Fractional Head of Marketing & B2B Demand Generation

B2B Packaging Company | Positioning, Website, SEO and Outbound About Imperial Paper Imperial Paper Company is a Southern California custom-packaging company that has served businesses for more than 40 years. We provide custom corrugated packaging, folding cartons, inserts, displays, advanced finishes, and kitting services. We operate through a network of manufacturing partners, allowing us to match each project with the appropriate facility, equipment, and production capabilities. We are looking for a senior, hands-on marketing leader to build a focused and repeatable system for generating qualified B2B prospects. The Role We are seeking a part-time Fractional Head of Marketing & Demand Generation. The selected person will be responsible for answering: Which companies should Imperial Paper target? How should we position the company? What should we say to prospective customers? Which channels should we use to reach them? How do we turn marketing activity into qualified conversations and RFQs? This is not primarily a sales-management or fractional CRO role. The immediate objective is to build the marketing and demand-generation engine. Sales development, technical packaging discussions, quoting, and closing will be handled separately. Responsibilities Strategy, Positioning and Messaging Analyze our customer base, order history, margins, lost opportunities, and strongest projects Identify two or three priority customer segments Define ideal customer profiles and buyer personas Clarify Imperial Paper’s positioning and differentiated value Develop messaging for operations, procurement, supply chain, founders, and brand teams Website and Conversion Review and improve website structure, messaging, and calls to action Develop core website and landing-page copy Create industry- and use-case-specific pages Develop case studies and proof points Improve contact and RFQ conversion paths Direct developers or designers where needed SEO and AI-Search Visibility Develop a focused SEO strategy around high-intent packaging searches Identify service pages and content opportunities Improve site structure, internal linking, and on-page optimization Build visibility in AI-generated search and answer platforms Track qualified organic traffic and conversions Demand Generation Develop target-account criteria and prospect lists Create account-based marketing campaigns Build outbound email and LinkedIn sequences Develop customer-reactivation campaigns Create nurture and follow-up programs Test messaging, segments, and channels Use AI and automation appropriately without relying on generic mass outreach Measurement and Handoff Define what constitutes a qualified marketing prospect Establish a clear handoff from marketing to sales Track qualified conversations, RFQs, pipeline, and customer reactivation Build a practical weekly and monthly marketing dashboard Connect marketing results to new-customer revenue and gross profit where possible First 90 Days During the initial engagement, we expect the selected person to: Review our customers, website, CRM, analytics, and existing materials Identify priority customer segments and ideal customer profiles Clarify positioning and messaging Recommend and implement key website improvements Establish SEO and AI-search priorities Develop initial target-account lists Launch at least one outbound or account-based campaign Launch a customer-reactivation campaign Establish measurement and sales-handoff procedures Present a six-month marketing plan based on initial results Ideal Background At least 10 years of B2B marketing or demand-generation experience Strong positioning and messaging skills Experience marketing technical, customized, or high-value products Hands-on website and conversion experience Experience with SEO, content, email marketing, and account-based outreach Ability to connect marketing work to qualified opportunities Experience working directly with owners and small leadership teams Strong written and spoken English Meaningful overlap with U.S. Pacific Time Experience with packaging, manufacturing, industrial distribution, commercial printing, supply chain, or customized physical products is highly desirable. Engagement Approximately 10–15 hours per week initially Three-month trial Remote Potential for an ongoing engagement Candidates outside the United States are welcome How to Apply Please begin your proposal with the words “Qualified demand.” Please answer the following: Describe one B2B engagement where you personally improved positioning, messaging, or website conversion. Describe one demand-generation program you built that produced measurable qualified opportunities, RFQs, pipeline, or revenue. What would you personally execute during the first 90 days? What work would require additional specialists, and what would those resources cost? What is your experience with SEO, AI-search visibility, outbound email, and account-based marketing? What are your proposed weekly hours and hourly or monthly fee? We are looking for a practical, commercially minded leader who can personally produce important work—not someone who only provides advice or immediately recommends hiring a large team.