[Hiring] Senior Manager, Demand Generation @12twenty

Role Description

The Senior Manager of Demand Generation will own demand generation at 12twenty and help build a growth engine that is predictable, measurable, and capable of scaling with the business. This is a highly strategic and hands-on role for someone who can:

• Start with a business goal, understand the audience and the problem to solve, look at the data, and develop a clear point of view on the best path forward.
• Own programs across paid media, ABM, webinars and events, lifecycle marketing, content-driven demand, and other channels.
• Understand how different channels work together and where time and investment can create the greatest impact.
• Develop strategies tailored to distinct audiences: employers and universities.

Success is ultimately measured through qualified opportunities, pipeline, conversion, velocity, revenue, and Marketing’s contribution to company growth.

What this role will own

• 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 account-based and audience-specific programs for priority segments and accounts.
• Build campaigns that integrate paid media, content, webinars and events, nurture, retargeting, product marketing, and sales follow-up.
• Partner closely with Marketing Operations and Sales to understand lead quality, opportunity progression, objections, market feedback, and post-engagement outcomes.
• 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 leverage 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 to Marketing and company leadership.
• Manage demand generation budgets responsibly and make recommendations about where to increase, reduce, or reallocate investment based on results.

What success looks like

• Create a clearer understanding of funnel performance, opportunity loss, and driving outcomes.
• Develop repeatable strong programs and evolve those that are not producing meaningful results.
• Provide greater visibility into which audiences, messages, offers, and channels create qualified pipeline.
• Establish a strong feedback loop between Marketing and Sales regarding conversion and market insights.
• Effectively answer the question: if the business invests here, what is it likely to get back?

Qualifications

• Experience building and running demand generation programs in a B2B SaaS environment.
• Understanding of funnel economics, including pipeline, conversion rates, acquisition costs, velocity, attribution, channel performance, and return on investment.
• Experience with paid media and a broader view of demand generation beyond paid acquisition.
• Ability to integrate multiple channels into cohesive programs.
• Familiarity with systems such as HubSpot, Salesforce, and Dreamdata.
• Analytical mindset with the ability to make informed hypotheses and test them.
• Comfort moving between strategy and execution.
• Strong communication skills and good judgment.
• Ownership mentality to turn business goals into actionable plans and measurable results.
• Experience in talent acquisition, HR technology, higher education, or complex B2B markets is a plus but not required.

How the team works

This role reports directly to the Head of Marketing and will work closely with Marketing leadership. The team values:

• Hands-on involvement and deep dives into processes and data.
• High standards for work without unnecessary complexity.
• Learning and improving with each program.
• Creating structure and improving systems to see the impact on the business.

Benefits

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

Annual Compensation

The annual compensation range for this position is $80k - $150k. This salary range is an estimate, and the actual salary may vary based on company compensation practices, job-related skills, depth of experience, relevant certifications and trainings, in addition to geographic location.