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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 Sales team and Director of Growth Marketing.


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, filling in the layers we're missing, and telling 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 the Director of Growth Marketing on content and design, as well as 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 
  • Continuous refine targeting, messaging, and segmentation specific to association personas in combination with 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 AdWords, Feathr, G2, 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. 

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 $90K. 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! 

Apply Now

"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