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Webinar Marketing Manager

4 weeks ago

India BrightEdge Full time

About BrightEdge

BrightEdge is the global leader in enterprise SEO and content performance marketing, empowering over 1,700 of the world's largest brands to transform their digital marketing strategies with data-driven insights and AI-powered solutions. Join our dynamic marketing team and help scale our webinar program to drive demand generation across global markets.

Position Overview

We are seeking an experienced Webinar Marketing Manager to own and scale our webinar program as a key driver of demand generation and pipeline creation. This role will be responsible for executing 150+ webinars annually, building audience engagement across multiple buyer personas, and contributing significantly to our marketing qualified lead (MQL) targets. The ideal candidate combines deep technical expertise in webinar platforms with strategic marketing automation skills and a proven track record of driving measurable revenue impact through virtual events.

Key Responsibilities

Program Strategy & Growth

  • Develop and execute comprehensive webinar marketing strategy aligned with demand generation and revenue goals
  • Scale webinar program from current baseline to 200+ events annually while maintaining high-quality standards
  • Build and manage content calendar for 15+ webinar series across different buyer personas and customer journey stages
  • Collaborate with Product Marketing to align webinar content with product launches and go-to-market initiatives

Platform Management & Technical Excellence

  • Manage webinar technology stack including ON24, Zoom Webinar, and integration with HubSpot marketing automation
  • Ensure 95%+ technical success rate across all webinar events through rigorous testing and contingency planning
  • Optimize webinar registration pages, email workflows, and follow-up sequences for maximum conversion
  • Maintain expertise in emerging webinar platforms and recommend technology improvements

Audience Development & Segmentation

  • Build and segment webinar audiences across enterprise, mid-market, and SMB customer segments
  • Develop persona-specific content strategies and messaging frameworks for different buyer stages
  • Implement progressive profiling strategies to enhance lead qualification and segmentation
  • Achieve target attendance rates of 25%+ while growing total registrant database

Campaign Execution & Optimization

  • Execute end-to-end webinar campaigns including promotion, registration, delivery, and follow-up nurture sequences
  • Implement A/B testing frameworks for registration pages, email campaigns, and content formats
  • Coordinate cross-channel promotion through email marketing, social media, and paid advertising
  • Manage co-marketing webinar partnerships to expand audience reach and generate new prospect contacts

Performance Analytics & Reporting

  • Develop comprehensive webinar performance dashboard tracking registration, attendance, engagement, and pipeline metrics
  • Conduct regular analysis of webinar ROI and attribution to marketing-sourced revenue
  • Provide actionable insights to marketing leadership on audience behavior and content performance
  • Track and report on key metrics including MQLs, SQLs, and pipeline attribution from webinar programs

Cross-Functional Collaboration

  • Partner with Sales teams to align webinar content with sales enablement goals and opportunity progression
  • Collaborate with Customer Success on customer webinar series and user adoption programs
  • Work closely with Content Marketing team to repurpose webinar content across multiple channels
  • Coordinate with Demand Generation team to integrate webinars into broader campaign strategies

Required Qualifications

Experience & Background

  • 4-6 years of experience in webinar marketing, digital events, or demand generation marketing
  • Proven track record in B2B SaaS or MarTech environments with complex sales cycles
  • Experience managing 80+ webinars annually with demonstrated impact on pipeline generation
  • Strong background in marketing automation and lead nurturing campaign development

Technical Expertise

  • Expert-level proficiency in webinar platforms (ON24, Zoom Webinar, GoToWebinar, Microsoft Teams Live)
  • Advanced skills in marketing automation platforms (HubSpot preferred, Marketo, Pardot, or Eloqua)
  • Proficiency in CRM systems (Salesforce) and marketing analytics tools
  • Experience with A/B testing frameworks and conversion rate optimization

Strategic & Analytical Skills

  • Strong analytical mindset with ability to interpret webinar performance data and optimize campaigns
  • Experience with attribution modeling and ROI measurement for webinar programs
  • Proven ability to develop content strategies aligned with buyer personas and customer journey stages
  • Understanding of demand generation principles and lead scoring methodologies

Communication & Collaboration

  • Excellent written and verbal communication skills with ability to present to executive leadership
  • Experience collaborating across Sales, Product, and Customer Success teams
  • Strong project management skills with ability to manage multiple concurrent webinar campaigns
  • Proven ability to work effectively with external partners and co-marketing relationships

Preferred Qualifications

  • Bachelor's degree in Marketing, Communications, or related field
  • Experience with account-based marketing (ABM) strategies and webinar personalization
  • Knowledge of SEO and content marketing principles
  • Certifications in HubSpot, Salesforce, or major webinar platforms
  • Experience with international/multi-timezone webinar program management
  • Background in enterprise software or digital marketing technology

Success Metrics

  • Pipeline Generation: Contribute $2M+ in marketing-attributed pipeline annually
  • Lead Quality: Achieve 30%+ conversion rate from webinar registrant to MQL
  • Program Scale: Successfully execute 150+ webinars in Year 1, scaling to 200+ in Year 2
  • Audience Growth: Grow webinar audience database by 40% year-over-year
  • Operational Excellence: Maintain 95%+ on-time delivery and technical success rate

Mandatory Requirements

Critical Requirements - Please Read Carefully

  1. SaaS Events Marketing Leadership: Must have direct experience leading end-to-end events marketing for a SaaS-based organization. Agency or non-SaaS experience alone will not qualify.
  2. PST Working Hours Alignment: This role requires significant collaboration with global teams during Pacific Standard Time (PST) business hours. Candidates must be available for core team meetings and collaboration during PST hours (5:30 PM - 2:30 AM IST). Flexibility for early morning and late evening calls is essential.
  3. 30-Day Notice Period: Can join within 30 days of accepting the offer. Candidates with more than 30 days of notice period need not apply. This is a firm requirement due to urgent business needs and upcoming event season.
  4. Candidates with in-person event marketing focus will not be considered.