Responsibilities

• Build and manage 12twenty's demand generation strategy in support of company pipeline and revenue goals.
• Translate quarterly and annual growth priorities into integrated campaigns with clear audiences, offers, conversion paths, budgets, and success measures.
• Own paid demand strategy, including planning, budgeting, testing, optimization, and performance across relevant paid channels.
• Expand and optimize our account-based and audience-specific programs for priority segments and accounts.
• Build campaigns that bring together paid media, content, webinars and events, nurture, retargeting, product marketing, and sales follow-up based on the objective and audience.
• Partner closely with Marketing Operations and Sales to understand lead quality, opportunity progression, objections, market feedback, and what happens after Marketing creates engagement.
• Work with Marketing Operations and Revenue Operations to improve scoring, routing, attribution, funnel visibility, nurture, conversion, and reporting.
• Partner with Product Marketing and Content to turn product launches, customer proof, research, market insights, and strong points of view into demand.
• Establish a disciplined testing approach that improves campaign performance and informs future investment decisions.
• Own demand generation reporting and communicate performance, insights, risks, and recommendations clearly to Marketing and company leadership.

Requirements

• Strong candidates will have experience building and running demand generation programs in a B2B SaaS environment and will be comfortable connecting campaign performance to pipeline and revenue.
• The right person will understand the economics of the funnel. Pipeline, conversion rates, acquisition costs, velocity, attribution, channel performance, and return on investment should all be familiar territory.
• Paid media experience is important, but the role requires a broader view of demand generation than paid acquisition alone.
• Experience bringing multiple channels together into integrated programs is valuable, along with a strong understanding of how the buyer journey continues after someone fills out a form.
• Comfort working with the systems behind the work is also important. Experience with platforms such as HubSpot, Salesforce, Dreamdata is helpful, but understanding how marketing and revenue systems work together matters more than expertise in any one tool.
• The strongest candidates will be analytical without becoming overly dependent on perfect data. Some decisions will be based on clear evidence. Others will require a well-informed hypothesis and the ability to test it thoughtfully.
• This role also requires comfort moving between strategy and execution. It may involve shaping quarterly investment strategy one day and diagnosing a conversion issue the next.
• Clear communication and strong judgment are essential. The team values people who can form a point of view, explain the reasoning behind it, and recommend a path forward when something is not working as expected.
• Most importantly, this role requires ownership. The Senior Manager of Demand Generation will be expected to take business goals and turn them into thoughtful plans, strong execution, and measurable results.
• Experience in talent acquisition, HR technology, higher education, or another complex B2B market could help accelerate ramp time, but it is not required.

Preferred

• Experience in talent acquisition, HR technology, higher education, or another complex B2B market could help accelerate ramp time, but it is not required.

Benefits

• - Competitive salary
• - Generous PTO policy
• - Full benefits, including 401(k)
• - Regular team happy hours and activities
• - Remote work flexibility