Demand Generation Marketing Manager
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Job Description
Demand Generation Manager leading targeted marketing programs across U.S. Public Sector and UK Government sectors for Totara, a global learning platform.
Responsibilities:
- Develop, launch, and optimize targeted demand generation campaigns aligned to ICPs, strategic accounts, and pipeline goals
- Develop, launch, and optimize paid media campaigns across LinkedIn and Google Ads to drive lead generation and pipeline growth
- Build and manage HubSpot landing pages, forms, workflows, and multi-touch nurture campaigns to improve engagement and conversion rates
- Monitor campaign performance, funnel metrics, and ROI across HubSpot, Google Analytics, SEMrush, and paid media platforms, providing actionable optimization recommendations
- Partner closely with Sales and Marketing Operations to improve lead qualification, funnel conversion, and pipeline progression
- Serve as the primary liaison for third-party industry partnerships, webinars, analyst programs, and content sponsorships to support lead generation and audience growth
- Support ongoing optimization of Totara’s global website, including CMS updates, SEO improvements, bug reporting, and conversion rate optimization
- Amplify demand generation campaigns and content across social media channels
- Own campaign reporting and communicate performance, insights, and recommendations to stakeholders
- Identify and test new channels, tactics, and audience segments to improve campaign performance and pipeline contribution.
Requirements:
- Experience in demand generation, digital marketing, or growth marketing, with a track record of driving pipeline and revenue growth
- Hands-on experience managing and optimizing paid media campaigns across LinkedIn and Google Ads
- Strong HubSpot experience, including campaign management, workflows, reporting, and lead nurturing
- Experience managing website content and landing pages in WordPress
- SEO experience
- Google Tag Manager, SEMRush and Google Analytics experience
- Strong analytical skills and ability to translate performance data into actionable insights
- Excellent project management and stakeholder management skills
- Comfort working independently in a fast-paced, remote environment
- Experience collaborating with cross-functional and globally distributed teams
- Experience buying media in heavily regulated industries like Government and Healthcare
- An understanding of the HR industry, specifically Talent and L&D is a plus
- Creativity and flexibility, responding quickly to evolving markets and opportunity challenges
- Accountable and committed to achieving target goals with integrity and fearlessness
- Proactive, resourceful, and comfortable navigating ambiguity
- Continuous learner with a test-and-learn mindset
- Results-oriented, with a focus on pipeline contribution and measurable business impact.
Benefits:
- Unlimited PTO
- Enhanced Parental Leave
- Professional Development Opportunities
- Annual Wellbeing Allowance
- New Joiner home working set-up allowance
- Additional Paid Leave: Birthday off, Working days between Christmas and New Years Eve
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