Senior Program Manager, Demand Generation

Job Locations US-MA-North Reading
Posted Date 2 months ago(11/20/2020 10:39 AM)
Job ID
Marketing - Demand


TraceLink is seeking an experienced, dynamic B2B Campaign and Demand Generation Manager with a strong track record of translating marketing strategy into integrated campaigns that drive pipeline and achieve revenue targets. The ideal candidate will be an expert in industry-leading program strategies that ensures a measurable positive impact on customer engagement, lead acquisition, lead nurturing and customer loyalty. S/he will have experience in both digital and traditional marketing strategy; will understand the value of building strong demand generation personas and use cases to inform program strategies to enable increasingly effective campaigns. The successful candidate will understand how content, aligned with context, drives engagement and conversion.


This is an exciting opportunity to be part of a global marketing team at a company that has led the market in pharmaceutical supply chain compliance solutions and is now driving supply chain transformation with solutions that address the healthcare industry’s most pressing challenges.



  • Plan multi-channel persona-based demand generation programs in support of the company’s pipeline and revenue goals, forecasting which campaigns will drive engagement, MQLs, and Opportunities.
  • Effectively map target personas to product use cases, funnel stage, and the relevant content to guide a buyer’s journey across multiple channels in a more personalized way from awareness, education, validation to engagement with sales. 
  • Create program roadmaps and calendars designed to support solution- and region-specific revenue and pipeline targets.
  • Collaborate closely with Product Marketing on solution details and core messaging, and with the Content team on the creation of core assets to support planned programs.
  • Effectively integrate market needs, personas, customer buying cycles, and segmentation into program design; and use best practices to drive increasing engagement with target markets.
  • Implement and manage programs  that leverage multiple demand generation channels including email, direct mail, SEM, PPC, social, content syndication, webinars and more.
  • Project manage all aspects of program deployment, detailing the tactics and components within each campaign; the associated timelines; and work with the Marketing Operations Team on execution.
  • Work closely with Sales, systematically sharing campaign intel that helps them prioritize and hone outreach; tracking Sales’ follow-up; and collecting field intelligence to feed back into marketing programs.
  • Set goals for each campaign then monitor KPIs, using results and trends to iterate on all campaign tactics, building test plans and analyzing results to continually drive higher engagement and more conversions.
  • Build channel and content type expertise for assigned markets and personas, understanding how to most effectively deliver messaging to drive maximum conversions.
  • Track pipeline creation and revenue generation—and Marketing’s contribution—on a daily basis to understand what is moving the needle, how we’re tracking to Marketing KPIs, and how plans need to evolve.
  • Keep pace with demand generation trends and best practices; understand emerging technologies and initiate pilots to constantly improve program performance.



  • 7+ years running B2B demand generation programs at a SaaS company, and/or with a persona-based approach.
  • Minimum of 3 years’ experience designing programs or campaigns for marketing automation required. Experience with Salesforce and other solutions in a typical martech stack such as Marketo. Experience with project management solutions like Asana also preferred. 
  • Demonstrated ability to plan and coordinate multi-touch marketing campaigns across various channels.
  • Data-centric with a data analysis skill set; ability to set strategy, execute plans, analyze results, and quickly iterate to improve results.
  • Strong planning, organizational, analytical, and project management skills.
  • Agile and comfortable in a fast-paced, high-growth environment.
  • Excellent communication skills, both oral and written.
  • Experience running Account-Based programs a plus.
  • Experience running programs across several global regions and any localization required. 


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