Demand Generation Manager

Demand Generation Manager

About Us: Registrar Corp’s mission is to promote consumer health and safety by providing over 30,000 food, cosmetic, medical device, and drug companies in 180+ countries with US FDA compliance software and services. We are growing fast and seeking talented and dedicated professionals to join our team as we focus on expanding our presence in the China market.  

We are seeking a Demand Generation Manager who will be responsible for driving paid media strategy and planning using a P&L owner mindset to ensure advertising channels and campaigns are driving the right business outcomes and profitability. This person will have a deep understanding of search engine marketing techniques, optimizing direct ad buys, and LinkedIn advertising. The Demand Generation Manager will approach new channels with a testing mindset, with a clear hypothesis and definition of success grounded in quantitative data and KPIs. 

This role will directly report to the USA SVP of Marketing, who will give strategic direction, manage priorities and ensure accountability aligned to the business plan. This person will need to work as both an individual contributor and a manager. As an individual contributor, this person will own and execute tactics incremental to the output of the team. As a manager this person will give team members direction on their daily tasks and mentor their professional development. 

Key Responsibilities: 

• Platform Expertise: Full funnel search marketing: ads, bids, landing pages, keyword research & reporting. Maximize Return on Ad Spend (ROAS)/CPA and demand generation in SEM (Google and Bing) and LinkedIn. Expertise in Facebook advertising is a plus. 

• Strategic Planning: Develop and implement a multi-channel, integrated marketing strategy across all paid channels, including industry association direct buys that maximize ROAS and lead quality demand generation KPIs. 

• Budget Management: Oversee and manage a significant paid advertising budget, ensuring effective allocation across channels to capture high-quality leads. Ownership of the direction, optimization, spend, and P&L of specific campaigns in the online lead aggregation space. Daily management of bids, spend and ROAS/CPA. 

• Team Leadership: Lead and mentor a small team of marketers, fostering a collaborative environment to manage Paid Media channels. 

• Vendor Management: Ensure appropriate support from key ad platform vendors to ensure maximum performance of ad spend. 

• Conversion Rate Optimization: Ongoing testing and optimization of visitor experiences, including ad messaging, landing pages, while working closely with the web, sales and analytics teams. 

• Performance Tracking: Define and monitor key performance indicators (KPIs) to evaluate demand generation performance, adjusting strategies as necessary to optimize results. 

• Executive Communication: Present paid media strategies, performance metrics, and outcomes to executives, focusing on business objectives and high-level insights while also diving into details with the team as needed. 

• Market Insights: Leverage in-house subject matter expertise to stay abreast of market trends and make changes to paid campaigns accordingly. 

• Remote Collaboration: Effectively collaborate with cross-functional teams in a remote work environment. 

Qualifications: 

• Experience: Minimum 5 years of executing and optimizing paid search campaigns across Google and Bing with a proven ability to improve KPIs. 

• Budget Management: Proven experience managing paid media budgets and optimizing spend for lead acquisition. 

• Platform Proficiency: Deep experience in maximizing ROAS/CPA on Google, Bing, and LinkedIn. 

• Team Leadership: Experience leading a marketing team and coordinating across various marketing channels. 

• Tech Stack: Proficient in MSOffice suite, with advanced knowledge in Excel. GA4 experience a plus. 

• Analytical Skills: Strong analytical skills to interpret data and make informed decisions based on performance metrics. Comfortable with gathering relevant data and doing spreadsheet analysis that helps improve demand generation and pipeline performance. Self-motivated and innate curiosity to seek root-cause answers. 

• Organizational Skills: Highly organized, self-motivated, and capable of managing multiple projects simultaneously. 

• Remote Work Experience: Comfortable and experienced working remotely with global teams. Due to the domain expertise required for effective SEM, we prefer someone who is local to our Hampton, VA office for regular access to our subject matter experts.  

What We Offer: 

• Target competitve salary $ 110-140k + bonus eligability

• Remote eligable

• Benefits package

• Flexible work environment

• Opportunity to make a significant impact in a growing market

• Supportive team culture focused on innovation and collaboration 

Registrar Corp currently supports the long-term work of employees in the following US states: Alabama, Arizona, Colorado, Connecticut, Florida, Georgia, Illinois, Iowa, Kansas, Maryland, Michigan, Minnesota, Missouri, Mississippi, Nebraska, New Jersey, New York, New Mexico, North Carolina, Ohio, Oklahoma, Pennsylvania, Puerto Rico, South Carolina, Tennessee, Texas, Utah, Virginia, and West Virginia.