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 straightforward 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