The Demand Generation Manager owns the demand generation strategy and operating model for how Manhattan Associates goes to market within a focused segment. You will define the priorities, create the briefs and planning inputs that guide cross-functional work, and architect integrated programs across paid, owned, earned, event, and partner channels, with BDR activation built in from day one. You are the connective tissue between segment strategy and activation: using campaign, audience, and funnel data to shape plans, orchestrate specialist teams, and move buyers through a full funnel with a coherent, measurable system.
This role demands deep ownership. You will understand your segment's buyer, their priorities, their buying signals, and the competitive landscape, and turn that understanding into the demand generation strategy for your segment. You will be expected to dive into performance data to uncover insight, identify friction across volume, velocity, and conversion, and turn those findings into smarter plans and faster optimization. You will work wide but shallow across channels and narrow but deep on your segment, partnering closely with Digital, PMM, BDR leadership, RevOps, MOPS, and other specialists to ensure each motion is working for your product, audience, and pipeline goals. If you want to own pipeline rather than just contribute to it, and are energized by building programs that scale, this is your role.
WHAT YOU WILL OWNSegment Demand Generation Strategy & Operating Model
- Own the demand generation strategy for your segment, defining priorities, integrated plans, and how cross-functional teams come together to drive pipeline.
- Own the integrated campaign calendar and ensure cross-functional visibility into campaign sequencing, channel flighting, and suppression logic for your segment.
- Create the campaign briefs, strategic plans, and activation inputs used to align stakeholders and activate every live campaign.
- Own segment-level campaign investment recommendations, helping allocate spend across channels and programs based on expected impact, performance trends, and efficiency targets.
- Partner with Digital, paid, email, web, and other specialist teams to ensure each channel is working for your segment, even when execution sits outside your direct ownership.
Full-Funnel Campaign Execution- Translate segment demand generation strategy into fully orchestrated, multi-channel activation plans spanning paid, owned, earned, event, and partner channels across the full buyer journey.
- Build integrated full-funnel programs across TOFU, MOFU, and BOFU, ensuring the right cross-channel mix of awareness, conversion, nurture, progression, and sales activation is in place to move buyers to pipeline.
- Own funnel performance across campaign stages, monitoring volume, velocity, conversion, and progression to pipeline and driving changes when performance falls short.
- Build the automation and intelligence layer for your segment in partnership with MOPS, using martech instrumentation, signals, and AI-enabled workflows to scale nurture, prioritization, progression, and handoff rather than relying on manual campaign execution.
- Architect nurture and buyer progression strategies in partnership with MOPS, ensuring follow-up logic, automation, and handoffs support campaign goals and funnel movement.
- Define audience segmentation, account targeting tiers, suppression rules, and conversion paths in partnership with MOPS.
- Drive signal-gated campaign logic: buyer progression tied to behavioral signals rather than fixed calendar timelines.
- Manage campaign production timelines, specialist inputs, and channel-specific deliverables from strategy through launch and post-campaign readout.
BDR Integration & Activation- Own the BDR integration layer for all integrated campaigns, defining how BDR outreach connects to campaign narrative, channel activity, and buyer signals.
- Develop and maintain BDR messaging playbooks for each live campaign, ensuring field teams are speaking the same language as active marketing programs.
- Partner with BDR leadership to review sequence design, talk tracks, and follow-up cadences so BDR activation is a campaign input, not an afterthought.
- Build the discovery framework and ongoing feedback loop between BDR teams and campaign strategy so signal and response sharpen over time.
Cross-Functional Orchestration- Serve as the strategic operating layer connecting Product Marketing, Digital, RevOps, MOPS, BDR leadership, internal creative, and channel specialists in an overlapping partnership model.
- Run campaign workstream meetings, alignment checkpoints, and launch readiness reviews across contributing stakeholders.
- Maintain a clear RACI for every campaign in market, ensuring Digital and Channel Specialists and internal and external partners understand their roles and timelines.
- Support the Sr. Director of Demand Generation and Growth in quarterly planning, campaign prioritization, and resource allocation.
Measurement & Optimization- Partner with MOPS to ensure campaigns are instrumented correctly from day one, with clear leading, mid-funnel, and lagging indicator definitions and clean visibility into funnel progression.
- Dive into campaign, audience, and funnel data to identify performance gaps and drive rapid iteration across channel mix, messaging, sequencing, nurture paths, targeting, and handoff logic.
- Lead structured testing across messaging, offers, journeys, targeting, and handoff points, using results to improve conversion, funnel efficiency, and pipeline impact.
- Own campaign performance reporting and analysis, surfacing insights tied to pipeline contribution, BDR conversion, channel efficiency, and funnel health that inform optimization, stakeholder decision-making, and future planning.
- Contribute campaign assumptions, performance trends, and scenario inputs into quarterly planning and forecasting in partnership with MOPS.
WHAT YOU BRINGExperience- 6-10 years of B2B marketing experience in demand generation, integrated marketing, or campaign strategy within enterprise or complex B2B environments, ideally in SaaS or adjacent technology categories.
- Demonstrated track record building and operating full-funnel, multi-channel campaign programs in enterprise or complex B2B environments, ideally supply chain, logistics, retail technology, or adjacent SaaS.
- Experience working directly with BDR or SDR teams to align outbound activation to campaign strategy, with accountability for conversion and follow-through, not just lead handoff.
- Experience managing matrix relationships across channel owners, creative briefs, and media plans across multiple campaign workstreams simultaneously.
- Experience partnering with MOPS on measurement, automation, and forecast inputs, without requiring ownership of systems administration.
- Experience partnering with Digital and Channel Specialists to improve traffic quality, conversion paths, and segment performance without owning channel execution directly.
- Experience using campaign, audience, and funnel analysis to shape strategy, improve conversion, and optimize investment decisions.
Skills & Capabilities- Systems thinker who can hold the end-to-end campaign architecture in mind while managing execution details across contributing teams.
- Executive presence and communication skills commensurate with a senior internal environment. Comfortable presenting campaign strategy, performance results, and program recommendations directly to CMO-level stakeholders and in cross-functional leadership forums including QBRs.
- Collaborative by default; able to lead without authority across channel specialists, PMM, BDR teams, RevOps, MOPS, and internal creative and external partners.
- Strong written communication skills, with the ability to turn segment strategy into clear briefs, messaging frameworks, plans, and stakeholder-ready recommendations.
- Fluency with the MA marketing stack or equivalent: Salesforce, Marketo, Demandbase, People.ai, and Outreach; understanding of how these tools connect across the revenue cycle and ability to architect data-informed campaign motions, automation requirements, triggers, and activations in partnership with MOPS.
- Curious and proactive in exploring AI and automation capabilities, with the judgment to test new approaches, identify practical use cases, and translate them into scalable workflows in partnership with MOPS.
- Comfortable operating in a fast-moving environment where priorities shift and new processes are built alongside the work.
- Deep analytical orientation with the ability to independently interrogate campaign, audience, and funnel data, identify what is and is not working, and make fast, evidence-based adjustments.
- Able to translate data into a clear story for stakeholders, connecting performance insights to strategic recommendations, investment choices, and next-step actions.
WHO YOU WILL WORK WITHThis role sits at the intersection of multiple functions. Day-to-day collaboration includes:
Team / PartnerNature of CollaborationProduct MarketingSegment strategy alignment, positioning inputs, PMM-owned messaging sign-off, and story architecture coordination.
BDR LeadershipBDR messaging playbook development, sequence review, talk track alignment, funnel feedback, and ongoing activation coordination.
Digital & Channel SpecialistsSEO, web, paid, email, event, and partner activation for the segment, with shared accountability for traffic quality, conversion paths, and campaign performance.
Marketing Operations (MOPS)Audience segmentation, account targeting tiers, suppression logic, tool configuration, nurture and automation architecture, campaign instrumentation, performance dashboards, forecast inputs, and measurement plan development.
Regional Marketing (EMEA & LATAM)Knowledge share, regional campaign calendar inputs, and coverage alignment.
Internal Creative TeamCreative briefs, asset development, and campaign visual execution.
