The Opportunity Grafana's Demand Generation team is responsible for creating and accelerating pipeline across the full customer journey - from first touch through expansion. We run a modern, AI-forward operation: lifecycle email programs driven by an AI engine, territory-level buying signals surfaced directly to sales leaders, and agentic workflows that handle work that used to take teams of specialists.
We're hiring a Demand Generation Program Manager - a generalist who can own programs across channels and audiences, with a first focus on our existing-customer motion: driving expansion and cross-sell demand within accounts that already use Grafana. This is one of the biggest growth opportunities in the business and one of the least-covered by traditional demand gen.
This is not a "run the playbook" role. We expect this person to build with AI as a default - designing agentic workflows that scale programs beyond what headcount alone could, and pushing the team forward on how demand gen should operate in 2026 and beyond.
You'd be joining a demand gen team that is genuinely rebuilding how the function works - where AI agents run real production programs, and where the people on the team design the machine rather than turn the crank. If you want to define what a demand gen career looks like in the agentic era, this is the seat to do it from.
What You'll Be Doing- Own customer lifecycle demand gen. Build and run programs that create demand inside our existing customer base - expansion, cross-sell, and adoption plays across email, in-app, web, and field channels, in partnership with sales and customer teams.
- Work across channels, not in one. Support and strengthen programs across paid, email, events, web, and outbound as team priorities shift. You'll be the person who can step into any channel and make the program better.
- Build agentic workflows. Use AI tools (Claude Code, agents, internal AI infrastructure) to automate program execution - audience building, content generation, signal detection, campaign QA - and treat automation as a first-class deliverable, not a side project.
- Connect programs to the sales motion. Translate marketing signals into actions sellers actually take: account coverage, buying signals, campaign follow-up. Partner directly with sales leadership on what's working.
- Measure what matters. Instrument your programs, report on pipeline impact honestly, and kill what isn't working.
What Makes You a Great Fit- 5+ years in demand generation, growth marketing, or lifecycle marketing at a B2B software company (open source / developer-focused a plus).
- Proven range: you've run programs in at least two or three channels (email/lifecycle, paid, events, web, outbound) and can point to pipeline results in each.
- Experience marketing to existing customers - expansion, cross-sell, or customer lifecycle programs - not just net-new acquisition.
- Hands-on with AI in your actual work: you've built automations or agentic workflows (or are visibly on that path), and you think about AI as leverage, not a threat or a buzzword.
- Comfortable with data: you can pull your own numbers, sanity-check them, and build a program readout a VP would trust.
- Strong program management fundamentals - you ship on time, communicate proactively, and work well with sales, product marketing, and ops without needing a coordinator.
Bonus Points For- Experience with PLG or product-led motions alongside sales-led ones.
- Familiarity with the observability / monitoring / open source ecosystem.
- You've worked in Marketo, Salesforce, and a modern data stack (BigQuery or similar).
- You've written or shipped something public about AI in marketing operations.
In Canada, the base compensation range for this role is CAD 101,000 - CAD 122,000. Actual compensation may vary based on level, experience, and skillset as assessed throughout the interview process. All of our roles include Restricted Stock Units (RSUs), giving every team member ownership in Grafana Labs' success. We believe in shared outcomes-RSUs help us stay aligned and invested as we scale globally.
*Compensation ranges are country specific. If you are applying for this role from a different location than listed above, your recruiter will discuss your specific market's defined pay range & benefits at the beginning of the process.
Why You'll Thrive at Grafana Labs:- 100% Remote, Global Culture - As a remote-only company, we bring together talent from around the world, united by a culture of collaboration and shared purpose.
- Scaling Organization - Tackle meaningful work in a high-growth, ever-evolving environment.
- Transparent Communication - Expect open decision-making and regular company-wide updates.
- Innovation-Driven - Autonomy and support to ship great work and try new things.
- Open Source Roots - Built on community-driven values that shape how we work.
- Empowered Teams - High trust, low ego culture that values outcomes over optics.
- Career Growth Pathways - Defined opportunities to grow and develop your career.
- Approachable Leadership - Transparent execs who are involved, visible, and human.
- Passionate People - Join a team of smart, supportive folks who care deeply about what they do.
- In-Person onboarding - We want you to thrive from day 1 with your fellow new 'Grafanistas' to learn all about what we do and how we do it.
- Balance is Key - We operate a global annual leave policy of 30 days per annum. 3 days of your annual leave entitlement are reserved for Grafana Shutdown Days to allow the team to really disconnect. *We will comply with local legislation where applicable.
