Segment Marketing Manager

Serving the People Who Serve the People

Granicus is driven by the excitement of building, implementing, and maintaining technology that is transforming the Govtech industry by bringing governments and its constituents together. We are on a mission to support our customers with meeting the needs of their communities and implementing our technology in ways that are equitable and inclusive. Granicus has consistently appeared on the GovTech 100 list over the past 5 years and has been recognized as the best companies to work on BuiltIn.

Over the last 25 years, we have served 5,500 federal, state, and local government agencies and more than 300 million citizen subscribers power an unmatched Subscriber Network that use our digital solutions to make the world a better place. With comprehensive cloud-based solutions for communications, government website design, meeting and agenda management software, records management, and digital services, Granicus empowers stronger relationships between government and residents across the U.S., U.K., Australia, New Zealand, and Canada. By simplifying interactions with residents, while disseminating critical information, Granicus brings governments closer to the people they serve-driving meaningful change for communities around the globe.

Want to know more? See more of what we do here.

The Segment Marketing Manager develops and executes integrated marketing programs that grow brand awareness, demand, sales pipeline, and bookings across assigned government segments in the United States and Canada. This role blends strategic planning with hands-on execution across events, webinars, digital campaigns, and content-driven inbound marketing. The position collaborates closely with Sales, BDRs, Product Marketing, Digital Marketing, Marketing Communications, Marketing Operations, and external partners to deliver measurable results that grow pipeline and bookings.

1) Drive Segment Marketing Strategy & Customer-Centric Positioning

Develop go-to-market plans aligned to sales priorities and Granicus positioning.
• Serve as a brand steward for assigned segments.
• Collaborate with Product Marketing to align messaging, proof points, and competitive differentiation.
• Research public sector market trends, customer needs, competitors, and procurement patterns to inform campaigns and content.

2) Accelerate Pipeline Through Demand Generation, Events & Account-Based Marketing

• Plan and execute tradeshows, in-person events, webinars, and virtual events.
• Run digital programs including email, paid media, social, and content syndication.
• Lead Account-Based Marketing programs using intent data, ICP alignment, and buying-stage insights.
• Collaborate with associations, resellers, media, and strategic partners to expand reach.

3) Build Authority & Drive Conversion Through Web and Content Optimization

• Partner with Digital and Content teams to improve organic discoverability, engagement, and conversion.
• Ensure landing pages, web content, and calls-to-action reflect segment priorities and drive measurable impact.

4) Strengthen Go-to-Market Performance with Operational Excellence

• Monitor full-funnel performance, marketing attribution, pipeline velocity, and data accuracy in partnership with Revenue Operations and Sales.
• Ensure campaigns are executed with rigor, consistency, and compliance with internal processes.

5) Guide Campaign and Funnel Performance with Analytics and Insight

• Own performance reporting from inquiry through bookings, including win rates, "cost per" metrics, and stage conversion.
• Run structured tests and experiments to optimize performance and ROI.

6) Lead Budget Strategy and Ensure Financial Discipline

• Manage segment marketing budgets with accuracy and discipline.
• Optimize investments across channels and programs to maximize return.

7) Leverage Artificial Intelligence and Marketing Technology

• Use AI and marketing technology platforms to scale campaigns, personalize engagement, and improve efficiency. Champion innovation in automation, analytics, and content production.

• 5+ years of business-to-government marketing or business-to-business experience (SaaS preferred).
• Experience generating demand among government audiences including elected officials, agency/department leaders, and executives in technology, communications, program management, compliance, digital modernization, and related local and/or state government personas.
• Hands-on proficiency with CRM, marketing automation, account-based marketing, analytics, and workflow tools.
• Strong understanding of the sales funnel, pipeline dynamics, and collaboration with marketing, sales, and BDR organizations.
• Strong analytical skills with comfort using dashboards and evaluating conversion, win rates, and campaign performance.
• Excellent communication and project management skills; operates effectively with lean resources.

Don't have all the skills/experience mentioned above? At Granicus, we are trying to build diverse, inclusive teams. We do not have degree requirements for most of our roles. If you don't meet every requirement above but are excited to learn more, we encourage you to apply. We might just be able to find another role that could be a perfect fit!

Security and Privacy Requirements

• Responsible for Granicus information security by appropriately preserving the Confidentiality, Integrity, and Availability (CIA) of Granicus information assets in accordance with the company's information security program.
• Responsible for ensuring the data privacy of our employees and customers, their data, as well as taking all required privacy training in a timely manner, in accordance with company policies.

The Team

• We are a remote-first company with a globally distributed workforce across the United States, Canada, United Kingdom, India, Armenia, Australia, and New Zealand.

The Culture

• At Granicus, we are building a transparent, inclusive, and safe space for everyone who wants to be
  a part of our journey.
• A few culture highlights include - Employee Resource Groups to encourage diverse voices
• Coffee with Mark sessions - Our employees get to interact with our CEO on very important and
  sometimes difficult issues ranging from mental health to work-life balance and current affairs.
• Microsoft Teams communities focused on wellness, art, furbabies, family, parenting, and more.
• We bring in special guests from time to time to discuss issues that impact our employee
  population
  
  

The Impact

• We are proud to serve dynamic organizations around the globe that use our digital solutions to make the world a better place - quite literally. We have so many powerful success stories that illustrate how our solutions are impacting the world. See more of our impact here.

Flexibility & Balance

• Flexible Time Off - Take the time you need to rest, recharge, and live your life.
  
• Company-Wide Wellbeing Days - Paid days off to unplug and focus on your mental health.
  
• Work From Home Reimbursement - Support a productive home office environment.

• Multiple Health Plan Options - Including a 100% employer-paid plan.
  
• Employer HSA Contributions - When enrolled in a High-Deductible Health Plan.
  
• Fitness Reimbursement Program - Stay active, your way.
  
• On-Demand Mental Health Support - Access to Headspace and other wellness tools.

• Paid Parental Leave - For both birthing and non-birthing parents.
  
• Traditional & Roth 401(k) - With a generous company match.
  
• Life & AD&D Insurance - 100% employer-paid coverage for peace of mind.

• Online Learning Platforms - Fuel your professional development.
  
• Competitive Salary & Bonuses - Your contributions are valued and rewarded.