Industrial Marketing & Demand Gen Lead

Pen Manufacturing; Anaheim (CA); On-site; USD 100,000 - 170,000; Full time

Job summary

Pen Manufacturing in Anaheim, CA is seeking a hands-on Head of Industrial Marketing & Demand Generation to build a measurable pipeline of manufacturing opportunities. You will personally create campaigns, landing pages, emails, technical content and videos while managing PPC, SEO, retargeting, CRM attribution and external marketing partners.

You will own demand generation, content positioning, and sales alignment, working with the Director of Sales to define target customers, measure campaign

Qualifications

• Five or more years of B2B marketing experience in manufacturing, industrial equipment, automation, engineering, aerospace, construction products or another technical market.
• Demonstrated ownership of measurable demand-generation programs.
• Experience generating qualified opportunities and pipeline—not merely awareness, engagement or website traffic.
• Hands-on experience with PPC, SEO, email marketing, landing pages, retargeting and CRM attribution.
• Ability to personally write strong B2B marketing copy.
• Ability to personally create credible photo and video content in an industrial environment.
• Experience working directly with sales teams and connecting marketing activity to revenue.
• Strong analytical ability and comfort reporting campaign economics.
• Ability to understand technical products and communicate effectively with engineers and procurement buyers.
• Willingness and ability to work onsite in Anaheim five days per week.

Responsibilities

• Build campaigns targeting engineers, procurement leaders, supply-chain managers, program managers and industrial buyers.
• Generate qualified RFQs and marketing-sourced pipeline through PPC, SEO, email, LinkedIn, retargeting and targeted outbound campaigns.
• Develop landing pages and offers for specific manufacturing capabilities, industries and customer problems.
• Manage and improve website conversion.
• Track leads from their original source through RFQ, opportunity, booking and revenue.
• Measure cost per qualified RFQ, pipeline generated, customer-acquisition cost and channel ROI.
• Identify weak channels quickly and reallocate spending toward programs that produce qualified opportunities.
• Develop campaigns to reactivate dormant customers and previously lost or inactive quotes.
• Develop clear positioning around Pen’s manufacturing, engineering, quality and production capabilities.
• Personally write technical articles, email campaigns, advertisements, case studies, landing pages and LinkedIn content.
• Personally capture or direct plant, machine, employee and customer-problem videos.
• Interview engineers, estimators, operators, quality personnel and salespeople to turn their expertise into credible technical content.
• Build content for intelligent technical buyers rather than generic corporate marketing.
• Maintain a consistent content calendar across LinkedIn, email, the website, YouTube and other relevant platforms.
• Build the Pen brand around the company’s capabilities and people rather than one executive spokesperson.
• Work closely with the Director of Sales to define ideal customers, qualified‑lead criteria, target order sizes and priority markets.
• Provide Sales with campaign context, buyer pain points, messaging and follow‑up materials.
• Review lead acceptance, RFQ conversion, wins, losses and customer objections every week.
• Use CRM data and sales feedback to improve targeting, offers and messaging.
• Support top‑customer expansion, dormant‑customer reactivation and lost‑quote campaigns.
• Ensure Sales accepts or rejects marketing‑generated leads promptly and records standardized reasons.
• Own marketing attribution and reporting within the CRM.
• Manage PPC, SEO, website, content and specialized external partners without outsourcing accountability.
• Coordinate SDR agencies and evaluate their lead quality and economics.
• Maintain accurate campaign, lead‑source and conversion data.
• Build a concise weekly marketing scorecard for company leadership.
• Help evaluate and eventually replace underperforming agencies or vendors with stronger internal capabilities.
• Manage the marketing budget based on measurable pipeline and customer‑acquisition results.

Skills

B2B marketing

Demand generation

PPC

SEO

Email marketing

CRM attribution

Technical copywriting

Video content creation

Sales collaboration

Analytics

Tools

HubSpot

Salesmate

CRM platforms

Job description

Pen Manufacturing in Anaheim, CA is seeking a hands-on Head of Industrial Marketing & Demand Generation to build a measurable pipeline of manufacturing opportunities. You will personally create campaigns, landing pages, emails, technical content and videos while managing PPC, SEO, retargeting, CRM attribution and external marketing partners.

You will own demand generation, content positioning, and sales alignment, working with the Director of Sales to define target customers, measure campaign