Senior Manager, Integrated Campaigns (AI/SaaS Tech, B2B)

Obsidian Security•Palo Alto, CA

59d

About The Position

As the Senior Manager, Integrated Campaigns, you will own the end-to-end campaign lifecycle for strategic GTM initiatives-setting campaign strategy, defining target audiences and personas, crafting the narrative, executing across channels, and optimizing for conversion and pipeline impact. You will be the orchestrator of high-impact, multi-channel programs (email, webinars (both owned and third-party), lead generation programs (e.g. content syndication, digital) in the cybersecurity/AI B2B space, tying creative, data, and intent signals into campaigns that move buyers through the funnel and deliver measurable business outcomes (qualified pipeline).

Requirements

6-10+ years in B2B campaign management (in SaaS, cybersecurity, AI, cloud) with responsibility for full-funnel campaigns (not just demand-ops).
Proven track record of designing and executing integrated, multi-channel campaigns (email, webinars, digital, partner/co-marketing) with measurable pipeline impact.
Hands-on experience with Marketo (or equivalent Marketing Automation Platform) and Salesforce (SFDC) including campaign setup, tracking, attribution, and reporting.
Demonstrated experience building and executing Account-Based Marketing (ABM) programs, partnering with Sales to develop target account lists, orchestrate personalized outreach, and measure account engagement and progression.
Strong analytical mindset: Experience with conversion metrics, segmentation, testing, optimization, and using intent/behavioural data to refine campaigns.
Excellent communication and collaboration skills: ability to influence cross-functional stakeholders, translate technical product language into compelling marketing messages for personas.
Experience tailoring campaigns to personas and use-cases, and building journeys that reflect buyer pain-points, value-drivers and competitive differentiation.

Nice To Haves

Experience in the cybersecurity or AI/ML B2B domain.
Familiarity with intent-data platforms (e.g., ZoomInfo, G2) and ABM platforms (e.g., Demandbase).
Experience with webinar strategy (both owned and third-party), partner/co-marketing campaigns, and digital demand programs.
Experience building campaign frameworks and enabling global/local execution across regions.
Experience with data visualization or BI tools (e.g. Sigma, Power BI, Looker).

Responsibilities

Lead campaign strategy: Define target personas, use-cases, ICPs (ideal customer profiles), value proposition messages, and channel mix for key strategic campaigns (product launches, ABM/vertical plays, partner/co-marketing).
Design and execute multi-channel campaigns: Email marketing, organic & paid digital, webinars (own and third-party), partner/alliances programs, third party lead generation programs, co-marketing.
Develop persona and use-case-specific journeys: Tailor campaign flows and messaging for different buyer personas (e.g., CISO, Security Ops, IT-Architect, DevSecOps) and use-cases (e.g., SaaS security, cloud threat-detection, AI agent defense).
Drive campaign creative and content: Collaborate with product marketing, creative and agency partners to develop campaign assets (landing pages, email copy, webinar decks, offers, CTAs). Deliver consistent campaign kits and playbooks.
Use intent and behavioural data to inform campaign targeting and messaging: Leverage intent sources (e.g., ZoomInfo, G2, LinkedIn) and internal engagement signals to identify high-propensity accounts and tailor outreach.
Optimize and measure performance: Establish KPIs (engagement, conversion, MQLs, pipeline, ROI), monitor results, run A/B tests, refine campaign flows, and present actionable insights to senior stakeholders.
Ensure seamless lead hand-off and funnel flow: Work with Marketing Operations, Sales Ops and SDR/BDR teams to ensure leads are routed, logged in SFDC, touched by the right follow-up sequence and fed into nurture as necessary.
Build scalable frameworks: Document best practices, create campaign playbooks/templates, enable repeatable execution and drive operational efficiency while maintaining strategic focus.
Partner cross-functionally: Collaborate with product marketing, sales enablement, field marketing, channel marketing, analytics, and external agencies/vendors to ensure alignment and execution excellence.