The Director Demand Generation and Operations is responsible for building and executing integrated digital campaigns that generate demand, capture leads, and accelerate pipeline growth across the company’s target industries: construction, mining, and power.

This will initially be a hands-on role supporting business units as well as helping to build out systems, tools, and processes to elevate and develop best practices. While hands-on initially, it is anticipated that this role will be able to build a high performing team as we scale and grow. We are looking for a dynamic and creative leader who operates with a sense of pride and ownership over their work. This role will be a key leader in the Marketing organization and will be highly visible and influential throughout the organization.

This role leads all aspects of digital and traditional marketing, marketing automation, paid media, and analytics, while ensuring campaigns are aligned with the broader go-to-market strategy, brand positioning, and vertical marketing priorities. Working cross-functionally with Sales, Service, Rental, and OEM/channel partners, the Director Demand Generation and Operations translates strategy into measurable business results.

• Key focus: integrated campaign development and execution, marketing automation, lead generation, campaign analytics
• Digital Marketing – runs online campaigns, email, social media, SEO/SEM
• Traditional Marketing – brochures, flyers, direct mail, billboards
• Marketing Automation – CRM/HubSpot workflows, lead scoring
• Content & Video – creates product videos, case studies, testimonials

Duties and Responsibilities:

Demand Generation:

• Design and execute multi-channel demand generation campaigns (email, paid search, display, social, content syndication) targeting decision-makers in construction, mining, and power.
• Collaborate with GTM Market Managers to align campaigns with segment-specific goals (fleet utilization, service contracts, aftermarket sales).
• Amplify trade shows, demo days, and sponsorships through digital channels.
• Leverage OEM co-marketing funds for co-branded demand generation campaigns.

Digital Marketing:

• Manage paid media campaigns across Google Ads, LinkedIn, trade media platforms, and retargeting networks.
• Oversee company presence on social media platforms, ensuring alignment with brand and GTM messaging.
• Work with brand & communications to ensure consistent storytelling and positioning in all digital content.

Marketing Automation & CRM:

• Manage marketing automation workflows (e.g., HubSpot) to nurture prospects and re-engage existing customers.
• Segment and personalize campaigns based on industry vertical, customer type, and buying stage.
• Lead Marketing Operations manager and partner with Sales Operations to ensure seamless lead routing, scoring, and reporting within CRM (Texada).
• Monitor campaign performance and adjust in real time for conversion optimization.

Analytics & Performance Measurement:

• Define and track key metrics: lead generation volume, lead-to-opportunity conversion, cost per lead, ROI by campaign/channel, % of marketing led leads
• Deliver dashboards and insights to VP of Marketing and leadership.
• Conduct A/B testing and continuous optimization across campaigns, landing pages, and creative.
• Develop customer journey maps and strategies to optimize the customer journey
• Provide insights on digital buyer behavior in construction, mining, and power segments to inform GTM strategy.

Collaboration & Alignment:

• Work closely with Sales, Rental, and Service teams to ensure marketing-generated leads are high-quality and actionable.
• Partner with Strategic Marketing, Brand & Communications, and OEM Marketing to ensure integrated campaigns.
• Support GTM managers by tailoring demand gen initiatives to specific industries and customer needs.
• Bring positive energy, partnership, and sense of ownership over your work and foster a spirit of education to drive “what good looks like” for the organization.
• Performs all other duties as assigned.

Education:

• Bachelor’s degree in Marketing, Business, or related field. Masters degree or MBA is a plus.

Experience:

• 6+ years of experience in digital marketing and demand generation, preferably in B2B or industrial sectors.
• Strong knowledge of marketing automation (Pardot, Marketo, HubSpot) and CRM (Texada, MS Dynamics).
• Proven success in developing campaigns that drive measurable pipeline and revenue impact.
• Experience managing integrated campaigns and account-based marketing (ABM).

Skills and Competencies:

• Strong analytical skills with ability to translate data into actionable insights.
• Knowledge of working with OEMs, channel partners, or dealership models a plus.
• Growth-Minded – focused on measurable outcomes that drive revenue and customer acquisition.
• Data-Driven – leverages analytics and insights to optimize campaign performance.
• Innovative marketer – blends creativity with digital best practices to stand out in industrial markets.
• Collaborative – works across marketing, sales, and operations to align demand generation with business priorities.
• Execution-Oriented – skilled at managing multiple campaigns and delivering results under tight timelines.

Certification (Preferred):

• TBD

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Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities. The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c).