Senior Manager, Demand Generation

Upwork (formerly Elance-oDesk) is the world’s largest freelance talent marketplace. As an increasingly connected and independent workforce goes online, knowledge work —like software before it— is shifting online as well. This shift is making it faster and easier for clients to connect and work with talent in near real-time and is freeing professionals everywhere from having to work at a set time and place.

The Senior Manager, Demand Generation will oversee the creation of the demand generation strategy and drive execution via use of our marketing technology stack to drive revenue and will own the marketing generated lead metrics.

* Develop integrated demand generation campaign strategies * Lead overall integrated campaign strategy execution and planning, outlining key marketing themes, messages, and offers and mediums for promotions throughout the year * Define quarterly demand generation goals: # net new leads created, # MQL, # opportunities * Work cross functionally with other teams and team members to help guide the portfolio of marketing programs including: website, content marketing, database marketing, email nurturing, paid advertising, content syndication, seo, social media, blogs, events & webinars. * Design operational workflows to support all marketing programs, leveraging our marketing automation & CRM systems * Oversee technical aspects of key marketing systems used to generate, distribute and report on leads. * Monitor and analyze both top funnel and ROI performance overall of all marketing programs against lead commits and other marketing goals including: response, conversion and engagement rates * Perform a comparison of current programs over past performance and continually make and implement recommendations for optimization and ongoing growth * Continually assess campaign and program performance, determine why programs failed or were successful * Identify new optimization tests and growth opportunities and areas for additional investment in time and money and decreased focus * Communicate with marketing, senior leadership, and sales management on an ongoing basis regarding new and nurtured lead performance results, current initiatives, and course corrections being taken

* BA/BS Degree * 5+ years experience developing and executing successful demand generation programs with a focus in B2B marketing for a software or technology company * 2+ years advance experience with Marketo & Salesforce (Marketo certification a plus) * Strong experience and expertise in digital marketing, including email and database marketing, search marketing, online advertising, and more * Strong analytical and quantitative skills—must have both an interest and skill in analyzing and making meaning out of data and translating that into actionable changes * A mindset for optimization and testing, with a track record of constantly optimizing various programs and testing new ways of executing * An understanding in how to develop complex dataflows with technical capability, excellent communication and a desire to improve process * A keen attention to detail