{"id":1505971,"url":"https://alion.io/job/12twenty-senior-manager-demand-generation","title":"Senior Manager, Demand Generation","company":{"id":1761432,"name":"12twenty","domain":"12twenty.com","url":"https://alion.io/company/12twenty","size_band":null,"is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Greenhouse","truth_index":null},"role":"Marketing","role_family":"Marketing","seniority":"senior","employment_type":null,"work_mode":"remote","remote_scope":"stated_countries","remote_scope_basis":"board_field","remote_working_hours":null,"hiring_geo_confidence":"structured","locations":[],"countries":[],"hiring_countries":["US"],"hiring_countries_total":1,"salary":{"min":80000,"max":150000,"currency":"USD","period":"year","gross":null,"usd_annual":150000},"salary_estimate":null,"experience_years_min":null,"visa_sponsorship":false,"relocation_package":false,"has_equity":true,"technologies":[{"name":"HubSpot","optional":false},{"name":"Salesforce","optional":false}],"status":"live","first_seen_at":"2026-09-29T21:04:35Z","employer_posted_date":"2026-09-29","last_verified_at":"2026-10-16T03:43:51Z","board_verified":true,"closed_at":null,"days_open":16,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":16},"description":"12twenty is the leading platform for employers to connect with elite early career professionals. Our community includes millions of students, recent graduates, and alumni from top business schools, law schools, and universities around the world. We take pride connecting our community of candidates with recruiters from top companies across industries. Come join our fast growing organization!\nAbout 12twenty\n12twenty connects employers, universities, students, and alumni through a trusted talent network designed to create better career and hiring outcomes.\nThe future of hiring will be built on trust, not volume. As technology changes how people find jobs and how companies find talent, there is an opportunity to rethink some of the assumptions the market has operated on for years.\n12twenty is growing, its go-to-market motion is evolving, and Marketing has an important role to play in that growth.\nThat is where this role comes in.\nThe role\nThe Senior Manager of Demand Generation will own demand generation at 12twenty and help build a growth engine that is predictable, measurable, and capable of scaling with the business.\nThis is a highly strategic and hands-on role for someone who can start with a business goal, understand the audience and the problem to solve, look at the data, and develop a clear point of view on the best path forward.\nThe role will own programs across paid media, ABM, webinars and events, lifecycle marketing, content-driven demand, and other channels. Knowing how to run those channels is important, but the larger opportunity is understanding how they work together and where time and investment can create the greatest impact.\n12twenty also serves two distinct audiences: employers and universities. Each has different buyers, sales cycles, challenges, and reasons for choosing 12twenty. Strong demand generation here requires strategies built around those differences rather than a single playbook applied across both markets.\nLeads and engagement matter, but they are not the finish line. Success is ultimately measured through qualified opportunities, pipeline, conversion, velocity, revenue, and Marketing’s contribution to company growth.\nWhat this role will own\nThese are the essential responsibilities of the role:\nBuild and manage 12twenty’s demand generation strategy in support of company pipeline and revenue goals.\nTranslate quarterly and annual growth priorities into integrated campaigns with clear audiences, offers, conversion paths, budgets, and success measures.\nOwn paid demand strategy, including planning, budgeting, testing, optimization, and performance across relevant paid channels.\nExpand and optimize our account-based and audience-specific programs for priority segments and accounts.\nBuild campaigns that bring together paid media, content, webinars and events, nurture, retargeting, product marketing, and sales follow-up based on the objective and audience.\nPartner closely with Marketing Operations and Sales to understand lead quality, opportunity progression, objections, market feedback, and what happens after Marketing creates engagement.\nWork with Marketing Operations and Revenue Operations to improve scoring, routing, attribution, funnel visibility, nurture, conversion, and reporting.\nPartner with Product Marketing and Content to turn product launches, customer proof, research, market insights, and strong points of view into demand.\nEstablish a disciplined testing approach that improves campaign performance and informs future investment decisions.\nOwn demand generation reporting and communicate performance, insights, risks, and recommendations clearly to Marketing and company leadership.\nManage demand generation budgets responsibly and make recommendations about where to increase, reduce, or reallocate investment based on results.\nWhat success looks like\nThe goal is to make the demand engine better, not simply busier.\nOver time, this role should create a clearer understanding of where the funnel is performing well, where opportunities are being lost, what is driving those outcomes, and what actions should follow.\nStrong programs should become repeatable. Programs that are not producing meaningful results should evolve or make room for better opportunities.\nThe team should have greater visibility into which audiences, messages, offers, and channels are creating qualified pipeline.\nMarketing and Sales should have a strong feedback loop around what is converting, what is not, and what the market is telling the business.\nUltimately, the demand generation function should become increasingly effective at answering a simple but important question: if the business invests here, what is it likely to get back?\nWhat will make someone successful in this role\nStrong candidates will have experience building and running demand generation programs in a B2B SaaS environment and will be comfortable connecting campaign performance to pipeline and revenue.\nThe right person will understand the economics of the funnel. Pipeline, conversion rates, acquisition costs, velocity, attribution, channel performance, and return on investment should all be familiar territory.\nPaid media experience is important, but the role requires a broader view of demand generation than paid acquisition alone.\nExperience bringing multiple channels together into integrated programs is valuable, along with a strong understanding of how the buyer journey continues after someone fills out a form.\nComfort working with the systems behind the work is also important. Experience with platforms such as HubSpot, Salesforce, Dreamdata is helpful, but understanding how marketing and revenue systems work together matters more than expertise in any one tool.\nThe strongest candidates will be analytical without becoming overly dependent on perfect data. Some decisions will be based on clear evidence. Others will require a well-informed hypothesis and the ability to test it thoughtfully.\nThis role also requires comfort moving between strategy and execution. It may involve shaping quarterly investment strategy one day and diagnosing a conversion issue the next.\nClear communication and strong judgment are essential. The team values people who can form a point of view, explain the reasoning behind it, and recommend a path forward when something is not working as expected.\nMost importantly, this role requires ownership. The Senior Manager of Demand Generation will be expected to take business goals and turn them into thoughtful plans, strong execution, and measurable results.\nExperience in talent acquisition, HR technology, higher education, or another complex B2B market could help accelerate ramp time, but it is not required.\n12twenty values demonstrated ability and relevant experience over a particular career path or academic credential.\nHow the team works\nThis role reports directly to the Head of Marketing and will work closely with Marketing leadership as the demand generation function continues to grow and mature. Everyone is hands on and the right person for the role should welcome deep dives into their process and data.\nThe team has high standards for the work, but does not believe that more process automatically creates better marketing. Clear goals, good judgment, thoughtful execution, and accountability are valued over unnecessary complexity.\nThe team moves quickly, but speed is not the goal on its own. The goal is to learn, improve, and make better decisions with each program.\nThere is a meaningful amount to build in this role, from campaign strategy and measurement to cross-functional operating rhythms and future investment decisions. For someone who enjoys creating structure, improving systems, and seeing the impact of the work on the business, that is a significant part of the opportunity.\nAnnual compensation range: $80k - $150k \nThe annual compensation range for this position is listed above. This salary range is an estimate, and the actual salary may vary based on company compensation practices, job related skills, depth of experience, relevant certifications and trainings, in addition to geographic location. \nIn addition to the range below, US employees are eligible for equity. Employees in this position are also eligible to participate in the Company’s standard benefit programs, which currently include the following: medical, dental, and vision benefits, 401(k), and paid time off.\nBenefits & Perks:\nCompetitive salary\nGenerous PTO policy\nFull benefits, including 401(k)\nRegular team happy hours and activities\nRemote work flexibility\n12twenty is an enterprise level talent acquisition platform connecting the world’s largest employers with students and alumni from top business schools and other graduate level institutions. The market for talent, especially highly qualified talent, continues to grow more and more competitive. 12twenty’s unique position as the connection between students, schools, and employers has fueled our rocketship growth. Come be part of our journey! \n12twenty offers competitive salary and stock options and an amazing team to innovate and collaborate with. We love what we do, we embody a passion for continuous improvement, and we support each other to be excellent!\nCheck out a video from a recent user conference: https://vimeo.com/1205520510","description_format":"text","description_chars":9309,"description_truncated":false,"requirements":{"experience_years_min":null,"management_years_min":null,"team_size_min":null,"manages_managers":false,"education":null,"security_clearance":false,"languages":[]},"benefits":["Equity","Stock options"],"hiring_locations":[{"name":"United States","iso":"US","kind":"country"}],"hiring_excludes":[],"relocation_offered":false,"industries":["EdTech Platforms","Career Services"],"lifecycle":[{"event":"open","at":"2026-09-30T05:44:59Z"}],"visa":[],"liveness":{"score":65,"band":"ok","label":"Likely open","p_open":1,"p_active":0.724,"p_room":0.9,"age_days":15,"expected_fill_days":29,"reasons":["conf:0","win:mid"],"computed_at":"2026-10-15T05:46:00Z"},"pay":{"stated_usd_annual":150000,"is_top_pay":true},"html_url":"https://alion.io/job/12twenty-senior-manager-demand-generation","json_url":"https://alion.io/job/12twenty-senior-manager-demand-generation.json","meta":{"generated_at":"2026-10-16T05:21:46Z","cache_seconds":300,"methodology":"https://alion.io/methodology","terms":"https://alion.io/terms","contact":"https://alion.io/contact","api":"https://alion.io/developers","about":"Alion is a live layer of people, companies and AI agents: who they are, whether they are real and active right now, what they do and how to work with them, readable by people and by agents and paid per call.","catalog":"https://alion.io/catalog.json","usage":{"tier":"crawler_verified","counted_by":"address","units_charged":1,"used_today":2647,"day_limit":null,"remaining_today":null,"minute_limit":300,"resets_at":"2026-10-17T00:00:00Z"}},"offers":[{"id":"company.slices","title":"One company in depth, by slice","status":"live","price":{"credits":0.02,"usd":0.002,"plus_per_slice":{"credits":0.05,"usd":0.005}},"unit":"per company, plus each slice with data","note":"the employer in depth","call":{"mcp_tool":"get_company","arguments":{"id":1761432},"rest":"https://alion.io/mcp/rest/get_company?id=1761432"},"human":"https://alion.io/catalog?offer=company.slices&for=job%2F12twenty-senior-manager-demand-generation"},{"id":"market.stats","title":"A market slice: pay, demand and time to fill","status":"live","price":{"credits":1,"usd":0.1},"unit":"per slice","note":"pay, demand and time to fill for this role and place","call":{"mcp_tool":"market_stats"},"human":"https://alion.io/catalog?offer=market.stats&for=job%2F12twenty-senior-manager-demand-generation"},{"id":"job.search","title":"Open jobs by role, technology, place, pay and visa","status":"live","price":{"credits":0.02,"usd":0.002},"unit":"per posting in a list","note":"similar open postings","call":{"mcp_tool":"search_jobs"},"human":"https://alion.io/catalog?offer=job.search&for=job%2F12twenty-senior-manager-demand-generation"},{"id":"company.verify","title":"Is this company real and active right now","status":"pilot","price":null,"unit":"per company","request":{"url":"https://alion.io/catalog/request","method":"POST","body":"{\"offer\": \"company.verify\", \"for\": \"job/12twenty-senior-manager-demand-generation\", \"note\": \"what you need it for\"}"},"human":"https://alion.io/catalog?offer=company.verify&for=job%2F12twenty-senior-manager-demand-generation"}]}