Senior Demand Generation Specialist

Position Summary

The Senior Demand Generation Specialist is responsible for driving inbound demand that converts into leads, opportunities, and revenue for InCheck. The Senior Demand Generation Specialist will own programs that shape the demand generation strategy and lead efforts to attract and convert our audience through web and digital channels in the early stages of the client journey. The Senior Demand Generation Specialist will play a key part in InCheck’s growth, marking the first dedicated position within the marketing team focused on demand generation. The Senior Demand Generation Specialist will report to the Chief Marketing and Communications Officer.

Job Duties & Responsibilities

Strategy & Planning

• Translate pipeline and revenue targets into channel plans, budgets, and an experimentation roadmap.
• Map buyer journeys, audience segments, and GTM narratives into campaign briefs and nurture flows.

Channel & Campaign Execution

• Run multi-channel programs across paid, owned, and earned (search, social, review sites, retargeting, direct mail).
• Build emails and landing pages in HubSpot, launch campaigns, and optimize in-flight for ROAS and CAC.
• Drive SEO, link-building, paid search, and paid social to increase qualified demand and visibility.

Funnel Management & CRO

• Improve MQL - SQL quality and velocity with lead scoring, routing, and conversion optimization on pages, forms, and nurtures.
• Align stage definitions and SLAs with RevOps and Sales to maximize funnel throughput.

ABM & Demand Capture

• Execute ABM plays for target accounts to generate qualified opportunities.
• Capture in-market demand via search, review platforms, social, and remarketing.

Marketing Operations (HubSpot)

• Administer HubSpot (users, roles, SSO, security, limits) and define the data model (objects, properties, associations) with a clear dictionary.
• Architect cross-hub automation (workflows, lifecycle, routing, SLAs) with monitoring and error handling.
• Maintain integrations (ad platforms, webinars, enrichment) and govern UTM/attribution standards.

Data Quality, Compliance & Governance

• Dedupe and normalize data; manage consent/subscriptions and retention policies.
• Establish repeatable processes and documentation for visibility across teams.

Reporting & Insights

• Build dashboards for funnel, pipeline, ABM, attribution, CAC/LTV, and retention; align KPIs with RevOps/Finance.
• Analyze performance to surface trends and opportunities that inform growth plans and the editorial calendar.

Cross-Functional Alignment

• Partner with Marketing, Content, Sales, and the CMO to ensure the right assets, messaging, and programs support goals.
• Coordinate top-of-funnel inbound/outbound activities and document plans for org-wide visibility.

Knowledge, Skills, and Abilities

• Ability to write and communicate effectively and creatively 
• Critical thinker with strong problem-solving and research proficiencies 
• Ability to build relationships through social skills and a friendly disposition 
• Detail-oriented with solid organizational and multitasking skills 
• Ability to work with short and strict deadlines 
• Strong systems proficiency with the capacity to learn and utilize other software platforms to enhance marketing efforts  
• HubSpot certified
• Technology experience in LI Ads, Google Ads, SEM Rush, and the ability to quickly learn others 
• Analytically minded with experience with online analytics tools/dashboards and KPI tracking 

Travel

• Travel is expected <5% of the time

Supervisory Responsibility

• This position has no direct report management responsibilities.

Education

• Certificate in marketing or related field, post-secondary degree preferred 

Qualifications

• At least 3 years’ experience in a marketing-related role; 5 years preferred
• HubSpot certification required
• Experience in a growth-stage organization preferred
• Proficiency in the following areas preferred: Google Ads, Google Analytics, LinkedIn Ads, Facebook Ads, SEMrush, Google Search Console