Demand Generation Leader (Home Care Marketing)

Job Description

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The Demand Generation Leader owns BrightStar Care's lead generation pipeline across three audiences: consumers seeking home health care, health system and enterprise B2B partners, and prospective caregivers and clinical staff. This role is the pipeline engine of BrightStar's marketing function — designing, executing, and continuously optimizing the strategies that fill the commercial funnel with qualified opportunities for franchisees across the network.

This is a hands-on leadership role with real revenue accountability. The Demand Generation Leader is measured by qualified leads, conversion rates, and marketing's contribution to franchisee AUV growth — not impressions or awareness metrics. They report to the Sr. Director, Performance Marketing & Demand Generation and work in close daily partnership with the Campaign Management Leader, the HubSpot Marketing Operations Manager, and the B2B & Enterprise Marketing Manager.

Two Audiences, One Owner

Consumer lead generation and caregiver/clinical recruitment marketing are two distinct channels with different buyer journeys, messaging requirements, and conversion metrics. The Demand Generation Leader is the single owner of strategy across both — coordinating with channel specialists and cross-functional partners to ensure each audience gets the right approach without adding unnecessary management layers.

Responsibilities

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01

Consumer Demand Generation

• Own consumer lead generation strategy — the programs that generate home health care inquiries from individuals and families seeking care for themselves or aging loved ones
• Identify audiences, set goals, develop key messages and CTAs.
• Build and manage consumer lead nurture sequences in HubSpot — ensuring inquiries not immediately ready to convert receive consistent, relevant follow-up
• Set consumer lead quality standards in partnership with the Sr. Director — defining what a qualified consumer lead looks like and holding channel programs accountable to producing those leads, not just volume
• Track consumer pipeline performance end to end — from first impression through to franchisee consultation booked — and report on marketing's contribution to franchisee revenue with clear attribution against GMF spend

02

Caregiver and Clinical Recruitment Marketing

• Own caregiver and clinical staff recruitment demand generation — the marketing programs that drive prospective caregivers, nurses, and clinical professionals to franchisee career opportunities
• Design and execute recruitment marketing programs that reach the right candidates in franchisee markets — paid job board advertising, social recruiting, organic content, and local market strategies
• Build recruitment lead nurture programs that maintain candidate engagement through the application and onboarding stages — reducing time-to-hire for franchisees
• Track recruitment pipeline performance by franchisee market — correlating recruitment marketing spend to open position fill rates and flagging markets where staffing shortfalls connect to insufficient recruitment marketing coverage

03

HubSpot Pipeline Design and Marketing Automation

• Develop and maintain the demand generation architecture within HubSpot — lead scoring models, lifecycle stage definitions, pipeline structure, and automation workflow design across all three audience tracks
• Partner with the HubSpot Marketing Operations Manager on platform execution — providing the strategy and requirements the HubSpot Manager implements and maintains

04

Testing, Optimization, and Performance Reporting

* Manage and report on demand generation performance dashboard — reporting weekly on lead volume, quality, cost, and conversion by audience and channel to the Sr. Director * Partner with the Campaign Management Leader to ensure channel execution reflects demand generation strategy — briefing campaign requirements clearly and reviewing campaign performance against pipeline targets Skills & Qualifications ----------------------------

Required

* 5+ years of demand generation experience with demonstrated success managing multi-audience lead generation programs that produce measurable pipeline contribution * Strong expertise in lead scoring, lifecycle stages, pipeline management, marketing automation, and attribution. * Experience with consumer, B2B, and recruitment demand generation across more than one audience type * Strong analytical skills — building dashboards, interpreting performance data, and translating channel metrics into business outcome language * Experience working in a distributed, multi-market, or franchise environment where demand generation must serve local market needs at scale

Preferred

* Experience in healthcare, home health, or consumer services — understanding the trust-based buying journey for care decisions * Recruitment marketing experience — job board advertising, social recruiting, and employer brand programs * Familiarity with AI-assisted demand generation tools — predictive lead scoring, AI copywriting, automated audience segmentation

Education

* Bachelor's degree in Marketing, Business, Communications, or a related field required * Relevant certifications (HubSpot, Google Ads, Meta Blueprint) valued

Working Conditions

* Remote within the United States with up to 10% Travel * Applicants must be legally authorized to work in the United States on a full-time basis without the need for current or future employer sponsorship