Senior Manager, Demand Generation at Cavallo in Grand Rapids, MI

Senior Manager, Demand Generation

Location: Grand Rapids, Michigan

Cavallo is seeking a Senior Manager of Demand Generation to build and lead a measurable demand generation engine that drives market engagement, qualified opportunities, pipeline, and revenue.

This position will own the strategy, development, execution, and optimization of demand generation programs across Cavallo's primary growth motions, including Profit Max Platform, SalesPad, account-based marketing, executive thought leadership, events, industry partnerships, outbound campaigns, and paid and organic acquisition.

This is a highly hands-on role. The ideal candidate will be equally comfortable developing a demand generation strategy and personally executing the campaigns, workflows, audience segmentation, and reporting required to bring that strategy to life.

The Director of Demand Generation will work closely with Sales, Product Marketing, Customer Success, Executive Leadership, and external partners to translate Cavallo's market expertise, customer stories, product positioning, and industry insights into meaningful buying signals and qualified demand.

This role is about more than generating leads or marketing activity. It is about building a scalable, data-driven demand generation engine that connects market engagement to pipeline and revenue.

Key Responsibilities

● Develop and execute Cavallo's overall demand generation strategy, aligned with company growth objectives and go-to-market priorities.

● Build and continuously improve demand generation programs that move target accounts through the journey from engagement and buying signal to qualified opportunity, pipeline, and revenue.

● Develop and execute full-funnel campaigns across account-based marketing, targeted outbound, email nurture, paid search, paid social, LinkedIn, events, webinars, retargeting, intent-based campaigns, and partner programs.

● Build and manage programs designed to increase meaningful engagement and buying signals within Cavallo's defined ideal customer profile and target account universe.

● Partner with Product Marketing, Sales, Executive Leaders, Customers, and subject-matter experts to translate Cavallo's industry expertise and product value into compelling demand generation programs.

● Develop strategies to extend the reach and impact of Cavallo content, including customer stories, podcasts, executive thought leadership, benchmarking programs, assessments, and other market-facing content.

● Own demand generation technology and infrastructure, including marketing automation, CRM workflows, segmentation, lead and account scoring, campaign attribution, reporting, and data management.

● Work directly within platforms such as HubSpot, Salesforce, LinkedIn Campaign Manager, Google Ads, intent-data platforms, enrichment tools, analytics platforms, and other demand generation technologies.

● Establish and continuously improve processes for identifying, capturing, scoring, and communicating meaningful buying signals to Sales.

● Partner closely with Sales leadership to establish effective processes for lead and account handoffs, campaign follow-up, sales feedback, and closed-loop reporting.

● Monitor and analyze funnel performance from market engagement through closed revenue, identifying opportunities to improve conversion, campaign effectiveness, and pipeline generation.

● Develop dashboards and reporting that provide clear visibility into demand generation performance, including engagement, buying signals, qualified opportunities, pipeline, conversion, velocity, and return on investment.

● Use campaign performance and market data to continuously optimize audiences, messaging, channels, and investment.

● Manage demand generation projects from strategy and planning through execution, measurement, and optimization.

● Identify opportunities to leverage AI and emerging technologies to improve research, segmentation, personalization, campaign development, content distribution, analysis, and execution.

● Establish repeatable processes and best practices that allow Cavallo's demand generation efforts to scale as the organization grows.

Qualifications & Experience

● 7+ years of experience in B2B demand generation, growth marketing, digital marketing, or related disciplines, preferably within SaaS, technology, ERP, industrial, manufacturing, distribution, or another complex B2B environment.

● Demonstrated experience developing and executing full-funnel demand generation strategies that contribute directly to qualified opportunities and pipeline.

● Hands-on experience with marketing automation and CRM platforms, including the ability to build workflows, segmentation, scoring, campaign infrastructure, and reporting.

● Experience developing and executing account-based marketing programs focused on defined target account universes and ideal customer profiles.

● Strong understanding of B2B demand generation channels, including email, paid search, paid social, LinkedIn, outbound, events, content, webinars, retargeting, and intent-based marketing.

● Demonstrated experience connecting marketing activity and engagement to sales opportunities, pipeline, and revenue.

● Strong analytical and problem-solving skills, with the ability to interpret funnel data, identify performance gaps, and translate insights into action.

● Experience developing marketing dashboards, attribution models, campaign reporting, and performance metrics.

● Strong understanding of audience segmentation, buyer journeys, lead and account scoring, lifecycle stages, and marketing-to-sales processes.

● Strong written communication and messaging skills, with the ability to develop or direct messaging that is relevant, compelling, and action-oriented for B2B audiences.

● Strong project management and organizational skills, with the ability to manage multiple campaigns, stakeholders, and priorities simultaneously.

● Demonstrated ability to collaborate effectively with Sales, Product Marketing, Content, Customer Success, executive leadership, and external partners.

● Comfortable working in a hands-on environment where strategy and execution are closely connected.

● Experience using AI and emerging marketing technologies to improve campaign development, personalization, research, analysis, and operational efficiency.

● Comfortable working in a fast-paced, collaborative environment where programs, priorities, and market conditions are continuously evolving.

Why Join Us?

● Help build and scale Cavallo's demand generation engine and establish the connection between marketing activity, qualified demand, and revenue.

● Play a key role in shaping how Cavallo brings its Profit Max Platform and SalesPad solutions to market.

● Help translate Cavallo's deep expertise in distribution and profitability into market awareness, engagement, and demand.

● Build and optimize programs, processes, technology, and measurement from the ground up.

● Have a direct and measurable impact on pipeline generation and company growth.

● Be part of a team focused on innovation, collaboration, continuous improvement, and delivering meaningful business results.

About Cavallo

Cavallo exists to make distributors more profitable, competitive, and valuable. For more than 20 years, we've worked exclusively in the world of distribution. We started as SalesPad, solving the operational complexity distributors faced inside their ERP. Today, Cavallo is building the next generation of profit-focused technology for distributors through SalesPad, Profit Max Platform, and our Science of Profit™ methodology.

Our software helps distributors take control of the thousands of decisions happening across customers, products, orders, pricing, margin, and operations — turning ERP data into action that improves profitability. We are not trying to be another generic software company. We understand distribution. We understand the economics behind an order. And we're building a category around helping distributors systematically find, protect, and grow profit. Now we need to make the market understand it.

Cavallo is at the forefront of developing profit-focused technologies for product-centric brands and wholesale distributors. We're seeking self-motivated, hard-working problem solvers who are dedicated to helping our customers and our company succeed. Our Grand Rapids-based headquarters is focused on helping change the way organizations do business through our software products, expertise, and support. Cavallo has been helping manufacturing and distribution companies increase productivity and efficiency since 2003.

Join Cavallo and help build the next generation of demand generation for a company transforming how distributors understand and improve profitability.