📌 Core Information
🔹 Job Title: Demand Generation and Digital Marketing Manager
🔹 Company: Thoropass
🔹 Location: New York, United States (Hybrid)
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: July 10, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site/Hybrid
🚀 Job Overview
Key aspects of this role include:
- Developing and executing multi-channel demand generation strategies to drive growth
- Collaborating cross-functionally with Sales, Product Marketing, and Content teams
- Optimizing campaigns and improving conversion rates through data-driven insights
- Managing and mentoring 1-2 reports over time
ASSUMPTION: This role requires a strategic and execution-oriented mindset, with a strong focus on data analysis and optimization. The ideal candidate will have experience in B2B SaaS demand generation and be comfortable navigating ambiguity in a fast-scaling company.
📋 Key Responsibilities
✅ Own and execute demand generation strategy across paid media, SEO, email, events, content syndication, and webinars
✅ Design and optimize inbound programs to improve MQL-to-SQL conversion rates
✅ 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
✅ Oversee lead lifecycle management, campaign attribution, and analysis
✅ Collaborate with cross-functional teams to align demand gen with broader GTM efforts and support pipeline acceleration
✅ Lead CRO testing initiatives and stay up-to-date with cutting-edge demand gen tactics and martech
ASSUMPTION: The responsibilities listed above are subject to change based on the evolving needs of the company and the team. The ideal candidate will be adaptable and comfortable with ambiguity.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 4+ years of B2B SaaS demand generation experience with clear ownership of multi-channel programs
Required Skills:
- Proven 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
- Strong analytical skills—comfortable building and interpreting campaign dashboards and attribution models
- Experience building or refining programs in evolving, high-growth environments
Preferred Skills:
- Experience with tools such as 6sense, Clay, Opensense, or Qualified
ASSUMPTION: While a Bachelor's degree is preferred, relevant work experience may be considered equivalent. The required skills listed above are essential for success in this role.
💰 Compensation & Benefits
Salary Range: $100,000 - $140,000 plus performance-based bonuses, based on experience
Benefits:
- 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
Working Hours: Full-time (40 hours/week), with flexible hours and unlimited PTO
ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in the New York area. The final offer will be determined based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development, specifically focused on compliance automation and audits
Company Size: 201-500 employees, providing a mid-sized company environment with opportunities for growth and impact
Founded: 2019, with a Series C funding round in November 2022, indicating strong growth potential
Company Description:
- Thoropass automates and runs IT compliance and audits, allowing businesses to focus on core operations
- Offers a comprehensive platform that combines audit and assessment with compliance automation
- Serves a wide range of industries, including highly regulated spaces like HealthTech and Fintech
Company Specialties:
- Compliance (SOC 2, HITRUST, HIPAA, PCI DSS, etc.)
- SaaS and cloud security
- Audit and assessment services
- Information security and cybersecurity
Company Website: thoropass.com
ASSUMPTION: Thoropass is a growing company with a strong focus on innovation and customer success. The company culture values collaboration, adaptability, and a customer-centric approach.
📊 Role Analysis
Career Level: Mid-level to senior, with the opportunity to grow and manage a team over time
Reporting Structure: Reports directly to the Director of Demand Generation
Work Arrangement: Hybrid, with a preference for candidates based in New York City
Growth Opportunities:
- Potential to manage a team of 1-2 reports over time
- Career progression into senior demand generation or marketing leadership roles
- Opportunities to work on high-impact projects and drive significant business growth
ASSUMPTION: This role offers a unique opportunity to join a growing company and make a significant impact on its marketing efforts. The ideal candidate will be eager to take on new challenges and grow with the company.
🌍 Location & Work Environment
Office Type: Hybrid, with a preference for candidates based in New York City
Office Location(s): 228 Park Ave S, Suite 41082, New York, NY 10003, US
Geographic Context:
- New York City offers a vibrant and diverse urban environment with numerous cultural, entertainment, and dining options
- The office is located in Midtown Manhattan, providing easy access to public transportation and amenities
- The hybrid work arrangement allows for flexibility and a better work-life balance
Work Schedule: Full-time (40 hours/week), with flexible hours and unlimited PTO
ASSUMPTION: The hybrid work arrangement provides the best of both worlds, allowing employees to enjoy the benefits of working from home while also having the opportunity to collaborate and connect with colleagues in the office.
💼 Interview & Application Insights
Typical Process:
- Phone or video screening to assess cultural fit and basic qualifications
- In-depth behavioral and skills-based interviews with cross-functional stakeholders
- Final interview with the Director of Demand Generation or another senior leader
Key Assessment Areas:
- Strategic thinking and campaign planning
- Data analysis and performance optimization
- Collaboration and communication skills
- Adaptability and problem-solving
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Be prepared to discuss specific examples of your demand generation successes and challenges
- Demonstrate your understanding of Thoropass's mission and values
ATS Keywords: Demand Generation, Digital Marketing, B2B SaaS, Campaign Management, SEO, Email Marketing, Analytics, Collaboration, Lead Generation, Performance Optimization, Content Creation, Paid Media, Webinars, Data Analysis, Marketing Automation
ASSUMPTION: The interview process at Thoropass is designed to assess both technical skills and cultural fit. Candidates should be prepared to discuss their experience and accomplishments in detail and provide specific examples of their work.
🛠️ Tools & Technologies
- HubSpot (CRM and marketing automation platform)
- Salesforce (customer relationship management software)
- Google Ads (pay-per-click advertising platform)
- LinkedIn Campaign Manager (social media advertising platform)
- Google Analytics (web analytics service)
- Additional tools such as 6sense, Clay, Opensense, or Qualified may be used based on the candidate's experience
ASSUMPTION: The tools and technologies listed above are essential for success in this role. Candidates should have experience with these platforms and be comfortable learning new tools as needed.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric: Thoropass prioritizes the needs and success of its customers above all else
- Collaborative: Thoropass fosters a culture of open communication and teamwork
- Innovative: Thoropass encourages continuous learning and improvement
Work Style:
- Strategic and execution-oriented: Thoropass values employees who can balance big-picture thinking with hands-on execution
- Data-driven: Thoropass makes decisions based on data and analytics
- Adaptable: Thoropass embraces change and encourages employees to be flexible and resilient
Self-Assessment Questions:
- How do you prioritize and balance multiple projects and deadlines?
- Can you provide an example of a time when you optimized a campaign based on data insights?
- How do you approach collaboration and communication with cross-functional teams?
ASSUMPTION: Thoropass values employees who are adaptable, data-driven, and collaborative. Candidates should be prepared to discuss their work style and how it aligns with the company's values and culture.
⚠️ Potential Challenges
- Managing multiple campaigns and priorities simultaneously
- Keeping up with the latest demand generation trends and tools
- Balancing strategic planning with hands-on campaign execution
- Collaborating effectively with cross-functional teams in a hybrid work environment
ASSUMPTION: The potential challenges listed above are common in demand generation roles and can be overcome with strong project management skills, adaptability, and a customer-centric mindset.
📈 Similar Roles Comparison
- Compared to other demand generation roles, this position offers a unique opportunity to work at a growing company with a strong focus on innovation and customer success
- Thoropass's focus on compliance automation and audits sets it apart from other SaaS companies
- This role offers a career path from mid-level to senior demand generation or marketing leadership positions
ASSUMPTION: While this role shares similarities with other demand generation positions, its unique focus on compliance automation and audits makes it a standout opportunity for candidates interested in this niche.
📝 Sample Projects
- Developing and executing a multi-channel campaign to generate high-intent leads for an upcoming webinar on SOC 2 compliance
- Optimizing email nurture sequences to improve open rates and click-through rates for target personas
- Collaborating with the content team to create and promote a series of blog posts on the latest trends in information security
ASSUMPTION: The sample projects listed above are intended to illustrate the types of initiatives the ideal candidate might work on in this role. The specific projects will vary based on the company's priorities and the candidate's areas of expertise.
❓ Key Questions to Ask During Interview
- Can you describe the current demand generation strategy and how this role fits into it?
- How does Thoropass support the growth and development of its demand generation team members?
- What are the biggest challenges facing the demand generation team currently, and how can this role help address them?
- How does Thoropass measure the success of its demand generation campaigns, and what are the key performance indicators (KPIs) for this role?
- What opportunities are there for collaboration and knowledge-sharing with other marketing teams or departments?
ASSUMPTION: The key questions listed above are intended to help candidates better understand the role, the team, and the company. Candidates should feel free to ask additional questions based on their own interests and concerns.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare examples of your demand generation successes and challenges to discuss during the interview
- Research Thoropass's mission, values, and recent projects to demonstrate your understanding and enthusiasm for the company
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
