Principal Demand Generation Manager

Principal Demand Generation Manager

Iru is the AI-powered security & IT platform used by the world's fastest-growing companies to secure their users, apps, and devices. Built for the AI era, Iru unifies identity & access, endpoint security & management, and compliance automation collapsing the stack and giving IT & security time and control back.

Iru is backed by some of the smartest investors in tech General Catalyst, Tiger Global, Felicis, Greycroft, and First Round Capital. In July 2024, Iru raised $100 million from General Catalyst, valuing the company at $850 million. Customers include Notion, Cursor, Lovable, Replit, and Mercor, and Iru partners with industry leaders such as Service Now and AWS. Iru was named to Forbes' America's Best Startup Employers 2025 list for employee engagement and satisfaction.

As Iru's Principal Demand Generation Manager, you'll own full-funnel campaign strategy, pipeline performance, and execution across our core demand generation channels:
Linked In, Reddit, Meta, You Tube, CTV, Display, and emerging channels.

Working directly with the Head of Growth Marketing, you'll set the demand generation roadmap, define campaign architecture, and drive cross-functional execution to hit aggressive pipeline and revenue goals.

This is a high-impact, strategic role with hands‑on execution when needed. You'll translate product positioning and audience insights into integrated, multi‑channel demand strategies setting funnel targets, building forecasts. You'll orchestrate cross‑functional execution across paid media, content, lifecycle, creative, and sales ensuring all channels work together to drive predictable pipeline growth.

You'll own pipeline KPIs, define quarterly campaign strategy, guide integrated execution across marketing and revenue teams, and deliver executive‑level insights on campaign ROI and funnel performance.

Please note that this is a fully onsite position in our Miami (Coral Gables) office.

• Own strategy, spend, and performance optimization across all digital demand generation channels (Linked In, Meta, Reddit, Display/Native, You Tube, CTV), developing and launching integrated campaigns that span promoted content, webinars, ebooks, paid ads, field events, and ABM
• Partner with the Head of Growth Marketing, Revenue, and Marketing leadership to define quarterly demand generation strategies, translate solution and segment briefs into multi‑channel plans with measurable benchmarks, and forecast ROI to ensure alignment with Iru's product lines and buyer segments
• Partner cross‑functionally with channel owners (Paid Search, Content, Lifecycle, Brand, Web) and sales leadership to align on goals, lead routing, and enablement, ensuring all initiatives ladder into pipeline and revenue targets
• Oversee paid ad execution (including contractors), manage campaign calendars and placements, and continuously experiment with messaging, creative, and channels to drive predictable demand generation
• Interpret campaign and pipeline data to uncover insights, inform optimizations, and build scalable systems, repeatable motions, and experimentation roadmaps that fuel consistent performance
• Track key efficiency metrics and campaign results at the program level, providing strategic direction on optimizations, budget allocation, and channel prioritization to maximize ROI
• Lead post‑campaign retrospectives, synthesize insights into actionable playbooks, and build performance forecasts and conversion benchmarks to guide future strategy and drive scalable growth

• 6+ years of experience in B2B demand generation, growth marketing, or integrated campaigns, ideally in SaaS/tech
• End‑to‑end ownership: autonomous, accountable, and data‑driven
• A history of creating systems and processes that enable repeatable results
• Deep channel expertise spanning gated content, paid ads, webinars, ABM, and how to use these to drive leads and pipeline
• Advanced ability to forecast, analyze, and optimize funnel performance
• Experience collaborating with senior sales, marketing, and biz ops leaders
• Clear, effective communication - you know how to tailor your communications to your audience and…