The Role
Drives LATAM digital marketing and demand generation initiatives to generate qualified leads and pipeline. Responsibilities include regional campaign execution, lead nurturing, funnel optimization, SDR and Sales collaboration, localized content, events and sponsorships, performance measurement, and data-driven campaign improvement in a B2B SaaS environment.
Summary Generated by Built In
The Marketing Manager – LATAM will drive regional marketing initiatives across Latin America, with a strong focus on digital marketing, demand generation, and pipeline growth.
In this role, you will develop and execute regional marketing campaigns, generate qualified leads, nurture prospects throughout the buyer journey, and work closely with the SDR and Sales teams to convert marketing efforts into measurable business outcomes.
The ideal candidate combines strategic thinking with a hands-on, execution-oriented approach and understands how to build effective demand generation programs in a B2B SaaS environment. Experience in event marketing and sponsorships is valuable, but the primary focus will be on digital marketing and demand generation.
Key Responsibilities
1. Digital Marketing & Demand Generation
- Plan and execute regional digital marketing campaigns to generate qualified leads and build pipeline across LATAM.
- Develop localized marketing initiatives aligned with regional business objectives and target audiences.
- Identify opportunities across digital channels to improve lead acquisition, campaign engagement, and conversion rates.
- Track campaign performance and continuously optimize initiatives based on data and measurable results.
2. Lead Nurturing & Funnel Optimization
- Develop and execute lead-nurturing strategies to engage prospects at different stages of the buyer journey.
- Design targeted follow-up campaigns for low-intent leads to improve engagement and move prospects toward sales readiness.
- Identify gaps in the marketing funnel and implement initiatives to improve lead-to-opportunity conversion.
- Collaborate with SDRs to establish effective lead follow-up approaches and improve conversion into qualified sales opportunities.
3. Sales & SDR Collaboration
- Work closely with SDR and Sales teams to align marketing activities with pipeline and revenue objectives.
- Ensure marketing-generated leads receive timely and relevant follow-up.
- Gather feedback from Sales and SDR teams to improve campaign targeting, messaging, and lead quality.
- Support initiatives that strengthen alignment between Marketing and Sales throughout the buyer journey.
4. Regional Campaigns & Content
- Adapt global marketing campaigns and messaging to the needs of LATAM markets.
- Coordinate regional email campaigns, webinars, digital content, and other demand generation initiatives.
- Work with internal teams to ensure marketing communication resonates with local audiences and market needs.
5. Events, Sponsorships & Partnerships
- Plan and execute regional events, industry conferences, webinars, and sponsorship initiatives.
- Identify relevant events and partnerships that support brand awareness, audience engagement, and pipeline generation.
- Ensure effective post-event follow-up and lead-nurturing activities to maximize business impact.
- Evaluate event performance against engagement, lead generation, and pipeline objectives.
6. Performance Measurement & Reporting
- Monitor key marketing metrics, including lead generation, conversion rates, campaign performance, and pipeline contribution.
- Analyze campaign results to identify opportunities for improvement.
- Provide regular updates on regional marketing performance and recommend data-driven actions to improve results.
Requirements
- Experience in B2B marketing, preferably within a SaaS or technology company.
- Strong hands-on experience in digital marketing and demand generation.
- Experience in lead nurturing, campaign execution, and marketing funnel optimization.
- Proven ability to collaborate with SDR or Sales teams to improve lead conversion and pipeline outcomes.
- A data-driven mindset, with the ability to measure campaign effectiveness and translate insights into actionable improvements.
- Strong project management, communication, and stakeholder collaboration skills.
- A proactive, execution-oriented approach with the ability to manage multiple initiatives independently.
- Familiarity with the LATAM market and its B2B marketing landscape.
Good to Have
- Experience with marketing automation platforms, CRM systems, and campaign analytics tools.
- Knowledge of conversion rate optimization (CRO), experimentation, or digital experience optimization.
- Experience managing regional events, sponsorships, and partner marketing initiatives.
- Experience localizing campaigns for different audiences across Latin America.
What Success Looks Like
- Consistent generation of qualified leads and marketing-sourced pipeline across LATAM.
- Improved engagement and conversion of nurtured leads, including low-intent prospects.
- Strong collaboration between Marketing, SDR, and Sales teams.
- Effective execution and optimization of regional digital campaigns.
- Measurable contribution to pipeline growth and regional business objectives.
Skills Required
- Experience in B2B marketing, preferably within a SaaS or technology company
- Hands-on experience in digital marketing and demand generation
- Experience in lead nurturing, campaign execution, and marketing funnel optimization
- Ability to collaborate with SDR or Sales teams to improve lead conversion and pipeline outcomes
- Data-driven mindset and ability to measure campaign effectiveness and apply insights
- Strong project management, communication, and stakeholder collaboration skills
- Proactive, execution-oriented approach with ability to manage multiple initiatives independently
- Familiarity with the LATAM market and B2B marketing landscape
- Experience with marketing automation platforms, CRM systems, and campaign analytics tools
- Knowledge of conversion rate optimization, experimentation, or digital experience optimization
- Experience managing regional events, sponsorships, and partner marketing initiatives
- Experience localizing campaigns for audiences across Latin America
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The Company
What We Do
Wingify, doing business as VWO, is an India-based software company that develops technology products for digital experience optimization. Its VWO platform helps fast-growing companies run experimentation and conversion programs, enabling them to build extraordinary digital experiences and improve performance. The company delivers these capabilities through a single platform for websites and digital products, with a remote-first operating model.
