Especialista em Geração de Demanda & Performance Digital B2B - Brasil

Responsibilities

• Lead the strategy and execution of integrated demand generation programs across the full customer journey (Awareness → Consideration → Conversion → Nurturing), aligned with commercial and technical priorities.
• Develop value-driven B2B storytelling, technical positioning, and content strategies (case studies, application-based messaging, conversion assets) to increase engagement and improve lead quality and conversion rates.
• Collaborate closely with regional SEO, PPC, and Marketing teams to enhance both organic and paid demand generation performance, with a focus on lead quality and revenue acceleration.
• Lead the creation and optimization of performance-driven creatives and copy, prioritizing initiatives that directly impact pipeline growth, lead quality, and campaign ROI.
• Develop and execute structured go-to-market and product launch communication plans aligned with the B2B customer journey.
• Monitor and optimize demand generation KPIs, including lead volume and quality, conversion rates (MQL → SQL → Opportunity), CPL, CAC, ROI by channel, and funnel velocity. Translate insights into actionable improvements and budget allocation decisions.
• Drive a continuous growth and experimentation agenda, including A/B testing, new channel pilots, and performance optimization initiatives, documenting learnings and scaling successful strategies.
• Ensure proper tracking, measurement governance, and data quality across platforms (media, analytics, and CRM such as Salesforce), supporting attribution and investment decisions.
• Gather and analyze market insights within the water and environmental sectors in Brazil, translating findings into strategic demand generation initiatives.
• Collaborate cross-functionally with Sales, E-commerce, and Product teams to align marketing investments with revenue goals and ensure efficient budget allocation across channels.
• Plan and activate B2B events, trade shows, and workshops as demand generation drivers, including pre-event targeting, on-site lead generation, and post-event nurturing.
• Identify and develop scalable new sources of digital B2B lead generation through partnerships, emerging technologies, and innovative acquisition models.
• Improve lead management processes, enhancing lead qualification, sales readiness, and funnel efficiency.
• Develop and manage monthly and annual lead forecasts aligned with revenue targets and pipeline growth objectives.
• Education
• Bachelor's degree in Marketing, Business Administration, Communications, or related fields.

Requirements

• 6-8+ years of experience in B2B demand generation, digital marketing, or related roles.
• Proven experience managing multi-channel campaigns (online and offline).
• Experience in technical or industrial markets (e.g., water, environmental, instrumentation, chemical industry) is highly desirable.
• Strong experience managing B2B sales funnels, including MQLs, SQLs, and pipeline generation.
• Technical Skills (Performance & Growth)
• Strong expertise in B2B demand generation strategies (inbound and outbound) with a performance marketing and funnel growth mindset.
• Experience with marketing automation platforms and CRM integrations (preferably Salesforce), including lead nurturing, scoring, routing, and data quality management.
• Advanced CRM knowledge (preferably Salesforce) for funnel tracking, governance, dashboards, and pipeline velocity analysis.
• Paid media expertise: Google Ads and LinkedIn Ads (Search, Display, Sponsored Content/Lead Gen), including campaign structure, segmentation, remarketing, and optimization based on CPL, CAC, and ROI.
• Conversion-focused SEO, including keyword research, search intent, on-page optimization, and content strategy.
• CRO experience, including A/B testing and continuous optimization of landing pages and forms.
• Web analytics proficiency (Google Analytics or equ

Additional Information

Reporting to the Regional Demand Generation Manager, the Demand Generation Specialist for Brazil will be responsible for the strategic planning, development, and execution of integrated demand generation initiatives, with a strong focus on driving measurable pipeline growth and sustainable digital revenue impact across B2B markets. This role is focused on generating qualified sales opportunities (MQLs, SQLs, and pipeline coverage) through data-driven online and offline strategies, aligned with commercial, product, and application priorities. The position plays a critical role in accelerating revenue performance for Hexis/Hach in Brazil by structuring scalable programs, campaign calendars, and demand strategies that enhance market penetration, brand positioning, and conversion efficiency.

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