Senior Manager, Demand Generation

 

About 12twenty

12twenty connects employers, universities, students, and alumni through a trusted talent network designed to create better career and hiring outcomes.

The future of hiring will be built on trust, not volume. As technology changes how people find jobs and how companies find talent, there is an opportunity to rethink some of the assumptions the market has operated on for years.

12twenty is growing, its go-to-market motion is evolving, and Marketing has an important role to play in that growth.

That is where this role comes in.

 

The role

The Senior Manager of Demand Generation will own demand generation at 12twenty and help build a growth engine that is predictable, measurable, and capable of scaling with the business.

This is a highly strategic and hands-on role for someone who can start with a business goal, understand the audience and the problem to solve, look at the data, and develop a clear point of view on the best path forward.

The role will own programs across paid media, ABM, webinars and events, lifecycle marketing, content-driven demand, and other channels. Knowing how to run those channels is important, but the larger opportunity is understanding how they work together and where time and investment can create the greatest impact.

 

12twenty also serves two distinct audiences: employers and universities. Each has different buyers, sales cycles, challenges, and reasons for choosing 12twenty. Strong demand generation here requires strategies built around those differences rather than a single playbook applied across both markets.

Leads and engagement matter, but they are not the finish line. Success is ultimately measured through qualified opportunities, pipeline, conversion, velocity, revenue, and Marketing’s contribution to company growth.

 

What this role will own

These are the essential responsibilities of the role:

• Build and manage 12twenty’s demand generation strategy in support of company pipeline and revenue goals.
• Translate quarterly and annual growth priorities into integrated campaigns with clear audiences, offers, conversion paths, budgets, and success measures.
• Own paid demand strategy, including planning, budgeting, testing, optimization, and performance across relevant paid channels.
• Expand and optimize our account-based and audience-specific programs for priority segments and accounts.
• Build campaigns that bring together paid media, content, webinars and events, nurture, retargeting, product marketing, and sales follow-up based on the objective and audience.
• Partner closely with Marketing Operations and Sales to understand lead quality, opportunity progression, objections, market feedback, and what happens after Marketing creates engagement.
• Work with Marketing Operations and Revenue Operations to improve scoring, routing, attribution, funnel visibility, nurture, conversion, and reporting.
• Partner with Product Marketing and Content to turn product launches, customer proof, research, market insights, and strong points of view into demand.
• Establish a disciplined testing approach that improves campaign performance and informs future investment decisions.
• Own demand generation reporting and communicate performance, insights, risks, and recommendations clearly to Marketing and company leadership.
• Manage demand generation budgets responsibly and make recommendations about where to increase, reduce, or reallocate investment based on results.

 

What success looks like

The goal is to make the demand engine better, not simply busier.

Over time, this role should create a clearer understanding of where the funnel is performing well, where opportunities are being lost, what is driving those outcomes, and what actions should follow.

Strong programs should become repeatable. Programs that are not producing meaningful results should evolve or make room for better opportunities.

The team should have greater visibility into which audiences, messages, offers, and channels are creating qualified pipeline.

Marketing and Sales should have a strong feedback loop around what is converting, what is not, and what the market is telling the business.

Ultimately, the demand generation function should become increasingly effective at answering a simple but important question: if the business invests here, what is it likely to get back?

 

What will make someone successful in this role

Strong candidates will have experience building and running demand generation programs in a B2B SaaS environment and will be comfortable connecting campaign performance to pipeline and revenue.

The right person will understand the economics of the funnel. Pipeline, conversion rates, acquisition costs, velocity, attribution, channel performance, and return on investment should all be familiar territory.

Paid media experience is important, but the role requires a broader view of demand generation than paid acquisition alone.

Experience bringing multiple channels together into integrated programs is valuable, along with a strong understanding of how the buyer journey continues after someone fills out a form.

Comfort working with the systems behind the work is also important. Experience with platforms such as HubSpot, Salesforce, Dreamdata is helpful, but understanding how marketing and revenue systems work together matters more than expertise in any one tool.

 

The strongest candidates will be analytical without becoming overly dependent on perfect data. Some decisions will be based on clear evidence. Others will require a well-informed hypothesis and the ability to test it thoughtfully.

This role also requires comfort moving between strategy and execution. It may involve shaping quarterly investment strategy one day and diagnosing a conversion issue the next.

Clear communication and strong judgment are essential. The team values people who can form a point of view, explain the reasoning behind it, and recommend a path forward when something is not working as expected.

Most importantly, this role requires ownership. The Senior Manager of Demand Generation will be expected to take business goals and turn them into thoughtful plans, strong execution, and measurable results.

Experience in talent acquisition, HR technology, higher education, or another complex B2B market could help accelerate ramp time, but it is not required.

12twenty values demonstrated ability and relevant experience over a particular career path or academic credential.

 

How the team works

This role reports directly to the Head of Marketing and will work closely with Marketing leadership as the demand generation function continues to grow and mature. Everyone is hands on and the right person for the role should welcome deep dives into their process and data.

The team has high standards for the work, but does not believe that more process automatically creates better marketing. Clear goals, good judgment, thoughtful execution, and accountability are valued over unnecessary complexity.

The team moves quickly, but speed is not the goal on its own. The goal is to learn, improve, and make better decisions with each program.

There is a meaningful amount to build in this role, from campaign strategy and measurement to cross-functional operating rhythms and future investment decisions. For someone who enjoys creating structure, improving systems, and seeing the impact of the work on the business, that is a significant part of the opportunity.

 

Annual compensation range: $80k - $150k