Demand Generation Manager

NTWIST is an Industrial AI / B2B SaaS company helping mining, metals, manufacturing and energy customers optimize throughput, recovery, energy, emissions, and production planning. Our products combine advanced analytics, machine learning, and digital twins to deliver measurable ROI on complex industrial operations. We’re profitable, scaling, and investing heavily in data-driven demand generation to fuel our next stage of growth in 2025–2026.

About the Role

We’re hiring a Demand Generation Manager to build and run a scalable MQL and pipeline engine for NTWIST. Your mission is simple and measurable: Turn marketing budget into high-quality MQLs and sales pipeline that help us exceed our 2026 revenue targets. You’ll own strategy + execution across paid media, LinkedIn, search, email, events, partner marketing and ABM for our ICPs in industrial, mining, metals, manufacturing, and energy. This role is ideal for a B2B SaaS / Growth Marketing / Revenue Marketing professional who loves experimentation, funnel math, and tight Sales alignment.

Responsibilities

• Own NTWIST’s global demand generation strategy for 2025–2026, with a clear focus on MQL and pipeline targets by segment and region.
• Build and maintain a funnel model (lead → MQL → SQL → Opportunity → Closed-Won) with explicit conversion benchmarks and volume targets.
• Develop quarterly and annual demand gen plans aligned with Sales capacity and our ideal customer profile (ICP) in mining, metals, manufacturing and energy.

Campaigns & Programs

• Plan, launch, and optimize integrated campaigns across:
  • Paid search (Google Ads / Bing)
  • Paid social & LinkedIn Ads (content + precision targeting)
  • Industry events & conferences (e.g., CIM, PDAC, SME, mining & manufacturing forums)
  • Webinars, digital events, and content launches
  • Build always‑on programs for our core ICP (remarketing, account‑based sequences, nurture programs, website conversion optimization).
  • Work closely with Product Marketing and Content to develop compelling offers: whitepapers, case studies, ROI calculators, landing pages, webinars, and email sequences.
  • Design and maintain dashboards in HubSpot / Salesforce (or equivalent) for weekly and monthly performance reviews by channel, campaign, geography, and segment.
  • Implement and maintain attribution, UTMs, lead scoring, and lead lifecycle stages to ensure accurate reporting and forecastability.
  • Continuously experiment and A/B test across ads, landing pages, forms, offers, and email sequences to drive incremental gains.
  • Partner with Sales and SDR/BDR teams to define and refine MQL and SQL criteria for our industrial ICP.
  • Build strong feedback loops with Sales on lead quality, conversion, objections, and campaign performance.
  • Create enablement assets (talk tracks, outreach cadences, prospecting one‑pagers and sequences) that help Sales and SDRs convert MQLs to opportunities.

Events, Field & Partner Marketing

• Own event strategy (which conferences to sponsor, speak at, or attend) with a clear focus on 10x+ ROI in pipeline and MQLs.
• Coordinate with partners (OEMs, consulting partners, technology alliances) on joint campaigns and co‑marketing.

What Success Looks Like (2026 Targets)

In this role, success means that by the end of 2026 you have:

• Built a predictable, repeatable demand gen engine clearly tied to revenue.
• Increased qualified MQL volume by X–Y% (we’ll align specific numbers together) while improving MQL → SQL conversion.
• Delivered 3–4x pipeline coverage vs. annual revenue targets for our core products and markets.
• Provided the leadership team with clear, data‑driven visibility into what’s working, what’s not, and where to invest next.

Qualifications

• 4–8+ years in B2B demand generation / growth marketing / revenue marketing, ideally in SaaS, industrial technology, or enterprise software.
• Proven experience driving MQL, SQL and opportunity growth for high‑ACV, enterprise or mid‑market deals (contract sizes of $50k–$200k+).
• Hands‑on experience with marketing automation and CRM (e.g., HubSpot, Marketo, Pardot, Salesforce).
• Strong skills in paid acquisition (Google Ads, LinkedIn Ads), email marketing, webinars, and event‑based demand gen.
• Demonstrated ability to build and report on funnel metrics, create dashboards, and make decisions using data (Excel, Looker, Power BI, HubSpot/SFDC reports, etc.).
• Comfortable working closely with Sales, SDRs and leadership; strong communicator who can translate marketing metrics into pipeline and revenue.
• Located in Alberta or willing to work Alberta business hours; able to attend occasional in‑person meetings in Edmonton / Calgary and key local industry events.

Required Skills

• Experience marketing to industrial / mining / metals / manufacturing / energy customers.
• Familiarity with Industrial AI, machine learning, digital twins, process optimization, predictive analytics.
• Experience with account‑based marketing (ABM) for a focused, named‑account strategy.
• Experience working in a scale‑up / startup environment where you own both strategy and hands‑on execution.

Soft Skills & Culture Fit

• Builder mindset: willing to roll up your sleeves and build processes, not just inherit them.
• Experiment‑first: comfortable with structured testing, iteration, and learning quickly from data.
• Ownership: you care deeply about pipeline and revenue, not just leads and clicks.
• Collaborative: you enjoy partnering with Sales, Product, and Leadership and can communicate clearly with technical and non‑technical stakeholders.

How to Apply

Please apply here with your resume, with a short note, and 1–2 examples of campaigns you’re proud of (with metrics if possible) or Email at hr@ntwist.com

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