Customer Demand Marketing Manager

The Regional Customer Demand Marketing Manager is responsible for driving commercial growth across the existing customer base within a defined region:
Americas, APAC, China, Europe or MEA.

The role focuses on generating cross-sell and upsell pipeline across the full product portfolio, identifying expansion opportunities within existing accounts and converting customer insight, whitespace analysis and product knowledge into targeted marketing activity that delivers measurable pipeline and revenue.

Key Responsibilities Identify – Customer Insight & Growth Opportunities

• Own cross-sell, upsell, and whitespace analysis to uncover next-best-product and upgrade opportunities.
• Build target account lists and segmentations using customer data, health scores, and propensity to buy.
• Analyze buying triggers, feedback, and barriers, feeding insights to Product, Sales, and CX teams.

Prioritize – Strategy & Account Planning

• Own the regional customer demand strategy and budget, aligning activity to revenue targets.
• Agree on priority accounts and products with Sales/CX, developing ABM programs for high-value targets.
• Maintain the regional campaign planner to drive systematic expansion.

Activate – Demand Generation & Campaign Execution

• Deliver full-funnel integrated campaigns (paid media, email, events, nurture) to meet pipeline targets.
• Manage the regional paid media budget and build always-on nurture programs.
• Support product launches and feature releases, continually testing channels and messaging for performance.

Convert – Sales & Pipeline Enablement

• Partner with Sales, SDRs, and RVPs to turn demand into qualified pipeline.
• Equip sales teams with target lists, follow-up actions, enablement materials, and proof points.
• Analyze funnel metrics and gather sales feedback to optimize conversion rates.

Optimize – Performance, Data & ROI

• Track and report on pipeline, revenue, campaign ROI, and conversion by segment and channel.
• Partner with Rev Ops to ensure clean customer data, accurate attribution, and robust tracking.
• Scale high-performing channels and identify automation opportunities to improve campaign efficiency.

Scope of the Role

The role is responsible for driving expansion opportunities across all existing customers within the assigned region and across the full product portfolio. This includes:

• Cross-sell:
  An existing Open Apply customer purchasing Vectare for the first time.
• Upsell:
  An Open Apply Essentials customer upgrading to Open Apply CRM.
• Product expansion:
  An existing customer adopting additional products, modules, or services.
• Upgrade:
  An existing customer moving to a higher-value product or service level.

Opportunities will be identified through whitespace analysis, customer segmentation, product adoption, account insight, customer feedback and Sales/Customer Experience intelligence.

The ultimate objective is to generate qualified expansion pipeline and incremental revenue from the existing customer base.

Key Stakeholders

• Sales & SDRs – pipeline targets, priority accounts, campaign follow-up and conversion.
• Customer Experience – account health, customer needs, adoption, renewal and expansion opportunities.
• Product & Product Marketing – product launches, features, positioning and customer propositions.
• Revenue Operations – data, segmentation, attribution, reporting and marketing automation.
• Sales Enablement – messaging, campaign assets and sales conversion.
• Wider Marketing – New Business Demand, other Regional Customer Demand Marketers, Content, Digital and Creative teams

Skills & Experience Essential

• Proven experience in B2B demand generation, growth marketing or customer marketing.
• Strong understanding of cross-sell, upsell and customer expansion.
• Demonstrable experience delivering multi-channel marketing campaigns.
• Experi…