Demand Generation and Digital Marketing Manager, Thoropass
$100-140k
Plus performance-based bonuses, based on experience; + Equity
More information about location
Compliance & audit management platform
Open for applications
Compliance & audit management platform
201-500 employees
Open for applications
$100-140k
Plus performance-based bonuses, based on experience; + Equity
More information about location
201-500 employees
Company mission
To build a world that’s safer for consumers, more seamless for enterprise, and ripe for advancement.
Role
Who you are
- Proven Demand Generation Expertise: You have 4+ years of experience leading B2B SaaS demand generation programs that measurably increase qualified pipeline and revenue. You’ve owned multi-channel campaigns across paid media, SEO, events, webinars, and email
- Strategic and Execution-Oriented: You thrive in both strategic planning and hands-on campaign execution. You know how to build scalable demand programs from scratch and continuously improve them based on performance
- Analytical and Performance-Driven: You love working with data and use it to optimize campaigns, improve conversion rates, and influence pipeline outcomes. You have strong experience with HubSpot, Salesforce, and marketing attribution models
- Collaborative and Cross-Functional: You work well with Sales, Product Marketing, Content, and RevOps. You know how to translate marketing strategy into campaigns that Sales can act on—and you actively seek their feedback to improve
- Adaptable Builder Mentality: You’re energized by change and excited to help build a modern demand generation function in a fast-scaling company. You’re proactive, resilient, and comfortable navigating ambiguity and iteration
- Audience-Led and Customer-Centric: You bring a deep curiosity for understanding our target customers, their segments, and their journey. You tailor programs that resonate across verticals and deliver value at every touchpoint
- 5-7 years of B2B SaaS demand generation experience with clear ownership of multi-channel programs
- Track record of driving pipeline growth and improving MQL-to-SQL conversion through targeted, data-driven campaigns
- Hands-on expertise with key tools: HubSpot, Salesforce, Google Ads, LinkedIn Campaign Manager, Google Analytics
- Experience managing and optimizing paid media, GEO and SEO initiatives, including agency collaboration
- Familiarity with lead lifecycle definitions, scoring, and automation workflows
- Strong analytical skills—comfortable building and interpreting campaign dashboards and attribution models
- Experience building or refining programs in evolving, high-growth environments
- Bonus: Experience with tools such as Keyplay, Clay, Opensense, or Qualified is a plus
What the job involves
- Thoropass is seeking a results-driven Demand Generation and Digital Marketing Manager to lead the execution of a comprehensive, multi-channel strategy to fuel our growth. As part of our Growth team, you’ll collaborate cross-functionally with Sales, Product Marketing, and Content to generate pipeline from target mid-market and enterprise prospects
- This role requires a builder mindset and thrives in ambiguity. You’ll join a high-performing, AI-forward team transforming how marketing drives outcomes—from zero to one. This is a hybrid strategy and execution role where you’ll shape campaigns, analyze performance, and drive revenue-impacting initiatives across paid, email, events, SEO, the Web and more
- This role will report to the Director of Demand Generation and may manage 1–2 reports over time
- Lead integrated campaigns across paid media (Google Ads, LinkedIn, Bing), SEO, email nurtures, events, content syndication, and webinars
- Design and optimize a range of inbound programs that convert MQLs to SQLs at an improved rate
- Build and manage top-of-funnel acquisition strategies to generate high-intent leads
- Execute and analyze dedicated sends, segment-based newsletters, and nurture campaigns and sequences
- Oversee lead lifecycle management, campaign attribution and analysis
- Present weekly campaign updates to GTM leadership including Sales and Finance
- Build dashboards and lead attribution reporting in HubSpot and Salesforce
- Review inbound SQLs to validate attribution and lead quality
- Collaborate with RevOps to maintain campaign tracking infrastructure, UTM hygiene, and attribution logic
- Align with Product Marketing to create content and campaigns that resonate with target personas and industry segments
- Partner with SDRs and Sales to execute signal-based outreach and gifting strategies
- Participate in marketing planning to align demand gen with broader GTM efforts
- Share insights and content with Sales Enablement to support pipeline acceleration
- Lead CRO testing initiatives, from ideation to execution on landing pages and emails
- Stay on the cutting edge of demand gen tactics, AI tools, and martech to improve efficiency and performance
- Collaborate with our SEO agency and internal SMEs to optimize content and improve search visibility
Our take
If you’re a growth-stage startup, you need to become SOC 2 compliant to be able to close enterprise deals. However, becoming SOC 2 compliant can be expensive, time-consuming, and pretty complicated. Thoropass (previously known as Laika) provides an end-to-end compliance service for startups, to enable them to work with legacy companies in highly regulated fields such as health and fintech.
Due diligence is quickly becoming a consideration from day one for startups in these fields, with an increase in collaboration between disruptive startups and legacy players. Thoropass has taken up an acute position between the two, allowing startups to get deals done more smoothly and scale more quickly, whilst allowing the established companies to access emerging talent.
Although Thoropass has maintained a strong focus on growing early-stage companies, it has ambitious plans to start working with big banks in the future. Significant funding raised by the company, which already has hundreds of customers, will see it invest in expanding the functionality of its platform and its wider business funnel.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
11% employee growth in 12 months
Company
Funding (last 2 of 4 rounds)
Nov 2022
$50m
SERIES C
Nov 2021
$35m
SERIES B
Total funding: $98m
Company HQ
Midtown Manhattan, New York, NY
Leadership
Austin Ogilvie
(Co-Founder & Executive Chairman)Began their career as a Research Analyst at EverFi before moving on to become Project Manager at On Deck Capital. They also served as the CEO at Yhat (acquired by Alteryx) and then went on to become Director of Product Management.
Eva Pittas
(Co-Founder & COO)Studied Finance at NYU Stern School of Business. Worked at Citi Bank for over 13 years as Chief Financial Officer. Later became Managing Director at Citigroup. Founded and worked as CEO of Fintech BRCG in 2017.
Sam Li
(Co-Founder & CEO)Studied Computer Sciences, Maths and MBA at the Universities of Virginia, Columbia, and Harvard. Worked as a Technology Analyst for Goldman Sachs. Then became a Technical Account Manager at Google. Co-founded and worked as CTO of Zinc Platform. Most recently was an Entrepreneur in Residence at Bain Capital Ventures.
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