Sr Demand Generation Manager - Cross Sell

Ensora Health

About The Position

The Cross-Sell Demand Generation Manager owns strategy and execution for cross-sell programs that increase product adoption across Ensora Health’s installed base. You will build segmented, signal-based campaigns across email, in-app experiences, webinars, and sales/CS-assisted plays to help customers discover and adopt the right next product. This role is highly metrics-driven and customer-obsessed, focused on improving attach rate, expansion pipeline, and expansion bookings, while supporting long-term customer outcomes and retention.

Requirements

5+ years of B2B demand generation, lifecycle, or growth marketing experience with direct ownership of pipeline and revenue targets. You can point to specific programs you built, the numbers they drove, and the decisions you made to get there.
Experience driving cross-sell, upsell, retention, or expansion programs within an existing customer base (preferred).
Exposure to product marketing fundamentals (positioning, competitive analysis, sales enablement content) is a plus; you don’t need to be a product marketer, but you should be comfortable stepping into that work when needed for attach products.
Strong analytical skills and comfort working with dashboards, funnel analysis, cohort performance, and testing results.
Ability to translate data and customer insights into clear segmentation, messaging, and campaign strategy.
Proven cross-functional collaboration with Customer Success, Sales, Product Marketing, and Ops partners.
Excellent writing and editing skills, with an ability to communicate value clearly and credibly to customers.
Strong project management skills and ability to execute in a fast-paced, deadline-driven environment.
Comfort operating with ambiguity and building scalable programs from early stages through optimization.

Responsibilities

Own cross-sell pipeline and bookings targets by designing and executing integrated expansion programs for existing customers.
Build lifecycle journeys that align to customer stages (onboarding, adoption, maturity, renewal) and guide accounts toward their “next best” product.
Partner with Customer Success and Sales to develop expansion playbooks, including targeting rules, talk tracks, enablement assets, SLAs, and handoffs.
Work closely with Product Marketing to translate product value into clear, persona-based messaging tied to real workflows and outcomes.
Serve as the go-to marketing owner for add-on products (e.g., RCM, Payments, Clearinghouse, and others), shaping positioning, competitive differentiation, and customer-facing content that supports cross-sell motions when dedicated product marketing resources are not available.
Create segmentation strategies using product usage signals, customer maturity, firmographics, and engagement behavior to personalize campaigns at scale.
Launch and optimize multi-channel campaigns across email, in-app messaging, webinars, customer communications, and targeted digital programs that support expansion motions.
Define KPIs and measurement plans for every program, then iterate based on performance and customer feedback.
Partner with RevOps to improve targeting, attribution, routing, and reporting so expansion programs are measurable and repeatable.
Run experimentation and optimization (A/B testing, offer testing, messaging tests, timing tests) to improve conversion to demo, trial, and purchase.
Communicate results and recommendations to stakeholders with clear insights, strong storytelling, and an action plan for what to do next.