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Demand Generation Lead

Location: United States (remote, Eastern Time or Central Time zones preferred)

About the role


ETU helps the world’s leading companies measure and develop skills to drive business performance. Employees apply workplace skills in realistic scenarios while the simulation platform measures their strengths and gaps. Rich data insights inform business decisions and guide skill development at scale.

ETU is seeking to build and scale our demand generation and growth efforts to drive immediate business impact and revenue. Reporting directly to the Chief Marketing Officer, this role will establish the foundation for our go-to-market team and work cross-functionally with ETU’s leadership (including sales, product, finance, and operations). Ultimately, the Demand Generation Lead ensures ETU’s message reaches our target audience and fuels our next stage of growth. As an early member of the go-to-market and marketing team, this role is a critical part of the company and will have a major impact on the business.


  • Developing and managing our demand generation strategy and growth campaigns to drive awareness, drive lead generation, with an ultimate goal of reaching a specific pipeline generation number

  • Testing, optimizing and iterating on new marketing channels and campaigns (including, but not limited to Digital, Email, Webinars, Events, and Social Media)

  • Managing analytics tracking within our established pipeline funnel, showing campaign attribution, and extensive work within our existing CRM (Salesforce) & CMS/Marketing Automation Platform (Hubspot)

  • Working with the rest of the Go-to-market team, including business development and sales, to increase conversion of leads to pipeline

  • Partnering with product, operations, and sales team to support business goals, set up tests, share our learnings

  • Ensuring our marketing and sales tech stack (Salesforce, Hubspot, 6sense and SalesLoft) and lead flow process are operationally clean and optimized

  • Collaborating with the rest of the marketing and business development team to meet specific KPIs related to lead generation, meetings secured, opportunities created and revenue closed

  • Defining success metrics, analyzing performance, and creating data-driven frameworks and systems for our marketing team 


  • Have 5+ years of experience in demand gen/growth, preferably with recent experience at a fast-growing B2B technology company

  • Are a builder, self-driven, scrappy, and motivated to work in a fast-paced, dynamic environment

  • Are highly creative and have experience in identifying target audiences and devising digital campaigns that engage and convert

  • Can optimize landing pages and user funnels

  • Have a solid knowledge of website analytics tools

  • Are obsessed with rigorous experimentation, measurement, analytics and building frameworks that scale

  • Possess strong cross-functional skills with experience working closely with sales, services, and finance functions

  • Possess strong analytical acumen and are comfortable jumping into web analytics, CRM tools, MAP platforms (Hubspot), and Google Sheets/Excel

  • Possess superior communication and verbal skills

  • Strategic thinking that connects customer goals with ETU 

Interested in this open position?

Apply now

It's been a great experience working with ETU and I'm so excited for the future of our company. Partnering with our clients is rewarding, and the entire team is focused on helping our clients realize true value. Working with the ETU team is such a great mix of creativity, innovation and collaboration, it's a joy to work here and I'm excited for what each day brings.

Anne Clinton

Senior Client Advisor, 2 years with ETU

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