Senior Manager, Growth Marketing & Demand Generation

Overview 

This is a hands-on role for someone who wants to own a growth marketing program — not manage one from a distance. The Senior Manager of Growth Marketing & Demand Generation will build and run Hypori’s paid media engine, own Answer Engine Optimization (AEO) as an internal practice, and deliver measurable pipeline for the Commercial segment. You will set up the campaigns. You will pull the reports. You will brief the content. You will optimize the stack. This is not a strategy-and-delegate role — it is an individual contributor role for someone who is energized by building something from the ground up and earning headcount through results. The right candidate is scrappy, analytical, and deeply curious about how AI algorithms surface and rank content. You read data before forming opinions, move fast, and thrive without a playbook. 

Responsibilities 

Paid Media & Growth Execution 

• Build and run Hypori’s paid media programs across Google (Search, Display, YouTube) and LinkedIn — hands-on, in the platforms, not through an agency black box 

• Set up, launch, and optimize campaigns targeting commercial cybersecurity buyers (CISO, Head of Security Engineering, Head of Endpoint/Mobile/Zero Trust) across Defense Industrial Base, Financial Services, Healthcare, and commercial enterprise 

• Run structured A/B tests across audiences, creative, copy, and landing pages; document what works, cut what doesn’t, and report results clearly without being prompted 

• Manage the paid media budget directly — make spend decisions based on what the data says and own the outcome 

• Work directly with Sales and RevOps to align paid audiences with target account lists and Commercial AE coverage 

Answer Engine Optimization (AEO) Ownership 

• Own AEO for Hypori — this is yours to define, build, and run; no existing playbook, which is the point 

• Monitor how AI engines (ChatGPT, Claude, Perplexity, Google AI Overviews, Copilot) surface Hypori and competitors; analyze the patterns and turn them into actionable recommendations 

• Brief Content and Product Marketing on what to write and how to structure it for AI citation and retrieval; review outputs against AEO criteria before they go live 

• Write the internal AEO playbook — structured data, topic authority, E-E-A-T signals, sourcing — and socialize it across the marketing team so AEO thinking becomes embedded in how we create content 

• Track AEO performance as measurement tooling evolves; bring new tools and methods to leadership as the space matures 

Analytics, Ops & Systems 

• Own the demand gen analytics layer — build dashboards, run attribution analysis, and report on funnel and channel performance in a way that is clear and actionable, not just data-dumped 

• Evaluate and manage the martech/adtech tools you need to do the job (MAP, ad platforms, analytics, intent tools); make the case for new tools when justified and cut the ones that aren't earning their cost 

• Build closed-loop reporting between marketing campaigns and Salesforce pipeline; work hands-on with RevOps to make sure attribution is accurate 

• Run a consistent reporting cadence: weekly channel snapshots, monthly pipeline contribution, quarterly trends — without being reminded 

• Identify what isn't working before leadership asks; bring the diagnosis and a recommended fix at the same time 

Cross-Functional Partnership 

• Work directly with the Senior Director of Marketing and Product Marketing to make sure campaigns are backed by the right content for the commercial cyber buyer; flag gaps and brief what you need 

• Coordinate with the ABM function so paid programs and account-level plays reinforce each other rather than running in parallel silos 

• Drive a unified organic + paid + AEO approach — you don’t need to own all three, but you need to make sure they’re connected 

• Manage external agency or contractor support when needed; you own the strategy and results regardless of who executes 

Qualifications 

• Bachelor’s degree in Marketing, Business, Analytics, or a related field; relevant certifications a plus 

• 4–6 years of B2B demand generation or growth marketing experience, with 2+ years directly running paid media programs — in the platforms, not overseeing an agency 

• Cybersecurity industry experience required — you’ve marketed to security buyers before and understand how they think, what they read, and what moves them 

• Hands-on fluency in Google Ads (Search, Display, YouTube) and LinkedIn Campaign Manager; you build and optimize the campaigns yourself 

• Analytical by default — you pull your own data, build your own dashboards, and form your own conclusions; you don’t wait for a BI team to tell you what’s happening 

• Hands-on experience with a marketing automation platform (HubSpot, Marketo, or equivalent) and CRM attribution (Salesforce preferred) 

• Actively uses AI tools in your day-to-day workflow; understands how LLMs and answer engines retrieve, rank, and cite content; has started thinking about or experimenting with AEO even if you haven’t owned a formal program yet 

• Familiarity with structured data, E-E-A-T principles, topic authority, and schema markup is a strong plus 

• Experience with intent data platforms (6sense, Bombora, G2) to sharpen audience targeting and campaign timing 

• You genuinely prefer doing the work over managing others who do it — this role will have headcount tied to performance, not guaranteed from day one