Thoropass, Inc.
Demand Generation and Digital Marketing Manager New
Thoropass, Inc., New York, New York, us, 10261
Demand Generation and Digital Marketing Manager
United States Working at Thoropass Thoropass makes it as easy to do the right thing as it is to check a box. Our team members believe that partnership lightens the load. Not everyone can be an expert at everything lending each other support in areas of weakness strengthens everyones offering. We collaborate openly and enthusiastically; without ego. What We Do At Thoropass, were compliance experts, so you dont have to be. Pairing easy software thats always getting smarter with expert guidance and continuous monitoring, we integrate into your process to prepare you to pass any audit, every year, with flying colors. Hundreds of growing companies use Thoropasss compliance automation platform, expert services, auditors, and partner ecosystem to get and stay compliant over the lifetime of their business. We are a rapidly expanding team based in New York. We were founded in May 2019 and raised our Series C funding in November 2022. Our top investors include J.P. Morgan, PayPal Ventures, Fin Capital, Centana, and Bain Capital. We're growing customers and revenue dramatically, and were poised for continued break-out growth in 2025 and beyond. About the Role Thoropass is seeking a results-driven
Demand Generation and Digital Marketing Manager
to lead the execution of a comprehensive, multi-channel strategy to fuel our growth. As part of our Growth team, youll collaborate cross-functionally with Sales, Product Marketing, and Content to generate pipeline from target mid-market and enterprise prospects. This role requires a builder mindset and thrives in ambiguity. Youll join a high-performing, AI-forward team transforming how marketing drives outcomesfrom zero to one. This is a hybrid strategy and execution role where youll shape campaigns, analyze performance, and drive revenue-impacting initiatives across paid, email, events, SEO, the Web and more. This role will report to the Director of Demand Generation and may manage 12 reports over time. What Youll Do: Own and Execute Demand Generation Strategy
Lead integrated campaigns across paid media (Google Ads, LinkedIn, Bing), SEO, email nurtures, events, content syndication, and webinars. Design and optimize a range of inbound programs that convert MQLs to SQLs at an improved rate. Build and manage top-of-funnel acquisition strategies to generate high-intent leads. Execute and analyze dedicated sends, segment-based newsletters, and nurture campaigns and sequences. Campaign Performance & Reporting
Oversee lead lifecycle management, campaign attribution and analysis. Present weekly campaign updates to GTM leadership including Sales and Finance. Build dashboards and lead attribution reporting in HubSpot and Salesforce. Review inbound SQLs to validate attribution and lead quality. Collaborate with RevOps to maintain campaign tracking infrastructure, UTM hygiene, and attribution logic. Cross-functional Collaboration
Align with Product Marketing to create content and campaigns that resonate with target personas and industry segments. Partner with SDRs and Sales to execute signal-based outreach and gifting strategies. Participate in marketing planning to align demand gen with broader GTM efforts. Share insights and content with Sales Enablement to support pipeline acceleration. Lead CRO testing initiatives, from ideation to execution on landing pages and emails. Stay on the cutting edge of demand gen tactics, AI tools, and martech to improve efficiency and performance. Collaborate with our SEO agency and internal SMEs to optimize content and improve search visibility. About You: Proven Demand Generation Expertise:
You have 4+ years of experience leading B2B SaaS demand generation programs that measurably increase qualified pipeline and revenue. Youve owned multi-channel campaigns across paid media, SEO, events, webinars, and email. Strategic and Execution-Oriented:
You thrive in both strategic planning and hands-on campaign execution. You know how to build scalable demand programs from scratch and continuously improve them based on performance. Analytical and Performance-Driven:
You love working with data and use it to optimize campaigns, improve conversion rates, and influence pipeline outcomes. You have strong experience with HubSpot, Salesforce, and marketing attribution models. Collaborative and Cross-Functional:
You work well with Sales, Product Marketing, Content, and RevOps. You know how to translate marketing strategy into campaigns that Sales can act onand you actively seek their feedback to improve. Adaptable Builder Mentality:
Youre energized by change and excited to help build a modern demand generation function in a fast-scaling company. Youre proactive, resilient, and comfortable navigating ambiguity and iteration. Audience-Led and Customer-Centric:
You bring a deep curiosity for understanding our target customers, their segments, and their journey. You tailor programs that resonate across verticals and deliver value at every touchpoint. Qualifications: 5-7 years of B2B SaaS demand generation experience with clear ownership of multi-channel programs Track record of driving pipeline growth and improving MQL-to-SQL conversion through targeted, data-driven campaigns Hands-on expertise with key tools: HubSpot, Salesforce, Google Ads, LinkedIn Campaign Manager, Google Analytics Experience managing and optimizing paid media, GEO and SEO initiatives, including agency collaboration Familiarity with lead lifecycle definitions, scoring, and automation workflows Strong analytical skillscomfortable building and interpreting campaign dashboards and attribution models Experience building or refining programs in evolving, high-growth environments Bonus: Experience with tools such as Keyplay, Clay, Opensense, or Qualified is a plus Compensation: Base Salary: $100,000 - $140,000 plus performance-based bonuses, based on experience Immediate access to health, vision, and dental benefits Equity in a fast-growing company Hybrid work-from-home model Unlimited PTO Stipends for home office equipment, wellness, and Wi-Fi **NYC Preferred Thoropass provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training. Even if you feel you dont meet every requirement, consider applying! Thoropass acknowledges the research which shows that women and people of color are less likely to apply for jobs when they dont meet all of the stated qualifications. However, were looking for authentic innovators to blaze new trails and you just may be the right person for this or another role. Create a Job Alert Interested in building your career at Thoropass? Get future opportunities sent straight to your email. Apply for this job
* indicates a required field First Name * Last Name * Email * Phone * Resume/CV * Enter manually Accepted file types: pdf, doc, docx, txt, rtf LinkedIn Profile * How did you learn about this opportunity or Thoropass? * Select... If a referral, which employee referred you? In 1-2 paragraphs, please share why you believe you're a good fit for this role: * What are your base compensation expectation? * Note: In most cases, we target the midpoint of our salary ranges for new hire compensation. This placement is reflective of full proficiency in a role. Are you authorized to work in the United States for any employer? * Select... Will you now or in the future require Thoropass to sponsor an immigration case in order to employ you? * Select... Note: If you require sponsorship for an immigration or work permit case in order to be employed at Thoropass, either now or at some point in the near future, then you should answer yes. An example of an immigration or work permit case that may require sponsorship now or in the future would be an F-1 or other employment-based work permit sponsorship Voluntary Self-Identification
For government reporting purposes, we ask candidates to respond to the below self-identification survey.Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiringprocess or thereafter. Any information that you do provide will be recorded and maintained in aconfidential file. As set forth in Thoropasss Equal Employment Opportunity policy,we do not discriminate on the basis of any protected group status under any applicable law. If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection.As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measurethe effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categoriesis as follows: A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service-connected disability. A "recently separated veteran" means any veteran during the three-year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval, or air service. An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense. An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985. Select... Voluntary Self-Identification of Disability
Form CC-305 Page 1 of 1 OMB Control Number 1250-0005 Expires 04/30/2026 Voluntary Self-Identification of Disability
Form CC-305 Page 1 of 1 OMB Control Number 1250-0005 Expires 04/30/2026 Why are you being asked to complete this form?
We are a federal contractor or subcontractor. The law requires us to provide equal employment opportunity to qualified people with disabilities. We have a goal of having at least 7% of our workers as people with disabilities. The law says we must measure our progress towards this goal. To do this, we must ask applicants and employees if they have a disability or have ever had one. People can become disabled, so we need to ask this question at least every five years. Completing this form is voluntary, and we hope that you will choose to do so. Your answer is confidential. No one who makes hiring decisions will see it. Your decision to complete the form and your answer will not harm you in any way. If you want to learn more about the law or this form, visit the U.S. Department of Labors Office of Federal Contract Compliance Programs (OFCCP) website at www.dol.gov/ofccp . How do you know if you have a disability?
A disability is a condition that substantially limits one or more of your major life activities. If you have or have ever had such a condition, you are a person with a disability.
Disabilities include, but are not limited to: Alcohol or other substance use disorder (not currently using drugs illegally) Autoimmune disorder, for example, lupus, fibromyalgia, rheumatoid arthritis, HIV/AIDS Blind or low vision Cancer (past or present) Cardiovascular or heart disease Celiac disease Cerebral palsy Deaf or serious difficulty hearing Diabetes Disfigurement, for example, disfigurement caused by burns, wounds, accidents, or congenital disorders Epilepsy or other seizure disorder Gastrointestinal disorders, for example, Crohn's Disease, irritable bowel syndrome Intellectual or developmental disability Mental health conditions, for example, depression, bipolar disorder, anxiety disorder, schizophrenia, PTSD Missing limbs or partially missing limbs Mobility impairment, benefiting from the use of a wheelchair, scooter, walker, leg brace(s) and/or other supports Nervous system condition, for example, migraine headaches, Parkinsons disease, multiple sclerosis (MS) Neurodivergence, for example, attention-deficit/hyperactivity disorder (ADHD), autism spectrum disorder, dyslexia, dyspraxia, other learning disabilities Partial or complete paralysis (any cause) Pulmonary or respiratory conditions, for example, tuberculosis, asthma, emphysema Short stature (dwarfism) Traumatic brain injury Disability Status Select...
PUBLIC BURDEN STATEMENT: According to the Paperwork Reduction Act of 1995 no persons are required to respond to a collection of information unless such collection displays a valid OMB control number. This survey should take about 5 minutes to complete. #J-18808-Ljbffr
United States Working at Thoropass Thoropass makes it as easy to do the right thing as it is to check a box. Our team members believe that partnership lightens the load. Not everyone can be an expert at everything lending each other support in areas of weakness strengthens everyones offering. We collaborate openly and enthusiastically; without ego. What We Do At Thoropass, were compliance experts, so you dont have to be. Pairing easy software thats always getting smarter with expert guidance and continuous monitoring, we integrate into your process to prepare you to pass any audit, every year, with flying colors. Hundreds of growing companies use Thoropasss compliance automation platform, expert services, auditors, and partner ecosystem to get and stay compliant over the lifetime of their business. We are a rapidly expanding team based in New York. We were founded in May 2019 and raised our Series C funding in November 2022. Our top investors include J.P. Morgan, PayPal Ventures, Fin Capital, Centana, and Bain Capital. We're growing customers and revenue dramatically, and were poised for continued break-out growth in 2025 and beyond. About the Role Thoropass is seeking a results-driven
Demand Generation and Digital Marketing Manager
to lead the execution of a comprehensive, multi-channel strategy to fuel our growth. As part of our Growth team, youll collaborate cross-functionally with Sales, Product Marketing, and Content to generate pipeline from target mid-market and enterprise prospects. This role requires a builder mindset and thrives in ambiguity. Youll join a high-performing, AI-forward team transforming how marketing drives outcomesfrom zero to one. This is a hybrid strategy and execution role where youll shape campaigns, analyze performance, and drive revenue-impacting initiatives across paid, email, events, SEO, the Web and more. This role will report to the Director of Demand Generation and may manage 12 reports over time. What Youll Do: Own and Execute Demand Generation Strategy
Lead integrated campaigns across paid media (Google Ads, LinkedIn, Bing), SEO, email nurtures, events, content syndication, and webinars. Design and optimize a range of inbound programs that convert MQLs to SQLs at an improved rate. Build and manage top-of-funnel acquisition strategies to generate high-intent leads. Execute and analyze dedicated sends, segment-based newsletters, and nurture campaigns and sequences. Campaign Performance & Reporting
Oversee lead lifecycle management, campaign attribution and analysis. Present weekly campaign updates to GTM leadership including Sales and Finance. Build dashboards and lead attribution reporting in HubSpot and Salesforce. Review inbound SQLs to validate attribution and lead quality. Collaborate with RevOps to maintain campaign tracking infrastructure, UTM hygiene, and attribution logic. Cross-functional Collaboration
Align with Product Marketing to create content and campaigns that resonate with target personas and industry segments. Partner with SDRs and Sales to execute signal-based outreach and gifting strategies. Participate in marketing planning to align demand gen with broader GTM efforts. Share insights and content with Sales Enablement to support pipeline acceleration. Lead CRO testing initiatives, from ideation to execution on landing pages and emails. Stay on the cutting edge of demand gen tactics, AI tools, and martech to improve efficiency and performance. Collaborate with our SEO agency and internal SMEs to optimize content and improve search visibility. About You: Proven Demand Generation Expertise:
You have 4+ years of experience leading B2B SaaS demand generation programs that measurably increase qualified pipeline and revenue. Youve owned multi-channel campaigns across paid media, SEO, events, webinars, and email. Strategic and Execution-Oriented:
You thrive in both strategic planning and hands-on campaign execution. You know how to build scalable demand programs from scratch and continuously improve them based on performance. Analytical and Performance-Driven:
You love working with data and use it to optimize campaigns, improve conversion rates, and influence pipeline outcomes. You have strong experience with HubSpot, Salesforce, and marketing attribution models. Collaborative and Cross-Functional:
You work well with Sales, Product Marketing, Content, and RevOps. You know how to translate marketing strategy into campaigns that Sales can act onand you actively seek their feedback to improve. Adaptable Builder Mentality:
Youre energized by change and excited to help build a modern demand generation function in a fast-scaling company. Youre proactive, resilient, and comfortable navigating ambiguity and iteration. Audience-Led and Customer-Centric:
You bring a deep curiosity for understanding our target customers, their segments, and their journey. You tailor programs that resonate across verticals and deliver value at every touchpoint. Qualifications: 5-7 years of B2B SaaS demand generation experience with clear ownership of multi-channel programs Track record of driving pipeline growth and improving MQL-to-SQL conversion through targeted, data-driven campaigns Hands-on expertise with key tools: HubSpot, Salesforce, Google Ads, LinkedIn Campaign Manager, Google Analytics Experience managing and optimizing paid media, GEO and SEO initiatives, including agency collaboration Familiarity with lead lifecycle definitions, scoring, and automation workflows Strong analytical skillscomfortable building and interpreting campaign dashboards and attribution models Experience building or refining programs in evolving, high-growth environments Bonus: Experience with tools such as Keyplay, Clay, Opensense, or Qualified is a plus Compensation: Base Salary: $100,000 - $140,000 plus performance-based bonuses, based on experience Immediate access to health, vision, and dental benefits Equity in a fast-growing company Hybrid work-from-home model Unlimited PTO Stipends for home office equipment, wellness, and Wi-Fi **NYC Preferred Thoropass provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training. Even if you feel you dont meet every requirement, consider applying! Thoropass acknowledges the research which shows that women and people of color are less likely to apply for jobs when they dont meet all of the stated qualifications. However, were looking for authentic innovators to blaze new trails and you just may be the right person for this or another role. Create a Job Alert Interested in building your career at Thoropass? Get future opportunities sent straight to your email. Apply for this job
* indicates a required field First Name * Last Name * Email * Phone * Resume/CV * Enter manually Accepted file types: pdf, doc, docx, txt, rtf LinkedIn Profile * How did you learn about this opportunity or Thoropass? * Select... If a referral, which employee referred you? In 1-2 paragraphs, please share why you believe you're a good fit for this role: * What are your base compensation expectation? * Note: In most cases, we target the midpoint of our salary ranges for new hire compensation. This placement is reflective of full proficiency in a role. Are you authorized to work in the United States for any employer? * Select... Will you now or in the future require Thoropass to sponsor an immigration case in order to employ you? * Select... Note: If you require sponsorship for an immigration or work permit case in order to be employed at Thoropass, either now or at some point in the near future, then you should answer yes. An example of an immigration or work permit case that may require sponsorship now or in the future would be an F-1 or other employment-based work permit sponsorship Voluntary Self-Identification
For government reporting purposes, we ask candidates to respond to the below self-identification survey.Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiringprocess or thereafter. Any information that you do provide will be recorded and maintained in aconfidential file. As set forth in Thoropasss Equal Employment Opportunity policy,we do not discriminate on the basis of any protected group status under any applicable law. If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection.As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measurethe effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categoriesis as follows: A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service-connected disability. A "recently separated veteran" means any veteran during the three-year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval, or air service. An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense. An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985. Select... Voluntary Self-Identification of Disability
Form CC-305 Page 1 of 1 OMB Control Number 1250-0005 Expires 04/30/2026 Voluntary Self-Identification of Disability
Form CC-305 Page 1 of 1 OMB Control Number 1250-0005 Expires 04/30/2026 Why are you being asked to complete this form?
We are a federal contractor or subcontractor. The law requires us to provide equal employment opportunity to qualified people with disabilities. We have a goal of having at least 7% of our workers as people with disabilities. The law says we must measure our progress towards this goal. To do this, we must ask applicants and employees if they have a disability or have ever had one. People can become disabled, so we need to ask this question at least every five years. Completing this form is voluntary, and we hope that you will choose to do so. Your answer is confidential. No one who makes hiring decisions will see it. Your decision to complete the form and your answer will not harm you in any way. If you want to learn more about the law or this form, visit the U.S. Department of Labors Office of Federal Contract Compliance Programs (OFCCP) website at www.dol.gov/ofccp . How do you know if you have a disability?
A disability is a condition that substantially limits one or more of your major life activities. If you have or have ever had such a condition, you are a person with a disability.
Disabilities include, but are not limited to: Alcohol or other substance use disorder (not currently using drugs illegally) Autoimmune disorder, for example, lupus, fibromyalgia, rheumatoid arthritis, HIV/AIDS Blind or low vision Cancer (past or present) Cardiovascular or heart disease Celiac disease Cerebral palsy Deaf or serious difficulty hearing Diabetes Disfigurement, for example, disfigurement caused by burns, wounds, accidents, or congenital disorders Epilepsy or other seizure disorder Gastrointestinal disorders, for example, Crohn's Disease, irritable bowel syndrome Intellectual or developmental disability Mental health conditions, for example, depression, bipolar disorder, anxiety disorder, schizophrenia, PTSD Missing limbs or partially missing limbs Mobility impairment, benefiting from the use of a wheelchair, scooter, walker, leg brace(s) and/or other supports Nervous system condition, for example, migraine headaches, Parkinsons disease, multiple sclerosis (MS) Neurodivergence, for example, attention-deficit/hyperactivity disorder (ADHD), autism spectrum disorder, dyslexia, dyspraxia, other learning disabilities Partial or complete paralysis (any cause) Pulmonary or respiratory conditions, for example, tuberculosis, asthma, emphysema Short stature (dwarfism) Traumatic brain injury Disability Status Select...
PUBLIC BURDEN STATEMENT: According to the Paperwork Reduction Act of 1995 no persons are required to respond to a collection of information unless such collection displays a valid OMB control number. This survey should take about 5 minutes to complete. #J-18808-Ljbffr