Senior Segment Marketing Manager

Granicus is a technology company transforming the Govtech industry by connecting governments with their constituents. The Senior Segment Marketing Manager will develop and execute marketing programs to drive brand awareness and sales within the U.S. federal government segment, collaborating closely with various teams to achieve measurable results.

Responsibilities:

• Develop go-to-market plans aligned to sales priorities and Granicus positioning
• Serve as a brand steward for assigned segments
• Collaborate with Product Marketing to align messaging, proof points, and competitive differentiation
• Research federal government market trends, customer needs, competitors, and procurement patterns to inform campaigns and content
• Plan and execute in-person events, webinars, tradeshows, and virtual events
• Run digital programs including email, paid media, social, and content syndication
• Lead Account-Based Marketing programs using intent data, ICP alignment, and buying-stage insights
• Collaborate with associations, resellers, media, and strategic partners to expand reach
• Partner with Digital and Content teams to improve organic discoverability, engagement, and conversion
• Ensure landing pages, web content, and calls-to-action reflect segment priorities and drive measurable impact
• Monitor full-funnel performance, marketing attribution, pipeline velocity, and data accuracy in partnership with Revenue Operations and Sales
• Ensure campaigns are executed with rigor, consistency, and compliance with internal processes
• Own performance reporting from inquiry through bookings, including win rates, “cost per” metrics, and stage conversion
• Run structured tests and experiments to optimize performance and ROI
• Manage segment marketing budget with accuracy and discipline
• Optimize investments across channels and programs to maximize return
• Use AI and marketing technology platforms to scale campaigns, personalize engagement, and improve efficiency

Requirements:

• 8+ years of business-to-government (B2G) marketing or business-to-business (B2B) marketing experience
• Experience generating demand among federal government audiences including Senior Executive Service personas, agency/department leaders, and executives in technology, communications, program management, compliance, digital modernization, and customer experience
• Hands-on proficiency with CRM, marketing automation, account-based marketing, analytics, and workflow tools
• Strong understanding of the sales funnel, pipeline dynamics, and collaboration with marketing, sales, and BDR organizations
• Strong analytical skills with comfort using dashboards and evaluating conversion, win rates, and campaign performance
• Excellent communication and project management skills; operates effectively with lean resources
• Self-motivated individual comfortable working independently and collaborating with others
• Flexible work schedule (remote + ability to attend meetings in DC-based office at least one day per week)
• SaaS experience preferred