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.
• Good 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
• Impact: Play a pivotal role in shaping a rapidly growing venture studio.
• Culture: Thrive in a collaborative, innovative environment that values creativity and ownership.
• Growth: Access professional development opportunities and mentorship.
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Advantages:
Competitive salary, health/wellness packages, and flexible work options.

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