Senior Demand Generation Specialist

Job Summary

The Senior Demand Generation Specialist is responsible for developing, executing, and optimizing integrated marketing campaigns that generate qualified leads, accelerate sales opportunities, and support revenue growth across Bailey International’s marketing channels. This role uses data, customer insights, and cross-functional collaboration to improve campaign performance, strengthen customer engagement, and support the full buyer journey from awareness through conversion. 

Job Responsibilities

• Executes integrated demand generation campaigns across email, paid search, social media, display advertising, webinars, content marketing, and other digital channels
• Develops and optimizes lead nurturing campaigns that move prospects through the buyer journey
• Supports account-based marketing (ABM) initiatives targeting strategic customer and prospect accounts
• Partners with Product Management on product launches and go-to-market campaigns
• Understands complex products and services, identifies critical features and benefits, and continuously identifies opportunities to improve lead generation and conversion performance
• Works closely with the Marketing Operations Coordinator to oversee automated marketing workflows, customer segmentation, lead scoring, and life-cycle campaigns, as well as to oversee marketing campaign results reporting and KPI dashboards
• Manages paid search and paid social campaigns, as well as SEO/GEO initiatives and website landing page conversion optimization, working with vendor agencies as needed
• Analyzes campaign data and provides recommendations for continuous optimization around campaign messaging, landing pages, and digital advertising copy
• Supports development of sales enablement materials that help accelerate opportunities, as well as supports trade shows, customer events, webinars, and product launches, as needed
• Coordinates campaign assets with the Visual Content Specialist, product managers, and external vendors
• Effectively communicates with and presents to senior leadership and key project stakeholders

Job Requirements

• Bachelor's degree in Marketing, Business, Communications, or related field preferred; equivalent combination of education and relevant experience may be considered
• At least five years of experience in a demand generation, digital marketing, marketing automation, or a related B2B marketing role
• Experience executing multi-channel marketing campaigns
• Experience using marketing automation and CRM platforms (HubSpot preferred)
• French language proficiency preferred based on customer, product, or market support needs.
• Industrial, manufacturing, or technical marketing experience is preferred

Essential Job Function

• Develop and execute integrated demand generation campaigns.
• Manage lead nurturing, segmentation, and marketing automation workflows.
• Analyze campaign performance and recommend optimizations.
• Collaborate with Sales, Product Management, eCommerce, and external vendors.
• Support product launches, webinars, events, trade shows, and sales enablement.
• Strong analytical, communication, project management, and presentation skills.
• Ability to translate complex technical products into customer-focused messaging.
• Ability to manage multiple campaigns and priorities in a fast-paced environment.

Physical/Work Environment Requirements

• Sits in an office environment and/ or in front of a computer for long periods of time with or without reasonable accommodations
• Ability to travel up to 15-20% of the time for meetings, trade shows, or other business needs with or without reasonable accommodations
• Occasional evening/weekend work based on business needs
• Hybrid role based within Knoxville-area radius (1 hour/50 mile)