B2B Digital Marketing Manager

Job description

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 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. 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 Requirements 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 Qualities of Success 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 Perks and Benefits: Enhanced Parental Leave Private Healthcare Life Insurance 4x Salary Professional Development Opportunities Annual Wellbeing Allowance New Joiner home working set-up allowance Additional Paid Leave: Birthday off, Working days between Christmas and New Years Eve 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.