The posting
At OneSpan, we specialize in digital identity and anti-fraud solutions that create exceptional and secure experiences.
OneSpan is looking for a Senior Manager, Digital Demand Generation to lead digital pipeline generation for our Security business.
This is a senior individual contributor role with meaningful ownership: paid media strategy and investment, digital sponsorships, campaign orchestration, experimentation, performance analysis and optimization. You'll also play an important role in the go-to-market motion behind DigipassONE, including our investment in passkeys.
The mandate is straightforward: build a repeatable, scalable digital demand engine that creates qualified pipeline and becomes more efficient over time.
We're looking for someone who is commercially minded, deeply analytical and never satisfied with simply knowing what happened. You want to understand why it happened, what the data is telling you and what should change as a result.
What You'll Own
- Lead paid digital strategy and execution for the Security business across search, social, display/programmatic, retargeting, content syndication and other relevant channels.
- Own digital sponsorships and programs with industry publications, associations and other third parties.
- Manage digital media investment and continuously reallocate budget based on performance and pipeline contribution.
- Build the digital components of integrated Security campaigns, translating campaign strategy into channel mix, sequencing, offers, asset requirements, conversion paths and measurement.
- Lead digital activation across 1:1, 1:few and 1:many account-based programs.
- Develop and execute webinars and other virtual programs when they are the right vehicle for the audience and objective.
- Partner with Product Marketing on audiences, positioning and campaign themes; Content and Creative on assets and offers; Marketing Operations on execution and measurement; and Demand Generation and Sales on pipeline progression.
- Brief Creative and Content based on performance data, identifying where new messaging, formats, assets or offers could improve results.
- Work closely with the teams responsible for the website, SEO/AEO and organic discovery to create strong conversion paths and a seamless prospect journey.
- Use retargeting and digital engagement throughout the funnel, including active opportunities, rather than treating lead capture as the end of the digital journey.
- Maintain a rigorous test-and-learn program across channels, audiences, creative, messaging, offers and conversion experiences.
- Independently analyze performance data and turn it into clear recommendations for investment, optimization and future campaigns.
What Success Looks Like
Within your first year, you will have:
- Built a repeatable, scalable digital pipeline engine responsible for a meaningful share of Marketing-sourced new-logo Security pipeline.
- Improved conversion rates while reducing cost per qualified opportunity.
- Established clear channel and program economics that connect marketing investment to opportunities, pipeline and revenue.
- Built a disciplined optimization cadence that identifies what to scale, improve or stop.
- Created an experimentation program that consistently produces actionable learning across audiences, channels, creative and offers.
- Successfully translated Security priorities into integrated digital programs with clear objectives, sequencing and measurement.
- Strengthened conversion throughout the buyer journey, from initial engagement through active opportunity.
- Established digital performance as a source of insight for the broader Marketing team, influencing campaign strategy, content, creative and investment decisions.
What You'll Bring
We're less interested in an arbitrary number of years than we are in evidence that you've done this successfully before. However, success in this role typically aligns to folks with 7+ years in B2B digital/demand generation with meaningful enterprise SaaS experience. We’re looking for:
- A strong track record of creating B2B pipeline through digital demand generation, preferably in cybersecurity, enterprise software or another complex B2B market.
- Deep knowledge of paid digital media and the ability to determine the right channel mix based on the business objective rather than personal channel preference.
- Experience owning meaningful media budgets and making investment decisions based on downstream performance.
- Strong analytical skills and the ability to independently work with campaign, funnel, opportunity and pipeline data.
- Experience optimizing beyond clicks, form fills and MQLs to qualified opportunities, pipeline and revenue.
- Experience building integrated campaigns across multiple channels and stages of the buyer journey.
- Strong understanding of audience segmentation, retargeting, conversion optimization and account-based marketing.
- Excellent program management skills and the ability to drive execution across multiple teams without direct authority.
- Experience with platforms such as Google Ads, LinkedIn Campaign Manager, Salesforce, marketing automation, web analytics and business intelligence tools.
- The judgment to know when to optimize an investment and when to stop it.
- The curiosity to challenge assumptions, test new approaches and change your position when the evidence says you should.
Even Better If You Have
- Experience working at a digital marketing or advertising agency, where demonstrating measurable client return was essential to retaining and growing the business.
- Experience both working within and managing external agencies.
- Cybersecurity, identity or authentication experience.
- Experience marketing to highly regulated industries.
- Enterprise SaaS experience.
- Experience supporting sophisticated ABM programs.
How We Work
- We don't expect every experiment to work but fail early, fail often as needed.
- We want people who are willing to challenge conventional B2B marketing, test ideas others haven't tried and learn quickly. Nothing is protected simply because we've always done it that way.
- Come with a hypothesis. Define how we'll know whether it worked. Test it. Read the evidence. Then scale it, improve it or stop it.
- This role begins as a senior individual contributor. Build the engine, demonstrate incremental pipeline and prove that additional investment can scale it, and there is an opportunity to build a team around the function.
You’ll be joining a talented, collaborative Marketing team that cares deeply about the work, the results and each other. We challenge assumptions, share what we’re learning, step in when someone needs help and hold ourselves to a high standard without taking ourselves too seriously. We want this to be a place where you can do some of the best work of your career, learn from great people and continue to grow. There is a lot of exciting work ahead, and we’re genuinely looking forward to welcoming the next great person to the team.
Salary: $160,000 - $175,000 (depending on experience and qualifications) plus bonus.
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