Senior Manager, Demand Generation, Revenue Marketing
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Job Description
Senior Manager driving demand generation and revenue marketing for Riipen, enhancing higher education partnerships through strategic campaigns and initiatives.
Responsibilities:
- Design and execute multi-channel demand generation programs targeting senior academic leadership across Canada and the US, from strategy through execution through measurement, with the goal of creating qualified sales conversations with priority institutional accounts
- Develop and manage the editorial calendar, ensuring consistent output across content, email, social, webinars, events, and co-marketing with partners and consortia in the higher education space
- Build campaigns that convert target account engagement into meetings with economic buyers and institutional decision-makers
- Partner with sales leadership to align demand generation programs with priority accounts and active deal pursuits
- Analyze campaign performance and continuously optimize programs to improve engagement, meeting generation, and funnel conversion
- Capture insights from campaign results and feed them back into GTM strategy, positioning, and account prioritization
- Contribute to qualified pipeline generation across priority target accounts through campaign programs and content
- Design marketing initiatives that convert institutional engagement into qualified sales opportunities and RevOps
- Track and report on marketing-sourced and marketing-influenced pipeline in collaboration with GTM leadership
- Support sales leadership in progressing opportunities through the funnel with targeted campaigns and sales enablement assets
- Align marketing execution with named account strategies and ABM execution
- Produce awareness-stage content including blog posts, LinkedIn articles, and social content that establishes Riipen’s point of view with senior academic leaders
- Develop consideration-stage assets such as research briefs, benchmark studies, and webinar content that help institutional leaders evaluate their options
- Create decision-stage content including case studies, ROI frameworks, institutional outcome stories, and executive briefs that support late-stage enterprise sales conversations
- Build sales enablement materials — persona-specific one-pagers, pitch deck content, outbound collateral, and competitive positioning — that equip the sales team for multi-stakeholder deals
- Contribute to Riipen’s LinkedIn presence: company page strategy, executive thought leadership support, and active engagement with the higher education community
- Translate market intelligence from sales conversations, advisory board sessions, and competitive monitoring into messaging updates and content priorities
- Contribute to the evolution of Riipen’s messaging architecture: narrative, value pillars, persona-specific messaging, and proof points
- Collaborate with Product to ensure messaging aligns with product strategy and buyer priorities
Requirements:
- 7+ years of experience in B2B demand generation, revenue marketing, or growth marketing
- Demonstrated track record of generating qualified pipeline for enterprise sales teams
- Experience supporting account-based or named-account go-to-market motions
- Strong understanding of enterprise demand generation strategy, including campaigns that drive meetings with senior decision-makers
- Understanding of the higher education landscape in Canada and the United States, or the ability to rapidly develop expertise in institutional priorities and decision-making dynamics within higher education
- Strong analytical mindset with experience measuring pipeline creation, funnel conversion rates, and campaign ROI
- Experience collaborating closely with sales organizations in complex, multi-stakeholder enterprise deals
- Excellent writing and storytelling skills with the ability to adapt tone and format for senior academic audiences across channels
- Ability to move fluidly between strategy and execution, designing campaigns and producing the content and programs required to bring them to life
- Comfortable working with marketing technology including CRM and marketing automation platforms, with the ability to interpret performance data and connect marketing activity to pipeline outcomes
- Fluent with AI tools for content development, research, and workflow acceleration while maintaining strong editorial judgment and quality control
Benefits:
- 🌐 Remote/travel working opportunities (when appropriate)
- 🏖️ 4 weeks of annual vacation
- 🤕 Paid sick leave
- 🏥 Extended Health and Dental benefits from your first day
- ✅ Generous employer sponsored health coverage and 401K match allowance for US team
- 💻 We will ensure you have a great work-from-home setup
- 📚 Learning & Development Stipend after 6 months of employment
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