Responsibilities

• Own annual and quarterly campaign planning for the Higher Education vertical, aligning campaign priorities to new-logo, renewal, and expansion goals.
• Map buyer evaluation paths by role and identify gaps in messaging, content, and offers; prioritize campaign assets based on expected pipeline impact.
• Translate competitive dynamics, procurement considerations, and changing Higher Education buying patterns into campaign narratives, timing, and messaging.
• Develop audience and messaging plans by buyer role in partnership with Product Marketing.
• Plan, launch, optimize, and report on integrated campaigns across email, webinars, paid media, and digital channels.
• Write and edit campaign copy for email programs, landing pages, webinar promotions, and related campaign assets.
• Build and manage campaigns in HubSpot or a comparable marketing automation platform, including segmentation, workflows, and reporting setup.
• Coordinate with paid media agency partners on Higher Education campaign themes, audience targeting, and performance reviews.
• Align campaign timing and messaging with SDR outbound sequencing and connect campaign engagement to qualified pipeline.
• Partner with Events on conferences, field events, and webinar programs and incorporate event pipeline into vertical performance reporting.

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or a related field, or equivalent years of experience.
• 5+ years in campaign or demand generation roles at a B2B SaaS company, with direct ownership of a market segment or vertical.
• Experience running multi-channel campaigns end to end: strategy, copy, execution, reporting.
• Hands-on experience with HubSpot or a comparable marketing automation platform, and with Salesforce or a comparable CRM.
• Comfortable moving between a quarter's campaign calendar and the email that goes out Tuesday.
• Experience tracking campaign performance against pipeline and revenue metrics, and presenting that data to stakeholders outside marketing.
• Strong project management skills; runs multiple campaigns at once without dropping a deadline.
• Hands-on experience using AI tools for research, drafting, or workflow automation, with a specific example to walk through.

Preferred

• Experience marketing to higher education or another committee-driven, cycle-bound buying market.
• Experience running campaigns against an entrenched incumbent, where the sale is displacement, not greenfield.
• Familiarity with LMS ecosystems (Canvas, Blackboard, Moodle) and how they shape a buyer's evaluation.