Senior Demand Generation Manager, B2B Software

Senior Demand Generation Manager, B2B Software

Recruited by Switchboard Hiring on behalf of Thrive by Shopventory

We're looking for an experienced B2B software marketer who knows how to turn customer insight into demand, and moves quickly from an idea to an experiment to measurable results.

This role spans two products at different stages of growth. Thrive is an established inventory management and analytics platform with a healthy customer base of small businesses, from cafes and boutiques to toy shops and restaurants. Verai helps businesses organize product information and turn their catalogs into branded sites where customers can discover products, request information, and place orders.

Your primary focus will be Verai: understanding its customers, identifying its strongest growth opportunities, and building demand from the ground up. You'll also support Thrive and explore opportunities to grow Verai through Thrive's existing customer base and relationships.

That combination makes this an unusual opportunity. You'll have an established business to learn from and build on, alongside a new product with room to experiment and shape how it reaches the market.

What you'll own

Your number one responsibility is to generate qualified leads and signups that can become customers. You'll work closely with sales and marketing to identify the right audiences, sharpen our messaging, and execute the campaigns and experiments that bring them into our funnel.

We're looking for someone with a broad demand generation toolkit. You've worked across multiple traction channels, understand their tradeoffs, and know how to choose the right channel for the product, audience, and stage of growth. You can develop the strategy and do the work to put it into motion.

You'll spend time learning both products, talking with customers and prospects, and working with sales to understand what drives interest, what creates friction, and what leads to a purchase. Those insights should directly inform what you test next.

Your responsibilities will include:

• Build and execute a demand generation strategy across Verai and Thrive, with a primary focus on Verai.
• Identify and test acquisition channels, including paid search and social, SEO and content, email, outbound, partnerships, communities, referrals, and events.
• Grow demand through our integration partner ecosystem, including our presence in app marketplaces like Shopify, Clover, and Square, and co-marketing with partners.
• Run focused experiments with clear hypotheses, success criteria, budgets, and timelines.
• Move quickly: launch, measure, improve, expand what works, and stop experiments that don't justify further investment.
• Develop and test audiences, offers, messaging, landing pages, and conversion paths that drive qualified signups.
• Partner with sales to evaluate lead quality, incorporate prospect feedback, and connect campaigns to pipeline and paying customers.
• Work with marketing and product teams to turn customer needs and product capabilities into compelling campaigns.
• Establish clear reporting on channel performance, acquisition costs, signup conversion, and contribution to pipeline.
• Identify opportunities to introduce Verai to relevant Thrive customers and audiences.

Who we're looking for You've spent enough time in B2B software to know that a successful playbook in one business won't automatically work in another. You bring experience and strong judgment, but you're willing to test your assumptions.

You're comfortable with ambiguity, take ownership without waiting for detailed instructions, and can balance speed with disciplined measurement.

You should bring (Qualifications)

10+ years of experience in B2B software across demand generation, growth marketing, acquisition, or closely related disciplines.

Hands-on experience executing across multiple acquisition channels, with a clear understanding of when and why to use each.

A track record of generating qualified leads, signups, and pipeline for software products.

Experience building demand for a new product or entering a new market, alongside optimizing established acquisition programs.

Experience marketing to small businesses or running self-serve, freemium, or product-led growth motions.

Partner or ecosystem marketing experience, such as app marketplaces, integration partners, or channel co-marketing.

Strong experimentation skills, including prioritizing tests, interpreting results, and deciding what to scale or stop.

The ability to translate customer research into positioning, messaging, and campaigns.

Strong analytical skills and experience with CRM, marketing automation, attribution, and reporting tools.

Experience working closely with sales, marketing, and product teams.

A willingness to execute directly, alongside coordinating with teammates or outside resources.

Curiosity and a practical, hands-on approach to using new AI tools in your day-to-day work.

U.S. residency and the ability to travel periodically to our Denver, Colorado office.

A plus, not a requirement:

growing an API or developer-facing product, or payments monetization.

Why this role

At Thrive and Verai, you'll have the opportunity to apply your experience to both an established platform and a new growth opportunity.

Thrive provides customers, relationships, and market knowledge to build on. Verai offers the opportunity to help define the audience, discover the channels that work, and build a repeatable engine for growth.

We're looking for someone who wants that ownership—and is ready to turn it into results.