Senior Segment Marketing Manager

Granicus

3d•Remote

About The Position

The Senior Segment Marketing Manager develops and executes integrated marketing programs that grow brand awareness, demand, sales pipeline, and bookings across assigned local and/or state government segments. This role blends strategic planning with hands-on execution across events, webinars, digital campaigns, and content-driven inbound marketing. The position collaborates closely with Sales, BDRs, Product Marketing, Digital Marketing, Marketing Communications, Marketing Operations, and external partners to deliver measurable results that grow pipeline and bookings.

Requirements

8+ years of business-to-government marketing or business-to-business experience (SaaS preferred).
Experience generating demand among government audiences including elected officials, agency/department leaders, and executives in technology, communications, program management, compliance, digital modernization, and related local and/or state government personas.
Hands-on proficiency with CRM, marketing automation, account-based marketing, analytics, and workflow tools.
Strong understanding of the sales funnel, pipeline dynamics, and collaboration with marketing, sales, and BDR organizations.
Strong analytical skills with comfort using dashboards and evaluating conversion, win rates, and campaign performance.
Excellent communication and project management skills; operates effectively with lean resources.

Responsibilities

Develop go-to-market plans aligned to sales priorities and Granicus positioning.
Serve as a brand steward for assigned segments.
Collaborate with Product Marketing to align messaging, proof points, and competitive differentiation.
Research public sector market trends, customer needs, competitors, and procurement patterns to inform campaigns and content.
Plan and execute tradeshows, in-person events, webinars, and virtual events.
Run digital programs including email, paid media, social, and content syndication.
Lead Account-Based Marketing programs using intent data, ICP alignment, and buying-stage insights.
Collaborate with associations, resellers, media, and strategic partners to expand reach.
Partner with Digital and Content teams to improve organic discoverability, engagement, and conversion.
Ensure landing pages, web content, and calls-to-action reflect segment priorities and drive measurable impact.
Monitor full-funnel performance, marketing attribution, pipeline velocity, and data accuracy in partnership with Revenue Operations and Sales.
Ensure campaigns are executed with rigor, consistency, and compliance with internal processes.
Own performance reporting from inquiry through bookings, including win rates, “cost per” metrics, and stage conversion.
Run structured tests and experiments to optimize performance and ROI.
Manage segment marketing budgets with accuracy and discipline.
Optimize investments across channels and programs to maximize return.
Use AI and marketing technology platforms to scale campaigns, personalize engagement, and improve efficiency.
Champion innovation in automation, analytics, and content production.