Totara is a global learning platform trusted by more than 1,500 organizations and 21 million users worldwide. We help organizations build workforce readiness through flexible learning, compliance, and talent development solutions designed to support complex and highly regulated environments across the public and private sectors.

We're looking for a Digital Marketing Manager to lead targeted marketing programs that support Totara's key growth markets, with a primary focus on the U.S. Public Sector and UK Government/Healthcare sectors. This role will be responsible for driving pipeline and revenue through integrated paid campaigns, HubSpot nurture programs, email workflows, and account-based marketing initiatives designed to engage HR, workforce development, compliance, and learning leaders.

Working closely with global Sales, Product Marketing, and regional stakeholders, the Digital Marketing Manager will develop and execute data-driven campaigns that accelerate awareness, lead generation, nurturing, and conversion across these strategic revenue streams. The role will also support Totara's global partner network through co-marketing campaigns and partner enablement initiatives, helping extend market reach and drive joint pipeline opportunities.

This is a hands-on role for a marketer who enjoys owning campaign strategy and execution, using data and experimentation to drive measurable business outcomes.

Responsibilities

Develop, launch, and optimize targeted demand generation campaigns aligned to ICPs, strategic accounts, and pipeline goals

Develop, launch, and optimize paid media campaigns across LinkedIn and Google Ads to drive lead generation and pipeline growth

Build and manage HubSpot landing pages, forms, workflows, and multi-touch nurture campaigns to improve engagement and conversion rates

Monitor campaign performance, funnel metrics, and ROI across HubSpot, Google Analytics, SEMrush, and paid media platforms, providing actionable optimization recommendations

Partner closely with Sales and Marketing Operations to improve lead qualification, funnel conversion, and pipeline progression

Serve as the primary liaison for third-party industry partnerships, webinars, analyst programs, and content sponsorships to support lead generation and audience growth

Support ongoing optimization of Totara's global website, including CMS updates, SEO improvements, bug reporting, and conversion rate optimization

Amplify demand generation campaigns and content across social media channels

Own campaign reporting and communicate performance, insights, and recommendations to stakeholders

Identify and test new channels, tactics, and audience segments to improve campaign performance and pipeline contribution

Requirements

5-7 years of experience in demand generation, digital marketing, or growth marketing, with a track record of driving pipeline and revenue growth

Hands-on experience managing and optimizing paid media campaigns across LinkedIn and Google Ads

Strong HubSpot experience, including campaign management, workflows, reporting, and lead nurturing

Experience managing website content and landing pages in WordPress

SEO experience

Google Tag Manager, SEMRush and Google Analytics experience

Strong analytical skills and ability to translate performance data into actionable insights

Excellent project management and stakeholder management skills

Comfort working independently in a fast-paced, remote environment

Experience collaborating with cross-functional and globally distributed teams

Qualities of Success

Experience buying media in heavily regulated industries like Government and Healthcare

An understanding of the HR industry, specifically Talent and L&D is a plus

Creativity and flexibility, responding quickly to evolving markets and opportunity challenges

Accountable and committed to achieving target goals with integrity and fearlessness

Proactive, resourceful, and comfortable navigating ambiguity

Continuous learner with a test-and-learn mindset

Results-oriented, with a focus on pipeline contribution and measurable business impact

Benefits and Perks

Unlimited PTO

Enhanced Parental Leave

Professional Development Opportunities

Annual Wellbeing Allowance

New Joiner home working set-up allowance

Additional Paid Leave: Birthday off, Working days between Christmas and New Years Eve

This is a full time, fully remote career opportunity that requires applicants to be in the United States, a U.S. citizen and pass a background check. Some travel may be required.

To support effective collaboration with our UK-based team and key stakeholders, candidates must be located on the US East Coast to facilitate effective collaboration with colleagues and stakeholders in the United Kingdom.

We're committed to building a diverse, equitable and inclusive workplace where everyone feels they belong. We welcome applications from people of all backgrounds, identities and experiences, and we're happy to make adjustments to support you through the recruitment process - please just let us know.

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Digital Marketing Manager