At a Glance
- Tasks: Lead innovative marketing campaigns to drive growth in the public sector and healthcare.
- Company: Join Totara, a global learning platform trusted by 21 million users.
- Benefits: Enjoy enhanced parental leave, life insurance, and professional development opportunities.
- Other info: Flexible hybrid work environment with a commitment to diversity and inclusion.
- Why this job: Make a real impact in a dynamic role focused on demand generation and pipeline growth.
- Qualifications: Experience in digital marketing and demand generation with strong analytical skills.
The predicted salary is between 50000 - 65000 £ per year.
Totara is a global learning platform trusted by more than 1,500 organizations and 21 million users worldwide. We help organizations build workforce readiness through flexible learning, compliance, and talent development solutions designed to support complex and highly regulated environments across the public and private sectors.
We’re looking for a Demand Generation Manager to lead targeted marketing programs that support Totara’s key growth markets, with a primary focus on the 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 Demand Generation 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. 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.
Responsibilities- 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.
- 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.
- Strong HubSpot experience, including campaign management, workflows, reporting, and lead nurturing.
- Experience managing website content and landing pages in WordPress.
- SEO experience.
- Google Tag Manager, SEMRush and Google Analytics experience.
- Strong analytical skills and ability to translate performance data into actionable insights.
- Excellent project management and stakeholder management skills.
- Comfort working independently in a fast‑paced, remote environment.
- Experience collaborating with cross‑functional and globally distributed teams.
- Experience buying media in heavily regulated industries like Government and Healthcare.
- An understanding of the HR industry, specifically Talent and L&D is a plus.
- Creativity and flexibility, responding quickly to evolving markets and opportunity challenges.
- Accountable and committed to achieving target goals with integrity and fearlessness.
- Proactive, resourceful, and comfortable navigating ambiguity.
- Continuous learner with a test‑and‑learn mindset.
- Results‑oriented, with a focus on pipeline contribution and measurable business impact.
- Enhanced Parental Leave.
- Life Insurance 4x Salary.
- Professional Development Opportunities.
- New Joiner home working set‑up allowance.
- Additional Paid Leave: Birthday off, Working days between Christmas and New Years Eve.
We’re committed to building a diverse, equitable and inclusive workplace where everyone feels they belong. We welcome applications from people of all backgrounds, identities and experiences, and we’re happy to make adjustments to support you through the recruitment process - please just let us know.
Demand Generation Marketing Manager employer: Totara
At Totara, we pride ourselves on being an exceptional employer, offering a dynamic hybrid work environment in London that fosters creativity and collaboration. Our commitment to professional development, alongside unique benefits such as enhanced parental leave and additional paid time off, ensures that our employees thrive both personally and professionally. Join us in making a meaningful impact in the public sector and healthcare industries while enjoying a culture that values diversity, equity, and inclusion.
StudySmarter Expert Advice🤫
We think this is how you could land Demand Generation Marketing Manager
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Totara and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Totara are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Totara on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Totara. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Demand Generation Marketing Manager
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Totara. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Totara:Show us that you’ve done your homework! In your application, briefly mention what you admire about Totara’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Totara
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Totara will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Totara, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
