GTM & Demand Generation Marketing Manager

About First Arriving

First Arriving builds digital tools for the public-safety and local-government community — fire, EMS, law enforcement, and the agencies that support them.

The role

First Arriving is looking for a hands-on marketer to turn company priorities into go-to-market programs that generate qualified leads, support sales, and help customers get more value from our products.

You'll manage day-to-day campaign execution across digital channels, customer communications, and outside vendors. Monitoring lead volume by source and conversions daily will be an important focus. You'll build on company strategy and messaging, develop campaign ideas, and track results across online and offline programs. A key focus will be improving how First Arriving is discovered through search, social media, and emerging AI-powered search experiences.

Compensation: $80,000–$100,000 base salary, depending on experience.

What you'll do

• Plan and improve integrated campaigns that generate qualified leads, support pipeline goals, and reach priority audiences.
• Monitor and measure lead volume daily by source and partner with sales to track conversions and attribution.
• Execute campaigns across SEO, paid search, social media, email, and other relevant channels; improve website pages, forms, and calls to action to increase conversion.
• Build go-to-market plans for product launches, new features, and services, including customer communications that support adoption and expansion.
• Manage outside agencies, media partners and vendors, set clear goals, and track deliverables and budget.
• Partner with sales to improve lead quality and follow-up, and use analytics to report on leads, conversions, campaign results, and pipeline contribution.
• Use AI thoughtfully to research audiences, develop and adapt campaign creative, and improve SEO/AEO, analysis, reporting, and workflow efficiency.
• Help evaluate AI-enabled tools and integrations for the marketing stack, checking outputs for accuracy, brand fit, and appropriate handling of company and customer information.
• Maintain a practical campaign calendar and coordinate with colleagues on content, events, webinars, and other programs.

What success looks like

• Campaigns generate a growing volume of qualified leads and measurable sales opportunities that are well tracked and fully attributed.
• Sales and leadership have a clear view of marketing performance and lead sources.
• Search visibility, website conversion, and customer engagement improve over time.

What you bring

• 3–5+ years of relevant marketing experience and a record of campaigns that generated leads, supported sales, or grew customer engagement.
• Hands-on experience with B2B marketing, demand generation, or go-to-market campaigns across multiple channels.
• High proficiency with and good judgment using AI tools, with the ability to review output for accuracy, brand fit, and responsible data handling.
• Working knowledge of SEO, paid search, social media, and marketing analytics.
• Strong project management, writing, and communication skills, including experience coordinating vendors and cross-functional work.
• Experience with CRM, marketing automation, retargeting, analytics, or attribution tools; HubSpot experience is a plus. Salesforce experience a plus.

Preferred qualifications

• Google Analytics or Google Ads certification; Meta advertising certification is a plus.
• Experience marketing software or services to public safety, government, or other specialized audiences.

How you'll work

You'll partner with company leadership on priorities and messaging, then turn them into campaigns and measurable results. You'll own day-to-day execution and work closely with colleagues across the company.