Manager - Demand Generation

MISSION OF THE ROLE

Own predictable, scalable B2B pipeline growth for Duratuf Products by designing and executing performance marketing campaigns, multi-channel lead generation programmes, and funnel automation initiatives. This role is the single accountable owner of qualified lead volume, MQL-to-SQL conversion, and measurable pipeline contribution to sales revenue — in a B2B industrial safety context where long sales cycles, technical buyers, and distributor-aligned demand generation are the operating reality.

COMPETENCIES

Role Competencies (B2B-critical)

•B2B demand generation — has owned a pipeline or MQL target in an industrial, safety, or manufacturing context (CRITICAL)

•Performance marketing execution — hands-on Google Ads, Meta Ads, LinkedIn Campaign Manager; managed budgets and optimised for B2B conversion

•Funnel design & conversion optimisation — built and improved MQL-to-SQL funnels with documented outcomes

•Marketing automation — designed and operated email/WhatsApp nurture workflows for long-cycle B2B buyers

•Analytics & ROI tracking — builds dashboards, interprets attribution, and makes budget reallocation decisions from data

•CRM fluency — Zoho CRM or equivalent; understands lead stages, hygiene, and sales-marketing handoff protocols

•Vendor/agency management — has managed performance marketing agencies with clear briefs, KPIs, and accountability

•B2B content & SEO alignment — understands how content and organic search feed B2B pipeline

•Sales-marketing alignment — has worked closely with a B2B sales team to define lead quality, run joint reviews, and iterate on ICP

Cultural Competencies

•Ownership of numbers — treats the MQL/pipeline target as their own number; brings root-cause analysis when off-track

•Execution intensity — ships campaigns, tests, and iterations fast; does not wait for perfect conditions

•Data-driven decision making — every budget and creative decision justified with data; comfortable being held to dashboards

•Agility & experimentation — runs structured A/B tests; treats failure as a learning input

•Problem-solving orientation — independently diagnoses funnel drop-offs, channel underperformance, and lead quality issues

•Systems & process orientation — builds playbooks, documents workflows, creates repeatable processes

CANDIDATE PROFILE

Total Experience

5–8+ years in demand generation / performance marketing

B2B Context

CRITICAL — industrial, safety, manufacturing, or adjacent B2B experience required

Channel Hands-on

Google Ads, Meta Ads, LinkedIn Ads — direct execution, not just oversight

Pipeline Ownership

Has personally owned an MQL or pipeline contribution target

Tools

Zoho CRM preferred; HubSpot or equivalent; email/WhatsApp automation platforms

Budget Experience

Has planned and optimised a paid marketing budget with demonstrable ROI outcomes

Education

Marketing / Business preferred; Google, Meta, or LinkedIn certifications a plus

Must-Have Skills

• B2B demand generation with pipeline ownership (industrial/safety/manufacturing preferred)
• Hands-on performance marketing — Google Ads, Meta Ads, LinkedIn Campaign Manager
• Funnel design, MQL-to-SQL conversion optimisation, and leakage analysis
• Marketing automation — email and WhatsApp nurture workflows for B2B
• CRM fluency and marketing attribution / ROI dashboarding

Good-to-Have Skills

• Zoho CRM and Zoho Marketing Automation experience
• Account-based marketing (ABM) in an industrial/B2B context
• Distributor or channel-partner demand generation
• SEO and B2B content strategy coordination
• Experience marketing in export/international B2B markets