Demand Generation Manager, Payscale
Customers
$95.1-142.7k
+ Offers Bonus & Equity: 10%
More information about location
Compensation software & data
Be an early applicant
Compensation software & data
501-1000 employees
Be an early applicant
$95.1-142.7k
+ Offers Bonus & Equity: 10%
More information about location
501-1000 employees
Company mission
To help organizations transform pay decisions from an uncertain compromise to a confident commitment.
Role
Who you are
- 3–6 years of experience in customer marketing, lifecycle marketing, demand generation, or revenue-generating customer programs
- Strong understanding of customer segmentation, buying triggers, and lifecycle behaviors tied to upsell and cross-sell success
- Demonstrated ability to craft persuasive, value-driven messaging for existing customers
- Experience partnering with Sales, Account Management, and Customer Success in a revenue-centric environment
- Analytical mindset with the ability to interpret behavioral signals and campaign data to identify expansion opportunities
- Experience executing multi-channel campaigns and working with Marketing Operations on workflow setup and measurement
- Strong project management skills and comfort navigating multiple stakeholders and competing priorities
- If you work from home, we recommend ensuring that you can meet the following technology, equipment and workspace requirements:
- High-Speed Internet - A stable broadband or fiber connection (satellite is highly discouraged) with a minimum speed of 100 Mbps in a dedicated workspace that has a reliable Wi-Fi signal
- Device for Multifactor Authentication (MFA/2FA) - smartphone, tablet, etc
- When it matters (usually no more than a few times a year) we take the time to gather for in-person events
- We know the confidence gap and imposter syndrome can get in the way of meeting spectacular candidates, so please don’t hesitate to apply — we’d love to hear from you
What the job involves
- The Demand Gen Manager, Customer is responsible for developing and executing targeted campaigns that increase account growth, promote expansion opportunities, and support revenue generation within the existing customer base
- This role focuses heavily on identifying upsell and cross-sell moments, improving customer awareness of higher-tier offerings, and equipping customers with the insights and value proof needed to expand their relationship with the company
- You’ll collaborate closely with Sales, Account Management, Customer Success, and Product Marketing to build programs that unlock additional product usage, support multi-product adoption, and create measurable pipeline and revenue impact
- Develop a campaign strategy specifically aimed at driving expansion, cross-sell, and upsell revenue within existing accounts
- Identify high-value customer segments and behavioral triggers that signal readiness for growth opportunities (e.g., product usage trends, milestone achievements, intent signals)
- Build playbooks that articulate the right message, moment, and motivation for expansion campaigns
- Integrate product roadmap and new feature releases into expansion-focused messaging
- Partner with Sales leadership to understand target accounts and collaborate with RevOps on account routing, list targeting criteria, and outbound plays executed through sales engagement tools like Outreach
- Create and execute multi-channel campaigns—email, in-app messaging, webinars, nurture tracks, customer events, paid retargeting, and community engagement—tailored to expansion goals
- Craft high-impact messaging that clearly communicates the value of additional products, add-ons, higher tiers, or expanded usage
- Collaborate with Creative, Product Marketing, and Content to develop assets that showcase ROI, feature benefits, use cases, and customer success stories relevant to expansion paths
- Partner with Sales and Account Managers to ensure campaigns complement human-led outreach and follow-ups
- Work with Email Specialist to guide copy and sequence strategy for customer upsell programs and CDR/AM outreach
- Develop webinar strategies for customer upsell programs, partnering with the Webinar Channel Owner to execute campaign needs
- Work closely with Account Management to understand account health, adoption rates, and time-to-value drivers that influence expansion potential
- Coordinate with Sales and Account Managers to hand off qualified expansion leads, campaign-driven signals, and high-intent activity
- Provide teams with ready-to-use messaging kits, expansion talking points, and persona-specific value propositions
- Monitor engagement, pipeline creation, and expansion revenue influenced by campaigns
- Track and report on conversion rates across the upsell funnel—from awareness to interest to expansion
- Assess which messages, segments, or channels produce the highest expansion lift and adjust strategy accordingly
- Work with Marketing Operations to build dashboards and ensure accurate tracking of campaign-sourced growth
- Success in This Role Looks Like:
- Clear and measurable impact on expansion and cross-sell revenue
- Stronger customer awareness and adoption of premium features, add-ons, or additional product lines
- Growth in qualified expansion pipeline generated through campaigns
- High alignment between Marketing, CS, and Sales around customer growth motions
- Scalable programs that guide customers naturally toward higher-value product usage
- Effective cross-collaboration with multiple internal business partners to execute coordinated upsell campaigns and motions
- Employees can choose to work from home, in company-paid co-working spaces, or any combination of the two that best suits their unique needs
Our take
Although pay isn't always the main motivator when it comes to selecting a new job, compensation matters for a raft of reasons. All things being equal, talent that is underpaid will pass on an uncompetitive offer and become demotivated by lower-than-market pay, and the gender gap in salaries sees women earning up to 20% less than men in the same roles which is both unfair and bad for morale.
Payscale exists to provide a clear view of a company's overall offering while at the same time providing real-time data on the jobs market, allowing HR teams to adjust compensation and price jobs instantly and accurately in line with their industry's standards. It also gives jobseekers information on expected salaries for the positions they are interested in along with a range of career planning and negotiation tools.
This approach is sorely needed, as governments are beginning to legislate on pay transparency and jobseekers are increasingly expecting to know where they stand compared to the people they'll be working next to. Already counting The Washington Post, United Healthcare and the New York Times among its customers, Payscale has grown steadily through marketing and aggressive acquisitions, and is now very well placed to take advantage of the move to benefits transparency in the HR sector.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 4 rounds)
Jul 2011
$7m
EARLY VC
Jul 2007
$10.3m
SERIES C
Total funding: $27.5m
Company benefits
- Flexible paid time off (PTO)
- Paid holidays and floating holidays
- Company-sponsored volunteer hours
- Complimentary days off based on meeting company goals
- Comprehensive medical, dental, and vision, covered up to 100% by Payscale
- Life and disability insurance, covered up to 100% by Payscale
- Employee assistance program
- Flexible spending account
- Infertility benefits
- Company matched and immediately vested 401k
- Paid development hours
- Learning and development opportunities
- Regular pportunities to meet with executive leadership
- Annual remote work stipend for wellness or home office equipment
- 16 weeks paid parental leave
Company HQ
Pioneer Square, Seattle, WA
Leadership
Chris Hays
(CEO)Chris joined Payscale in 2024 as CEO. Prior to that, they spent nearly 8 years at ZoomInfo as the President & COO. They also spent 7 years at Inside Sales Team as a VP of Operations, and 10 years at Avaya as a Finance Director.
Lexi Clarke
(CPO)Lexi initially joined Payscale in 2020 as a Director of People, since then they have held various roles, becoming CPO in 2023. They previously worked in HR roles at Convoy, Redfin, Boeing, and One Kings Lane.
Kate Peter
(CCO)Previously a Global VP of Customer Experience at Anaplan, and Global Head of Customer Success at Harvard Business Publishing. They also spent 4 years at Gainsight in various roles, including Head of Enterprise Customer Success.
Peh Keong Teh
(CPO)They have been at Symend since 2020, previously serving as President, CPO & CTO, now serving as an Executive Advisor. Previously they spent 3 years at Salesforce as a Senior VP of Marketing Cloud, 1 year at Oracle in product Management (Oracle Bare Metal Cloud), and 10 years at Microsoft in various roles, including Principal Group Program Manager (SQL Azure).
Philip Watson
(CFO)Previously the CFO at Paddle and a Portfolio Finance & Operations Director at Hg. They also spent over 7 years at ZoomInfo in various VP roles.
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