Sr. Demand Generation Manager

Why This Role Exists

We are moving demand generation from a campaign execution function to a revenue accountability function. This role owns the global demand engine from end to end, covering how pipeline targets are translated into programs, how those programs are measured, and how the resulting intelligence reaches the sellers who must act on it.

The person in this seat sets the demand gen plan, architects the integrated campaigns that deliver it, decides where inbound and digital aircover dollars are spent, and gives Sales a prioritized, signal-backed view of which accounts to work and why the timing is right. They also build the AI-enabled workflows that allow a small team to operate at far greater scale.

The role has no direct reports, and shared execution capacity is accessed through a dotted line relationship with the Demand Generation Coordinator. Success depends on galvanizing Content Marketing, Field Marketing, Partners, Product Marketing, Sales, and Marketing Operations around a shared demand gen plan, and then holding those teams accountable to the commitments they make.

This is a strong career move for the right candidate. It offers a direct line to revenue outcomes, visible ownership of the AI operating model for marketing, and a hyperscaler partnership motion with AWS that is still early enough to shape.

• Set and hit quarterly marketing pipeline contribution targets by channel and program, holding cost per lead and cost per opportunity within agreed efficiency ranges.
• Carry accountability for both the quality and the volume of inbound against the annual inbound budget, measured on conversion to opportunity rather than lead volume alone.
• Manage global advertising spend within approved thresholds, including digital aircover, and reallocate quarterly based on documented performance evidence.

• Manage a single integrated campaign calendar aligned to pipeline and revenue goals, published and maintained as the source of truth for every contributing team.
• Enforce the standard that no campaign launches without a written brief defining its objective, target segment, buyer journey stage, KPIs, and expected pipeline contribution, reaching full coverage by the end of the second quarter.
• Align campaign architecture to buyer journey stages and deliver measurable improvement in stage-to-stage conversion within the first year, against a baseline established on arrival.
• Partner with Product Marketing so that campaign messaging carries current positioning and own the translation of that positioning into demand programs.
• Own nurture performance by identifying improvement opportunities, running a structured testing roadmap, and reporting results on a fixed cadence.

• Manage and optimize our propensity model as the backbone of account and lead prioritization, improving conversion lift above the current baseline.
• Deliver signal packs that give sellers context before outreach, including trigger events, technographic and intent signals, and recommended entry points into the account.
• Report on the conversion performance of supplied targeting compared with self-sourced activity and use that evidence to refine the model each quarter.

• Meet with North American focus partners on a standing cadence to align campaign calendars, event calendars, and co-marketing commitments.
• Define and execute an AWS-focused demand strategy that begins with digital aircover and expands into co-branded campaigns and Marketplace-adjacent motions.
• Determine which partners genuinely…