Senior Digital Marketing Manager - Adaptive Planning

Workday•Pleasanton, CA

1d•Hybrid

About The Position

Your work days are brighter here. We’re obsessed with making hard work pay off, for our people, our customers, and the world around us. As a Fortune 500 company and a leading AI platform for managing people, money, and agents, we’re shaping the future of work so teams can reach their potential and focus on what matters most. The minute you join, you’ll feel it. Not just in the products we build, but in how we show up for each other. Our culture is rooted in integrity, empathy, and shared enthusiasm. We’re in this together, tackling big challenges with bold ideas and genuine care. We look for curious minds and courageous collaborators who bring sun-drenched optimism and drive. Whether you're building smarter solutions, supporting customers, or creating a space where everyone belongs, you’ll do meaningful work with Workmates who’ve got your back. In return, we’ll give you the trust to take risks, the tools to grow, the skills to develop and the support of a company invested in you for the long haul. So, if you want to inspire a brighter work day for everyone, including yourself, you’ve found a match in Workday, and we hope to be a match for you too. About the Team The Adaptive Marketing team is a high-impact, fast-moving group responsible for shaping how Adaptive shows up in the market—from demand generation and customer engagement to product launches and brand storytelling. This role sits within Adaptive’s Growth Marketing team, which is responsible for accelerating growth across the entire customer lifecycle—from first value realization through long-term expansion. Operating as a performance-driven, campaign-led team, Growth Marketing blends digital execution, experimentation, and analytics to drive measurable business outcomes. This role serves as a key interface to Workday’s centralized Digital, Web, and Paid Media organizations. We operate with startup urgency inside an enterprise SaaS environment: testing, learning, iterating, and scaling what works — all while building durable, global growth engines. About the Role As Senior Digital Marketing Manager, you will be the strategic owner of Adaptive’s digital growth ecosystem. This is a hands-on, highly visible individual contributor role designed for someone who can think end-to-end — from audience strategy to execution — and influence without authority across a complex matrixed organization. You will lead Adaptive’s digital strategy across web, paid media, ABM, product-led growth motions, interactive experiences, and digital experimentation, translating growth priorities into cohesive, measurable digital programs. You’ll act as the connective tissue between Adaptive and Workday’s broader digital and marketing teams, ensuring Adaptive’s priorities are clearly represented, executed, and optimized.

Requirements

7-10+ years of experience in digital marketing, growth marketing, or performance marketing within B2B SaaS or technology
Proven experience owning integrated digital programs across web, paid media, and campaign execution
Strong hands-on expertise in web experience strategy and optimization, including landing pages, user journeys, and conversion optimization
Experience partnering closely with paid media teams or agencies, with working knowledge of targeting, creative testing, and performance optimization
Demonstrated success supporting ABM or account-centric digital programs in partnership with Demand Gen and Sales
Comfort translating product and GTM strategy into clear, compelling digital experiences
Experience operating effectively in a matrixed organization, influencing cross-functional and centralized teams without direct authority
Solid understanding of full-funnel performance metrics and how digital programs contribute to pipeline and revenue
Analytical mindset with experience using dashboards and performance data to inform decisions
Strong executive communication skills — able to clearly articulate strategy, performance, and recommendations to senior stakeholders
Comfortable operating as a hands-on individual contributor with broad scope and high ownership

Nice To Haves

Strong understanding of conversion optimization, experimentation, and funnel performance
Experience partnering with centralized or shared services teams in a matrixed organization
Experience supporting global or multi-region digital programs is a plus

Responsibilities

Own the digital growth strategy for Adaptive Planning across web, paid media, ABM, and emerging digital channels
Serve as the primary digital lead and point of contact between Adaptive Growth Marketing and Workday’s centralized digital, web, and paid media teams, as well as extended agencies
Partner with Product Marketing and Campaign leads to translate GTM priorities into high-impact digital programs
Lead Adaptive’s web experience strategy, including landing pages, conversion paths, experimentation, and personalization
Design and execute ABM and account-based digital experiences in partnership with Growth Marketing, Sales, and Customer Success
Drive product-led and interactive digital experiences (tools, demos, assessments, calculators, AI-powered experiences, etc.) that educate, engage, and convert
Develop and optimize paid media strategies (in collaboration with centralized teams) to ensure strong targeting, messaging alignment, and ROI
Champion testing and experimentation across channels (A/B testing, CRO, new formats, new platforms)
Use data and insights to continuously improve performance, user experience, and pipeline impact
Help shape digital measurement frameworks, dashboards, and success metrics at the product-line level