What is the salary for this Principal Demand Generation Manager role?

Salary information is not publicly listed for this position. Apply directly to discuss compensation with Iru.

Where is this Principal Demand Generation Manager position located?

This is an on-site position at Iru located in Miami.

How do I apply for this Principal Demand Generation Manager job at Iru?

Click the 'Apply' button on this page to be redirected to Iru's application portal. Make sure to have your resume ready and tailor your application to highlight relevant experience.

Iru is actively hiring for Marketing roles. Visit the company page to see all open positions and learn more about working at Iru.

Principal Demand Generation Manager

Iru Miami 1 day ago

marketing

About Iru

Iru is the AI-powered security & IT platform used by the world’s fastest-growing companies to secure their users, apps, and devices. Built for the AI era, Iru unifies identity & access, endpoint security & management, and compliance automation—collapsing the stack and giving IT & security time and control back.

Iru is backed by some of the smartest investors in tech—General Catalyst, Tiger Global, Felicis, Greycroft, and First Round Capital. In July 2024, Iru raised $100 million from General Catalyst, valuing the company at $850 million. Customers include Notion, Cursor, Lovable, Replit, and Mercor, and Iru partners with industry leaders such as ServiceNow and AWS. Iru was named to Forbes’ America’s Best Startup Employers 2025 list for employee engagement and satisfaction.

The Opportunity

As Iru's Principal Demand Generation Manager, you'll own full-funnel campaign strategy, pipeline performance, and execution across our core demand generation channels: LinkedIn, Reddit, Meta, YouTube, CTV, Display, and emerging channels.

Working directly with the Head of Growth Marketing, you'll set the demand generation roadmap, define campaign architecture, and drive cross-functional execution to hit aggressive pipeline and revenue goals.

This is a high-impact, strategic role with hands-on execution when needed. You will serve as a senior cross-channel paid strategist with deep expertise in both Social and Search, and you must be able to get directly into platforms to diagnose, optimize, and validate performance when required.

You'll translate product positioning and audience insights into integrated, multi-channel demand strategies—setting funnel targets, building forecasts.

You’ll orchestrate cross-functional execution across paid media, content, lifecycle, creative, and sales—ensuring all channels work together to drive predictable pipeline growth.

You'll own pipeline KPIs, define quarterly campaign strategy, guide integrated execution across marketing and revenue teams, and deliver executive-level insights on campaign ROI and funnel performance.

Please note that this is a fully onsite position in our Miami (Coral Gables) office.

What You'll Do

Campaign Strategy & Forecasting:

Own campaign strategy, spend, and performance optimization across all digital demand generation channels: LinkedIn, Meta, Reddit, Display/Native, YouTube, CTV while providing cross-channel paid media strategic leadership

Drive quarterly demand generation strategy across Iru's product lines and buyer segments in partnership with direction on architecture from the Head of Growth Marketing

Translate solution and segment briefs into integrated, multi-channel campaign plans with clear performance benchmarks and ROI forecasts

Develop and execute campaigns that span promoted content, webinars, ebooks, paid ads, field events, ABM, and more

Partner with revenue and marketing leadership to align on plays and ensure coordination across all paid channels

Execution and optimization:

Work cross-functionally with channel owners (Paid Search, Content, Lifecycle, Brand, Web) to ensure activities ladder into campaign goals and pipeline targets

Execute on campaigns and manage placements across all channels, oversee paid ad execution by paid social contractor

Partner with sales leadership to align on lead routing, follow-up plays, and SDR/AE enablement strategy

Experiment with new channels and creative tactics to drive growth

Define the experimentation roadmap that spans messaging, creative, CTAs, campaigns, and more

Interpret campaign and pipeline data, identify insights, make decisions and drive optimizations

Create a campaign calendar, repeatable motions, and build systems to scale predictable demand generation

Provide strategic guidance to the Paid Search Manager on how search fits into broader campaign strategy and integrated plays

Be able to go directly into advertising platforms to troubleshoot issues, validate execution, and ensure performance is on track

Analytics and reporting:

Track and improve key efficiency metrics

Lead post-campaign retrospectives, synthesize learnings, and publish playbooks to help the broader marketing team set strategy and scale effectively.

Monitor campaign performance at the program level; provide strategic direction on optimization, budget reallocation, and channel prioritization

Build forecasts for campaign performance, including expected ROI and conversion benchmarks

What You'll Bring

7+ years of experience in B2B demand generation, growth marketing, or integrated campaigns, ideally in SaaS/tech

End-to-end ownership: autonomous, accountable, and data-driven

A history of creating systems and processes that enable repeatable results

Deep channel expertise spanning gated content, paid ads, webinars, ABM, etc., and how to use these to drive leads and pipeline, with the ability to build cross-channel paid media strategy and get hands-on in execution when needed

Advanced ability to forecast, analyze, and optimize funnel performance

Experience collaborating with senior sales, marketing, and biz ops leaders

You communicate clearly, because you think clearly. You know how to tailor your communications to your audience and present recommendations at leadership level

Benefits & Perks

Competitive salary

100% individual and dependent medical + dental + vision coverage

401(K) with a 4% company match

20 days PTO

Flexibility to work from anywhere for up to 30 days per year

Iru Wellness Week the first week in July

Equity for full-time employees

Lunch stipend provided Monday through Friday

Up to 16 weeks of paid leave for new parents

Paid Family and Medical Leave

Modern Health mental health benefits for individuals and dependents

Fertility benefits

Working Advantage employee discounts

Onsite fitness center

Free parking

Exciting opportunities for career growth

We are excited to be serving a significant need for a fast-growing market, and are proud of the high-performing team we have brought together so far. If you’re someone who wants to engage in new, exciting projects that will challenge your skills in the best way possible, we would love to connect with you.

At Iru, we believe in fostering an inclusive environment in which employees feel encouraged to share their unique perspectives, leverage their strengths, and act authentically. We know that diverse teams are strong teams, and welcome those from all backgrounds and varying experiences.

Iru is proud to be an equal opportunity employer committed to diversity and inclusion in the workplace. Qualified applicants will be considered for employment without regard to race, color, religion, national origin, age, sex, sexual orientation, gender identity, physical or mental disability, protected veteran or military status or any other status protected by applicable law.