Specialist, B2C Marketing

Company Overview:

Panopto is a dynamic and rapidly growing company backed by a leading private equity firm. With a team of approximately 200 dedicated professionals, we are committed to empowering learners with interactive video.

Position Summary:

Panopto is seeking a B2C Marketing Specialist to lead digital engagement and growth strategies across key platforms. This role will focus on social media, influencer partnerships, and paid media to drive brand awareness, engagement, and user acquisition. The ideal candidate is a creative, data-driven marketer who understands Gen Z and Millennial audiences and knows how to leverage social and influencer strategies for growth.

In this role, you will:

• Social Media Strategy & Execution: Develop and execute a multi-platform social media strategy to drive awareness, engagement, and conversions. Manage content planning, community engagement, and brand voice across Instagram, TikTok, Facebook, Snapchat, and emerging platforms. Optimize organic social content through trends, A/B testing, and analytics. Identify and develop partnerships with key creators, influencers, and brand advocates to amplify reach.
• Influencer Marketing & Partnerships: Identify, recruit, and manage micro, macro influencers for brand partnerships and campaigns. Oversee contract negotiations, campaign execution, and performance tracking. Develop ambassador programs and long-term influencer collaborations to foster brand advocacy. Track and report on influencer campaign ROI and engagement metrics.
• Paid Social & Growth Marketing: Manage paid social media campaigns to maximize engagement and user acquisition across Instagram, TikTok, Snapchat, and Facebook. Work with creative teams to develop ad creatives, sponsored content, and performance-optimized assets. Continuously analyze and optimize budget allocation, targeting, and ad creatives for the best ROI.
• Performance Analytics & Optimization: Track and analyze key social and influencer marketing metrics, including reach, engagement, conversions, and ROI.
• Use platforms like Google Analytics, Meta Ads Manager, TikTok Ads, and other analytics tools to drive data-driven decisions. Run A/B testing to continuously improve campaign effectiveness.
• Cross-Functional Collaboration: Partner with content, creative, and product teams to align marketing efforts with business objectives. Stay ahead of social media trends, platform updates, and influencer marketing best practices to keep strategies innovative and relevant.

• Bachelor’s degree in Marketing, Business, or a related field (or equivalent experience).  
• 3+ years of experience in B2C marketing, with a focus on app launches or targeting Millennial and Gen Z audiences.  
• Proven ability to build and manage social media communities and drive engagement.
• Experience working with influencers, creators, and ambassador programs.
• Hands-on experience in paid social advertising across Meta (Instagram/Facebook), TikTok, Snapchat, and other platforms.
• Strong analytical skills, with proficiency in Google Analytics, Meta Ads Manager, or TikTok Ads.
• Ability to develop creative and viral social content that resonates with digital-native audiences.
• Exceptional communication and project management skills, with the ability to manage multiple campaigns simultaneously. Proven track record of planning and executing successful marketing campaigns that drive growth.   
• Ability to thrive in a fast-paced startup environment, managing multiple priorities and deadlines.  

• Experience marketing to the 18 - 24 year old demographic.  
• Familiarity with app marketing best practices, including App Store Optimization (ASO).  
• Background in creator economy, content trends, and digital storytelling.
• Experience managing large-scale influencer collaborations or brand partnerships.

The Team:

This position reports to the Brand and Content arm of Panopto’s marketing organization. While versatile, the team’s primary function is to tell the story of Panopto’s product and brand aligned with current and future market trends, buyers, and pain points–while evaluating and deploying best marketing practices for B2C technology companies. This dynamic team grows product knowledge, intuits customer needs, deploys creative skills, and relies on curiosity and passion to ensure Panopto most relevantly meets the needs of its users worldwide.

Join Panopto and significantly impact our growth trajectory with your content and campaign marketing expertise. We encourage you to apply if you are interested in product marketing, B2B content, tradeshows, webinars, and digital marketing initiatives.

Our people and culture

Panopto’s mission is to help anyone share knowledge using video. Our user base is as diverse as the world’s universities and businesses. Panopto’s commitment to fostering a diverse, equitable, and inclusive culture empowers each member of our team to express their authentic selves, contribute their distinct perspectives and make a meaningful impact both individually and collectively. This inclusive environment not only encourages creativity and the free exchange of ideas but also harnesses the power of varied viewpoints. As a result, we are better equipped to tackle our most intricate challenges, leveraging the wealth of different experiences and backgrounds within our team. This collaborative spirit not only drives us towards effective solutions but also fuels our drive to continually improve and innovate, ultimately enhancing the quality of our products and services. It’s what sets Panopto apart as a unique and rewarding place to work.

Our purpose

We believe that video can have a transformative effect on learning. So we built a video knowledge management platform that helps businesses and universities improve the way that they train, teach, and share knowledge. Since 2007, we have been a pioneer in video capture software, video management, and inside-video-search technology. Panopto has been adopted by more than 1,500 companies and universities worldwide with over ten million end users. Today, Panopto’s knowledge management platform is the largest repository of expert learning videos in the world. A proud remote-first company, Panopto is headquartered in Pittsburgh, with offices in London, Hong Kong, Singapore, and Sydney, and has received industry recognition for its innovation, rapid growth, and company culture.

Panopto is an Equal Opportunity Employer. We value and encourage diversity and solicit applications from all qualified individuals which will receive consideration for employment without regard to race, color, religion, sex, marital status, sexual orientation, gender identity or expression, national origin, age, disability or protected veteran status, or any other legally protected criteria, in accordance with applicable law. Panopto is committed to providing reasonable accommodation to applicants with disabilities. If you require accommodation for interviewing or otherwise participating in the employee selection process, please provide more detail on how we can further support you by reaching out to the Employee Experience department.

Hybrid, US: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely. Still, they must make regular trips to the Pittsburgh office, located on the north side of Pittsburgh along the Three Rivers Heritage Trail with quick access to downtown. 

Remote, US: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely. 

Remote, International: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely. Still, they may make regular trips to the local international office from time to time, where applicable.