Head of Demand Generation

Head of Demand Generation

Role Summary

A hands-on demand generation leader responsible for driving pipeline and lead generation through integrated digital campaigns. This Senior Manager level role owns marketing systems, campaign execution, and funnel analytics, working cross-functionally to convert commercial priorities into measurable demand for AstroNova Product Identification segment.

Key Responsibilities

Leadership

• Lead the day-to-day marketing team, setting priorities and ensuring strong execution.
• Plan and execute multi-channel campaigns (email, web, paid, organic) to drive pipeline and lead generation.
• Translate commercial priorities into coordinated demand gen campaigns and activity.
• Partner with Sales, Product and Customer Success to align campaigns with growth targets and product launches.

Digital Marketing Systems & Operations

• Own HubSpot Marketing Hub, including workflows, lead scoring/routing and database management.
• Manage integrations across the marketing technology stack.
• Lead MarTech decisions, system improvements and integration activity related to demand generation.

Analytics & Reporting

• Analyse NetSuite and marketing data to track funnel and campaign performance.
• Build performance reporting and turn insights into clear, actionable recommendations.
• Own pipeline and lead-gen metrics, reporting regularly against targets.
• Closely work with Inside Sales team to close the feedback loop to generate high-quality opportunities

Content Support

• Create email, web and campaign content in support of demand gen initiatives.
• Brief and collaborate with the Creative team on campaign assets as needed.

Events & Exhibitions

• Lead and support the Digital team in planning and executing exhibitions and events.
• Ensure events are integrated into wider digital campaigns and commercial priorities.
• Coordinate pre-event promotion, content, lead generation and post-event follow-up.

Qualifications

• 5+ years in demand generation, growth marketing, or marketing operations, with strong hands-on digital execution capability.
• Advanced HubSpot or comparable marketing automation/CRM experience.
• Strong analytical skills, including NetSuite/ERP data and Excel/Sheets.
• Experience with Zapier or similar integration tools.
• Working knowledge of Canva, Figma or Adobe for campaign content support.
• Track record of owning and hitting pipeline/lead gen targets.