Note: The job is a remote job and is open to candidates in USA. Anthology Inc is an education company that builds technology for transformational teaching and learning. They are seeking a Senior Growth Marketing Manager to drive demand generation campaigns for the Business & Government segment, focusing on pipeline generation and post-sale customer journey.
Responsibilities
- 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
- Own Blackboard’s presence at third-party conferences in Business & Government, including DevLearn, ATD, and other Business & Government sector events
- 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
- Coordinate logistics and agency relationships for event execution; manage event budgets and vendor contracts
- Own a direct pipeline contribution target — not just activity metrics. You hold a number, review it weekly, and course-correct when programs underperform
- Work with Marketing Intelligence to define campaign-level pipeline targets and track performance against them
- Leverage intent data and buying signals from the Marketing Intelligence team to prioritize campaign audiences and personalize outreach
- Build and maintain multi-touch attribution to ensure campaign contribution is accurately captured across the full funnel
- Flag expansion signals — customer engagement patterns, advocacy activity, product usage — to the Customer Growth & Advocacy team so post-sale programs can act on them
- Brief and collaborate with Content and Brand teams to develop campaign assets: landing pages, nurture emails, one-pagers, and digital ads
- Coordinate with Marketing Ops to ensure proper list segmentation, lead routing, and campaign tracking in HubSpot and Salesforce
- Align with Product Marketing on sales enablement and ensure campaign messaging is consistent across GTM teams
- Develop field-specific assets — event booth briefs, executive event guides, post-event nurture sequences — that connect field presence to campaign pipeline
- Own campaign performance reporting: pipeline contribution, MQL-to-SQL ratios, closed won rates, cost per opportunity, and event ROI
- Continuously test and optimize campaign elements — messaging, creative, CTAs, audience segments — to improve performance
- Present campaign results and recommendations at weekly pipeline reviews; come with a point of view, not just a dashboard
- Influence without authority: work across Sales, CS, and Marketing to ensure campaigns are well-supported and properly credited
Skills
- 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
- Strong written communication: you translate complex positioning into campaign copy, clear creative briefs, and executive-ready performance summaries
- Cross-functional influence: you work well with Sales and can push back when you need to, without burning relationships
- Fluency in written and spoken English
- 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
Company Overview