Demand Generation Program Manager
Owns customer lifecycle demand generation programs focused on expansion, cross-sell, and adoption within existing B2B software accounts. The role requires broad multi-channel marketing experience, hands-on AI automation skills, data fluency, and strong cross-functional program management.
About the job
Responsibilities
- Own customer lifecycle demand generation programs for expansion, cross-sell, and adoption across email, in-app, web, and field channels.
- Support programs across paid, email, events, web, and outbound channels as priorities shift.
- Build agentic workflows using AI tools, including Claude Code, agents, and internal AI infrastructure, to automate audience building, content generation, signal detection, and campaign QA.
- Translate marketing signals into sales actions such as account coverage, buying-signal follow-up, and campaign execution.
- Partner with sales leadership and measure program pipeline impact.
- Instrument programs, report results accurately, and discontinue ineffective initiatives.
Requirements
- 5+ years of experience in demand generation, growth marketing, or lifecycle marketing at a B2B software company.
- Experience running programs across at least two or three channels, such as email/lifecycle, paid, events, web, or outbound, with demonstrated pipeline results.
- Experience marketing to existing customers through expansion, cross-sell, or customer lifecycle programs.
- Hands-on experience building AI automations or agentic workflows.
- Ability to analyze data, validate metrics, and produce trustworthy program reports.
- Strong program management, communication, and cross-functional collaboration skills.
Nice-to-haves
- Experience with product-led growth and sales-led motions.
- Familiarity with the observability, monitoring, or open source ecosystem.
- Experience with Marketo, Salesforce, and BigQuery or a similar modern data stack.
- Public writing or shipped work about AI in marketing operations.
Compensation and Benefits
- Base compensation in Canada: CAD 101,000–CAD 122,000.
- Restricted Stock Units (RSUs).
- 100% remote work in a global culture.
- 30 days of annual leave per year, including 3 Grafana Shutdown Days, subject to local legislation.
- Career growth opportunities, transparent communication, and empowered teams.
- In-person onboarding.
Skills
Demand Generation, Growth Marketing, Lifecycle Marketing, Artificial Intelligence, AI Agents, Claude Code, Email Marketing, Paid Marketing, Event Marketing, Salesforce, Marketo, BigQuery, Pipeline Analytics, Product-Led Growth
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