Senior Manager, Demand Generation/ABM and Marketing Operations


Remote US or Canada Remote

Full time

Jan 7

PathFactory is revolutionizing the way that B2B companies interact with their buyers. In much the same way that modern publishing platforms like Netflix can provide a fantastically micro-personalized experience because they are intimately familiar with your past content consumption, like which movies you’ve finished or which shows you stopped watching after just one episode, and they have a ton of content intelligence about every title. That’s what we’re bringing to B2B marketing at PathFactory - hyper-relevant recommendations that encourage your audience to binge-consume your content and create self-directed journeys at scale.

PathFactory helps B2B marketers understand the role of content in the buyer’s journey and discover a new class of data to optimize the path to purchase. PathFactory uses this data and insight to optimize content delivery across every channel, connecting buyers with the most relevant information whenever and wherever they click.

PathFactory’s Senior Manager, Demand Generation/ABM and Marketing Operations is responsible for planning, executing, and measuring a range of multi-touch demand generation and account-based programs that build a highly qualified and predictable revenue pipeline. Key responsibilities of the role include but are not limited to: industry and account intelligence gathering, demand and account-based campaign creation, event production (on and offline) and they serve as the key role in measuring testing and optimization of marketing programs. The resulting campaigns produce high-quality, value-driven, influential impact. Your sole focus is to acquire, engage, nurture, and convert targeted accounts and buyers into customers while leveraging scalable best practices in achieving great results.

Roles and Responsibilities:

  • Works with marketing leadership to develop, diagnose and optimize a demand program strategy that supports objectives for high quality, influenced pipeline, and revenue from target accounts.
  • Using the latest data insights (e.g. intent, content engagement etc), tools (e.g. PathFactory, 6sense, Marketo, Wordpress), product direction, and sales feedback, clearly articulate our segmentation aligned with Ideal Customer Profile (ICP), product/platform offering and how they play into building programs that will help us achieve our revenue goals. 
  • Establish and maintain scalable processes that ensure best practices in campaign and lead management, including campaign architecture, segmentation, lead scoring, lead nurturing, data quality, and reporting.
  • Quarterback the orchestration and execution of ABM and demand generation marketing programs. 
  • Identify sources of high-quality leads and contacts from the buying committee and execute nurture programs across the stages of the buyer journey, using multi-channel integrated marketing tactics to deliver highly qualified opportunities for sales to pursue.
  • Responsible for training and educating the sales and customer experience teams about how to execute any program elements specific to their roles and responsibilities to extend programs’ reach and effectiveness.
  • Partners with key senior leaders to determine program metrics and how to measure against objectives to gauge success.
  • Continually enhance and refine the marketing data strategy and reporting cadences, in alignment with Revenue Operations, so that key stakeholders have the necessary insights to build high-performing campaigns
  • Select and lead negotiations with vendors and partners to maintain the best possible marketing technology stack that addresses the needs of the organization while managing to budget and performance requirements
  • Manage the overall marketing budget against monthly and quarterly goals

Desired Skills: 

  • Three to five years of B2B marketing experience, including at least one year focusing on omni-channel account-based strategies, preferably using 6sense as your ABM solution.
  • An ability to demonstrate your ability to deliver business results through integrated, multi-touch campaigns and programs 
  • Significant experience in campaign management and demand creation, preferably using PathFactory as part of the content experiences delivered to prospects and customers alike. 
  • Insight gathering and analysis from multiple internal and external data sources (data providers, social analysis, engagement scores)
  • Strong understanding and usage of Marketo and, including orchestrating, customizing, and executing campaigns, and tracking and measuring performance
  • Budget management aligned to results and outcomes
  • Demonstrated creative capabilities (e.g. writing and/or design) to drive personalization and relevance
  • Excellent collaboration skills and a keen sense of self-awareness when working with multiple marketing and sales functions to deliver superior results
  • Salesforce, Marketo, PathFactory, and 6Sense preferred
  • Digital media proficient
  • Web content management and personalization a plus
  • Analytics and business intelligence (e.g. predictive analytics) 
  • Social media platforms and monitoring tools


PathFactory is a remote-first company and will consider qualified applicants located anywhere in Canada or the United States.

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