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Grafana LabsGrafana LabsUnited States

Demand Generation Program Manager | United States | Remote

Demand Generation Program Manager owning lifecycle programs for existing customers to drive expansion and cross-sell. Build agentic AI workflows across channels (email, paid, events, web), partner with sales on pipeline impact, and measure results in a B2B open-source environment.

100k – 120k/yr
Remote5+ YOEGrowth Marketing

About the role

What You'll Be Doing

  • 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.

What Makes You a Great Fit

  • 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.
  • Comfortable with data: you can pull your own numbers, sanity-check them, and build a program readout a VP would trust.
  • Strong program management fundamentals — you ship on time, communicate proactively, and work well with sales, product marketing, and ops without needing a coordinator.

Bonus Points For

  • Experience with PLG or product-led motions alongside sales-led ones.
  • Familiarity with the observability / monitoring / open source ecosystem.
  • You've worked in Marketo, Salesforce, and a modern data stack (BigQuery or similar).
  • You've written or shipped something public about AI in marketing operations.

Skills

Demand GenerationGrowth MarketingLifecycle MarketingAI AutomationAgentic WorkflowsMarketoSalesforceBigQuerypipeline analysisProgram Management

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