Lead, Demand Generation

Role Overview

We are seeking a Demand Generation Lead, Web & Digital Experience to own the execution of EDB's inbound lead generation strategy. This role sits within the demand generation team, reporting to the Director of Demand Generation, working in close alignment with web, content marketing, and product marketing — focused on reaching buyers with intent, bringing them to the site, and converting them into qualified inbound leads (contact form fills, demo requests, and booked meetings).

You will build and refine conversion-focused channels and experiences, ensure the website is a high-performing inbound conversion tool, and support EDB's e-commerce storefront as a self-serve pipeline source. This includes optimizing how EDB shows up across traditional search (SEO), LLMs (AEO), and other external web surfaces — capturing demand where buyers are already looking.

This is a hands-on, execution-oriented role for someone who understands how buyers move through a digital experience and knows how to optimize every touchpoint — from first discovery to on-page conversion — to drive action.

Key Responsibilities

Inbound Lead Generation & Web Conversion

• Own the strategy and execution of programs that increase inbound lead volume — including contact form fills, demo requests, and other high-intent conversion actions on the website.
• Optimize landing pages, conversion flows, and on-page experiences to improve visitor-to-lead conversion rates across the site.
• Build and manage B2B e-commerce and lead capture experiences, including gated asset forms, conversion calculators, and other self-serve inbound touchpoints.
• Develop and test hypotheses around page layout, CTAs, messaging, and form design to continuously improve inbound performance.
• Partner with marketing operations to ensure form data, lead routing, and attribution are accurately captured and flowing into Marketo and Salesforce.

SEO/AEO & Digital Discoverability

• Lead on-page SEO and AEO strategy, including metadata optimization, content structure, internal linking, and technical SEO improvements in partnership with the web team.
• Optimize web content for discoverability across both traditional search engines and emerging LLM-driven search surfaces.
• Identify content gaps and keyword opportunities that can drive net-new organic traffic and inbound leads.
• Own backlinking strategy in order to improve domain visibility and authority.

Web Content & Experience

• Partner with the web development and brand teams to ensure on-site experiences that are visually compelling,  and optimized for conversion.
• Partner with external vendors and news outlets as needed to ensure domain authority is optimized.
• Manage the e-commerce storefront digital experience and its integration into other parts of the website to ensure pipeline goals.
• Nurture unknown and anonymous visitors through smart content strategies, progressive profiling, and personalization.

Analytics & Optimization

• Track, analyze, and report on inbound metrics including organic traffic, conversion rates, form fills, and lead quality.
• Use data to identify friction points in the visitor journey and prioritize optimizations with the highest impact on inbound volume.
• Apply a test-and-learn mindset to continuously improve web performance across pages and programs you own.

Who You'll Work With

• Web Development & Brand: Day-to-day collaboration to bring conversion-focused experiences to life and align on conversion optimization
• Product Marketing: Align web content and messaging to product positioning and campaign themes.
• Marketing Operations: Partner on lead capture, form configuration, attribution tracking, and MarTech integrations.
• Content Marketing: Collaborate on content lead journey, and the optimization of searchability and CTAs for blogs, whitepapers, case studies through agentic AI-enabled content creation.

Qualifications

Required

• 3–5 years of experience in demand generation, digital marketing, or web marketing with a focus on inbound lead generation and conversion optimization.
• Demonstrated experience improving website conversion rates through landing page optimization, A/B testing, form strategy, and on-page experience improvements.
• Strong understanding of SEO best practices, including on-page optimization, metadata, content structure, and evolving best practices for LLM-driven search.
• Experience creating and managing web content that supports the buyer journey (blogs, resource pages, webinar landing pages, gated assets).
• Familiarity working with AI agents to support SEO and AEO efforts, in order to maximize impact. 
• Familiarity with marketing automation and CRM tools — Marketo and Salesforce experience preferred.
• Analytical mindset with the ability to interpret web and campaign data, identify trends, and make optimization decisions with confidence.
• Strong project management and communication skills; able to work cross-functionally with web, brand, and marketing ops teams.

Preferred

• Experience working alongside web developers to implement or QA web changes (nice to have, not essential).
• Familiarity with ABM strategies and targeted web personalization tools.
• Experience with B2B e-commerce or self-serve conversion flows.
• Background in the enterprise software, data, or cloud infrastructure spaces