Responsibilities

• Campaign Strategy & Execution: Own the integrated campaign calendar for new logo acquisition in the Business & Government segment, with pipeline targets defined for every program.
• Translate GTM positioning and competitive differentiation from the GTM Marketing team into compelling, audience-specific campaign narratives and assets.
• Execute multi-channel campaigns spanning paid media, email, content syndication, webinars, and field event integration.
• Design and run ABM programs for target accounts across the Business & Government universe — account-based thinking is core to this role, not optional.
• Support Blackboard’s visibility in AI-generated research environments (GEO), coordinating with the VP GTM on which prompts and themes buyers are searching.
• Partner with Marketing channel teams to ensure programs compound ROI rather than run in isolation.
• Build AI-native workflows for always-running campaign analysis, audience personalization, and performance optimization — and share what you’re building with the broader team.
• Field & Event Marketing: Coordinate with Events, Sr Manager to manage regional field activation programs — road shows, executive dinners, partner-hosted events — tied to pipeline goals in specific accounts or geographies.
• Serve as a key campaign contributor to BbT26, Blackboard’s flagship customer event, ensuring field and campaign strategies are coordinated.
• Build and own post-event attribution models: every event investment is measured against pipeline sourced, pipeline influenced, and closed won contribution.

Requirements

• 8–10 years of B2B demand generation or growth marketing experience, ideally in EdTech, SaaS, or a similarly complex enterprise environment
• Proven track record building and executing integrated campaigns that generate pipeline — not just leads — with a measurable contribution number you own
• Real ABM experience: you have run account-based programs, not just heard of them. You know how to design plays at the account level and measure their impact
• Field and event marketing ownership: you have managed conference presence, regional programs, and event budgets end-to-end, including post-event attribution
• AI-native operator: you have built workflows and automations with AI as a core part of how you work, not as a side project. You can show examples of what you’ve built and how it performed
• Data-driven mindset: you review your own numbers, spot what’s working, and make adjustments without being asked
• Strong working knowledge of HubSpot or Marketo and Salesforce; you understand how leads flow, how campaigns are tracked, and how attribution works
• Experience with intent data platforms — 6sense, Demandbase, or similar — and the ability to act on those signals in campaign targeting
• Experience managing agency relationships for paid media (search, display, programmatic) and coordinating creative production
• Ability to operate independently in a fast-moving org — you manage your own calendar, brief your own collaborators, and own your outcomes

Preferred

• Experience marketing to corporate or government/public sector audiences
• Familiarity with GEO (generative engine optimization) and how to optimize content for visibility in AI-generated answers
• Experience with AI SDR platforms or outbound sequencing tools integrated into campaign workflows
• Background contributing to flagship customer events or user conferences as part of an integrated campaign strategy