Senior Manager, Integrated Demand Generation & Account-Based Marketing

Position Description:

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,