About Bettera

Bettera is a higher-education-focused consulting and services company helping colleges and universities improve student, faculty and staff experiences through ServiceNow, better workflows and automation.

About the Role

We are looking for a Marketing Operations & Demand Generation Specialist to help run and strengthen our marketing engine. This is a hands-on role across HubSpot, email and nurture campaigns, paid media, audience management, events and reporting — ensuring campaigns reach the right higher-ed audiences and engagement turns into meaningful conversations.

We're looking for someone who is organised, curious, comfortable with data and eager to experiment, learn and improve how campaigns perform.

Key Responsibilities- Marketing Operations & HubSpot

- Manage day-to-day marketing operations in HubSpot, including contacts, lists, forms, workflows, campaigns and lifecycle stages.
- Set up and maintain nurture and re-engagement workflows.
- Maintain CRM data quality through list cleanup, deduplication and field validation.
- Ensure campaign tracking, UTMs and attribution are correctly set up.
- Maintain simple dashboards and campaign reports.
- Campaign & Email Execution
- Execute campaigns from setup and audience creation through launch, monitoring and reporting with accurate process documentation.
- Build and schedule email campaigns and nurture sequences in HubSpot.
- Coordinate campaign timelines and assets across email, landing pages, social and other channels.
- Run A/B tests across subject lines, CTAs, messaging and audiences.
- Monitor campaign performance and make ongoing improvements based on engagement and conversion data.
- Repurpose existing Bettera content, case studies and thought leadership across nurture and campaign journeys.

- Paid Media




- Set up and manage paid campaigns across platforms such as LinkedIn Ads and Google Ads.
- Build and refine target audiences aligned with Bettera's higher-education ICP.
- Coordinate ad copy and creative requirements with the wider team.
- Monitor budgets, reach, CTR, CPC, conversions and lead quality.
- Track paid campaign performance through HubSpot and connect engagement to downstream outcomes.
- Identify opportunities to improve audiences, creative, messaging and spend.
- Lead Management & Audience Data
- Maintain Bettera's database of target higher-education institutions and relevant decision-makers.
- Support contact research, enrichment and validation using LinkedIn, Apollo and similar tools.
- Monitor engagement signals and identify contacts and institutions showing increased interest.
- Support lifecycle progression and ensure qualified leads are surfaced with the right context for follow-up.
- Maintain accurate audience lists and campaign segmentation.
- Event Marketing & Reporting
- Support marketing campaigns around higher-education conferences, webinars and other events.
- Build event registration, meeting-booking and follow-up workflows.
- Manage event-specific lists, email campaigns and paid promotion.
- Track engagement from pre-event outreach through post-event follow-up.
- Report on campaign performance across reach, engagement, conversions, lead quality and meetings.




- Surface simple recommendations on what should be repeated, changed or tested next.

Requirements Skills & Qualifications
- Bachelor's degree in Marketing, Business, Communications, Digital Marketing or a related field.
- 3–6 years of experience in marketing operations, demand generation, digital marketing or campaign execution.
- Hands-on experience with HubSpot, including contacts, lists, forms, email campaigns and workflows.
- Experience executing or supporting paid digital campaigns, ideally LinkedIn Ads and/or Google Ads.
- Experience with email marketing, audience segmentation and nurture campaigns.
- Working understanding of campaign metrics, UTMs, conversion tracking and basic attribution.
- Comfortable working with data, spreadsheets and campaign reporting.
- Strong attention to detail and ability to manage multiple campaigns and deadlines.
- Positive written and verbal communication skills.

Good to Have
- Experience in B2B marketing, SaaS, consulting or technology services.
- Familiarity with LinkedIn Campaign Manager, Apollo or similar prospecting and enrichment tools.
- Basic understanding of account-based marketing, CRM lifecycle stages and lead scoring.
- Familiarity with SEO, landing pages or website analytics.
- Exposure to ServiceNow or enterprise technology.
- Experience marketing to universities, colleges or the broader higher-education sector.

Signs you may be a great fit

- Ownership: Lead and manage end-to-end Salesforce development on a key platform
- Impact: Work directly with business stakeholders to drive real outcomes
- Growth: Opportunity to evolve into architecture or technical leadership roles
- Culture: Collaborative, fast-paced, and engineering-driven environment

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