Demand Generation Manager, Upgrades Demand Generation 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 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, including promotional offers, personalized ads, and web banners, to reduce friction and increase upgrade conversion rates.
• Expand distribution channels by experimenting with new digital tactics and field activations such as webinars, live demos, and community engagement.
• Measure, analyze, and report on campaign performance, providing actionable insights and updates to marketing and sales leadership.
• Collaborate cross-functionally to ensure seamless execution, managing project timelines, dependencies, and resource allocation.
• Identify and address upgrade friction points, advocate for improvements in the self-service upgrade journey, and surface customer feedback to product and growth teams.
• Stay current on B2B SaaS marketing trends and bring innovative, customer-centric ideas to upgrade and expansion programs.

Requirements

• 5+ 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; ability to use data to guide decisions, optimize campaigns, and demonstrate ROI.
• Experience with marketing automation, CRM, and analytics tools such as Marketo, Salesforce, Tableau.
• Excellent program management and communication skills, with experience working cross-functionally to deliver results.
• Deep understanding of customer journeys, segmentation, and the SaaS upgrade lifecycle.
• Creative problem-solving skills and ability to thrive in a fast-paced, high-growth environment.

Nice to Have

• Experience in SaaS or technology industries.
• Familiarity with digital marketing tactics and field activations like webinars and community events.
• Knowledge of customer segmentation and lifecycle marketing strategies.

Qualifications

• Educational background is not explicitly specified in the description.

Benefits & Perks

• Up to 20 weeks in supplemental wage payment during the first year following birth, adoption/fostering, or parentage via surrogacy.
• Health and wellbeing resources.
• Paid volunteer days.
• Flexible remote work options.