Demand Generation Marketing Manager

HHAeXchange is the leading technology platform for home and community-based care. Founded in 2008, HHAeXchange was born out of an idea to create a fully comprehensive end-to-end homecare solution to help people who are aging or have disabilities thrive in their homes and communities. Our employees are passionate about transforming the healthcare space by building the only homecare ecosystem that fully connects patients, personal care providers, managed care organizations, and states.

The Demand Generation Marketing Manager owns the top-of-funnel growth engine for new logo acquisition. This role is directly accountable for driving high-intent demand across digital channels, turning the public website into a measurable conversion system, and translating marketing investment into qualified pipeline and revenue.

Beyond channel execution, this person runs a structured experimentation program, owns full-funnel analytics from traffic through Closed Won, and partners closely with Sales to continuously tighten the handoff between marketing activity and bookings. This is a high-impact role for a commercially minded marketer who is comfortable owning pipeline performance and using data to drive decisions.

This is a hybrid position for members located in New York City Metro areas, with expectations to work onsite 3 days per week to support collaboration and engagement.

To perform this job successfully, an individual must be able to perform each essential job duty satisfactorily with or without reasonable accommodations. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Essential Job Duties

• • Own new logo acquisition strategy across priority segments, directly accountable for pipeline generation and contribution to revenue targets.
  • Develop and execute acquisition plays targeting priority segments, integrating intent data and firmographic signals to focus investment where propensity to buy is highest.
  • Operate the public website as a measurable conversion system, improving demo rate, handraiser quality, and routing efficiency through structured CRO and experimentation.
  • Manage and optimize paid media investment (search, social, retargeting), continuously reallocating budget toward the highest ROI channels.
  • Translate positioning into performance - partnering with Brand and PMM to ensure messaging drives measurable lift in conversion and pipeline velocity.
  • Own all top-of-funnel capture infrastructure (HubSpot forms, landing pages, demo flows, email nurtures) - continuously optimizing form conversion rates and lead quality at point of capture, ensuring clean attribution and zero signal leakage.
  • Build and run a structured experimentation roadmap, using GA4, HubSpot, and Salesforce data to prioritize changes that materially impact revenue.
  • Analyze full-funnel performance (traffic → MQL → Opp → Closed Won) and turn insights into weekly optimization actions.
  • Partner with Sales to improve handoff quality, track opportunity-to-close conversion, and tighten feedback loops between acquisition and bookings.
    • Partner with Sales to ensure SalesLoft outreach sequences are informed by inbound demand signals, so high-intent leads are engaged consistently and effectively.

Other Job Duties

• Other duties as assigned by supervisor or HHAeXchange leader.

Travel Requirements

• Travel up to 10%, including overnight travel

Required Education, Experience, Certifications and Skills

• • Education: Bachelor’s degree required
  • Experience:
    • 5-8+ years in growth marketing, performance marketing, or demand generation
    • Experience owning digital acquisition in a B2B SaaS environment preferred
    • Proven track record of owning and hitting pipeline or revenue contribution targets directly, not just MQL or traffic goals.
    • Experience designing and running a structured CRO or A/B testing program end-to-end, from hypothesis through measurement and iteration.
    • Demonstrated ability to own a marketing function autonomously with a high degree of independence and without detailed direction.
    • Skills:
      • Strong revenue orientation and understanding of pipeline math
      • Solid proficiency in GA4, HubSpot, Salesforce, and paid media platforms
      • Deep understanding of website conversion optimization and experimentation
      • Experience running structured A/B testing programs
      • Analytical mindset with ability to turn data into action
      • Strong cross-functional collaboration skills
      • Proven ability to tighten Sales-Marketing feedback loops and translate full-funnel pipeline data into actionable acquisition strategy adjustments.
      • Other Requirements:
        • Ability to operate in fast-paced, high-accountability environments
        • Comfortable challenging messaging and positioning when conversion signals are weak
        • Thinks in pipeline math, not campaign metrics - every channel, test, and investment is evaluated by its contribution to revenue, not just impressions or clicks.
        • Bias toward experimentation - you run tests, measure impact rigorously, and build institutional knowledge from results rather than relying on intuition.
        • Comfortable owning a function end-to-end without a large team behind you or a detailed playbook to follow.
        • Strong communicator - can translate complex funnel and attribution data into clear performance narratives for Sales leadership and executive stakeholders.