Job Description

Website Content & Lead Generation Manager (B2B)

The Website Content & Lead Generation Manager is responsible for driving high-quality B2B leads by managing and optimizing content across the B2B and Custom areas of the company's website, while developing demand generation strategies that convert prospects into qualified leads.

This role sits at the intersection of website content management, demand generation, and conversion optimization, blending strategic oversight with hands-on execution to increase lead volume and quality. Working closely with marketing and sales this position creates vertical-specific content and conversion-focused journeys that position this company as the leader in commercial and custom health and wellness solutions.

Key Responsibilities:

Lead Generation & Demand Generation

• Develop B2B demand generation and lead generation strategies across marketing channels (website, email, paid media, content, and sales enablement), with the website serving as a primary conversion hub.
• Manage and support marketing campaigns and lead generation initiatives that directly support the B2B sales team, ensuring strong lead quality and pipeline impact.
• Own and optimize end-to-end website conversion funnels, improving landing pages, CTAs, forms, and content pathways to drive high-quality B2B leads.
• Partner with marketing and sales teams to align content, journeys, and messaging with target accounts, pipeline needs, and revenue goals.
• Develop and test new recommendations to continuously improve lead quality, conversion rates, and engagement across channels.

Website Content & Customer Experience

• Own and manage content across the B2B and Custom sections of website, ensuring relevant, up-to-date content supports B2B lead acquisition.
• Develop and maintain customer personas, journey maps, and vertical-specific content strategies (hospitality, wellness centers, gyms, spas).
• Publish and optimize high-value content such as landing pages, guides, case studies, and thought leadership assets tailored to B2B audiences.
• Ensure a seamless, intuitive customer experience and a consistent, premium Sunlighten brand across all digital touchpoints.

Website Optimization & Organic Lead Acquisition

• Execute conversion rate optimization (CRO) initiatives, including A/B testing, UX improvements, and funnel optimization.
• Analyze website performance using GA4, Hotjar, and CRM data to identify friction points and optimization opportunities.
• Support SEO and AI/GEO optimization efforts with internal teams and agencies to increase organic visibility and inbound B2B leads.

Website Strategy & Project Management

• Support website roadmaps and enhancement priorities based on lead generation and revenue impact.
• Collaborate with the website manager, designers, and developers to scope, manage, and QA website updates.
• Manage multiple projects simultaneously while maintaining quality, timelines, and stakeholder alignment.

Success Metrics

• Increased volume and quality of B2B leads generated through company website.
• Improved website conversion rates and engagement across key journeys.
• Reduced friction across lead capture and conversion paths.

Required Qualifications

• 5+ years of experience in B2B marketing, website content management, or demand generation.
• Proven success managing marketing campaigns, lead generation projects, and website content to support sales pipelines.
• Experience with conversion rate optimization (CRO), UX improvements, and lead-focused website management.
• Strong understanding of B2B customer journeys, personas, and vertical-specific content strategies.
• Ability to thrive in a fast-paced, growth-oriented environment.
• Highly resourceful, proactive, and organized, with strong attention to detail and the ability to manage multiple projects simultaneously.
• Proficiency with analytics and marketing tools (GA4, Hotjar, CMS platforms, CRM systems).
• Excellent collaboration and communication skills across marketing, sales, and cross-functional teams.

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