The posting
Senior Growth Marketing Manager – Business & Government
Remote - United States
About the Role
The Senior Growth Marketing Manager is the campaign engine behind Blackboard’s new logo pipeline — and a critical connector between acquisition and the post-sale customer journey. Sitting within the Revenue Marketing org and reporting to the VP of Revenue Marketing, this role is responsible for translating GTM positioning and segment strategy into integrated, multi-channel demand generation campaigns that create and accelerate pipeline across the Business & Government market.
This is a creator and executor role. You will own end-to-end campaign planning and delivery: from brief to launch to performance reporting. You will work in close collaboration with Product Marketing, Marketing Intelligence, Marketing Operations, and the Sales org to ensure campaigns are tightly connected to targeted audiences, pipeline goals, and revenue-focused strategies. You won’t just fill the top of the funnel — you’ll be accountable for the quality and conversion of what flows through it, and you’ll stay connected to the customer signals on the right side of the bow tie that inform where and how we show up.
You will also own our physical and digital field presence in Business & Government — regional events, third-party conferences like DevLearn, and our flagship customer event BbT. For this role, field is not a logistics function. It is a pipeline strategy. Every event runs against a documented pipeline target, with a measurement plan and clear post-event attribution.
The right person for this role understands that AI is changing the buyer journey. You are expected to actively build AI-native workflows — not just use AI tools, but design systems and automations that let you operate at a pace a traditional marketer cannot match. You will also stay ahead of how Blackboard’s buyers are increasingly using AI in their own research and selection process and adapt campaign strategy and channel mix accordingly.
What You'll Own
Campaign Strategy & Execution
- Own the integrated campaign calendar for new logo acquisition in the Business & Government segment, with pipeline targets defined for every program.
- Translate GTM positioning and competitive differentiation from the GTM Marketing team into compelling, audience-specific campaign narratives and assets.
- Execute multi-channel campaigns spanning paid media, email, content syndication, webinars, and field event integration.
- Design and run ABM programs for target accounts across the Business & Government universe — account-based thinking is core to this role, not optional.
- Support Blackboard’s visibility in AI-generated research environments (GEO), coordinating with the VP GTM on which prompts and themes buyers are searching.
- Partner with Marketing channel teams to ensure programs compound ROI rather than run in isolation.
- Build AI-native workflows for always-running campaign analysis, audience personalization, and performance optimization — and share what you’re building with the broader team.
Field & Event Marketing
- Coordinate with Events, Sr Manager to manage regional field activation programs — road shows, executive dinners, partner-hosted events — tied to pipeline goals in specific accounts or geographies.
- Serve as a key campaign contributor to BbT26, Blackboard’s flagship customer event, ensuring field and campaign strategies are coordinated.
- Build and own post-event attribution models: every event investment is measured against pipeline sourced, pipeline influenced, and closed won contribution.
Pipeline Generation & Attribution
- Own a direct pipeline contribution target — not just activity metrics. You hold a number, review it weekly, and course-correct when programs underperform.
- Work with Marketing Intelligence to define campaign-level pipeline targets and track performance against them.
- Leverage intent data and buying signals from the Marketing Intelligence team to prioritize campaign audiences and personalize outreach.
- Build and maintain multi-touch attribution to ensure campaign contribution is accurately captured across the full funnel.
- Flag expansion signals — customer engagement patterns, advocacy activity, product usage — to the Customer Growth & Advocacy team so post-sale programs can act on them.
Content & Asset Development
- Brief and collaborate with Content and Brand teams to develop campaign assets: landing pages, nurture emails, one-pagers, and digital ads.
- Coordinate with Marketing Ops to ensure proper list segmentation, lead routing, and campaign tracking in HubSpot and Salesforce.
- Align with Product Marketing on sales enablement and ensure campaign messaging is consistent across GTM teams.
- Develop field-specific assets — event booth briefs, executive event guides, post-event nurture sequences — that connect field presence to campaign pipeline.
Reporting & Optimization
- Own campaign performance reporting: pipeline contribution, MQL-to-SQL ratios, closed won rates, cost per opportunity, and event ROI.
- Continuously test and optimize campaign elements — messaging, creative, CTAs, audience segments — to improve performance.
- Present campaign results and recommendations at weekly pipeline reviews; come with a point of view, not just a dashboard.
- Influence without authority: work across Sales, CS, and Marketing to ensure campaigns are well-supported and properly credited.
How You Fit Into the Team
Revenue Marketing at Blackboard is accountable for pipeline volume and new logo acquisition. As Senior Growth Marketing Manager, you are the operational heart of that effort for the Business & Government segment. You are also a connective tissue role: you run the acquisition motion, but you stay connected to what happens after a customer signs.
You will work closely with:
- GTM Marketing for campaign narrative, positioning, and competitive angles — they set the strategy; you build and execute the campaigns
- Marketing Intelligence for attribution tracking, intent signals, lead data flows, and AI workflow infrastructure
- Customer Growth & Advocacy team for customer proof points, expansion signals, and advocacy assets that feed back into campaign programs
- Sales as a direct partner: you pass pipeline data, support field alignment, and ensure marketing programs are set up to be credited correctly
- Brand + Creative for asset production and visual consistency with Blackboard’s brand standards
Required Skills and Experience
- 8–10 years of B2B demand generation or growth marketing experience, ideally in EdTech, SaaS, or a similarly complex enterprise environment
- Proven track record building and executing integrated campaigns that generate pipeline — not just leads — with a measurable contribution number you own
- Real ABM experience: you have run account-based programs, not just heard of them. You know how to design plays at the account level and measure their impact
- Field and event marketing ownership: you have managed conference presence, regional programs, and event budgets end-to-end, including post-event attribution
- AI-native operator: you have built workflows and automations with AI as a core part of how you work, not as a side project. You can show examples of what you’ve built and how it performed
- Data-driven mindset: you review your own numbers, spot what’s working, and make adjustments without being asked
- Strong working knowledge of HubSpot or Marketo and Salesforce; you understand how leads flow, how campaigns are tracked, and how attribution works
- Experience with intent data platforms — 6sense, Demandbase, or similar — and the ability to act on those signals in campaign targeting
- Experience managing agency relationships for paid media (search, display, programmatic) and coordinating creative production
- Ability to operate independently in a fast-moving org — you manage your own calendar, brief your own collaborators, and own your outcomes
- Strong written communication: you translate complex positioning into campaign copy, clear creative briefs, and executive-ready performance summaries
- Cross-functional influence: you work well with Sales and can push back when you need to, without burning relationships
- Fluency in written and spoken English
Preferred Skills and Experience
- Experience marketing to corporate or government/public sector audiences
- Familiarity with GEO (generative engine optimization) and how to optimize content for visibility in AI-generated answers
- Experience with AI SDR platforms or outbound sequencing tools integrated into campaign workflows
- Background contributing to flagship customer events or user conferences as part of an integrated campaign strategy
About Blackboard
Blackboard is a leading EdTech company and SaaS provider that delivers the digital environment for transformational teaching and learning. We serve thousands of institutions with the industry's most AI-advanced LMS, Blackboard Ally for accessibility, and institutional effectiveness solutions that put educators and learners at the center. We're an education company that builds technology. Learn more at blackboard.com.
The expected salary range for this position is $105,200 - $115,000. The range reflects base salary only and does not include additional compensation such as company bonus or benefits. Placement within the pay range will depend on a variety of factors, such as experience, skills, internal parity, and location.
Candidates must be legally authorized to work in the country where the role is based at the time of hire and must maintain that authorization for the duration of employment. The company does not provide visa sponsorship or immigration support for this position.
This job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required. Nothing in this job description restricts management's right to assign or reassign duties and responsibilities at any time.
Blackboard is an equal employment opportunity/affirmative action employer and considers qualified applicants for employment without regard to race, gender, age, color, religion, national origin, marital status, disability, sexual orientation, gender identity/expression, protected military/veteran status, or any other legally protected factor.
