logic in HubSpot. Work with analytics/tracking support to ensure GTM/GA4 and offline conversions are properly configured and validated. Build dashboards and executive-ready reporting that ties performance to pipeline and revenue influence. 5) Event Strategy (Pipeline-Driven) Plan and operationalize webinar and virtual event programs to drive meetings and opportunities from target accounts. Evaluate sponsorships, partnerships, and conference investments using pipeline ROI logic. Build pre-event targeting, registration flows, meeting set motions, and post-event nurture sequences. 6) Cross-Functional Leadership Collaborate with sales, content, creative, and delivery teams to align messaging, offers, and conversion paths. Bring clarity in meetings: what’s working, what’s not, what changes we’re making, and what we expect to happen next. Required Experience and Skills 6–10 years in B2B demand generation, performance marketing, or growth roles (agency, SaaS, or B2B services). Proven experience marketing to or selling into: Global agencies and/or Mid-market to enterprise direct brands across USA, UK, EU, and Australia. Strong hands-on capability with: LinkedIn Ads (ABM targeting, lead gen and conversion objectives, sequential messaging) Google Ads (Search, YouTube, Display; PMAX as relevant) Strong HubSpot experience (campaigns, lifecycle stages, lead routing, reporting). Confident with GA4, GTM, and Looker Studio reporting; able to validate data quality and attribution logic. Demonstrated ability to build forecasts, manage budgets, and translate campaign performance into business impact. Excellent communication: concise, structured updates and clear executive-level storytelling. Nice to Have Experience with ABM platforms such as 6sense, Demandbase, or RollWorks (or proven self-built ABM frameworks). Event-led growth experience (webinars, partner events, conference sponsorship ROI). Familiarity with AI and automation in demand gen workflows (reporting, experimentation, audience research, creative iteration). Understanding of CRO and experimentation tools/processes. What Success Looks Like (Performance Indicators) Marketing-sourced and marketing-influenced pipeline growth (by region and ICP segment). Improved CAC / cost per SQL / cost per opportunity, and stronger stage conversion (MQL → SQL → Opp). Higher quality meetings and opportunities from target account programs. Forecast accuracy and budget efficiency (pacing discipline, channel reallocation based on pipeline coverage). Consistent experimentation velocity with measurable lifts from tests. Who You Are You operate like a commercial growth owner, not a channel specialist. You care about quality, velocity, and revenue contribution. You bring clarity to ambiguity and can run both strategy and execution without drama. You communicate in a structured way and make decisions based on evidence.