Growth Marketing Manager - Business & Government

Growth Marketing Manager – Business & Government

Remote - United States

About the Role

The Growth Marketing Manager drives campaign execution Blackboard’s new logo pipeline and serves as a key 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, with review at key milestones. 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 manage execution of 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 use AI tools and build AI-enabled workflows and automations that help you work with greater speed and efficiency. You will also stay informed on how Blackboard’s buyers are increasingly using AI in their own research and selection process and recommend adjustments to campaign tactics and channel mix accordingly. 

What You'll Own

Campaign Strategy & Execution 

• Manage and execute the integrated campaign calendar for new logo acquisition in the Business & Government segment, against the pipeline targets set for each 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. 
• Use and build AI-enabled workflows to support campaign analysis, audience personalization, and performance optimization — and share learnings 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 BbT, Blackboard’s flagship customer event, ensuring field and campaign strategies are coordinated. 
• Track and report post-event attribution using established models, in partnership with Marketing Intelligence: 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. 
• Partner with Marketing Intelligence and Marketing Ops to 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 Growth Marketing Manager, you are a key driver 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

• 5+ 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 
• Hands-on ABM experience: you have executed account-based programs and know how to tailor plays at the account level and measure their impact 
• Field and event marketing ownership: you have executed conference presence and regional programs, helped manage event budgets, and tracked post-event results 
• AI-forward mindset: you use AI as a core part of how you work and have built workflows or automations to improve campaign efficiency. You can share examples of how you've applied AI and the results 
• 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 working with agency partners 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 $86,900 - $90,000. 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.