Demand Generation Marketing Manager, Totara Learning
More information about location
Talent development software so people can do their best work
Open for applications
Talent development software so people can do their best work
201-500 employees
Open for applications
More information about location
201-500 employees
Company mission
To give organisations the freedom to shape their learning technology without being locked into inflexible systems.
Role
Who you are
- 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
- 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
What the job involves
- 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 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 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
- 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
Our take
Managing the upskilling processes, engagement levels, and performance insights of employees is essential to successfully scale a workforce, with various platforms existing to tackle each individual problem. However, the siloed nature of these platforms makes for a convoluted process that prevents a holistic understanding of workforce management, presenting a demand for a more unified solution.
Totara provides an all-in-one software platform for L&D, providing solutions for enterprises across desktop software, mobile applications, product extensions and integrations, and cloud applications. The platform is split into three interconnected toolsets - TotaraLearn for learning management and upskilling, TotaraEngage for uniting collaborative workforces, and TotaraPerform for the analysis, management, and actionable insights.
Despite strong competition in the L&D space, Totara continues to stand out by recognizing how deeply connected education, engagement, and productivity really are. The platform's new AI features, including OpenAI-powered content support, help teams learn smarter and collaborate effectively. With over 21M users in 140 countries and a major investment from growth equity firm Ternzing in late 2023, Totara is in a good position to keep innovating and leading the charge in workforce development.
Freddie
Company Specialist at Welcome to the Jungle
Insights
22% employee growth in 12 months
Company
Company HQ
City of London, London, UK
Leadership
Dave Cruickshank
(CEO)Previously spent over 9 years at ATCORE Technology as the CCO and CEO. They also spent almost 6 years at Concise as a Managing partner, 3 years at Yotel as an Acquisition and Development Director and 2 years at British Airways as the Head of eCommerce.
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