📌 Core Information
🔹 Job Title: Demand Generation Manager
🔹 Company: SafetyCulture
🔹 Location: Sydney, New South Wales, Australia
🔹 Job Type: Full-time Permanent
🔹 Category: Marketing
🔹 Date Posted: 2025-04-17
🔹 Experience Level: 2-5 years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Leading digital marketing campaigns across various paid channels to support business goals
- Developing and executing account-based marketing campaigns to drive leads and sales pipeline
- Continuously improving lead quality and conversion to paid customers
- Collaborating with GTM and Marketing teams to achieve new business pipeline revenue goals
ASSUMPTION: This role requires a strong background in SaaS B2B demand generation and experience driving customer acquisition, retention, and revenue growth.
📋 Key Responsibilities
✅ Lead the planning, execution, and performance of digital marketing campaigns across various paid channels to support business goals
✅ Develop and execute short- and long-term account-based marketing campaigns to drive leads and the sales pipeline across marketing channels including web, email, social, programmatic advertising
✅ Design and implement a program of continuous improvement focused on lead quality, with intent to activate and convert to paid customers
✅ Test and analyze new ad formats, staying informed about industry trends and recommending innovative strategies
✅ Provide regular reports, continually analyze, assess, and highlight opportunities
✅ Synthesize data sources (internal and external) to identify target audience needs and behaviors to inform campaign planning
✅ Proactively seek out and test new opportunities/ways to acquire enterprise audiences
✅ Establish tracking and reporting frameworks for campaign effectiveness and ROI
✅ Help shape the future direction of SafetyCulture customer acquisition globally
ASSUMPTION: The role involves a mix of strategic planning, hands-on execution, and data-driven optimization to achieve business goals.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 3-5 years of experience in a Demand Generation role in a SaaS B2B company
Required Skills:
- Proven initiative and impact on growth metrics/targets
- Hands-on experience running paid and/or ABM programs
- Ability to write creative, engaging ad copy and implement across multiple campaigns
- Analytical mindset to assess campaign effectiveness and develop recommendations for improvement
- Experience with funnel marketing elements, including landing page building, creative/copy, tracking/attribution, and analytics
- Excellent written, oral, and interpersonal communication skills, coupled with creative, agile, and experimental thinking
- Google Ads certification
- Proficiency in using performance marketing tools, analytics platforms, and ad management platforms
- Familiarity with tools such as Clearbit, Branch, Tableau, AB testing/personalization software
- Strong knowledge of industry trends, best practices, and emerging technologies within tech B2B and/or SaaS industry
Preferred Skills:
- Experience with marketing automation platforms (e.g., Marketo, HubSpot)
- Fluency in additional languages
ASSUMPTION: Candidates should have a proven track record in demand generation, with a strong focus on driving customer acquisition and revenue growth in a SaaS B2B environment.
💰 Compensation & Benefits
Salary Range: AUD 120,000 - 160,000 per annum (Based on experience and industry standards for Demand Generation Managers in Sydney)
Benefits:
- Equity with high growth potential
- Flexible working arrangements
- Access to professional and personal training and development opportunities
- Hackathons, workshops, lunch & learns
- Wellbeing initiatives such as subsidized fitness programs, EAP services, and generous parental leave policy
- Quarterly celebrations and team events, including the annual Shiplt global offsite
- On-site gym, table tennis, board games, books library, and pet-friendly offices
Working Hours: Full-time (40 hours per week), with flexible working arrangements available
ASSUMPTION: The salary range is estimated based on industry standards for Demand Generation Managers in Sydney, with additional benefits and equity to reflect the company's growth potential.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development, specifically focused on mobile-first operations platforms for front-line workers
Company Size: 501-1,000 employees, which means a mid-sized company structure with opportunities for collaboration and growth
Founded: 2004, with over 17 years of experience in the industry
Company Description:
- SafetyCulture is a mobile-first operations platform that gives front-line workers the knowledge, tools, and processes they need to work safely, meet higher standards, and improve every day
- The company started as a digital checklist app and has evolved into a platform for conducting inspections, raising and resolving issues, managing assets, and training teams on the go
- SafetyCulture also helps teams set environment, health, and safety standards and raise the bar when it comes to operational excellence
Company Specialties:
- App Development
- UI/UX Design
- Software Engineers
- Platform Development
- iOS Development
- Android/Google Glass Devs
- DevOps Engineer
- Safety Apps
- Inspection App
- Software
- Customer Success
Company Website: http://www.safetyculture.com
ASSUMPTION: SafetyCulture is a well-established company in the software development industry, with a strong focus on empowering front-line workers and improving operational excellence.
📊 Role Analysis
Career Level: Mid-level, with opportunities for growth and progression within the marketing team
Reporting Structure: The Demand Generation Manager will report to the Head of Acquisition and work closely with GTM and Marketing teams
Work Arrangement: Hybrid (On-site with flexible working arrangements)
Growth Opportunities:
- Potential to shape the future direction of SafetyCulture's customer acquisition strategy
- Opportunities to collaborate with cross-functional teams and gain exposure to various aspects of the business
- Access to professional development opportunities, such as hackathons, workshops, and lunch & learns
ASSUMPTION: This role offers a unique opportunity to make a significant impact on the company's growth and customer acquisition strategy, with ample room for professional development and career progression.
🌍 Location & Work Environment
Office Type: Modern, collaborative workspace with on-site amenities
Office Location(s): 72 Foveaux St, Surry Hills, New South Wales 2010, AU
Geographic Context:
- Sydney is the largest city in Australia and offers a vibrant, multicultural environment
- The Surry Hills neighborhood is known for its trendy cafes, restaurants, and shops, with easy access to public transportation
- SafetyCulture's office is centrally located, with nearby parks and recreational facilities
Work Schedule: Full-time (40 hours per week), with flexible working arrangements available
ASSUMPTION: The work environment at SafetyCulture is collaborative and supportive, with a strong focus on employee well-being and work-life balance.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call with the hiring manager
- In-depth interview with the marketing team
- Final interview with the Head of Acquisition
Key Assessment Areas:
- Proven demand generation experience and results
- Campaign planning and execution skills
- Analytical and problem-solving abilities
- Cultural fit and alignment with SafetyCulture's values
Application Tips:
- Highlight specific demand generation achievements and the impact you've made on previous roles
- Tailor your resume and cover letter to emphasize relevant skills and experiences for this role
- Prepare for behavioral and situational interview questions that focus on your problem-solving skills and ability to work collaboratively
ATS Keywords: Demand Generation, SaaS, B2B, Digital Marketing, Account-Based Marketing, Ad Copywriting, Analytics, Lead Generation, Funnel Marketing, Creative Thinking, Industry Trends, Emerging Technologies
ASSUMPTION: The application process at SafetyCulture is thorough and designed to assess candidates' skills, experience, and cultural fit for the role and the company.
🛠️ Tools & Technologies
- Performance marketing tools (e.g., Google Ads, LinkedIn Ads, Facebook Ads)
- Analytics platforms (e.g., Google Analytics, Tableau)
- Ad management platforms (e.g., AdRoll, Marin Software)
- Marketing automation platforms (e.g., Marketo, HubSpot)
- AB testing/personalization software (e.g., Optimizely, VWO)
- Clearbit, Branch
ASSUMPTION: The tools and technologies required for this role are industry-standard and widely used in demand generation and marketing.
👔 Cultural Fit Considerations
Company Values:
- Empowerment
- Collaboration
- Innovation
- Customer-centric
- Integrity
Work Style:
- Data-driven and analytical
- Collaborative and team-oriented
- Adaptable and experimental
- Results-focused and proactive
Self-Assessment Questions:
- How have you empowered front-line workers or improved operational excellence in previous roles?
- Can you provide an example of a time when you collaborated effectively with cross-functional teams to achieve a common goal?
- How do you stay up-to-date with industry trends and emerging technologies in the SaaS B2B space?
ASSUMPTION: SafetyCulture values a data-driven, collaborative, and innovative work environment, with a strong focus on empowering front-line workers and improving operational excellence.
⚠️ Potential Challenges
- Managing multiple marketing channels and campaigns simultaneously
- Keeping up with industry trends and emerging technologies in the SaaS B2B space
- Balancing strategic planning with hands-on campaign execution
- Collaborating effectively with cross-functional teams and stakeholders
ASSUMPTION: The potential challenges in this role are common to demand generation and marketing positions, but can be effectively managed with strong organizational skills, adaptability, and a data-driven approach.
📈 Similar Roles Comparison
- Unlike traditional marketing roles, this position focuses heavily on demand generation and account-based marketing strategies
- SafetyCulture's focus on empowering front-line workers sets it apart from other SaaS B2B companies
- This role offers significant growth opportunities and the chance to shape the company's customer acquisition strategy
ASSUMPTION: This role is unique in its focus on demand generation and account-based marketing within the context of empowering front-line workers and improving operational excellence.
📝 Sample Projects
- Developing and executing a targeted account-based marketing campaign to drive leads and sales pipeline for a specific industry vertical
- Analyzing campaign performance data to identify trends, optimize strategies, and improve lead quality
- Collaborating with the marketing team to create engaging ad copy and landing pages for a new product launch
ASSUMPTION: These sample projects are representative of the types of tasks and initiatives the Demand Generation Manager may undertake in this role.
❓ Key Questions to Ask During Interview
- How does this role fit into the overall marketing strategy and customer acquisition goals for SafetyCulture?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does SafetyCulture support the professional development and growth of its marketing team members?
- What are the most significant challenges facing the marketing team, and how can this role help address them?
- How does SafetyCulture measure the success of its demand generation campaigns, and what key performance indicators (KPIs) are most important?
ASSUMPTION: These interview questions are designed to provide insight into the role's priorities, expectations, and the company's approach to demand generation and marketing.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your demand generation experience and the impact you've made in previous roles
- Prepare for behavioral and situational interview questions that focus on your problem-solving skills and ability to work collaboratively
- Follow up with the hiring manager one week after submitting your application to express your interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
