Senior Manager, Integrated Demand Generation & Account-Based Marketing

Novara provides safety and operational risk management software that empowers organizations to identify and resolve issues before they become incidents. Through the Flex and Risk Management Center platforms, Novara helps organizations address operational risk proactively by unifying data, increasing workforce engagement, and proactively managing risk. Novara’s combination of training, software, and tools puts people and safety first while protecting critical operations.

Position Description

Novara is hiring a Senior Manager, Integrated Demand Generation & Account-Based Marketing to lead the strategy and orchestration of new-logo demand programs. This role will connect account-based marketing, vertical campaigns, paid media, email, webinars, events, content, and seller activation into a coherent go-to-market plan.

The Senior Manager will determine which audiences and accounts Novara should prioritize, how integrated campaigns should be structured, and how channel owners should work together around a shared business objective. This person will not own the day-to-day execution of every marketing channel. Instead, they will create the strategy, briefs, operating rhythm, and performance insights that keep the full demand engine aligned.

Responsibilities

Integrated demand strategy

• Develop the integrated new-logo demand strategy in partnership with the Director of Demand Generation.
• Translate company priorities into quarterly campaign themes, target audiences, account motions, offers, channel roles, and activation plans.
• Maintain a clear portfolio of priority campaigns and recommend when programs should be expanded, redesigned, paused, or retired.
• Identify demand gaps by segment, vertical, source, and buyer stage, then build coordinated responses across the marketing mix.
• Bring structure and focus to campaign planning so teams are working from one strategy rather than a collection of disconnected channel calendars.

Account-based marketing and account prioritization

• Own Novara’s account-based marketing framework across 1:1, 1:few, and scalable account programs.
• Partner with Sales leadership and account executives to define target-account criteria, tiers, investment levels, and joint activation plans.
• Use ICP fit, intent, engagement, opportunity history, and account potential to prioritize where Marketing and Sales should focus.
• Design coordinated account journeys that reach multiple members of the buying group and connect marketing activity with seller outreach.
• Develop repeatable account plays for high-intent accounts, strategic prospects, stalled opportunities, closed-lost accounts, and former champions.

Integrated campaign architecture

• Lead quarterly campaign planning and develop clear briefs that define the audience, business objective, message, offer, channel roles, seller activation, and measurement plan.
• Coordinate contributions from paid media, lifecycle and email marketing, webinars, events, content, Product Marketing, Corporate Communications, Sales, and SDR teams.
• Ensure each major campaign has a coherent buyer journey and a clear path from awareness and engagement to a meaningful sales conversation.
• Set campaign milestones, decision points, and launch-readiness requirements without becoming the project manager for every individual deliverable.
• Facilitate campaign retrospectives and turn performance findings into stronger planning standards and repeatable playbooks.

Vertical go-to-market planning

• Partner with Product Marketing and Sales to identify the industries and subverticals where Novara has the strongest opportunity to win.
• Create integrated vertical plans grounded in buyer pain, operational context, regulations, proof points, competitive dynamics, and buying triggers.
• Collaborate on defining how vertical messaging, content, account targeting, media, events, webinars, and seller outreach should work together.
• Evaluate vertical performance and recommend where Novara should deepen investment, adjust the approach, or shift focus.

Sales and SDR activation

• Define the seller activation strategy for major campaigns before launch.
• Ensure Sales and SDR teams receive the account context, messaging, content, outreach guidance, and timing needed to act on campaign engagement.
• Partner with Sales and SDR leaders to establish feedback loops and review adoption, account coverage, follow-up, and opportunity outcomes.
• Use seller feedback to improve audience selection, campaign design, messaging, and future activation plans.

Performance and portfolio optimization

• Own the business interpretation of demand performance, including account engagement, conversion, opportunity creation, pipeline quality, velocity, and program efficiency.
• Partner with Revenue Operations and Marketing Operations on reporting requirements, audience implementation, attribution, and campaign measurement.
• Diagnose performance issues and recommend changes to audience, message, offer, channel mix, seller activation, or investment.
• Present concise insights and recommendations to Marketing and go-to-market leadership.
• Build a disciplined test-and-learn culture that turns campaign results into better decisions rather than more activity.

How Success is Measured

• Net-new pipeline sourced and influenced by integrated demand programs.
• Opportunity creation and pipeline within priority accounts and buying groups, including account engagement and penetration lift.
• Conversion of the quarterly campaign strategy into qualified opportunities (MQL to SAO to pipeline).
• Effectiveness of Sales and SDR activation, measured by follow-up and opportunity outcomes on marketing-engaged accounts.
• Pipeline performance and efficiency of priority vertical and account-based programs, including pipeline per program and cost per opportunity.
• Quality of pipeline forecasting, performance insight, and recommendations to leadership.
• Repeatable planning standards that improve cross-functional execution and pipeline predictability.

Knowledge, Experience, Requirements

• 8 or more years of B2B marketing experience, including substantial ownership of demand generation, integrated campaigns, growth marketing, or account-based marketing.
• Experience marketing B2B SaaS or another complex solution with a consultative, multi-stakeholder sales process.
• Demonstrated success developing integrated campaign strategies that connect audience, message, channels, seller activation, and measurable business outcomes.
• Strong experience with account-based marketing, account tiering, intent signals, buying groups, and coordinated Marketing and Sales plays.
• Experience building vertical, industry, or segment-based go-to-market programs.
• Strong analytical judgment and the ability to translate performance data into clear priorities and investment decisions.
• Excellent communication, facilitation, briefing, and executive-presentation skills.
• Ability to lead complex work through influence in a distributed, cross-functional organization.

Preferred Experience

• Experience with 6Sense or another account-intelligence platform.
• Experience using Salesforce and Marketo data to guide campaign and account decisions.
• Experience marketing environmental, health, and safety, operational risk, compliance, industrial technology, or vertical SaaS solutions.
• Experience marketing into manufacturing, construction, energy, utilities, mining, or other regulated and operationally complex industries.
• Experience supporting both commercial and strategic or enterprise sales motions.
• Experience using AI tools to accelerate research, planning, analysis, and campaign development.
• Interest in developing into a people leader as the function and team grow.

Compensation

Annual Base Salary Range of 120k-140k

Annual Bonus Opportunity of 15%