As a hands-on, execution-focused Digital Marketing Specialist, you will own the full digital presence and demand generation function to drive business growth and increase brand awareness. Sitting at the intersection of brand, demand generation, and revenue operations, you will develop and execute digital marketing campaigns using your expertise in content strategy, SEO, paid media, social channels, and online marketing. You will maximize a lean budget by leveraging AI and marketing automation platforms like Account Engagement (formerly Pardot).

Working closely with cross-functional teams, you will ensure all campaigns align with strategic business objectives. You will utilize Google Analytics, Google AdWords, and strong analytical skills to monitor and optimize performance. Staying up-to-date with the latest trends, your ultimate success will be measured by your impact on pipeline contribution, lead generation, and improved conversion rates, rather than just traffic metrics.

• Demand Generation & Paid Media: Plan, execute, and optimize paid campaigns on LinkedIn (primary) and Google Ads, Manage audience segmentation targeting CISO, VP of IT, and IAM program leaders at mid-to-large enterprises, Own campaign budget allocation, bidding strategy, and ROI reporting & Develop and A/B test ad creative, landing pages, and CTAs.

• SEO & Content Marketing: Manage the IDMWORKS blog and editorial calendar with a focus on IAM, identity security, and compliance topics, Drive organic growth through on-page and technical SEO — keyword targeting, internal linking, meta optimization, and site health, Coordinate with external content writers and brief them on IAM-relevant topics (e.g., IGA, PAM, zero trust, CIAM), & Repurpose content across formats: articles, social posts, email snippets, webinar assets.

• Marketing Automation & Email: Own the marketing automation platform (currently Salesforce Account Engagement / Pardot) including list management, segmentation, and lead scoring, Build and optimize nurture flows for MQL-to-SQL conversion across personas and buying stages, Manage email campaigns for events, product launches, and partner co-marketing, & Maintain Salesforce CRM hygiene for marketing-sourced and marketing-influenced leads.

• Social Media & Brand: Own IDMWORKS LinkedIn presence — organic content calendar, sponsored posts, and follower growth, Develop post copy, coordinate graphics with design contractors, and schedule using scheduling tools, support executive LinkedIn presence for IDMWORKS leadership (ghostwriting, post review), & align social content to product launches, partner announcements, and thought leadership campaigns.

• Webinars & Digital Events: End-to-end execution of webinars including promotion, platform management (BrightTalk or similar), and post-event follow-up sequences & Build lead capture and attribution for virtual events and partner co-branded webinars.

• Website Maintenance: Work with our web developer to oversee website content updates to support marketing initiatives, enhance user experience, and ensure consistent brand messaging. Monitor site performance, implement improvements, and collaborate with internal teams on ongoing website enhancements.

• Analytics & Reporting: Build and maintain a multi-channel performance dashboard tracking MQLs, CPL, pipeline influence, and channel ROI, Report weekly to Director, Field & Partner Marketing and quarterly to CRO, & Use data to drive optimization decisions — cut what doesn't work, double down on what does.

• Contractor & Vendor Management: Source and manage Upwork or agency contractors for design, content, landing page development, and Google Ads support & Create briefs, review deliverables, and hold contractors to SLAs.

• Other: Other duties as assigned.

What Success Looks Like:

90 Days

• Audit and benchmark current channel performance across SEO, paid, email, and social.

• Establish a weekly reporting cadence tied to MQL, SQL, and pipeline influence metrics.

• Launch or optimize at least one demand generation campaign tied to an active sales play.

By End of Year 1

• Grow qualified inbound lead volume by a measurable, agreed-upon percentage,

• Own a content and campaign calendar aligned to IDMWORKS solution launches, partner activities, and industry events.

• Build and maintain a contractor/vendor bench for design, web, and content support.

• Demonstrate clear attribution from marketing activity to pipeline and bookings.

• 3+ years of hands-on digital marketing experience in a B2B environment, with direct ownership of demand generation results

• Demonstrated experience with LinkedIn Ads and Google Ads — not just familiarity, but campaign setup, optimization, and ROI reporting

• Experience with a marketing automation platform (Pardot, HubSpot, Marketo, or equivalent)

• Working knowledge of SEO: keyword research, on-page optimization, and analytics interpretation

• Proficiency with Google Analytics (GA4) and comfort building reports from raw data

• Strong written communication — you can write compelling ad copy, email subject lines, and social posts without a committee

• Ability to manage multiple campaigns simultaneously without losing attention to detail or performance

• Comfort working in a lean environment where you own your function end-to-end

Preferred Qualifications:

• Experience marketing technology or cybersecurity products or services

• Familiarity with IAM concepts (identity governance, PAM, zero trust, CIAM) — you don't need to be a practitioner, but you need to get up to speed fast

• Experience with Salesforce CRM (Sales Cloud) and understanding of the MQL-to-SQL handoff process

• Hands-on use of AI tools (ChatGPT, Claude, Jasper, or similar) in marketing workflows — content drafting, campaign ideation, competitive research

• Experience managing freelance/contractor relationships via Upwork or similar

• Webinar platform experience (BrightTalk, ON24, Zoom Webinars)

• Experience with Canva, scheduling tools, WordPress, Google Search Console, GA4, SEMrush or similar, Google Ads (Search, PMax), LinkedIn Campaign Manager, Clari Groove, & Salesforce Account Engagement (Pardot)