Principal Demand Strategy Manager

F5•Seattle, WA

2d•$148,700 - $223,100

About The Position

F5 is seeking a strategic, results-oriented Principal Demand Strategy Manager to join its North America Marketing team. The role leads demand generation strategy and execution for F5’s AI and AI Security portfolio, partnering with Integrated Marketing and cross-functional stakeholders to align audience strategy, messaging, and campaign priorities. The manager translates business objectives into scalable demand generation programs that drive pipeline creation and acceleration, account growth, and revenue impact. The role also helps shape regional go-to-market strategy and customer engagement across the buyer journey. The ideal candidate has experience marketing AI, cybersecurity, cloud, or related technologies and can translate complex technical concepts into demand strategies that produce measurable business outcomes. The role owns demand strategy and performance, coordinates integrated execution across marketing and sales functions, improves audience engagement and funnel performance, and manages investment and optimization. Success is measured through pipeline creation and influence, target-account engagement, funnel conversion, revenue impact, campaign ROI, and alignment among marketing and sales stakeholders.

Requirements

8+ years of experience in demand generation, integrated marketing, revenue marketing, go-to-market strategy, or related B2B technology marketing disciplines.
Strong understanding of demand generation, ABM, customer journeys, modern B2B buying behavior, and complex enterprise technology buying cycles.
Experience building marketing programs for AI, AI Security, cybersecurity, cloud, infrastructure, platform, or other emerging technology solutions.
Ability to quickly understand complex technical topics and translate them into audience-centric messaging, campaigns, and measurable demand outcomes.

Nice To Haves

Enterprise technology, cybersecurity, cloud, SaaS, or infrastructure industry experience.
Experience supporting regional or global demand generation programs.
Familiarity with account-based marketing and intent-driven demand strategies.
Experience presenting performance and business outcomes to executive leadership.

Responsibilities

Lead demand generation strategy for F5’s AI and AI Security portfolio, developing audience-centric programs that support pipeline creation and acceleration, account expansion, cross-sell, upsell, and strategic growth.
Translate market opportunities, audience insights, messaging frameworks, and campaign priorities into executable demand plans and activation strategies.
Build annual, quarterly, and campaign-level marketing plans aligned to pipeline, revenue, adoption, and business growth targets.
Establish success metrics, measurement frameworks, and performance targets to assess programs and optimize investment decisions.
Own demand performance and business outcomes, using data-driven insights to refine strategy, improve pipeline contribution, and accelerate growth.
Partner with Paid Media, Email Marketing, Virtual Experiences, Field Marketing, Partner Marketing, Corporate and Integrated Marketing, Sales Development, and Regional Sales to develop and execute coordinated strategies.
Orchestrate channel plans and investments into a cohesive, audience-centric demand strategy aligned to business priorities.
Align cross-functional teams on objectives, timelines, resource allocation, and performance targets.
Drive accountability across a matrixed organization so programs are delivered effectively and achieve measurable outcomes.
Partner with Integrated Marketing to activate target audiences, buying groups, and customer journeys.
Coordinate content, nurture programs, ABM motions, sales outreach, and channel activities to move prospects and customers through the funnel.
Identify engagement gaps, conversion barriers, and opportunities to improve performance; optimize programs using campaign, funnel, and account-level insights.
Develop budget recommendations and investment plans aligned to business priorities.
Monitor campaign performance, spend, and forecast attainment.
Lead regular business reviews focused on pipeline impact, ROI, conversion performance, and growth opportunities.
Present strategic recommendations and performance insights to senior marketing and sales leaders.