Senior Demand Generation Manager
About The Position
LastPass is seeking a Senior Demand Generation Manager to own the B2B SKU tier-upgrade motion, moving customers from Teams to Business to BusinessMax. The role focuses on proving the additional value available at higher tiers and building account-based programs that engage the relevant buying teams within a defined target account list. The manager will run a focused, ABM-style motion, working closely with Field Marketing, Events, Sales, Analytics, Marketing Operations, and internal content and creative teams. The position sits on the Demand Generation team within Marketing. Each Demand Generation manager owns a distinct, independently measurable part of the funnel; this role owns SKU tier upgrades and works alongside peers responsible for new-customer acquisition and seat expansion. The role reports to Demand Generation leadership and collaborates daily with Sales on target-account prioritization and buying-team coverage.
Requirements
- Proven experience in B2B demand generation, including direct experience running ABM programs in mid-market segments.
- A clear point of view on how scaled ABM operates and how it differs from enterprise-style, high-touch ABM.
- Experience identifying content needs across segments and the funnel, and driving content production through internal marketing partners.
- Hands-on experience with database segmentation to uncover and close gaps in buying-team coverage and personas.
- A track record of close coordination with Field Marketing and Events on multi-channel account-based campaigns.
- Experience running campaigns across multiple geographies and understanding how targeting and outreach methods change with local regulatory requirements.
- Strong analytical instincts, including using data to prioritize accounts and refine targeting.
- Fluency with AI tools for account research, content development, and campaign analysis.
Responsibilities
- Own the tier-upgrade number, moving customers from Teams to Business to BusinessMax across a defined target account list.
- Design and run multi-channel ABM campaigns tailored to mid-market accounts, distinguishing scaled ABM from traditional demand generation.
- Adapt program design to the differences between small-business and mid-market buying dynamics.
- Identify content gaps across target segments and funnel stages, and coordinate development with internal marketing producers.
- Use database segmentation to identify gaps in buying-team coverage and key personas within target accounts, then run programs to address them.
- Coordinate campaign deployment with Field Marketing and Events to maximize reach and account coverage.
- Adapt targeting across geographies to account for regulatory differences affecting account and contact outreach.
- Measure campaigns against KPIs tied to tier-upgrade pipeline and conversion, and refine account selection and messaging based on results.
- Partner with Sales on target-account prioritization and buying-team coverage.
- Work with Analytics and Marketing Operations on segmentation and database strategy.
Benefits
- Competitive compensation
- Flexible Paid Time Off policies, including four additional paid Quarterly Self-Care Days annually and Volunteer Days
- Parental leave
- Comprehensive health coverage, including dependents
- Home office setup support
- Free LastPass Families account for up to five members
- Continuous learning and development opportunities, including an annual learning stipend
- Peer-to-peer recognition through Quantum Workplace
- Employee Assistance Program for well-being support
- Remote work stipend
- Short-Term or Remote-Centric Work Arrangements for added flexibility
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
