Demand Generation Lead

Cialfo is a leading platform connecting students, higher education institutions, and counselors through technology-driven solutions. Launched in 2017 with a mission to make education accessible to 100 million students, Cialfo provides a range of mobile and web solutions to students, K-12 institutions, and higher education institutions. We're one of the fastest-growing tech startups in the region, consistently charting new heights!

About This Role

We are looking for a Demand Generation Lead to own pipeline generation for the Cialfo K12 platform. This is a hands-on execution role for someone who runs campaigns the modern way using AI to move faster, designing multi-channel programmes across web, digital, lifecycle, events and social, and partnering closely with the Sales org to drive pipeline from first touch to SQL handoff. You will own the full campaign engine: website performance, organic digital, lifecycle and email nurture, social demand gen, and Account-Based Marketing targeting key school accounts across APAC. You'll use AI tools natively to research audiences, generate creative, build campaign briefs, analyse performance, and ship faster than a traditional marketing team. And you'll operate as a true partner to the K12 Sales team owning MQL quality, the handoff process, and pipeline SLAs.

This role is based in Delhi, India and reports into the Head of Marketing, K12. This is an Individual contributor role to begin with with an opportunity to build/scale a team as the business grows.

What You Will Be Doing

• Pipeline Ownership & Demand Generation
• Own pipeline generation across all channels digital, email, lifecycle, social, events, and ABM — fully attributed to revenue.
• Drive MQL volume and conversion rates across the K12 websites (Cialfo and BridgeU) and campaign channels.
• Manage pipeline efficiency from first touch to SQL handoff with clear SLA accountability to the Sales team.
• Set and track demand gen KPIs: MQL volume, cost per MQL, MQL-to-SQL conversion rate, pipeline contribution, and channel ROI.
• Full-Funnel Campaign Execution
• Design and execute integrated campaigns across web, lifecycle email, social, events, content, and ABM.
• Own the campaign calendar prioritising by pipeline impact and coordinating across channels for consistent messaging and timing.
• Manage external vendors and hold them accountable to performance targets, briefs, and delivery timelines.
• Build scalable campaign processes that enable faster execution and consistent cross-channel measurement.
• Run hypothesis-driven A/B tests across every channel — landing pages, email subject lines, ad creative, CTAs — and act on results fast.
• Lifecycle & Email Marketing
• Own the full lifecycle marketing programme from first touch nurture through to re-engagement across the K12 audience of school leaders, administrators, and counselors.
• Design and manage automated workflows in HubSpot that move leads through the funnel and surface high-intent signals for Sales.
• Segment audiences by persona, behaviour, and funnel stage to deliver relevant messaging at the right moment.
• Monitor and improve lifecycle metrics: open rates, click-through rates, nurture-to-MQL conversion, and unsubscribe rates.
• Social Demand Generation
• Run social as a demand gen channel — not just brand awareness with a focus on generating engagement, traffic, and leads from LinkedIn and other relevant platforms.
• Build and manage social campaigns targeting school decision-makers across Global markets.
• Collaborate with content and brand to ensure social creative is optimised for conversion, not just reach.
• Website & Conversion Optimisation
• Own the Cialfo K12 website end to end performance, conversion optimisation, lead capture, and user experience.
• Implement and monitor UTM tracking, campaign attribution, and accurate data capture across all entry points.
• Run continuous experiments on landing pages, forms, and conversion flows to improve MQL volume.
• Sales Partnership & ABM
• Operate as a genuine partner to the K12 Sales org attend pipeline reviews, understand deal velocity, and align demand gen programs to Sales priorities.
• Own the MQL-to-SQL handoff process: lead scoring, SLA compliance, follow-up timelines, and lead quality feedback loops.
• Build and execute Account-Based Marketing programs targeting priority school accounts across key markets.
• AI-Powered Campaign Operations
• Use AI tools natively across the entire campaign lifecycle — from audience research and brief generation through to creative production, performance analysis, and reporting.
• Use AI-assisted tools to design ad creative, write and test email copy, build landing page variants, and produce campaign reports faster than traditional workflows allow.
• Proactively evaluate and adopt new AI tools that improve campaign velocity, personalisation, or measurement accuracy.
• Reporting & Optimisation
• Build and maintain dashboards tracking pipeline contribution, channel performance, funnel metrics, and campaign ROI.
• Report to the Head of Marketing, K12 on a regular cadence — with clear, data-driven recommendations.
• Translate campaign performance into budget reallocation decisions and channel prioritisation recommendations.
  

About You

• Qualifications
• Bachelor's or Postgraduate degree in Marketing, Business, Communications, or a related field.
• Experience & Skills
• 4–6 years of demand generation experience in a B2B or B2B2C organisation.
• Proven ownership of pipeline from web, digital, lifecycle, events, and other channels — with clear revenue attribution and a track record of improving funnel metrics over time.
• Strong understanding of the B2B funnel: MQLs, SQLs, pipeline stages, SLA management, and what it means to be a genuine partner to a Sales org.
• Experience with ABM strategy and execution targeting institutional or enterprise buyers.
• Hands-on experience running campaigns across web, paid digital, lifecycle/email, and social. Comfortable owning multiple channels simultaneously, not just one or two.
• Strong analytical skills — comfortable with attribution modelling, CRM data, dashboard building, and translating funnel insights into clear campaign and budget decisions.
• Experience owning a B2B website - CMS management, lead capture optimisation, and working with UTMs and tracking logic to ensure all traffic is measurable.
• Deep proficiency in HubSpot workflows, lifecycle stages, lead scoring, aurtomation attribution, and reporting.
• Demonstrated use of AI tools in day-to-day marketing work — for planning, creative, copy, performance analysis, or reporting.
• Proven ability to lead cross-functional work — aligning with Sales, Content, Product, and external agencies to execute campaigns and drive shared pipeline goals.
• Qualities
• You are a hands-on operator. You don't just strategise, you build and execute across every channel.
• You are a genuine Sales partner — you understand pipeline, speak in revenue terms, and take MQL quality personally.
• You are AI-native. You reach for AI tools first and use them to move faster, not as a novelty.
• You are a natural experimenter; you A/B test instinctively and always run campaigns with a clear hypothesis.
• You are a strong lifecycle thinker; you understand how to move an audience through a funnel, not just generate top-of-funnel noise.
• You are organised and detail-oriented across tracking, attribution, tagging, and reporting.
• You thrive in fast-paced, high-ownership environments and can manage multiple campaigns simultaneously.