Digital Demand Generation & Growth Manager

Cobre; Colombia; On-site; MXN 900,000 - 1,300,000; Full time

Job summary

Cobre is seeking a hands-on Digital Performance & Demand Generation Manager to build a scalable, profitable B2B acquisition engine. You will lead paid media, analytics, and HubSpot automation with AI to drive qualified pipeline and revenue.

You'll design campaigns across Google Ads, LinkedIn, and other channels, implement measurement frameworks, and collaborate with Sales and Rev Ops to optimize funnel performance and SLA adherence.

Qualifications

• 6+ years in performance marketing, growth or B2B demand generation.
• Proven management of significant paid media budgets.
• Experience with enterprise CRM-driven acquisition.
• Ability to work with senior leadership.

Responsibilities

• Design, run and optimize full-funnel B2B campaigns.
• Own targets from targeting to qualified pipeline.
• Manage budget, pacing, bidding and reallocations.
• Build measurement frameworks linking ad spend to pipeline.
• Maintain dashboards across platforms.
• Own HubSpot configurations and lead routing.
• Develop AI-driven marketing automation.
• Collaborate with Sales, Revenue Operations, and Finance.

Skills

Paid media

B2B demand gen

Analytics

HubSpot automation

AI in marketing

Team leadership

Tools

HubSpot

GA4

Power BI

Looker Studio

Excel

CRM integration

Job description

Cobre is Latin America’s leading instant b2b payments platform. We solve the region’s most complex money movement challenges by building advanced financial infrastructure that enables companies to move money faster, safer, and more efficiently.

We enable instant business payments—local or international, direct or via API—all from a single platform.

Built for fintechs, PSPs, banks, and finance teams that demand speed, control, and efficiency. From real-time payments to automated treasury, we turn complex financial processes into simple experiences.

Cobre is the first platform in Colombia to enable companies to pay both banked and unbanked beneficiaries within the same payment cycle and through a single interface.

We are building the enterprise payments infrastructure of Latin America!

What we are looking for:

We are hiring a hands‑on Digital Performance & Demand Generation Manager who combines paid media, advanced analytics, HubSpot automation and AI to build a scalable, profitable acquisition engine. Success is measured in qualified pipeline and revenue, not lead volume. We value people who challenge assumptions with data, act proactively and treat AI as a core part of modern marketing.

What would you be doing:

1. Paid acquisition and demand generation

• Design, run and optimize full-funnel B2B campaigns on Google Ads, LinkedIn Ads and other paid channels, aligned with priority markets, industries, personas and enterprise accounts.
• Own results from targeting to qualified pipeline, prioritizing business value, opportunity quality and expected revenue over lead volume.
• Manage budget, pacing, bidding, segmentation and reallocation toward the highest-return segments, with clear targets and corrective plans.

2. Analytics, attribution and forecasting

• Build a measurement framework that links ad spend to pipeline and revenue across the funnel: Click → Lead → MQL → SQL → Opportunity → Customer.
• Maintain dashboards that integrate ad platforms, HubSpot, GA4 and BI tools, tracking CPL, cost per MQL/SQL/opportunity, CAC, pipeline generated, ROAS and revenue contribution, by channel, campaign and industry.
• Enforce tracking standards (UTMs, conversion events, offline conversions, CRM integration) and data consistency.
• Build forecasting and financial models for leads, pipeline and acquisition cost, and turn the data into concrete budget and funnel recommendations.

3. HubSpot, marketing automation and lead operations (advanced HubSpot is mandatory)

• Own the marketing‑side configuration of HubSpot: workflows, lifecycle stages, lead scoring, segmentation, nurturing and reactivation flows.
• Build and improve round‑robin assignment and routing (country, industry, account ownership, lead quality, team availability).
• Monitor assignment accuracy, time to assignment, response times and SLA compliance; add alerts, fallbacks and data quality controls to prevent lead leakage.
• Deliver closed‑loop reporting with Sales and Revenue Operations, keeping funnel definitions and qualification criteria consistent, and eliminate manual processes that limit scale.

4. AI‑driven marketing and automation (practical experience with Claude and AI agents is mandatory)

• Use Claude daily for campaign analysis, diagnostics, automation design and reporting.
• Build or orchestrate AI agents that detect routing issues, unassigned leads and SLA breaches, and flag anomalies in cost, conversion and lead quality.
• Integrate AI processes with HubSpot and other tools through APIs, webhooks or automation platforms, with human validation, access controls and monitoring, especially when handling customer data or updating CRM records.
• Continuously test new AI capabilities and measure their impact. We look for demonstrated implementation, not just familiarity with AI tools or prompt writing.

5. Experimentation and conversion optimization

• Run a structured experimentation roadmap: A/B tests on messaging, audiences, offers, landing pages, forms and qualification flows.
• Work with the Website & CRO team on friction points, analyze performance by market, product, industry, persona and funnel stage, and prioritize by commercial impact.
• Document hypotheses, results and learnings to make optimization repeatable.

6. Cross‑functional collaboration and accountability

• Work with Sales, Revenue Operations, SEO, CRO, Product Marketing and Finance, and report results, risks, assumptions and limitations to Marketing leadership and executives.
• Surface problems early with evidence‑backed solutions, and document campaign changes, tracking setups, experiments and automations.

What do you need:

Experience

• 6+ years in performance marketing, growth or B2B demand generation.
• Proven management of significant paid media budgets, optimized against commercial outcomes.
• B2B experience with complex sales cycles and CRM‑driven acquisition, working closely with Sales and Revenue Operations.
• Experience building scalable acquisition and marketing automation processes; able to work independently and communicate with senior leadership.

Mandatory technical skills

• Paid media: advanced Google Ads and LinkedIn Ads; B2B lead generation, segmentation and conversion optimization; budget forecasting and acquisition economics.
• Analytics: advanced GA4 and Google Tag Manager; Looker Studio, Power BI or equivalent; advanced Excel or Google Sheets for forecasting and modeling; attribution, offline conversion tracking, UTMs, CRM integration and data quality; funnel analysis (conversion rates, CAC, cost per opportunity, pipeline contribution).
• HubSpot (advanced): complex workflows, lead scoring, lifecycle stages, custom properties, segmentation, CRM reporting, round‑robin routing, sales handoff and SLA monitoring; troubleshooting workflow failures, data inconsistencies and attribution gaps.
• AI and automation: hands‑on use of Claude for analytical and operational workflows; creating or orchestrating AI agents for marketing or CRM; n8n, Make or Zapier; APIs, webhooks and marketing‑CRM integrations; ability to measure the business improvement from AI automation.
• Extreme ownership, analytical curiosity, proactivity, transparency about limits and failures, collaboration, adaptability and business thinking (how marketing spend becomes pipeline and growth).

Languages

• Professional fluency in English and Spanish.
• Fintech, payments infrastructure, SaaS or API‑based B2B products.
• Account‑based marketing (ABM) or enterprise demand generation.
• SQL or Python for analysis and automation; HubSpot APIs and custom integrations.
• Integrating offline conversions and CRM outcomes into ad platform optimization.
• AI agents applied to campaign monitoring, lead qualification, CRM operations or predictive analytics.
• Incrementality testing, statistical experimentation and multi‑touch attribution.