Demand Generation Manager

Key Responsibilities
Own the demand generation plan: Develop and execute a data-informed annual strategy aligned to revenue goals, audience segments, and product priorities.
Primary focus on large Retail Commerce brands and Feedonomics, run as account-based (ABM) programs against a defined set of named, high-value target accounts.
Lead account-based, multi-channel programs: Build integrated ABM campaigns for target retail accounts spanning paid digital (search, display, social), email nurtures, webinars, virtual and in-person events, and partner activations, coordinated with sales on named-account plays.
Build the ABM muscle: Stand up and scale the account-based toolkit, including personalized offers, custom landing pages, account-specific content and nurtures, and the plays and templates the team can reuse across target accounts.
Secondary, non-ABM scope: Run broader-reach demand programs for mid-market retail on BigCommerce (BC), complementing the account-based work with scaled campaigns and nurtures for mid-level retail accounts.
Develop the measurement framework: Establish KPIs, track pipeline contribution, analyze conversion performance, and continually optimize ROI across programs.
Drive cross-functional collaboration (critical): Partner closely with product marketing, content, sales, and sales development to align on target accounts, ensure message consistency and campaign follow-up, and close the loop on performance. Strong cross-functional partnership is essential to this role.
Activate partners to amplify campaigns: This role does not lead partner marketing, but works closely with the partner team to have partners amplify and extend campaigns and to optimize joint spend. Also manages agency, media buyer, and vendor relationships to scale programs effectively.
Scale automation and personalization: Use marketing automation (e.g., Marketo, HubSpot, Pardot) and CRM integrations to refine nurture journeys and audience segmentation.
Lead and mentor: Build and coach a small but high-performing team focused on channel execution, pipeline acceleration, and operational excellence.
Required Qualifications
Most important: Proven, hands-on experience running Account-Based Marketing (ABM) programs, including building target account lists, orchestrating multi-channel plays, and partnering with sales on named-account pursuit.
Most important: Direct experience marketing to large, enterprise retail brands, with a track record of generating pipeline from complex, multi-stakeholder retail accounts.
5+ years of B2B demand generation experience, ideally in SaaS or commerce technology.
Proven success developing and executing integrated, multi-channel pipeline-driving campaigns.
Deep understanding of ecommerce, digital commerce platforms, and the retail technology ecosystems.
Clear understanding of commerce platform / technology competitive landscape, experience with both take out campaigns as well as platform (competitor) agnostic GTM motions.
Demonstrated ability to measure and improve campaign ROI, pipeline contribution, and customer acquisition cost.
Excellent collaboration, communication, and stakeholder management skills.
Strategic thinker with hands-on execution experience and a strong bias for action.
Preferred Qualifications
Experience with product feed management, retail media, or marketplace selling (e.g., Google Shopping, Amazon, Meta, Walmart), or marketing a data-feed / product-data solution such as Feedonomics.
Familiarity with ABM technology stacks and intent data platforms (e.g., 6sense, Demandbase).
Knowledge of partner marketing and marketplace growth strategies.
Bachelor’s degree in Marketing, Business Administration, or related field (MBA or equivalent experience a plus).

Skills Required
Proven, hands-on experience running Account-Based Marketing (ABM) programs, including building target account lists and multi-channel plays.
Direct experience marketing to large, enterprise retail brands with track record of generating pipeline from multi-stakeholder accounts.
5+ years of B2B demand generation experience, ideally in SaaS or commerce technology.
Proven success developing and executing integrated, multi-channel pipeline-driving campaigns (paid digital, email, events, partners).
Deep understanding of ecommerce, digital commerce platforms, and the retail technology ecosystem.
Clear understanding of commerce platform competitive landscape and GTM motions (takeout and agnostic campaigns).
Ability to develop measurement frameworks, track KPIs, and improve campaign ROI and pipeline contribution.
Experience using marketing automation and CRM integrations (e.g., Marketo, HubSpot, Pardot) to scale personalization and nurtures.
Excellent collaboration, communication, stakeholder management, and cross-functional partnership skills.
Strategic thinker with hands-on execution experience and a strong bias for action; ability to lead and mentor a small team.
Experience with product feed management, retail media, or marketplace selling (Google Shopping, Amazon, Meta, Walmart).
Familiarity with ABM technology stacks and intent data platforms (e.g., 6sense, Demandbase).
Knowledge of partner marketing and marketplace growth strategies.
Bachelor's degree in Marketing, Business Administration, or related field (MBA or equivalent experience a plus).