Senior Digital Marketing Manager - Adaptive Planning

Senior Digital Marketing Manager - Adaptive Planning at Workday

Seniority level: Not Applicable

Employment type: Full-time

Job function: Marketing and Sales

Industries: Software Development

Our Adaptive Marketing team is a high‑impact, fast‑moving group responsible for shaping how Adaptive shows up in the market—from demand generation and customer engagement to product launches and brand storytelling. This role sits within Adaptive’s Growth Marketing team, which is responsible for accelerating growth across the entire customer lifecycle—from first value realization through long‑term expansion. Operating as a performance‑driven, campaign‑led team, Growth Marketing blends digital execution, experimentation, and analytics to drive measurable business outcomes.

This role serves as a key interface to Workday’s centralized Digital, Web, and Paid Media organizations. We operate with startup urgency inside an enterprise SaaS environment: testing, learning, iterating, and scaling what works—all while building durable, global growth engines.

As Senior Digital Marketing Manager, you will be the strategic owner of Adaptive’s digital growth ecosystem. This is a hands‑on, highly visible individual‑contributor role designed for someone who can think end‑to‑end—from audience strategy to execution—and influence without authority across a complex matrixed organization.

• Own the digital growth strategy for Adaptive Planning across web, paid media, ABM, and emerging digital channels.
• Serve as the primary digital lead and point of contact between Adaptive Growth Marketing and Workday’s centralized digital, web, and paid media teams, as well as extended agencies.
• Partner with Product Marketing and Campaign leads to translate GTM priorities into high‑impact digital programs.
• Lead Adaptive’s web experience strategy, including landing pages, conversion paths, experimentation, and personalization.
• Design and execute ABM and account‑based digital experiences in partnership with Growth Marketing, Sales, and Customer Success.
• Drive product‑led and interactive digital experiences (tools, demos, assessments, calculators, AI‑powered experiences, etc.) that educate, engage, and convert.
• Develop and optimize paid media strategies (in collaboration with centralized teams) to ensure strong targeting, messaging alignment, and ROI.
• Champion testing and experimentation across channels (A/B testing, CRO, new formats, new platforms).
• Use data and insights to continuously improve performance, user experience, and pipeline impact.
• Help shape digital measurement frameworks, dashboards, and success metrics at the product‑line level.

• 7–10+ years of experience in digital marketing, growth marketing, or performance marketing within B2B SaaS or technology.
• Proven experience owning integrated digital programs across web, paid media, and campaign execution.
• Strong hands‑on expertise in web experience strategy and optimization, including landing pages, user journeys, and conversion optimization.
• Experience partnering closely with paid media teams or agencies, with working knowledge of targeting, creative testing, and performance optimization.
• Demonstrated success supporting ABM or account‑centric digital programs in partnership with Demand Gen and Sales.
• Comfort translating product and GTM strategy into clear, compelling digital experiences.
• Experience operating effectively in a matrixed organization, influencing cross‑functional and centralized teams without direct authority.
• Solid understanding of full‑funnel performance metrics and how digital programs contribute to pipeline and revenue.
• Analytical mindset with experience using dashboards and performance data to inform decisions.
• Strong executive communication skills—able to clearly articulate strategy, performance, and recommendations to senior stakeholders.
• Comfortable operating as a hands‑on individual contributor with broad scope and high ownership.

• Strong understanding of conversion optimization, experimentation, and funnel performance.
• Experience partnering with centralized or shared services teams in a matrixed…