Position Summary

You'll translate market priorities - new-logo growth, renewal defense, LMS ecosystem positioning - into campaign narratives, then run the cross-functional work that brings them to market: messaging with Product Marketing, paid media with our agency partner, outbound sequencing with SDR, and reporting that ties activity to pipeline and win rate.

Working alongside Product Marketing, Events, SDR, Marketing Operations, and our EMEA/APAC Campaign Manager, you'll set the plan and write the brief, then build the email program, brief the landing page, and pull the funnel numbers yourself.

You'll also have opportunities to contribute to other initiatives that directly advance our core values and help you elevate your craft.

How You'll Contribute

In this role, you will:

• Own annual and quarterly campaign planning for the Higher Education vertical, aligning campaign priorities to new-logo, renewal, and expansion goals.
• Map buyer evaluation paths by role and identify gaps in messaging, content, and offers; prioritize campaign assets based on expected pipeline impact.
• Translate competitive dynamics, procurement considerations, and changing Higher Education buying patterns into campaign narratives, timing, and messaging.
• Develop audience and messaging plans by buyer role in partnership with Product Marketing.
• Plan, launch, optimize, and report on integrated campaigns across email, webinars, paid media, and digital channels.
• Write and edit campaign copy for email programs, landing pages, webinar promotions, and related campaign assets.
• Build and manage campaigns in HubSpot or a comparable marketing automation platform, including segmentation, workflows, and reporting setup.
• Coordinate with paid media agency partners on Higher Education campaign themes, audience targeting, and performance reviews.
• Align campaign timing and messaging with SDR outbound sequencing and connect campaign engagement to qualified pipeline.
• Partner with Events on conferences, field events, and webinar programs and incorporate event pipeline into vertical performance reporting.
• Partner with Marketing Operations on lead flow, scoring, attribution, and campaign measurement.
• Represent Higher Education campaign strategy and performance in marketing planning sessions and quarterly business reviews.
• Partner with the EMEA/APAC Campaign Manager to adapt strategy and messaging for regional buying cycles and procurement norms.
• Own the campaign scorecard for the vertical, including sourced and influenced pipeline, MQL-to-SQO conversion, win-rate impact, and channel efficiency; define success measures before launch and recommend changes based on funnel performance.
• Use generative AI tools to accelerate account and persona research, campaign drafting, and synthesis of SDR and win/loss insights; build repeatable prompts and workflows for recurring campaign activities.

What Success Looks Like

• Within 3 Months: Launch your first original, gap-analysis-driven Higher Ed campaign and deliver the initial quarterly pipeline and conversion scorecard to leadership.
• Within 6 Months:Optimize multi-channel campaign performance using scorecard insights, refining messaging and budget allocation to measurably improve pipeline velocity and funnel conversion.
• Within 1 Year: Own the end-to-end Higher Ed campaign strategy and execution, consistently delivering against annual vertical pipeline, win-rate, and ROI targets.

Values in Action

• Customer First, Always: You proactively surface friction points in the customer experience before they are escalated - and propose solutions, not just reports.
• Thrive Together: You share work-in-progress for early feedback, knowing that challenge improves the outcome. You separate critiques of ideas from critiques of people.
• Elevate the Craft: You hold the bar high on your own work and invest in developing those around you. You treat every project as an opportunity to learn something new.
• Act with Ownership: You define success by outcomes, not activity. You flag problems early and bring a proposed path forward, not just the problem.
• Clarity Over Complexity: You default to the simpler solution. Your written communication - internal or external - is direct, specific, and free of filler.

The Foundation for Success

• Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent years of experience.
• 5+ years in campaign or demand generation roles at a B2B SaaS company, with direct ownership of a market segment or vertical.
• Experience running multi-channel campaigns end to end: strategy, copy, execution, reporting.
• Hands-on experience with HubSpot or a comparable marketing automation platform, and with Salesforce or a comparable CRM.
• Comfortable moving between a quarter's campaign calendar and the email that goes out Tuesday.
• Experience tracking campaign performance against pipeline and revenue metrics, and presenting that data to stakeholders outside marketing.
• Strong project management skills; runs multiple campaigns at once without dropping a deadline.
• Hands-on experience using AI tools for research, drafting, or workflow automation, with a specific example to walk through.

What Sets You Apart

• Experience marketing to higher education or another committee-driven, cycle-bound buying market.
• Experience running campaigns against an entrenched incumbent, where the sale is displacement, not greenfield.
• Familiarity with LMS ecosystems (Canvas, Blackboard, Moodle) and how they shape a buyer's evaluation.

$110,000 - $115,000 a year

Total Rewards:

The salary range for this position is $110,000 - $115,000 USD per year. This position is also eligible for a bonus as part of the compensation package. Base pay offered may vary depending on various factors, including, but not limited to: job-related knowledge, skills, experience, and other eligibility factors such as geographic location. The Total Rewards package includes competitive base pay and an opportunity to enroll in a variety of benefit programs such as health insurance, flexible spending accounts, retirement savings plans, life and disability insurance programs, and programs that provide for both paid and unpaid time away from work. At Panopto, we know that great people make an organization great. We value our people and offer employees benefits that are market competitive for our industry. Learn more about what working at Panopto can mean for you.

At Panopto, our commitment to pay equity and transparency is unwavering. We do not engage in salary negotiations beyond the established range to maintain fairness and prevent potential pay disparities among team members based on negotiation strategies.

Beyond the Requirements: At this point, we hope you're feeling excited about the job description you're reading. Even if you don't feel that you meet every single requirement, we still encourage you to apply. We're eager to meet people that believe in our mission and can contribute to our team in a variety of ways - not just candidates who check all the boxes. We want people to feel comfortable expressing their true selves and to come, stay, and do their best work here.

Recruiting Tips: From crafting an impressive resume to presenting your best self during our interviews, we're dedicated to ensuring you feel well-prepared and self-assured as you embark on opportunities at Panopto. Discover some valuable Recruiting Tipsfrom our team.

The standard interview process at Panopto involves several steps, outlined below, to ensure we approach the process thoughtfully and consistently:

Application Review -> Recruiter Call -> Video Interview & Assessment -> Hiring Manager Call -> Interview Loop -> Debrief -> Offer

Remote, US: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely.

Remote, International: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely. Still, they may make regular trips to the local international office from time to time, where applicable.

Use of Artificial Intelligence (AI):

Panopto may utilize artificial intelligence (AI) tools to assist in our recruitment and evaluation process. This may include analyzing resumes, assessing skills, and generating insights to help identify qualified candidates.

Please be assured that AI tools are used to support our team, and all final hiring decisions are made by human reviewers. Panopto hiring teams will thoroughly review your application and assessment results. AI is not used to make final decisions regarding your candidacy.

By submitting your application and participating in the recruitment process, you acknowledge and consent to Panopto's use of AI tools as described above.

We are committed to full compliance with all applicable labor laws, including Equal Employment (EEOC) laws, across all our company entities.

To ensure fairness and transparency: We have human oversight in all hiring decisions. If you have concerns regarding the use of AI in your assessment, please contact Panopto Talent Attraction to request a manual review of your application. Please be aware that while we offer this option, the manual review process may take longer than the standard AI-assisted process.

Any data collected during this process, including video recordings if applicable, will be retained only for the duration necessary to fulfill the hiring purpose and wi