Demand Generation Manager
Location: Remote (US)
Who we are:
Innodata (NASDAQ: INOD) is a leading data engineering company. With more than 2,000 customers and operations in 13 cities around the world, we are the AI technology solutions provider-of-choice to 4 out of 5 of the world’s biggest technology companies, as well as leading companies across financial services, insurance, technology, law, and medicine.
By combining advanced machine learning and artificial intelligence (ML/AI) technologies, a global workforce of subject matter experts, and a high-security infrastructure, we’re helping usher in the promise of clean and optimized digital data to all industries. Innodata offers a powerful combination of both digital data solutions and easy-to-use, high-quality platforms.
Our global workforce includes over 3,000 employees in the United States, Canada, United Kingdom, the Philippines, India, Sri Lanka, Israel and Germany. We’re poised for a period of explosive growth over the next few years.
About the Role
The Demand Generation Manager is responsible for creating, executing, and optimizing Innodata’s lead generation strategies. This position combines strategic oversight with hands-on execution, overseeing all aspects of campaign creation, marketing automation, and lead management. Responsibilities include designing, launching, and managing campaigns across platforms such as Salesforce, Pardot, Google Ads, LinkedIn Ads, Gravity Forms, and the corporate website. The primary objective is to ensure a consistent flow of high-quality leads from initial contact through the marketing-qualified (MQL) and sales-qualified (SQL) stages, ultimately driving pipeline growth. This role requires a data-driven, technically proficient marketer who excels at blending creativity with analytics to maximize campaign impact.
Key Responsibilities
Campaign Strategy & Execution
Develop and implement comprehensive demand generation campaigns to build a pipeline across a variety of industries and buyer personas.
Lead planning, creative development, audience targeting, and performance analysis for all campaigns.
Manage paid acquisition channels, including LinkedIn Ads, Google Ads, programmatic advertising, retargeting, and strategic partnerships.
Collaborate with content and design teams to create campaign assets such as emails, landing pages, whitepapers, and webinars.
Optimize campaigns to improve click-through rates (CTR), cost per lead (CPL), conversion rates from MQL to SQL, and overall pipeline velocity.
Marketing Automation & Lead Management
Administer Pardot (Marketing Cloud Account Engagement) for email campaigns, workflow automation, audience segmentation, and dynamic content deployment.
Oversee integration and data flows between Salesforce, Pardot, Gravity Forms, and the company website.
Establish and refine lead scoring models to improve qualification accuracy.
Build and manage automated nurture programs, drip campaigns, and account-based marketing (ABM) workflows to engage leads throughout the funnel.
Maintain clean data management practices, including deduplication and compliance with privacy regulations such as GDPR and CAN-SPAM.
Website and Conversion Optimization
Collaborate closely with the website administrator to enhance lead capture performance and increase conversion rates.
Implement A/B testing and monitor key website conversion metrics.
Ensure campaign landing pages are optimized for performance, user experience, and search engine optimization (SEO).
Analytics & Reporting
Manage campaign analytics, dashboards, and ongoing reporting on key performance indicators (KPIs), such as MQLs, SQLs, pipeline, customer acquisition cost (CAC), cost per lead (CPL), and return on ad spend (ROAS).
Work with sales and marketing operations to ensure closed-loop reporting and accurate attribution.
Provide actionable insights and recommendations to continually improve lead quality and marketing return on investment (ROI).
Collaboration & Leadership
Partner with Sales, Marketing Operations, and Product Marketing teams to align campaigns with go-to-market strategies.
Work with external agencies or contractors for media buying, creative development, and analytics as needed.
Serve as the internal expert on demand generation best practices and marketing automation optimization.
