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Job Description:
Job Description
UPS Digital is seeking a Demand Generation Manager to own and evolve our outbound and lifecycle demand programs, ensuring strategic intent, campaign quality, sequencing and commercial growth. This role is responsible for designing, executing, and optimizing targeted acquisition and cultivation campaigns to drive acquisition, utilization, penetration, and cross‑sell opportunities.
The Demand Generation Manager orchestrates outbound and lifecycle efforts to ensure they are aligned to GTM priorities, product launches, customer segments, and sales motions. Working closely with Product Marketing, Marketing Operations, Data Science, and Sales, this highly cross‑functional role provides the campaign leadership, lifecycle perspective, and operational rigor needed to translate strategy into coordinated programs that scale over time and drive measurable customer engagement and pipeline impact.
Success in this role directly impacts pipeline efficiency, customer adoption and expansion, and enables more effective sales engagement.
Key Responsibilities
Demand Generation Strategy and Campaign Leadership
Define demand generation strategy and campaign priorities across outbound and lifecycle programs, ensuring alignment with business priorities, new product launches, and commercial focus areas.
Translate annual revenue and pipeline targets into clear demand generation goals, including campaign‑level objectives and benchmarks, and track performance throughout the year to inform optimization and prioritization decisions.
Develop targeted nurture campaigns to retarget closed/lost prospects and customers, maintaining engagement over time and improving downstream conversion to sales‑ready opportunities.
Continuously refine outbound strategies based on sales feedback, campaign performance data, and observed customer behavior.
Serve as the primary owner of ZoomInfo intent and persona configuration, monitoring performance and updating keywords, buying groups, and signals as products, messaging, and GTM campaigns evolve.
Serve as the primary point of contact for Sales partners on demand generation programs, establishing regular feedback loops to assess campaign performance, lead quality, and customer engagement.
Customer Lifecycle & Cultivation Marketing
- Lead lifecycle marketing efforts focused on increasing customer utilization, penetration, and retention across priority segments.
- Design and execute campaigns targeting existing customer base across key lifecycle stages, including onboarding, adoption, advocacy, and renewal**.**
- Manage and broaden the New Customer Care program as new products and enhancements are launched to ensure early customer awareness and engagement
**Audience Strategy & Enablement **
- Provide strategic guidance on audience definitions and targeting strategies, ensuring alignment with GTM targets and KPIs
- Collaborate with Marketing Operations to operationalize audience logic, lifecycle triggers, suppression rules, and automation workflows through CRM enhancements and new model builds.
- Maintain oversight of audience quality to ensure campaigns support Sales effectiveness.
Campaign Performance and Optimization
- Monitor campaign performance against defined goals and benchmarks, identifying trends, gaps, and opportunities to improve conversion, engagement, and downstream pipeline impact.
- Continuously test and optimize campaign elements including messaging, offers, timing, and sequencing based on performance trends and sales feedback.
Minimum Qualifications
- Bachelor’s degree in Marketing, Business, Communications, or a related field.
- 5+ years of experience in demand generation, lifecycle marketing, or B2B outbound campaign roles.
- Strong understanding of segmentation, audience strategy, and lifecycle marketing principles.
- Experience working within marketing automation platforms and CRM systems in partnership with Marketing Operations.
- Highly organized project manager capable of managing multiple campaigns, stakeholders, and timelines simultaneously.
- Analytical mindset with the ability to turn performance data into clear, actionable improvements.
Preferred Qualifications
- Experience designing customer marketing programs focused on adoption, expansion, and cross‑sell.
- Familiarity with AI‑ or data‑driven audience tools and automation frameworks.
- Comfort operating in a matrixed environment with shared ownership across marketing, sales, and operations.
- Experience contributing to GTM planning, launch execution, or integrated campaign models.
- Strong communication skills with the ability to influence without direct authority.
Employee Type:
Permanent
UPS is committed to providing a workplace free of discrimination, harassment, and retaliation.
**Other Criteria: **
UPS is an equal opportunity employer. UPS does not discriminate on the basis of race/color/religion/sex/national origin/veteran/disability/age/sexual orientation/gender identity or any other characteristic protected by law.
Basic Qualifications:
Must be a U.S. Citizen or National of the U.S., an alien lawfully admitted for permanent residence, or an alien authorized to work in the U.S. for this employer.