Manager of Demand Generation, UpGuard

• A minimum of 2 years in B2B SaaS marketing
• Strong analytical skills and a data-driven mindset, with an understanding of funnel metrics and campaign analytics to inform decisions, optimize performance, and align to business goals
• Hands-on experience with AI-powered content tools, such as Gemini and Unify GTM
• A roll-up-your-sleeves attitude, comfort with ambiguity, and a drive to move quickly and effectively in a dynamic startup environment
• Interest in cybersecurity or a demonstrated ability to ramp quickly in a technical domain

Desirable

• The Marketing team at UpGuard includes multiple marketing and design functions, including Product Marketing, Demand Gen, Marketing Ops, Content Marketing, SEO, Community, Design, and Video
• UpGuard’s vision is to become a leader in the markets we play in (Cyber VRM, Attack Surface Management) by providing a best-in-class SaaS platform for organizations to manage their third-party risk and external attack surface
• Our purpose as a Marketing team is to facilitate this goal by growing UpGuard with a repeatable and scalable marketing engine and a leading brand
• This role is central to the pipeline engine of UpGuard’s marketing organization
• As Manager, Demand Generation, you will execute strategic, high-impact campaigns that drive engagement and pipeline across key segments, regions, and go-to-market motions
• You will blend audience insights, product value propositions, AI-enabled content workflows, and account-based strategies to deliver personalized, multi-channel programs that align with both product-led and sales-led growth
• This role requires strong cross-functional collaboration, working closely with Product Marketing, Marketing Operations, Sales, Business Development, and RevOps to orchestrate demand programs that convert and scale
• Build and Scale Integrated Campaigns: Own the execution and performance of integrated, multi-channel campaigns across digital, email, phone, paid, in-product experiences, and field channels. Ensure each campaign is tailored to the buyer's journey, key segments, and regional nuances
• Embed ABM Across Segments: Apply an account-based lens to campaign planning, whether 1:1, 1:few, or 1:many. Leverage firmographic, technographic, and intent data to guide targeting and personalization. Partner closely with Business Development, Sales, and Revenue Operations to align campaigns with strategic accounts and buying committees
• Harness AI and Workflow Automation: Use large language models to streamline content creation and platforms like n8n to automate workflows and campaign triggers. Enable rapid experimentation and improve operational efficiency
• Align Globally, Execute Locally: Adapt campaign tactics based on regional buyer behavior and channel performance. Adjust strategies for each geography to maximize effectiveness, whether through calls, emails, or in-person engagement
• Optimize Campaign Performance: Monitor and analyze key funnel metrics to assess campaign impact. Use attribution insights to improve conversion rates, accelerate pipeline velocity, and expand on high-performing initiatives
• Enable Sales Collaboration: Collaborate closely with Business Development and Sales to deliver timely lead insights, relevant campaign content, and coordinated follow-up plays. Ensure marketing efforts directly support revenue outcomes