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Iru · 2 hours ago

Principal Demand Generation Manager

Miami, FL

Full-time

Onsite

Senior Level, Lead/Staff

7+ years exp

Iru is an AI-powered security & IT platform used by leading companies to secure their users and devices. The Principal Demand Generation Manager will own campaign strategy and performance across various digital channels, working closely with the Head of Growth Marketing to drive pipeline and revenue goals.

Artificial Intelligence (AI)Cyber SecurityInformation TechnologyiOSMobileSoftware

Responsibilities

Own campaign strategy, spend, and performance optimization across all digital demand generation channels: LinkedIn, Meta, Reddit, Display/Native, YouTube, CTV while providing cross-channel paid media strategic leadership

Drive quarterly demand generation strategy across Iru's product lines and buyer segments in partnership with direction on architecture from the Head of Growth Marketing

Translate solution and segment briefs into integrated, multi-channel campaign plans with clear performance benchmarks and ROI forecasts

Develop and execute campaigns that span promoted content, webinars, ebooks, paid ads, field events, ABM, and more

Partner with revenue and marketing leadership to align on plays and ensure coordination across all paid channels

Work cross-functionally with channel owners (Paid Search, Content, Lifecycle, Brand, Web) to ensure activities ladder into campaign goals and pipeline targets

Execute on campaigns and manage placements across all channels, oversee paid ad execution by paid social contractor

Partner with sales leadership to align on lead routing, follow-up plays, and SDR/AE enablement strategy

Experiment with new channels and creative tactics to drive growth

Define the experimentation roadmap that spans messaging, creative, CTAs, campaigns, and more

Interpret campaign and pipeline data, identify insights, make decisions and drive optimizations

Create a campaign calendar, repeatable motions, and build systems to scale predictable demand generation

Provide strategic guidance to the Paid Search Manager on how search fits into broader campaign strategy and integrated plays

Be able to go directly into advertising platforms to troubleshoot issues, validate execution, and ensure performance is on track

Track and improve key efficiency metrics

Lead post-campaign retrospectives, synthesize learnings, and publish playbooks to help the broader marketing team set strategy and scale effectively

Monitor campaign performance at the program level; provide strategic direction on optimization, budget reallocation, and channel prioritization

Build forecasts for campaign performance, including expected ROI and conversion benchmarks

Qualification

B2B demand generationGrowth marketingCross-channel strategyCampaign optimizationSaaS experienceData-driven decision makingCollaboration with salesLeadership presentationCommunication skills

Required

7+ years of experience in B2B demand generation, growth marketing, or integrated campaigns, ideally in SaaS/tech

End-to-end ownership: autonomous, accountable, and data-driven

A history of creating systems and processes that enable repeatable results

Deep channel expertise spanning gated content, paid ads, webinars, ABM, etc., and how to use these to drive leads and pipeline, with the ability to build cross-channel paid media strategy and get hands-on in execution when needed

Advanced ability to forecast, analyze, and optimize funnel performance

Experience collaborating with senior sales, marketing, and biz ops leaders

You communicate clearly, because you think clearly. You know how to tailor your communications to your audience and present recommendations at leadership level