Job at a glance
Company Overview: At Panopto, we are the most customer-centric learning technology company in the world. As the leader in visual and audio-based learning , we empower organizations to share knowledge effortlessly in a capture and post-capture world. We don’t just build software; we obsess over our users’ goals to deliver solutions that truly matter. Our mission is simple: to attract the brightest talent, people like you, to Elevate the Craft and do the most impactful work of your career.
To enhance our team we are seeking an experienced Integrated Campaign Manager, Higher Education to own our demand generation strategy and campaign execution for one of our key markets. 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