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Head of Demand Generation Role Summary A hands-on demand generation leader responsible for driving pipeline and lead generation through integrated digital campaigns. This Senior Manager level role owns marketing systems, campaign execution, and funnel analytics, working cross-functionally to convert commercial priorities into measurable demand for AstroNova Product Identification segment. Key Responsibilities Leadership Lead the day-to-day marketing team, setting priorities and ensuring strong execution. Plan and execute multi-channel campaigns (email, web, paid, organic) to drive pipeline and lead generation. Translate commercial priorities into coordinated demand gen campaigns and activity. Partner with Sales, Product and Customer Success to align campaigns with growth targets and product launches. Digital Marketing Systems & Operations Own HubSpot Marketing Hub, including workflows, lead scoring/routing and database management. Manage integrations across the marketing technology stack. Lead MarTech decisions, system improvements and integration activity related to demand generation. Analytics & Reporting Analyse NetSuite and marketing data to track funnel and campaign performance. Build performance reporting and turn insights into clear, actionable recommendations. Own pipeline and lead-gen metrics, reporting regularly against targets. Closely work with Inside Sales team to close the feedback loop to generate high-quality opportunities Content Support Create email, web and campaign content in support of demand gen initiatives. Brief and collaborate with the Creative team on campaign assets as needed. Events & Exhibitions Lead and support the Digital team in planning and executing exhibitions and events. Ensure events are integrated into wider digital campaigns and commercial priorities. Coordinate pre-event promotion, content, lead generation and post-event follow-up. Qualifications 5+ years in demand generation, growth marketing, or marketing operations, with strong hands-on digital execution capability. Advanced HubSpot or comparable marketing automation/CRM experience. Strong analytical skills, including NetSuite/ERP data and Excel/Sheets. Experience with Zapier or similar integration tools. Working knowledge of Canva, Figma or Adobe for campaign content support. Track record of owning and hitting pipeline/lead gen targets.