Demand Generation and Digital Marketing Manager

Working at Thoropass
Thoropass makes it as easy to do the right thing as it is to check a box. Our team members believe that partnership lightens the load. Not everyone can be an expert at everything – lending each other support in areas of weakness strengthens everyone’s offering. We collaborate openly and enthusiastically; without ego. 

What We Do
At Thoropass, we’re compliance experts, so you don’t have to be. Pairing easy software that’s always getting smarter with expert guidance and continuous monitoring, we integrate into your process to prepare you to pass any audit, every year, with flying colors. Hundreds of growing companies use Thoropass’s compliance automation platform, expert services, auditors, and partner ecosystem to get and stay compliant over the lifetime of their business.
We are a rapidly expanding team based in New York. We were founded in May 2019 and raised our Series C funding in November 2022. Our top investors include J.P. Morgan, PayPal Ventures, Fin Capital, Centana, and Bain Capital. We're growing customers and revenue dramatically, and we’re poised for continued break-out growth in 2025 and beyond.

About the Role

Thoropass is seeking a results-driven Demand Generation and Digital Marketing Manager to lead the execution of a comprehensive, multi-channel strategy to fuel our growth. As part of our Growth team, you’ll collaborate cross-functionally with Sales, Product Marketing, and Content to generate pipeline from target mid-market and enterprise prospects.

This role requires a builder mindset and thrives in ambiguity. You’ll join a high-performing, AI-forward team transforming how marketing drives outcomes—from zero to one. This is a hybrid strategy and execution role where you’ll shape campaigns, analyze performance, and drive revenue-impacting initiatives across paid, email, events, SEO, the Web and more.

This role will report to the Director of Demand Generation and may manage 1–2 reports over time.

What You’ll Do:

• Lead integrated campaigns across paid media (Google Ads, LinkedIn, Bing), SEO, email nurtures, events, content syndication, and webinars.
• Design and optimize a range of inbound programs that convert MQLs to SQLs at an improved rate.
• Build and manage top-of-funnel acquisition strategies to generate high-intent leads.
• Execute and analyze dedicated sends, segment-based newsletters, and nurture campaigns and sequences.

• Oversee lead lifecycle management, campaign attribution and analysis.
• Present weekly campaign updates to GTM leadership including Sales and Finance.
• Build dashboards and lead attribution reporting in HubSpot and Salesforce.
• Review inbound SQLs to validate attribution and lead quality.
• Collaborate with RevOps to maintain campaign tracking infrastructure, UTM hygiene, and attribution logic.

• Align with Product Marketing to create content and campaigns that resonate with target personas and industry segments.
• Partner with SDRs and Sales to execute signal-based outreach and gifting strategies.
• Participate in marketing planning to align demand gen with broader GTM efforts.
• Share insights and content with Sales Enablement to support pipeline acceleration.

• Lead CRO testing initiatives, from ideation to execution on landing pages and emails.
• Stay on the cutting edge of demand gen tactics, AI tools, and martech to improve efficiency and performance.
• Collaborate with our SEO agency and internal SMEs to optimize content and improve search visibility.

About You:

• Proven Demand Generation Expertise: You have 4+ years of experience leading B2B SaaS demand generation programs that measurably increase qualified pipeline and revenue. You’ve owned multi-channel campaigns across paid media, SEO, events, webinars, and email.
• Strategic and Execution-Oriented: You thrive in both strategic planning and hands-on campaign execution. You know how to build scalable demand programs from scratch and continuously improve them based on performance.
• Analytical and Performance-Driven: You love working with data and use it to optimize campaigns, improve conversion rates, and influence pipeline outcomes. You have strong experience with HubSpot, Salesforce, and marketing attribution models.
• Collaborative and Cross-Functional: You work well with Sales, Product Marketing, Content, and RevOps. You know how to translate marketing strategy into campaigns that Sales can act on—and you actively seek their feedback to improve.
• Adaptable Builder Mentality: You’re energized by change and excited to help build a modern demand generation function in a fast-scaling company. You’re proactive, resilient, and comfortable navigating ambiguity and iteration.
• Audience-Led and Customer-Centric: You bring a deep curiosity for understanding our target customers, their segments, and their journey. You tailor programs that resonate across verticals and deliver value at every touchpoint.

Qualifications:

• 5-7 years of B2B SaaS demand generation experience with clear ownership of multi-channel programs
• Track record of driving pipeline growth and improving MQL-to-SQL conversion through targeted, data-driven campaigns
• Hands-on expertise with key tools: HubSpot, Salesforce, Google Ads, LinkedIn Campaign Manager, Google Analytics
• Experience managing and optimizing paid media, GEO and SEO initiatives, including agency collaboration
• Familiarity with lead lifecycle definitions, scoring, and automation workflows
• Strong analytical skills—comfortable building and interpreting campaign dashboards and attribution models
• Experience building or refining programs in evolving, high-growth environments
• Bonus: Experience with tools such as Keyplay, Clay, Opensense, or Qualified is a plus

Compensation:

• Base Salary: $100,000 - $140,000 plus performance-based bonuses, based on experience
• Immediate access to health, vision, and dental benefits
• Equity in a fast-growing company
• Hybrid work-from-home model
• Unlimited PTO
• Stipends for home office equipment, wellness, and Wi-Fi

**NYC Preferred