Demand Generation Strategy Manager

The B2B Demand Generation Strategy Manager will lead the strategic direction and performance oversight of digital demand generation programs that drive pipeline and revenue for Lenovo's North America Commercial Marketing team. This role is responsible for setting campaign strategy-including channel mix, audience targeting, and messaging alignment-and collaborating with internal teams and agency partners to ensure effective execution and optimization.

The ideal candidate is a strategic thinker with a strong grasp of the B2B marketing funnel, digital media planning, and campaign performance metrics. They will closely monitor program performance, assess lead quality and conversion, and deliver data-driven insights and recommendations that improve results. While the role primarily focuses on guiding strategy and cross-functional alignment, it also requires hands-on activation support as needed-working directly with platforms, tools, and agency teams to ensure effective execution.

Key Responsibilities:

• Develop and guide the digital demand generation strategy across paid media, content syndication, ABM, and other lead generation programs.
• Collaborate with internal stakeholders and agency partners to align campaign planning, targeting, messaging, and execution with business goals.
• Ensure demand gen efforts support campaign objectives and priorities across commercial segments.
• Partner with the lead development and demand gen operations teams to track lead flow, evaluate lead quality, and drive improvements in conversion and funnel efficiency.
• Analyze performance data across CRM and marketing platforms (e.g., Microsoft Dynamics, Salesforce, Marketo) to assess campaign impact and inform optimization strategies.
• Deliver regular reporting and actionable insights to stakeholders across Marketing and Sales.
• Review and refine messaging and creative for digital assets, including ads, landing pages, emails, and nurtures as needed.
• Evaluate third-party lead generation vendors and content syndication programs, evaluating effectiveness and ROI.
• Apply a test-and-learn approach to continuously improve targeting, channel mix, and campaign performance.
• Stay current on B2B demand generation trends, tools, and best practices
• Bring innovative ideas forward.

Success Measures:

• Measurable contribution to qualified pipeline growth and revenue targets.
• Campaigns are executed on strategy, on time, and within budget, in collaboration with cross-functional teams and agencies.
• Lead quality and conversion metrics improve through data-driven recommendations and funnel insights.
• Clear, consistent reporting and analysis are delivered to stakeholders, driving strategic decisions and optimization.
• Third-party vendor programs are evaluated and managed to deliver cost-effective, high-performing leads.
• Demand gen activities are aligned with broader marketing and product campaign objectives.
• New ideas and optimizations are tested regularly to enhance performance and stay ahead of digital trends.

Required Qualifications:

• Bachelor's degree in marketing, business, communications, or a related field.
• 5+ years of experience in B2B digital marketing with a focus on demand generation strategy.
• Proven ability to drive campaign strategy, oversee cross-functional execution, and improve marketing performance.
• Strong understanding of lead funnel dynamics, lead scoring, and digital media performance metrics.
• Experience collaborating with external agencies, media vendors, and internal marketing teams.
• Analytical skills with the ability to translate data into insights and action.
• Familiarity and experience with ABM strategies and third-party demand gen programs.
• Excellent communication, collaboration, and project management skills.
• Comfortable managing multiple priorities in a fast-paced, matrixed environment.

Preferred Qualifications:

• Experience marketing technology solutions to commercial or enterprise buyers.
• Experience and proficiency with Marketo.
• Experience with Microsoft Dynamics 365 and/or Salesforce.
• Ability to write and refine digital marketing copy to align with campaign strategy.