Principal Demand Strategy Manager

Responsibilities

• Lead demand generation strategy for F5's AI and AI Security portfolio, developing audience-centric programs that drive pipeline creation, pipeline acceleration, account expansion, cross-sell, upsell, and strategic growth objectives.
• Translate AI and AI Security 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 for AI-focused solutions.
• Establish success metrics, measurement frameworks, and performance targets to evaluate program effectiveness and optimize investment decisions.
• Serve as the strategic owner of demand performance and business outcomes, using data-driven insights to continuously refine strategy, improve pipeline contribution, and accelerate growth for F5's AI and AI Security business.
• Partner with stakeholders across Paid Media, Email Marketing, Virtual Experiences, Field Marketing, Partner Marketing, Corporate and Integrated Marketing, Sales Development, and Regional Sales to develop and execute coordinated demand generation strategies that drive engagement, pipeline growth, and revenue impact.
• Orchestrate channel-specific 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 to ensure integrated execution.
• Drive accountability across a highly matrixed organization, ensuring programs are delivered effectively and achieve measurable business outcomes.
• Partner with Integrated Marketing to activate target audiences, buying groups, and customer journeys.

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.

Preferred

• 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.