Director of Demand Generation, Penflex, TX, US

We’re looking for a hands-on, solution-oriented Director of Demand Generation to take the reins of our efforts in this arena. This is a new role within Penflex, and with it comes the responsibility to develop our demand generation strategy, standardize the process of lead flow from marketing to sales, and implement a revenue-tracking model to optimize ROI and better connect marketing efforts with revenue.

With a solid foundation in place, success in this role would then be defined by optimization, lead generation and marketing-driven revenue growth.

This is a key position within a small but growing, family-run manufacturing business. You’ll report to the VP of Sales and Marketing and work closely with business development, marketing and sales team members–as well as third-party vendors supporting SEO, website optimization, Analytics, graphic design and PPC. You’ll also manage one direct report: a senior email marketing specialist.

Key Responsibilities

• Assess current digital marketing efforts to develop a plan for increased investment across digital channels–focused on lead generation rather than brand awareness, given our niche market and long sales cycles
• Build and execute omnichannel campaigns using existing content, and offer strategic recommendations for new content to support demand generation goals
• Oversee technical and content SEO strategies to increase visibility, improve rankings, and drive high-quality organic traffic
• Track and report KPIs in a format that’s easy to interpret and act upon—e.g., website form conversions, attribution by channel, conversion rate optimization
• Implement a more robust, automated system for tracking form submissions and website behavior (e.g., understanding traffic sources and keyword performance)
• Standardize lead flow process from marketing to sales leveraging existing technology stack which includes Mailchimp, Outfunnel, Pipedrive and Aptean Intuitive ERP.
• Continuously optimize campaign performance based on data
• Allocate paid media budget effectively to maximize ROI
• Keep a pulse on digital marketing trends and look to bring new ideas to the table
• Monitor industry trends and competitor strategies to identify opportunities for differentiation and innovation

Qualifications

• 5+ years of B2B demand generation experience, ideally in industrial or manufacturing environments, with at least 2–3 years in a leadership capacity
• Understanding of the complexities of distributor-manufacturer relationships where product users may not always be directly identifiable
• Proven success building and optimizing multi-channel campaigns with measurable ROI
• Strong grasp of digital marketing strategies across SEO, content marketing, email, PPC
• Excellent communication and writing skills; able to craft messaging that aligns with technical buyers and sales goals
• Proficiency in GA4 with demonstrated ability to analyze user behavior and campaign performance
• Familiarity with SEO tools like SEMrush, Ahrefs, or equivalents
• Data-driven decision-maker with the ability to separate instinct from evidence—and prioritize accordingly
• Agile mindset: able to pivot quickly and work efficiently without a lot of upfront structure or long lead times
• Strong intellectual curiosity and a willingness to experiment to find what works
• Comfortable rolling up your sleeves and working alongside your team to build systems and campaigns from the ground up

Perks & Details

• Flexible work environment: Join us in Boca Raton, FL; Gilbertsville, PA; Houston, TX
• Competitive salary based on experience
• Opportunities for professional growth and learning
• Simple IRA plan that offers opportunity to save on pre- and post-tax basis.
• Company matches 100 percent of employee contributions up to 3 percent.
• Comprehensive benefit plan options include medical, dental, vision & prescription drugs.
• Health Savings Account with Employer Contribution option paired with high-deductible health plan.
• PPO Medical Plan option
• Company paid life insurance of $100,000.00.
• Company paid accidental death or dismemberment insurance.
• Company paid short & long term disability.
• Voluntary insurances offered at group rates: employee and dependent life insurance, accident and critical illness insurance, hospital indemnity insurance and legal plans
• Paid leave
• PTO (includes vacation, sick, personal): 120 hours for first 1-5 years employment and then amount increases annually.
• Holidays: 10 holidays recognized each year.
• Bereavement leave
• Short-term disability leave
• Long-term disability leave
• Jury duty leave
• Voting leave
• Other paid leave benefits, as required by state or local law.