Manager - Demand Generation

Job Title: Asst Manager / Manager – Demand Generation (Pumps & Industrial Solutions)

Location

Chennai / Mahindra City

Experience

10–15 years in Industrial / Manufacturing / B2B Marketing

Role Overview

The Candidate will lead the Organization’s  demand creation and market development strategy across industrial, infrastructure, municipal, and OEM segments for its pump portfolio. This role owns end‑to‑end demand generation—from market intelligence and campaign strategy to pipeline impact and ROI.

The role requires strong collaboration with Sales Leadership, Channel Partners, Product Management, and Senior Management, and plays a critical role in building sustained market demand in long-cycle, project‑driven environments.

Key Responsibilities

Strategic Demand & Market Leadership

• Define and own the overall demand generation strategy for domestic and/or export markets
• Identify priority industries, applications, geographies, and customer segments for growth
• Translate business goals into annual demand plans, campaign roadmaps, and budget allocation
• Act as the marketing partner to Sales leadership for pipeline creation and market expansion

Campaign & Program Ownership

• Lead high-impact demand programs including:

• Large trade exhibitions and global industrial expos
• Industry-specific technical seminars, roadshows, and consultant meets
• Digital demand programs (SEO, website, email, LinkedIn, paid media)
• Product launch and application awareness campaigns

• Ensure programs are aligned to product verticals, industries, and sales priorities

Consultant, EPC & Influencer Engagement

• Build structured engagement programs for consultants, EPCs, specifiers, and influencers
• Drive specification wins through technical positioning, case studies, and reference projects
• Support sales teams in building long-term relationships with decision influencers

Channel & Partner Demand Generation

• Design and govern channel demand generation frameworks for dealers and distributors
• Enable partners with campaigns, tools, messaging, and co-marketing programs
• Track and improve partner-led inquiry generation and pipeline contribution

Content, Messaging & Brand Leadership

• Own demand-related messaging, value propositions, and application narratives
• Guide development of:
• Technical brochures, application notes, and industry-focused content
• Case studies, reference documents, and proof-of-performance materials
• Website structure and content aligned to buyer journeys
• Ensure consistent brand and technical positioning across all touchpoints

Sales Alignment & Revenue Impact

• Define lead qualification, handoff, and feedback processes with Sales
• Review regional pipelines and campaign performance with Sales leadership
• Drive improvements in inquiry quality, conversion rates, and deal velocity

Analytics, Governance & ROI

• Establish KPIs for demand generation including inquiries, qualified projects, pipeline value, and ROI
• Own dashboards, reporting cadence, and leadership reviews
• Use insights to refine strategy, optimize spend, and scale high-performing programs

Team & Vendor Leadership

• Mentor and guide demand generation, digital, and field marketing teams
• Manage external agencies, event partners, and digital vendors
• Build scalable processes and best practices across regions

Required Qualifications

• Bachelor’s degree in Engineering (Mechanical / Industrial preferred) or MBA - Marketing, or Business Administration.
• Min 6 years (for AM) & Min 13+ years( for Manager ) of experience in B2B industrial marketing or demand generation from an organization of repute.
• Proven experience driving demand in pump manufacturing, fluid handling, capital equipment, or heavy engineering
• Experience working closely with senior sales and business leaders

Preferred Qualifications

• MBA in Marketing or Strategy
• Experience managing multi-region or export market demand programs
• Exposure to energy efficiency, sustainability, or regulatory-driven markets

Key Skills & Competencies

• Strategic thinking with strong execution discipline
• Deep industrial market and application understanding
• Leadership and cross-functional influence
• Data-driven decision making
• Executive communication and stakeholder management

Success Metrics (KPIs)

• Qualified inquiries and project leads generated
• Marketing-influenced pipeline and revenue
• Consultant / EPC engagement and specification wins
• Channel partner demand contribution
• ROI from exhibitions, campaigns, and digital programs

Why This Role Matters

This is a high-impact role that directly influences market presence, pipeline quality, and long-term growth in competitive industrial segments.