Digital Demand Generation Manager

Grandstand Glassware & Apparel; Lawrence (KS); On-site; USD 90,000 - 130,000; Full time

Job summary

Grandstand Glassware & Apparel seeks a Digital Demand Generation Manager to drive customer acquisition and revenue growth through integrated digital marketing, including paid search, SEO, social media, digital advertising, and video.

You will own digital demand generation strategy and execution, partnering with Sales, Ecommerce, and Leadership to align programs with growth objectives and deliver measurable pipeline impact.

Qualifications

• Bachelor's degree or equivalent professional experience in marketing, business, or related field.
• 5+ years in digital marketing, demand generation, or performance marketing.
• Experience managing Google Ads and other digital advertising platforms.
• Understanding of SEO best practices and search marketing.
• Experience with social media advertising and audience development.
• Strong analytical skills to interpret performance data and drive decisions.
• Experience using marketing analytics and reporting tools.

Responsibilities

• Develop and execute demand generation strategies to increase qualified lead volume.
• Build and optimize campaigns for sale-led and ecommerce purchasing journeys.
• Create programs moving prospects from awareness to conversion.
• Collaborate with Sales and Business Development to improve lead quality and conversion.
• Plan, launch, optimize and manage paid advertising campaigns across major platforms.
• Monitor marketing contribution to leads, pipeline, revenue, and CAC.
• Own SEO strategy to improve organic visibility, traffic, and rankings.

Skills

Digital marketing

Demand generation

Growth marketing

Performance marketing

Analytics

Project management

Education

Bachelor's degree

Tools

Google Ads

SEO tools

Marketing automation tools

CRM platforms

Job description

Reporting Relationship

: Director of Sales and Marketing

WHO WE ARE

At Grandstand, we’re inspiring success through great people and constant improvement. We partner with our customers to grow their brands by providing high-quality products and custom solutions. When our customer’s products are on our line, we put our reputation right beside it.

THE ROLE:

The Digital Demand Generation Manager is responsible for driving customer acquisition and revenue growth by building and optimizing integrated digital marketing programs across paid search, SEO, social media, digital advertising, and video. The role is accountable for increasing brand awareness, generating qualified leads, attracting high-intent buyers, and delivering measurable pipeline and revenue contribution for the business.

This individual will own digital demand generation strategy and execution, ensuring marketing investments translate into qualified opportunities, new customers, and sustainable business growth. The role works closely with Sales, Business Development, Ecommerce, and Leadership to align marketing efforts with company growth objectives.

Key Responsibilities

Demand Generation & Lead Acquisition

• Develop and execute demand generation strategies designed to increase qualified lead volume and customer acquisition.
• Build and optimize campaigns that generate high-intent prospects for both sales-led and ecommerce purchasing journeys.
• Create marketing programs that move prospects through the buyer journey from awareness to conversion.
• Collaborate with Sales and Business Development teams to improve lead quality, lead nurturing, and conversion rates.
• Monitor and report on marketing contribution to leads, pipeline, revenue, and customer acquisition.

Paid Advertising Management

• Plan, launch, optimize, and manage paid advertising campaigns across platforms such as Google Ads, Bing, LinkedIn, Meta, YouTube, and other relevant channels.
• Manage campaign budgets and maximize return on advertising spend (ROAS).
• Develop remarketing and audience targeting strategies to improve conversion rates and customer acquisition costs.
• Conduct A/B testing on ad creative, messaging, landing pages, and audience segments.
• Analyze campaign performance and continuously optimize for lead generation and revenue outcomes.

Search Engine Optimization (SEO)

• Own the company's SEO strategy and roadmap.
• Improve organic visibility, search rankings, and website traffic through technical, on-page, and off-page SEO initiatives.
• Conduct keyword research and identify opportunities to attract high-intent buyers.
• Partner with content creators and website stakeholders to improve organic search performance.
• Monitor search performance and identify opportunities to increase traffic, leads, and conversions.
• Develop and execute social media strategies that support brand awareness, audience engagement, and demand generation goals.
• Create and manage paid and organic social campaigns across relevant platforms.
• Build audience growth and engagement strategies targeted toward key decision makers and ideal customer profiles.
• Leverage social media as a tool for thought leadership, customer education, remarketing, and lead generation.
• Analyze social performance and optimize content strategies to improve business outcomes.

Video Marketing

• Develop and manage video advertising strategies across digital channels.
• Coordinate creation of video content including customer testimonials, educational content, product showcases, and brand storytelling.
• Utilize video campaigns to increase awareness, engagement, lead generation, and conversions.
• Measure video performance and optimize creative assets based on audience engagement and campaign results.

Website & Conversion Optimization

• Improve website performance through conversion rate optimization (CRO) initiatives.
• Work with internal teams and external partners to create high-performing landing pages.
• Optimize calls-to-action, forms, user journeys, and lead capture processes.
• Analyze visitor behavior and implement improvements that increase lead conversion and sales opportunities.

Analytics & Reporting

• Establish KPIs and reporting dashboards to measure marketing effectiveness.
• Qualified leads generated
• Customer acquisition cost
• Conversion rates
• Website traffic
• Organic rankings
• Revenue influenced by marketing
• Return on advertising spend
• Prepare regular reports and recommendations for leadership.
• Use data to guide decision-making and investment priorities.

Qualifications

Required

• Bachelor's degree in Marketing, Business, Communications, or related field, or equivalent professional experience.
• 5-8 + years of proven success in digital marketing, demand generation, growth marketing, or performance marketing.
• Experience and expertise in managing Google Ads and other digital advertising platforms.
• Understanding of SEO best practices and search marketing.
• Experience with social media advertising and audience development.
• Strong analytical skills with the ability to interpret performance data and make recommendations.
• Experience using marketing analytics and reporting tools.
• Excellent project management and organizational skills.

Preferred

• Experience in B2B marketing and lead generation.
• Experience supporting both ecommerce and sales-driven customer acquisition strategies.
• Knowledge of marketing automation and CRM platforms.
• Experience producing or managing video marketing content.
• Familiarity with attribution modeling, conversion tracking, and revenue analytics.

Success Measures

Success in this role will be measured by:

• Growth in qualified lead volume from paid marketing channels
• Increase in marketing-sourced pipeline opportunities
• Increase in new customer acquisition
• Improvement in website conversion rates
• Growth in organic search visibility and traffic
• Reduction in customer acquisition costs
• Improvement in return on advertising spend
• Growth in social media reach, engagement, and lead generation
• Measurable contribution to revenue and business growth