LI-COR
Demand Generation Manager
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Position
Demand Generation Manager (preferred), open to other levels (Sr. Demand Generation Specialist)
Primary Work Location
Lincoln, NE (Hybrid) (preferred), open to remote
Overview
Leads the strategy, planning, execution, measurement, and optimization of integrated demand generation programs that drive awareness, qualified lead generation, customer engagement, pipeline, and revenue growth across product lines. Manages cross-channel campaigns spanning tradeshows, email, paid search, paid social, webinars, website landing pages, and third-party advertising. Provides day-to-day leadership and direction to demand generation team members and partners closely with sales, product management, creative, digital commerce, marketing operations, and external agencies to align priorities, improve lead management, strengthen reporting, and continuously optimize marketing performance.
Professional Qualifications
Education
Bachelor’s degree in marketing, communications, business, or related field, or equivalent education and experience.
Experience
- Five or more years of progressive experience in marketing, demand generation, digital marketing, integrated campaign management, event marketing, or a related field.
- Experience leading integrated marketing campaigns across email, paid media, webinars, events, web, marketing automation, and other digital channels.
- Previous experience managing, coaching, or mentoring employees is preferred.
- Demonstrated ability to develop campaign strategy, establish priorities, manage budgets and resources, and oversee multiple complex initiatives at one time.
- Experience with Salesforce, Account Engagement/Pardot, Google Analytics, Google Ads, or similar CRM, marketing automation, analytics, and advertising platforms preferred.
- Strong understanding of lead generation, lead nurturing, marketing funnels, customer segmentation, account targeting, lead management, and campaign performance metrics.
- Demonstrated ability to use data, reporting, and business insights to evaluate performance, communicate results, and recommend actions that improve marketing and revenue outcomes.
- Experience working within technical, scientific, B2B, e-commerce, or complex product marketing environments preferred.
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General
- Excellent communication skills in English, both verbal and written, with the ability to communicate priorities, results, and recommendations to employees, peers, and senior leaders.
- Strong leadership and interpersonal skills with the ability to build relationships, influence cross-functional teams, and create accountability for shared goals.
- Strategic and proactive self-starter who is well organized, adaptable, and able to balance long-term priorities with detailed execution in a deadline-driven environment.
- Ability to coach and develop employees, delegate effectively, provide clear feedback, and foster a collaborative, high-performing team environment.
- Strong analytical and business mindset with the ability to translate campaign performance into actionable insights and continuous improvement opportunities.
- Dependable, positive attitude, and good attendance.
- High ethics, integrity, honesty, and patience.
- Ability to manage internal clients, external agencies, and vendor relationships in a professional, collaborative, and service-oriented manner.
Position Responsibilities
Specific
- Develops and leads the demand generation strategy and integrated campaign roadmap across product lines, customer segments, regions, and stages of the buyer journey.
- Manages, coaches, and develops demand generation team members; sets priorities, assigns work, provides feedback, and supports employee growth and performance.
- Defines and monitors demand generation KPIs and reporting, including engagement, conversion, leads generated, pipeline influence, revenue contribution, campaign efficiency, and other business outcomes.
- Analyzes campaign and funnel performance to identify trends, diagnose performance gaps, prioritize tests, and recommend strategic and tactical optimizations.
- Owns campaign planning, timelines, budgets, resource allocation, asset development, deployment, follow-up, and post-campaign evaluation.
- Partners with Product Management to develop and execute go-to-market strategies that align audience needs, value propositions, channel plans, and revenue objectives.
- Leads cross-functional coordination with creative, content, digital commerce, marketing operations, sales, and external agencies to ensure campaigns are aligned, on time, and effective.
- Oversees paid search, paid social, third-party advertising, webinars, events, email, nurture, and other demand generation initiatives, including agency and vendor performance where applicable.
- Develops lead generation and lifecycle programs designed to attract new prospects, engage existing customers, accelerate opportunities, and support revenue growth.
- Establishes campaign quality standards and reviews critical assets for messaging, accuracy, brand consistency, tracking, links, forms, audience targeting, and launch readiness.
- Communicates campaign plans, performance, risks, and recommendations to marketing leadership and cross-functional stakeholders through clear reports and presentations.
- Maintains campaign governance, including calendars, documentation, naming conventions, tracking standards, budget records, and performance reporting.
- Builds strong knowledge of LI-COR products, customer segments, markets, competitive dynamics, and buying journeys to improve campaign relevance and effectiveness.
- Stays informed of emerging marketing trends, tools, technologies, and best practices and evaluates opportunities to improve demand generation capabilities and team performance.
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General
- Sedentary Work — Exerting up to 10 pounds of force occasionally.
- Other job-related duties as assigned.
- Perform other job-related duties as assigned.
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