B2B Digital Marketing Manager

• We’re looking for a B2B Digital Marketing Manager to lead targeted marketing programs that support Totara’s key growth markets, with a primary focus on the U.S. Public Sector and UK Government/Healthcare sectors
• This role will be responsible for driving pipeline and revenue through integrated paid campaigns, HubSpot nurture programs, email workflows, and account-based marketing initiatives designed to engage HR, workforce development, compliance, and learning leaders
• Working closely with global Sales, Product Marketing, and regional stakeholders, the Digital Marketing Manager will develop and execute data-driven campaigns that accelerate awareness, lead generation, nurturing, and conversion across these strategic revenue streams
• The role will also support Totara’s global partner network through co-marketing campaigns and partner enablement initiatives, helping extend market reach and drive joint pipeline opportunities
• Develop, launch, and optimize targeted demand generation campaigns aligned to ICPs, strategic accounts, and pipeline goals
• Develop, launch, and optimize paid media campaigns across LinkedIn and Google Ads to drive lead generation and pipeline growth
• Build and manage HubSpot landing pages, forms, workflows, and multi-touch nurture campaigns to improve engagement and conversion rates
• Monitor campaign performance, funnel metrics, and ROI across HubSpot, Google Analytics, SEMrush, and paid media platforms, providing actionable optimization recommendations
• Partner closely with Sales and Marketing Operations to improve lead qualification, funnel conversion, and pipeline progression
• Serve as the primary liaison for third-party industry partnerships, webinars, analyst programs, and content sponsorships to support lead generation and audience growth
• Support ongoing optimization of Totara’s global website, including CMS updates, SEO improvements, bug reporting, and conversion rate optimization
• Amplify demand generation campaigns and content across social media channels
• Own campaign reporting and communicate performance, insights, and recommendations to stakeholders
• Identify and test new channels, tactics, and audience segments to improve campaign performance and pipeline contribution

This is a hands-on role for a marketer who enjoys owning campaign strategy and execution, using data and experimentation to drive measurable business outcomes

• Experience in demand generation, digital marketing, or growth marketing, with a track record of driving pipeline and revenue growth
• Hands-on experience managing and optimizing paid media campaigns across LinkedIn and Google Ads
• Experience managing website content and landing pages in WordPress
• Strong HubSpot experience, including campaign management, workflows, reporting, and lead nurturing
• Excellent project management and stakeholder management skills
• Google Tag Manager, SEMRush and Google Analytics experience
• Strong analytical skills and ability to translate performance data into actionable insights
• Experience collaborating with cross-functional and globally distributed teams
• SEO experience
• Comfort working independently in a fast-paced, remote environment
• Results-oriented, with a focus on pipeline contribution and measurable business impact
• Accountable and committed to achieving target goals with integrity and fearlessness
• Experience buying media in heavily regulated industries like Government and Healthcare
• Creativity and flexibility, responding quickly to evolving markets and opportunity challenges
• Continuous learner with a test-and-learn mindset
• An understanding of the HR industry, specifically Talent and L&D is a plus
• Proactive, resourceful, and comfortable navigating ambiguity

At Totara, we believe diverse perspectives make us stronger.

We welcome applications from people of all backgrounds and experiences.

If you’re excited about this opportunity but don’t meet every requirement, we’d still love to hear from you.

We hire based on skills, leadership, potential and the unique experiences people bring to our team.