Digital Marketing & Demand Generation Manager

Job Category: Digital Marketing Manager
Job Type: Full Time
Job Location: Salt Lake City - UT

Wheeler Machinery

The Digital Marketing & Demand Generation Manager is responsible for building and executing integrated digital campaigns that generate demand, capture leads, and accelerate pipeline growth across the company’s target industries: construction, mining, and power.

This role leads all aspects of digital marketing, marketing automation, SEO/SEM, paid media, and analytics, while ensuring campaigns are aligned with the broader go-to-market strategy, brand positioning, and vertical marketing priorities. Working cross-functionally with sales, service, rental, and OEM/channel partners, the Digital Marketing & Demand Generation Manager translates strategy into measurable business results.

Key focus: Website, SEO/SEM, marketing automation, lead generation, campaign analytics

  • Digital Marketing – runs online campaigns, social media, SEO/SEM
  • Marketing Automation – CRM/Pardot/HubSpot workflows, lead scoring
  • Content & Video – creates product videos, case studies, testimonials

Demand Generation Campaigns

  • Design and execute multi-channel demand generation campaigns (email, paid search, display, social, content syndication) targeting decision-makers in construction, mining, and power.
  • Collaborate with Field & Vertical Marketing Managers to align campaigns with segment-specific goals (fleet utilization, service contracts, aftermarket sales).
  • Partner with Events & Sponsorship Lead to amplify trade shows, demo days, and sponsorships through digital channels.
  • Leverage OEM co-marketing funds for co-branded demand generation campaigns.

Digital Marketing Execution

  • Own website strategy and optimization for lead capture, SEO, and digital content delivery.
  • Manage paid media campaigns across Google Ads, LinkedIn, trade media platforms, and retargeting networks.
  • Oversee company presence on social media platforms, ensuring alignment with brand and GTM messaging.
  • Work with Brand & Communications Manager to ensure consistent storytelling and positioning in all digital content.

Marketing Automation & CRM

  • Manage marketing automation workflows (e.g., Pardot, Marketo, HubSpot) to nurture prospects and re-engage existing customers.
  • Segment and personalize campaigns based on industry vertical, customer type, and buying stage.
  • Partner with Sales Operations to ensure seamless lead routing, scoring, and reporting within CRM (Salesforce).
  • Monitor campaign performance and adjust in real time for conversion optimization.

Analytics & Performance Measurement

  • Define and track key metrics: lead generation volume, lead-to-opportunity conversion, cost per lead, ROI by campaign/channel.
  • Deliver monthly dashboards and insights to VP of Marketing and leadership.
  • Conduct A/B testing and continuous optimization across campaigns, landing pages, and creative.
  • Provide insights on digital buyer behavior in construction, mining, and power segments to inform GTM strategy.

Collaboration & Alignment

  • Work closely with sales, rental, and service teams to ensure marketing-generated leads are high-quality and actionable.
  • Partner with Brand & Communications, Events, and OEM Marketing to ensure integrated campaigns.
  • Support vertical managers by tailoring demand gen initiatives to specific industries and customer needs.
  • Performs all other duties as assigned.

Education

  • Bachelor’s degree in Marketing, Business, or related field.

Experience

  • 6+ years of experience in digital marketing and demand generation, preferably in B2B or industrial sectors.
  • Strong knowledge of marketing automation (Pardot, Marketo, HubSpot) and CRM (Salesforce).
  • Proven success in developing campaigns that drive measurable pipeline and revenue impact.
  • Experience managing SEO, SEM, paid social, and account-based marketing (ABM).

Skills And Competencies

  • Strong analytical skills with ability to translate data into actionable insights.
  • Knowledge of working with OEMs, channel partners, or dealership models a plus.
  • Growth-Minded – focused on measurable outcomes that drive revenue and customer acquisition.
  • Data-Driven – leverages analytics and insights to optimize campaign performance.
  • Innovative Marketer – blends creativity with digital best practices to stand out in industrial markets.
  • Collaborative – works across marketing, sales, and operations to align demand generation with business priorities.
  • Execution-Oriented – skilled at managing multiple campaigns and delivering results under tight timelines.
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