What are the responsibilities and job description for the Principal Demand Generation Manager position at Iru?
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
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.
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.
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
- 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
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.
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.