Sr. Demand Generation Manager

Blackthorn is hiring a Senior Demand Generation Manager to own and scale the programs that drive marketing-sourced pipeline and revenue. This role is responsible for building, executing, and optimizing demand generation campaigns across email, webinars, ABM, paid media, content syndication, and other channels, with a relentless focus on pipeline contribution and conversion.

You’ll work closely with the Marketing and Sales teams to make sure campaigns are targeted, measurable, and directly tied to revenue outcomes. This is a high-impact, hands-on role for someone who thrives on execution, data, and building repeatable demand engines.

We are an AI-first company, and this role requires someone who enthusiastically uses AI tools daily to produce better work, faster.

Campaign strategy and execution

• Own end-to-end planning, execution, and optimization of demand gen campaigns across email, webinars, paid media, ABM, and digital channels.
• Build and manage the campaign calendar in collaboration with the Director of Marketing and broader marketing team.
• Develop audience segmentation strategies and targeted campaign tactics aligned with ICP and buyer journey stages.
• Design and execute lead nurture programs that move prospects through the funnel from MQL to opportunity.

Pipeline generation and conversion optimization

• Drive toward the Marketing team’s target of sourced new revenue.
• Analyze campaign performance data to identify what’s working and double down; quickly deprioritize what’s not.
• Build and maintain conversion assets across the funnel: landing pages, forms, and email sequences.
• Continuously optimize each asset to improve conversion rates at every stage, from first website visit to Sales handoff.
• Partner with the paid media strategist to align paid campaigns with organic demand gen and ABM motions for maximum efficiency.

Account-based marketing (ABM)

• Build and own Blackthorn’s ABM strategy and execution, targeting high-value accounts with personalized, multi-channel campaigns.
• Partner with Sales to identify and prioritize target account lists based on ICP fit, intent signals, and pipeline potential.
• Design account-specific plays that coordinate paid, email, content, and direct outreach to drive engagement and pipeline from key accounts.
• Collaborate closely with the GTM Engineer to operationalize ABM workflows, build target account infrastructure, and connect ABM activity to pipeline data in Salesforce®.
• Develop ABM reporting and dashboards that give Sales and Marketing shared visibility into account-level activity and outcomes.

Marketing operations and infrastructure

• Use Pardot and Salesforce® for campaign execution, lead management, scoring, attribution, and the underlying automations that keep the funnel running.
• Maintain clean data hygiene and accurate campaign attribution in collaboration with the Operations team.
• Build and maintain campaign reporting dashboards that provide real-time visibility into pipeline contribution across broad demand gen and ABM programs.
• Manage A/B testing programs across channels to continuously improve performance.

Cross-functional collaboration

• Partner with Sales on lead follow-up SLAs, feedback loops, campaign-to-close alignment, and ABM target account coordination.
• Work closely with the GTM Engineer on technical execution of ABM and demand gen workflows, ensuring marketing and sales systems are aligned.
• Serve as the internal Pardot subject matter expert, partnering with RevOps and SF Admin on larger system changes and ensuring data integrity across the funnel.
• Collaborate with Content to brief and request assets needed for campaigns (landing pages, emails, gated content, account-specific materials).
• Partner with Events to ensure we’re delivering well-rounded pre-, during, and post-event campaign coverage to maximize investments.
• Work with Customer Marketing to weave customer stories and proof points into demand gen and ABM campaigns.
• Support Product Marketing on product launch campaigns and GTM motions.

Required

• 5-7+ years of B2B demand generation experience, preferably in SaaS.
• Proven track record of building and scaling campaigns that directly source pipeline and revenue.
• Proven experience building and running ABM programs, including target account selection, multi-channel orchestration, and account-level reporting.
• Deep hands-on experience with Pardot (Account Engagement) and Salesforce®.
• Strong analytical skills; comfortable with funnel metrics, attribution models, and ROI analysis.
• Proficiency using AI tools (Claude, ChatGPT, etc.) to support daily execution, plus a demonstrated eagerness to experiment and test.
• Experience with A/B testing, lead scoring, and multi-touch nurture programs.
• Excellent project management skills. You can manage multiple campaigns simultaneously without dropping balls.

Preferred

• Experience in the Salesforce ecosystem or selling to Salesforce customers.
• Familiarity with ABM platforms and tooling (e.g., Demandbase, 6sense, Terminus, RollWorks).
• Experience working closely with paid media (Google Ads, LinkedIn Ads) and optimizing across paid, organic, and ABM.
• Experience partnering with Sales or Revenue Operations on GTM workflows and shared pipeline goals.