Sr. Digital Marketing & Demand Generation Analyst

Senior Digital Marketing & Demand Generation Analyst

Location: Remote 
Experience: 5–10+ years
Type: Full-time 

Must have deep expertise in software supply chain security and container security

U.S. Citizenship and eligibility for federal programs is required.

Role Overview

We are seeking a senior, data-driven digital marketing expert to analyze and optimize demand generation across LinkedIn Ads, Google Ads, Reddit Ads, Google Analytics (GA4), and website traffic. The role is focused on turning performance data into actionable insights and guiding where to increase or reduce ad spend to improve demand quality and pipeline efficiency.

This is a hands-on analytical role, not a brand or content-only position.

Key Responsibilities

• Analyze performance across LinkedIn Ads, Google Ads (Search, Demand Gen, Display), Reddit Ads, and website traffic
  
  
• Deep analysis of GA4 to understand user behavior, conversion paths, and funnel drop-offs
  
  
• Identify high-performing campaigns, keywords, audiences, and creatives
  
  
• Recommend budget allocation and scaling decisions based on ROI and lead quality
  
  
• Evaluate and optimize CPA, impression share, conversion rates, and funnel efficiency
  
  
• Build dashboards and reporting for marketing and executive stakeholders
  
  
• Partner with demand gen, content, and sales teams to align spend with ICP and revenue goals
  
  
• Design and run ongoing tests and experiments to improve performance
  
  

Key Performance Indicators (KPIs)

Primary KPIs (Success Metrics)

• Cost Per Lead (CPL) / Cost Per Qualified Lead (CPQL)
  → Maintain or reduce CPQL while scaling spend
  
  
• Lead Quality Metrics
  → Increase % of leads that meet ICP criteria (company size, industry, role)
  
  
• Pipeline Contribution from Paid Channels
  → Measurable increase in sales-qualified pipeline influenced by paid media
  
  
• Impression Share (Google Search)
  → Grow impression share for priority keywords and competitor campaigns (e.g., from <20% to 50%+)
  
  
• Conversion Rate Improvements
  → Improve landing page and funnel conversion rates across paid traffic
  
  

Secondary KPIs (Optimization & Efficiency)

• Channel-Level ROI / Efficiency
  
  
• Identify and scale top-performing channels
  
  
• Reduce spend on underperforming programs
  
  
• Website Engagement Metrics
  
  
• Bounce rate
  
  
• Time on site
  
  
• Conversion path completion
  
  
• Retargeting Performance
  
  
• Improved conversion rates from retargeted audiences
  
  
• Testing Velocity
  
  
• Number of meaningful tests run per quarter (creative, audience, landing page)
  
  

Reporting & Insight KPIs

• Clarity of Recommendations
  → Leadership can clearly answer: Where should we invest more? Where should we pull back?
  
  
• Actionable Reporting Cadence
  → Weekly performance insights, monthly budget and optimization recommendations
  
  

Required Qualifications

• 5–10+ years of hands-on experience in digital marketing, demand generation, or performance marketing
  
  
• Proven expertise with:
  
  
• LinkedIn Ads
  
  
• Google Ads (Search, Demand Gen, Display)
  
  
• Google Analytics / GA4
  
  
• Reddit Ads
  
  
• Strong understanding of B2B demand generation, enterprise sales cycles, and lead quality vs. volume
  
  
• Experience with multi-channel attribution and funnel analysis
  
  
• Ability to translate complex data into clear, executive-ready insights
  
  

What Success Looks Like (12 Months)

• Clear, defensible budget allocation decisions across channels
  
  
• Improved demand quality without chasing low-quality volume
  
  
• Reduced wasted spend and better ICP coverage
  
  
• Leadership confidence in data-driven demand investment decisions

Salary Range:$100K-$150K - Per Year.