Demand Generation Marketing Manager

Totara is a global learning platform trusted by more than 1,500 organizations and 21 million users worldwide. They are seeking a Demand Generation Marketing Manager to lead targeted marketing programs that drive pipeline and revenue, particularly in the U.S. Public Sector and UK Government/Healthcare sectors. This role involves developing and executing data-driven campaigns, collaborating with sales and marketing teams, and optimizing demand generation initiatives.

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