Growth Marketing Manager - Business & Government

About this role

Growth Marketing Manager – Business & Government
Remote - United States
About the Role
The Growth Marketing Manager drives campaign execution Blackboard’s new logo pipeline and serves as a key connector between acquisition and the post-sale customer journey. Sitting within the Revenue Marketing org and reporting to the VP of Revenue Marketing, this role is responsible for translating GTM positioning and segment strategy into integrated, multi-channel demand generation campaigns that create and accelerate pipeline across the Business & Government market.
This is a creator and executor role. You will own end-to-end campaign planning and delivery: from brief to launch to performance reporting, with review at key milestones. You will work in close collaboration with Product Marketing, Marketing Intelligence, Marketing Operations, andthe Salesorg to ensure campaigns are tightly connected to targeted audiences, pipeline goals, andrevenue-focused strategies. You won’t just fill the top of the funnel — you’ll be accountable for the quality and conversion of what flows through it, and you’ll stay connected to the customer signals on the right side of the bow tie that inform where and how we show up.
You will also manage execution of our physical and digital field presence in Business & Government — regional events, third-party conferences likeDevLearn, and our flagship customer event BbT. For this role, field is not a logistics function. It is a pipeline strategy. Every event runs against a documented pipeline target, with a measurement plan and clear post-event attribution.
The right person for this role understands that AI is changing the buyer journey. You are expected to actively use AI tools and build AI-enabled workflows and automations that help you work with greater speed and efficiency. You will also stay informed on how Blackboard’s buyers are increasingly using AI in their own research and selectionprocess andrecommend adjustments to campaign tactics and channel mix accordingly.
What You'll Own
Campaign Strategy & Execution

• Manage and execute the integrated campaign calendar for new logo acquisition in the Business & Government segment, against the pipeline targets set for each program.

• Translate GTM positioning and competitive differentiation from the GTM Marketing team into compelling, audience-specific campaign narratives and assets.

• Execute multi-channel campaigns spanning paid media, email, content syndication, webinars, and field event integration.

• Design and run ABM programs for target accounts across the Business & Government universe — account-based thinking is core to this role, not optional.

• Support Blackboard’s visibility in AI-generated research environments (GEO), coordinating with the VP, GTM on which prompts and themes buyers are searching.

• Partner with Marketing channel teams to ensure programs compound ROI rather than run in isolation.

• Use and build AI-enabled workflows to support campaign analysis, audience personalization, and performance optimization — and share learnings with the broader team.

Field & Event Marketing

• Coordinate with Events, Sr Manager to manage regional field activation programs — road shows, executive dinners, partner-hosted events — tied to pipeline goals in specific accounts or geographies.

• Serve as a key campaign contributor to BbT, Blackboard’s flagship customer event, ensuring field and campaign strategies are coordinated.

• Track and report post-event attribution using established models, in partnership with Marketing Intelligence: every event investment is measured against pipeline sourced, pipeline influenced, and closed won contribution.

Pipeline Generation & Attribution

• Own a direct pipeline contribution target — not just activity metrics. You hold a number, review it weekly, andcourse-correctwhen programs underperform.

• Work with Marketing Intelligence to define campaign-level pipeline targets and track performance against them.

• Leverage intent data andbuyingsignals from the Marketing Intelligence team to prioritize campaign audiences and personalize outreach.

• Partner with Marketing Intelligence and Marketing Ops to maintain multi-touch attribution to ensure campaign contribution is accurately captured across the full funnel.

• Flag expansion signals — customer engagement patterns, advocacy activity, product usage — to the Customer Growth & Advocacy team so post-sale programs can act on them.

Content & Asset Development

• Brief and collaborate with Content and Brand teams to develop campaign assets: landing pages, nurture emails, one-pagers, and digital ads.

• Coordinate with Marketing Ops to ensure proper list segmentation, lead routing, and campaign tracking in HubSpot and Salesforce.

• Align with Product Marketing on sales enablement and ensure campaign messaging is consistent across GTM teams.

• Develop field-specific assets — event booth briefs, executive event guides, post-event nurture sequences — that connect field presence to campaign pipeline.

Reporting& Optimization

• Own campaign performance reporting: pipeline contribution, MQL-to-SQL ratios, closed won rates, cost per opportunity, and event ROI.

• Continuously test and optimize campaign elements — messaging, creative, CTAs, audience segments — to improve performance.

• Present campaign results and recommendations at weekly pipeline reviews; come with a point of view, not just a dashboard.

• Influence without authority: work across Sales, CS, and Marketing to ensure campaigns are well-supported and properly credited.

How You FitIntothe Team
Revenue Marketing at Blackboard is accountable for pipeline volume and new logo acquisition. As Growth Marketing Manager, you are a key driver of that effort for the Business & Government segment. You are also a connective tissue role: you run the acquisition motion, but you stay connected to what happens after a customer signs.
You will work closely with:

• GTM Marketing for…