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Demand Generation Manager - Marketing
Demand Generation Manager
Founded in 2003, Roundstone is not your typical insurance company. We’re on a mission to help employers save on healthcare benefits so they can put those savings towards bettering their businesses and taking care of their employees.
Role Description
As the Demand Generation Manager, you will own the strategy, performance, and execution of Roundstone’s demand generation engine—driving marketing qualified leads (MQLs) and nurturing existing leads through integrated campaigns across content, digital, and events.
This is a player-coach role for someone who can operate at both a strategic and executional level. You will lead a small, high-performing team of specialists while staying close enough to the work to guide campaign quality, messaging, and performance.
You will also own key third-party partnerships and earned media opportunities, expanding Roundstone’s reach through sponsorships, speaking engagements, programming, and sponsored content.
This position reports directly to the Chief Marketing Officer.
Key Duties & Responsibilities
Demand Generation Strategy & Pipeline Accountability
- Own the integrated demand generation strategy across content, digital, and events to drive MQL growth and pipeline contribution across paid, owned, and partner channels
- Collaborate with Marketing Leadership to refine target audiences, buyer personas, customer experience journeys, and messaging strategies
- Develop and execute multi-channel campaigns that attract new prospects and convert existing leads into viable sales pipeline
- Oversee core Marketing demand functions and output, including SEO/GEO, paid digital advertising, content marketing, marketing automation, and live and virtual events
- Position the website as a high-performing centerpiece of the digital strategy, driving high quality traffic, engagement, and conversion
- Support the development and activation of content (blogs, ebooks, webinars, and events), aligning topics and formats to audience needs and campaign objectives
- Translate content into demand by guiding promotion across digital channels, including LinkedIn, Google search and display, and email
- Support Events Lead to ensure in person and virtual events serve as key drivers of new lead acquisition and existing audience nurturing
- Track and optimize performance against key metrics including MQLs, event attendance, and digital conversion
Third-Party Partnerships & PR
- Own and expand Roundstone’s visibility through earned and partner-driven channels
- Manage relationships with key industry and professional organizations and publications
- Identify and execute sponsored content, executive speaking engagements, and industry event participation
- Oversee press releases, contributed content, and other efforts to generate earned media coverage
- Evaluate partnership performance and optimize investment decisions
Team Leadership
- Lead and develop a team responsible for content, digital marketing, and events
- Create alignment across channels so campaigns are cohesive and mutually reinforcing
- Act as a player-coach—providing direction while staying close enough to execution to review, refine, and provide support as needed
Skills and Qualifications:
- Bachelor’s degree in marketing, communications, business, or a related field
- 5–8 years of B2B marketing experience with a focus on demand generation and integrated campaigns
- Experience managing or mentoring team members, with a hands-on, collaborative leadership style
- Strong working knowledge of digital marketing channels including LinkedIn paid and Google search/display
- Experience executing and optimizing multi-channel campaigns tied to pipeline outcomes
- Familiarity with industry events and trade shows as a demand generation channel
- Experience with marketing automation platforms such as Pardot (or similar)
- Strategic and analytical mindset with the ability to use data to drive decisions
- Strong verbal and written communication and stakeholder management skills
- Experience with Salesforce and ZoomInfo is a plus
- Experience in the health insurance, benefits or financial services industry is a plus
- Digital marketing agency experience is a plus
Better Benefits:
We’re leaders in our industry, so naturally, we look out for our employees’ best interests with a robust benefits package. Roundstone employees are eligible for:
- Medical, dental and vision benefits
- Annual bonus
- Dependent care 100% match up to max allowable
- Parental leave
- PTO beginning on Day 1
- Tuition reimbursement
- Healthy work/life balance
- Hybrid office schedule
- 401(k) plan with company match
- Employee Assistance Program
- On-site gym with personal trainer access
- Life insurance and short term disability insurance
More About Roundstone
Headquartered in Rocky River, Ohio, Roundstone is regularly recognized as a Northeast Ohio Top Workplace by the Plain Dealer and cleveland.com. We are especially proud to be recognized as a Top Workplace since this honor is determined by anonymous feedback from our own employees.
Our Core Values
- Live well: Be healthier and bring positive energy to all you do.
- Work smarter: Get things done, better.
- Own it: Accountability is your middle name. Be on time, do what you say, and finish what you start.
- Be intellectually curious: Always be learning. See opportunity everywhere and have a drive to know.
Culture and fit are integral to success and in an effort to achieve a better match both from a candidate's perspective and our organization, please take a minute, click on the link and take the really brief survey:
Don't meet every single requirement? Studies have shown that women and people of color are less likely to apply to jobs unless they meet every single qualification. At Roundstone Insurance we are dedicated to building a diverse, inclusive, and authentic workplace, so if you're excited about this role but your past experience doesn't align perfectly with every qualification in the job description, we encourage you to apply anyways. You may be just the right candidate for this or other roles.
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