Senior Demand Generation Manager

The Opportunity

As we enter our next phase of growth, Lawmatics is looking to add a Senior Demand Generation Manager to own the engine that generates qualified demand and turns it into pipeline and revenue.Your mandate is clear: generate more qualified new-customer leads and pipeline, efficiently and predictably, and understand exactly what's driving the results.

In this role, you’ll own Lawmatics' new-customer demand generation strategy and performance across our core acquisition channels, including paid search, SEO, paid social, AI search visibility (AEO), and emerging channels. You'll inherit strong agency partners and an experienced internal Marketing team, but you'll be the functional expert responsible for connecting those resources, setting direction, and ultimately owning the results.

You won't be expected to execute every channel yourself. We’ll look to you to know what great looks like, dig into performance, challenge assumptions, identify opportunities, and turn insights into action. You've successfully owned B2B SaaS demand generation before, can tell the story of how you drove measurable results, and are excited to do it again.

Please note: We are a hybrid company that works out of our office in San Diego, CA Monday through Wednesday, with the option to work remotely on Thursday and Friday.

Key Responsibilities

Drive Qualified Demand & Channel Performance

• Own demand generation performance from lead through qualified demo, pipeline, and revenue, with a relentless focus on increasing qualified demand efficiently.
• Own the acquisition portfolio across paid search, SEO, paid social, AI search visibility, and emerging channels, continuously evaluating where to invest, optimize, experiment, or pull back.
• Lead our specialized agency partners by setting priorities, providing strategic direction and feedback, evaluating performance, and holding partners accountable for results.
• Identify new opportunities to grow demand while continuously improving CPL, CPA/CAC, lead quality, and downstream conversion.

Analyze, Optimize, & Convert

• Know the numbers and tell the story behind them: what happened, why it happened, what we learned, and what we should do next.
• Own conversion optimization across the demand funnel, identifying and testing opportunities to turn more traffic and leads into qualified demos and opportunities.
• Build and drive a testing roadmap across audiences, offers, messaging, creative, landing pages, CTAs, forms, and buyer journeys.
• Own demand generation reporting across channel efficiency, qualified demos, conversion rates, opportunities, pipeline, CAC, and revenue contribution.
• Partner with RevOps and Sales to keep attribution, lead source, and funnel data clean and trustworthy, and flag and fix issues when the data doesn't add up.

Build Campaigns That Perform

• Develop campaign concepts, offers, and messaging designed to engage our target audience and drive action.
• Write compelling prospect-facing copy across email, landing pages, ads, webinar promotions, event follow-up, and nurture - and effectively direct agencies and internal partners to do the same.
• Own initiatives from insight through execution and measurement, pulling in Brand, Creative, Marketing, Sales, and external resources as needed to deliver results.
• Apply the same demand generation rigor to webinars, tradeshows, and other programs, measuring success based on qualified pipeline and revenue impact.

What You Bring

• 5+ years of B2B SaaS marketing experience, including 3+ years directly owning demand generation strategy, performance, and pipeline goals.
• A demonstrated track record of increasing qualified demand efficiently and driving measurable improvements in pipeline and revenue.
• Deep enough expertise across paid search, SEO, paid social, and digital acquisition to evaluate strategy, budgets, performance, and agency recommendations and know when to challenge them.
• Experience leading external performance marketing and SEO agencies and holding sophisticated partners accountable for results.
• Strong command of B2B SaaS funnel economics and metrics including CPL, CPA/CAC, conversion rates, pipeline contribution, and marketing ROI.
• Demonstrated experience with conversion rate optimization, landing page testing, and structured experimentation.
• Excellent copywriting and messaging skills — you can write copy that converts and effectively direct others to do the same.
• Exceptional communicator and collaborator with a bias toward action. You create clarity, proactively communicate insights and roadblocks, move initiatives forward, and close the loop without being chased.
• Highly analytical and naturally curious, with the ability to turn complex performance data into a clear story and actionable recommendations. You're comfortable getting hands-on in HubSpot, Google Ads, and GA4 to pull and interrogate your own numbers.

What Success Looks Like

You're generating more qualified demand at increasingly efficient economics, and you can clearly explain what's driving it. We know which channels and investments are producing results, where to invest next, and what we're testing to improve performance. Our agencies have the direction and accountability they need to perform at their best, conversion is continuously improving, and Sales and Marketing have a strong feedback loop around lead quality and funnel performance.

#LI-REMOTE