Demand Campaigns Manager, Upgrades

About the Role

Key Responsibilities

• Develop and execute upgrade-focused demand generation campaigns across email, in-product messaging, web personalization, paid media, content syndication, and events, targeting both technical and business decision-makers.
• Partner with Product Marketing, Sales, and Customer Lifecycle teams to ensure messaging, timing, and offers are tailored to customer segments and aligned with the buyer journey.
• Leverage data and analytics to identify upgrade opportunities, segment audiences, and personalize outreach for maximum impact.
• Test and optimize campaign tactics—from promotional offers to personalized ads and web banners—to reduce friction and increase conversion rates for upgrades.
• Expand distribution beyond owned channels by experimenting with new digital tactics and field activations, including webinars, live demos, and community engagement.
• Measure, analyze, and report on campaign performance, delivering actionable insights and regular updates to marketing and sales leadership.
• Collaborate cross-functionally to ensure seamless execution, including managing project timelines, dependencies, and resource allocation.
• Champion the customer experience by identifying and addressing upgrade friction points, advocating for improvements in the self-service upgrade journey, and surfacing customer feedback to product and growth teams.
• Stay current on B2B SaaS marketing trends and bring innovative, customer-centric ideas to Atlassian's upgrade and expansion programs.

Requirements

• 4+ years of experience in B2B demand generation, campaign management, or lifecycle marketing, ideally in SaaS or technology.
• Proven track record of building and executing integrated, multi-channel campaigns that drive product upgrades, expansion, or migrations.
• Strong analytical skills; you live for the data and use it to guide decisions, optimize campaigns, and demonstrate ROI.
• Experience with marketing automation, CRM, and analytics tools (e.g., Marketo, Salesforce, Tableau).
• Excellent program management and communication skills, with a history of working cross-functionally to deliver results.
• Deep understanding of customer journeys, segmentation, and the SaaS upgrade lifecycle.
• Creative problem-solver who thrives in a fast-paced, high-growth environment and is comfortable rolling up your sleeves to get things done.

Nice to Have

• Experience in SaaS or technology industries.
• Familiarity with field activations such as webinars, live demos, and community engagement.
• Knowledge of customer journey mapping and lifecycle marketing strategies.

Qualifications

• Educational background is not explicitly specified in the description.

Benefits & Perks

• Potential eligibility for benefits, bonuses, commissions, and equity.
• Atlassian offers a wide range of perks and benefits including health and wellbeing resources, paid volunteer days, and more.
• Support for flexible work arrangements and a distributed-first company culture.