Demand Generation Marketer

Are You the Kind of Marketer Who Wakes Up Thinking about Qualified Leads and Strategy?

We're looking for a strategic and execution-oriented Demand Generation Marketer to own and scale our pipeline engine.

This role is responsible for driving qualified leads, accelerating revenue growth, and building a repeatable, data-driven demand generation function. You'll work closely with sales to develop campaigns and programs that attract, nurture, and convert association professionals into customers.

This is not just about campaign execution. We're looking for someone who can think holistically about the buyer journey, optimize funnel performance, and continuously test and improve how we generate demand while respecting the long-cycle, consultative nature of our market. This role will work closely with our VP of Customer Growth.

This is a builder role. You'll set the strategy, then execute it yourself. We're not looking for someone to manage a team. We're looking for someone who sees the problem, decides the play, and runs it. If you do this well, you'll build the team underneath you and grow into a leadership role as we scale.

Why This Role Matters

Demand generation is the next critical growth lever for Novi. We're not starting from scratch. We already invest meaningfully in some of the channels that matter for our market: ASAE, state SAE conferences, Capterra and G2, referral programs, and digital retargeting.

This role exists to make every dollar we spend work harder, fill in the layers we're missing, and tell us what's actually driving pipeline. Associations are a unique market. They rely heavily on trust, education, and relationships before making decisions. You'll shape how we reach, educate, and convert that audience at scale.

What You'll Do

Demand Generation Strategy & Execution

• Own the end-to-end demand generation strategy, from awareness through pipeline creation
• Develop and execute multi-channel campaigns across paid media (LinkedIn, Google Ads, Feathr retargeting, G2, Capterra, etc.), email and nurture programs, and industry events and conferences
• Build and manage quarterly and annual demand gen plans aligned with revenue targets
• Optimize channel mix based on performance and ROI
• Collaborate with the team to brainstorm and implement new top-of-funnel strategies
• Manage spend and performance daily/weekly, ensuring anomalies and opportunities are proactively flagged
• Work with team members on content, design, landing page strategies, and messaging; own implementation and testing

Pipeline & Funnel Optimization

• Define, track, and optimize key funnel metrics (MQLs, SQLs, conversion rates, CAC, pipeline velocity)
• Partner with Sales to ensure alignment on lead quality, follow-up, and conversion
• Continuously refine targeting, messaging, and segmentation specific to association personas in combination with the Director of Growth Marketing

Marketing Operations & Data

• Maintain clean data and attribution, ensuring lead sources are tracked properly
• Improve lead scoring and routing
• Optimize CRM and marketing automation usage
• Use data to drive decision-making, not just reporting
• Own data and reporting for all digital channels and tools like CRM, marketing automation platform, GA4, Google Tag Manager, Google Ads, Feathr, G2, and Capterra

Experimentation & Growth Mindset

• Build a culture of testing to improve CTR, lead conversion rates, and lead quality (A/B campaigns, landing pages, messaging)
• Identify new growth opportunities (channels, partnerships, segments)
• Stay current on SaaS and B2B demand generation trends

What We're Looking For

Experience:

• 4+ years in B2B SaaS marketing, with a strong focus on demand generation
• Experience owning pipeline or revenue targets (not just leads)
• Familiarity with long sales cycles and multi-stakeholder buying processes
• Experience in associations, nonprofits, or vertical SaaS is a strong plus

Skills & Strengths:

• Deep understanding of modern demand generation (not just lead gen)
• Strong analytical mindset — you know how to interpret data and act on it
• Ability to balance strategy and execution
• Excellent collaboration with Sales and cross-functional teams
• Clear communicator, especially in translating product value into business outcomes

Current Tools & Tech

• CRM: Pipedrive + our own internal software
• Marketing automation platforms
• Paid media platforms (LinkedIn, Google Ads, Feathr, G2, Capterra)
• Analytics and reporting tools
• AI tools like Claude

Why You'll Love Working at Novi AMS

• Remote Work: We've been a fully remote company for over a decade, supporting flexible work environments.
• Culture: A diverse and inclusive team that values collaboration, innovation, and celebrating wins (we love our bacon!).
• Growth: Opportunities for professional development and career advancement.

"What truly excites me about working at Novi are the connections we build, not just within our team, but also with our customers. There's no greater feeling than hearing feedback that we have made a positive impact on people's lives."

Lane Gibbs , Director of Operations

Title, Salary and Benefits

The job title and salary for this position will be based on your experience. The starting salary of this role is $100K. We also offer a highly competitive benefits package as part of our comprehensive compensation package that includes fully paid family health, dental, and vision insurance as well as a 401(k) match.

If you're ready to make a meaningful impact and help associations amplify their change, we'd love to hear from you. Apply now and join us on our mission!

A note from us:

Novi AMS has been fully remote for over a decade, and we've spent that time building something we're genuinely proud of — a team that takes the work seriously without taking ourselves too seriously. We celebrate the wins (yes, with bacon), we look out for each other, and we believe that the best ideas come from people who feel safe enough to share them.

Associations create change in their industries and communities every day. Our mission is to amplify it. It's meaningful work, and the people doing it should feel meaningful too. If you read our job descriptions and think "these are my people," we'd love to hear from you.

We also believe diversity drives innovation, and we're committed to building a team that reflects a wide range of backgrounds, perspectives, and experiences. Every application is welcome here.