Note: The job is a remote job and is open to candidates in USA. Panopto is a learning technology company that provides a video knowledge management platform for businesses and universities. The Integrated Campaign Manager, Higher Education will own demand generation strategy and end-to-end integrated campaign execution for the Higher Education market, including planning, messaging, channel execution, optimization, and reporting. The role collaborates with Product Marketing, Sales Development, Events, Marketing Operations, and regional campaign teams to drive pipeline, conversion, win rate, and revenue impact.
Responsibilities
- Own annual and quarterly campaign planning for the Higher Education vertical, aligning campaign priorities to new-logo, renewal, and expansion goals
- Map buyer evaluation paths by role and identify gaps in messaging, content, and offers; prioritize campaign assets based on expected pipeline impact
- Translate competitive dynamics, procurement considerations, and changing Higher Education buying patterns into campaign narratives, timing, and messaging
- Develop audience and messaging plans by buyer role in partnership with Product Marketing
- Plan, launch, optimize, and report on integrated campaigns across email, webinars, paid media, and digital channels
- Write and edit campaign copy for email programs, landing pages, webinar promotions, and related campaign assets
- Build and manage campaigns in HubSpot or a comparable marketing automation platform, including segmentation, workflows, and reporting setup
- Coordinate with paid media agency partners on Higher Education campaign themes, audience targeting, and performance reviews
- Align campaign timing and messaging with SDR outbound sequencing and connect campaign engagement to qualified pipeline
- Partner with Events on conferences, field events, and webinar programs and incorporate event pipeline into vertical performance reporting
- Partner with Marketing Operations on lead flow, scoring, attribution, and campaign measurement
- Represent Higher Education campaign strategy and performance in marketing planning sessions and quarterly business reviews
- Partner with the EMEA/APAC Campaign Manager to adapt strategy and messaging for regional buying cycles and procurement norms
- Own the campaign scorecard for the vertical, including sourced and influenced pipeline, MQL-to-SQO conversion, win-rate impact, and channel efficiency; define success measures before launch and recommend changes based on funnel performance
- Use generative AI tools to accelerate account and persona research, campaign drafting, and synthesis of SDR and win/loss insights; build repeatable prompts and workflows for recurring campaign activities
Skills
- Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent years of experience
- 5+ years in campaign or demand generation roles at a B2B SaaS company, with direct ownership of a market segment or vertical
- Experience running multi-channel campaigns end to end: strategy, copy, execution, reporting
- Hands-on experience with HubSpot or a comparable marketing automation platform, and with Salesforce or a comparable CRM
- Comfortable moving between a quarter's campaign calendar and the email that goes out Tuesday
- Experience tracking campaign performance against pipeline and revenue metrics, and presenting that data to stakeholders outside marketing
- Strong project management skills; runs multiple campaigns at once without dropping a deadline
- Hands-on experience using AI tools for research, drafting, or workflow automation, with a specific example to walk through
- Experience marketing to higher education or another committee-driven, cycle-bound buying market
- Experience running campaigns against an entrenched incumbent, where the sale is displacement, not greenfield
- Familiarity with LMS ecosystems (Canvas, Blackboard, Moodle) and how they shape a buyer's evaluation
Benefits
- This position is also eligible for a bonus as part of the compensation package.
- Health insurance
- Flexible spending accounts
- Retirement savings plans
- Life and disability insurance programs
- Paid time away from work
- Unpaid time away from work
- Employees in this position are eligible to work remotely.
Company Overview
Company H1B Sponsorship