Senior Manager, Integrated Demand Generation & Account-Based Marketing

• Develop the integrated new-logo demand strategy in partnership with the Director of Demand Generation.

• Translate company priorities into quarterly campaign themes, target audiences, account motions, offers, channel roles, and activation plans.

• Maintain a clear portfolio of priority campaigns and recommend when programs should be expanded, redesigned, paused, or retired.

• Identify demand gaps by segment, vertical, source, and buyer stage, then build coordinated responses across the marketing mix.

• Bring structure and focus to campaign planning so teams are working from one strategy rather than a collection of disconnected channel calendars.

• Own Novara’s account-based marketing framework across 1:1, 1:few, and scalable account programs.

• Partner with Sales leadership and account executives to define target-account criteria, tiers, investment levels, and joint activation plans.

• Use ICP fit, intent, engagement, opportunity history, and account potential to prioritize where Marketing and Sales should focus.

• Design coordinated account journeys that reach multiple members of the buying group and connect marketing activity with seller outreach.

• Develop repeatable account plays for high-intent accounts, strategic prospects, stalled opportunities, closed-lost accounts, and former champions.

• Lead quarterly campaign planning and develop clear briefs that define the audience, business objective, message, offer, channel roles, seller activation, and measurement plan.

• Coordinate contributions from paid media, lifecycle and email marketing, webinars, events, content, Product Marketing, Corporate Communications, Sales, and SDR teams.

• Ensure each major campaign has a coherent buyer journey and a clear path from awareness and engagement to a meaningful sales conversation.

• Set campaign milestones, decision points, and launch-readiness requirements without becoming the project manager for every individual deliverable.

• Facilitate campaign retrospectives and turn performance findings into stronger planning standards and repeatable playbooks.

• Partner with Product Marketing and Sales to identify the industries and subverticals where Novara has the strongest opportunity to win.

• Create integrated vertical plans grounded in buyer pain, operational context, regulations, proof points, competitive dynamics, and buying triggers.

• Collaborate on defining how vertical messaging, content, account targeting, media, events, webinars, and seller outreach should work together.

• Evaluate vertical performance and recommend where Novara should deepen investment, adjust the approach, or shift focus.

• Define the seller activation strategy for major campaigns before launch.

• Ensure Sales and SDR teams receive the account context, messaging, content, outreach guidance, and timing needed to act on campaign engagement.

• Partner with Sales and SDR leaders to establish feedback loops and review adoption, account coverage, follow-up, and opportunity outcomes.

• Use seller feedback to improve audience selection, campaign design, messaging, and future activation plans.

• Own the business interpretation of demand performance, including account engagement, conversion, opportunity creation, pipeline quality, velocity, and program efficiency.

• Partner with Revenue Operations and Marketing Operations on reporting requirements, audience implementation, attribution, and campaign measurement.

• Diagnose performance issues and recommend changes to audience, message, offer, channel mix, seller activation, or investment.

• Present concise insights and recommendations to Marketing and go-to-market leadership.

• Build a disciplined test-and-learn culture that turns campaign results into better decisions rather than more activity.

• 8 or more years of B2B marketing experience, including substantial ownership of demand generation, integrated campaigns, growth marketing, or account-based marketing.

• Experience marketing B2B SaaS or another complex solution with a consultative, multi-stakeholder sales process.

• Demonstrated success developing integrated campaign strategies that connect audience, message, channels, seller activation, and measurable business outcomes.

• Strong experience with account-based marketing, account tiering, intent signals, buying groups, and coordinated Marketing and Sales plays.

• Experience building vertical, industry, or segment-based go-to-market programs.

• Strong analytical judgment and the ability to translate performance data into clear priorities and investment decisions.

• Excellent communication, facilitation, briefing, and executive-presentation skills.

• Ability to lead complex work through influence in a distributed, cross-functional organization.
• Experience with 6Sense or another account-intelligence platform.

• Experience using Salesforce and Marketo data to guide campaign and account decisions.

• Experience marketing environmental, health, and safety, operational risk, compliance, industrial technology, or vertical SaaS solutions.

• Experience marketing into manufacturing, construction, energy, utilities, mining, or other regulated and operationally complex industries.

• Experience supporting both commercial and strategic or enterprise sales motions.

• Experience using AI tools to accelerate research, planning, analysis, and campaign development.

• Interest in developing into a people leader as the function and team grow.

• Net-new pipeline sourced and influenced by integrated demand programs.

• Opportunity creation and pipeline within priority accounts and buying groups, including account engagement and penetration lift.

• Conversion of the quarterly campaign strategy into qualified opportunities (MQL to SAO to pipeline).

• Effectiveness of Sales and SDR activation, measured by follow-up and opportunity outcomes on marketing-engaged accounts.

• Pipeline performance and efficiency of priority vertical and account-based programs, including pipeline per program and cost per opportunity.

• Quality of pipeline forecasting, performance insight, and recommendations to leadership.

• Repeatable planning standards that improve cross-functional execution and pipeline predictability.

about the role but your past experience doesn't align perfectly with every qualification, we still encourage you to apply! You might just be the right candidate for this or other roles.

Please note that we may use AI tools to assist in the initial screening of resumes to help identify qualified candidates more efficiently. All decisions are reviewed by a human recruiter, and no hiring determination is made solely by automated means.

Novara is committed to providing equal opportunity in all of our employment practices, including selection, hiring, promotion, transfer, and compensation, to all qualified applicants and employees without regard to race, religion, religious dress/grooming, color, ethnicity, sex (including sex stereotyping), sexual orientation, gender identity or gender expression, national origin, ancestry, citizenship status, creed, uniform service member status, military or veteran status, marital status, pregnancy, breast-feeding and/or pregnancy-related conditions, age, protected medical condition, leave status, physical or mental disability, genetic characteristics, or any other legally-protected status in accordance with the requirements of all federal, state and local laws.

In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States and to complete the required employment eligibility verification document form upon hire.

If you need assistance or an accommodation due to a disability, you may contact us at hr@novara.com.