Demand Generation Program Manager Remote

Demand Generation Program Manager | Canada | Remote

Grafana Labs, the company behind the open observability cloud, is founded on the principles of open source, open standards, open ecosystems, and open culture. Grafana Cloud, our fully managed observability platform, is flexible and built for scale. With Grafana Cloud's actually useful AI, organizations can see, understand, and act on all their disparate data to move at the speed of their ambitions.

Today, more than 35 million users and 7,000+ customers – including Anthropic, Bloomberg, NVIDIA, Microsoft, and Salesforce – trust Grafana Labs to ensure reliability of their applications and systems, resolve incidents quickly, and optimize their telemetry to reduce noise and cost. We are a 100% remote company with 1,600+ team members across 40+ countries, and we’re backed by leading investors including Lightspeed Venture Partners, Sequoia Capital, GIC, Coatue, J.P. Morgan, CapitalG, and Lead Edge Capital.

We’re scaling fast and staying true to what makes us different: an open-source legacy, a global collaborative culture, and a passion for meaningful work. Our team thrives in an innovation-driven environment where transparency, autonomy, and trust fuel everything we do.

We’re hiring a Demand Generation Program Manager—a generalist who can own programs across channels and audiences, with a first focus on our existing-customer motion: driving expansion and cross-sell demand within accounts that already use Grafana. This is not a "run the playbook" role. We expect this person to build with AI as a default—designing agentic workflows that scale programs beyond what headcount alone could, and pushing the team forward on how demand gen should operate in 2026 and beyond.

Grafana's Demand Generation team is responsible for creating and accelerating pipeline across the full customer journey — from first touch through expansion. We run a modern, AI-forward operation: lifecycle email programs driven by an AI engine, territory-level buying signals surfaced directly to sales leaders, and agentic workflows that handle work that used to take teams of specialists.

You're joining a demand gen team that is genuinely rebuilding how the function works — where AI agents run real production programs, and where the people on the team design the machine rather than turn the crank. If you want to define what a demand gen career looks like in the agentic era, this is the seat to do it from.

• Own customer lifecycle demand gen. Build and run programs that create demand inside our existing customer base — expansion, cross-sell, and adoption plays across email, in-app, web, and field channels, in partnership with sales and customer teams.
• Work across channels, not in one. Support and strengthen programs across paid, email, events, web, and outbound as team priorities shift. You'll be the person who can step into any channel and make the program better.
• Build agentic workflows. Use AI tools (Claude Code, agents, internal AI infrastructure) to automate program execution — audience building, content generation, signal detection, campaign QA — and treat automation as a first‑class deliverable, not a side project.
• Connect programs to the sales motion. Translate marketing signals into actions sellers actually take: account coverage, buying signals, campaign follow‑up. Partner directly with sales leadership on what's working.
• Measure what matters. Instrument your programs, report on pipeline impact honestly, and kill what isn't working.

• 5+ years in demand generation, growth marketing, or lifecycle marketing at a B2B software company (open source / developer‑focused a plus).
• Proven range: you've run programs in at least two or three channels (email/lifecycle, paid, events, web, outbound) and can point to pipeline results in each.
• Experience marketing to existing customers — expansion, cross‑sell, or customer lifecycle programs — not just net‑new acquisition.
• Hands‑on with AI in your actual work: you've built automations or agentic workflows (or are visibly on that path), and you think about AI as leverage, not a threat or a buzzword.
• Co…