Manager, Demand Generation

About UpGuard

UpGuard’s mission is to protect the world’s data. We obsessively seek out elegant, robust ways to enable our customers to find, acknowledge, and remediate cyber risk. With UpGuard, organizations leverage our security expertise and software to automate what was once laborious, spreadsheet-driven processes–whether it's monitoring the attack surface of hundreds of vendors or assessing the security of their own infrastructure. UpGuard is used by some of the world’s largest, fastest-growing, and most innovative companies.

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.

Employment Type: Full-time

Why We're Hiring for This Role

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.

What You Will Accomplish

• 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.

What We Need From You

• 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.