Responsibilities

• Own Upshop’s end-to-end demand generation strategy, from awareness through MQL, SQL, and pipeline contribution
• Design, execute, and optimize multi-channel demand programs including digital, ABM, outbound support, events, and partner-led campaigns
• Move beyond templated campaigns—continuously test, iterate, and introduce new ideas when performance stalls
• Translate Upshop’s value proposition into persona-based, industry-specific demand motions
• Establish clear goals and reporting for MQLs, SQLs, pipeline contribution, and conversion rates
• Partner with Revenue Operations to ensure strong attribution, measurement, and visibility into demand performance
• Separate and manage demand goals for new customer acquisition and expansion within existing customers
• Use data and insights to prioritize investments and continuously improve ROI
• Own the demand tech stack and workflows, including marketing automation and CRM integrations
• Leverage tools such as HubSpot, paid media platforms, LinkedIn, and emerging/dark social channels to scale demand efficiently
• Build repeatable, automated programs that learn and improve over time
• Partner closely with Product Marketing to activate messaging, positioning, and customer reference stories
• Align with Sales and Customer teams to ensure tight MQL/SQL definitions and smooth handoffs
• Collaborate with Partner and Alliances teams to drive partner-sourced and partner-influenced demand
• Lead, mentor, and develop a growing demand generation team
• Establish clear priorities, expectations, and accountability across the team
• Build a high-performance culture that balances creativity, rigor, and ownership

Requirements

• 8–12+ years of experience in demand generation, growth marketing, or marketing operations, with at least 3+ years in a leadership role
• Proven track record of building and scaling demand programs in B2B SaaS or technology environments
• Strong understanding of marketing automation, campaign architecture, and funnel analytics
• Experience supporting sales-led and ABM motions
• Comfortable operating in environments without heavy process or templates—able to create structure where needed
• Experience in retail, grocery, or multi-location industries is a plus (but not required)

Preferred

• Experience with on-site retail environments is a plus
• Familiarity with HubSpot or similar marketing automation platforms