[Hiring] Senior ABM & Demand Generation Manager @Workato

Role Description

We’re seeking a strategic, execution-oriented Senior ABM & Demand Generation Manager to lead AI-driven integrated marketing campaigns that accelerate pipeline growth and strengthen market leadership. This role will own the strategy, execution, and optimization of full-funnel campaigns centered on AI solutions and messaging.

You will play a critical role in translating AI product innovation and positioning into scalable, high-performing campaigns that resonate with technical and business audiences. This position requires a strong background in AI marketing, experience bringing complex AI offerings to market, and the ability to lead cross-functional stakeholders across Product Marketing, Sales, Field Marketing, and Marketing Operations. This is a senior individual contributor role with high visibility and significant revenue impact.

You will also be responsible for:

• Owning Account-Based Marketing (ABM) Strategy
• Own ABM strategy end-to-end: account selection, tiering, and 1:1/1:few/1:many program design, execution, and platform management (e.g., Demandbase, CommonRoom, or similar)
• Partner with Sales to align target account lists, engagement plays, and pipeline goals
• Report on ABM-specific pipeline and account engagement, distinct from broader campaign performance
• Be responsible for large expansion support in our Flagship accounts
• Leading AI-Focused Integrated Campaign Strategy
• Own end-to-end strategy and execution of multi-channel campaigns focused on AI solutions and use cases from New Logo to Expansion audiences
• Develop full-funnel programs that drive awareness, education, engagement, and pipeline for AI-related offerings
• Translate complex AI capabilities (ML, GenAI, automation, data intelligence, etc.) into compelling, outcome-driven campaign narratives
• Driving Multi-Channel Execution & Optimization
• Orchestrate integrated campaigns across email, paid media, webinars/events, content syndication, ABM, social, and web
• Partner with Marketing Ops to design scalable campaign architectures in marketing automation platforms
• Implement sophisticated nurture tracks tailored to AI buyer personas (technical, business, executive)
• Own experimentation strategy including A/B testing, messaging refinement, and performance optimization
• Aligning Messaging & Go-to-Market
• Collaborate closely with Product Marketing to bring AI positioning, competitive differentiation, and use-case storytelling into campaigns
• Partner with Sales and SDR leadership to align campaigns to pipeline goals and ensure strong follow-up motions
• Develop enablement materials that support AI campaign launches and field activation
• Owning Performance & Pipeline Impact
• Own pipeline generation from AI integrated campaigns
• Build reporting frameworks and dashboards to measure AI campaign performance and ROI
• Conduct post-campaign analysis and translate insights into strategic improvements
• Leverage intent data, behavioral signals, and AI-driven insights to improve targeting and personalization
• Elevating AI Campaign Excellence
• Stay current on AI market trends, buyer behavior shifts, and emerging AI use cases
• Act as a thought partner to leadership on AI go-to-market strategy

Qualifications

• Proven experience owning ABM strategy end-to-end, from account selection through program execution, with hands-on use of ABM platforms (6sense, Demandbase, RollWorks, Folloze, or similar)
• 6–10+ years of B2B demand generation or integrated campaign experience
• Proven experience marketing AI, ML, automation, data platforms, or advanced technology solutions
• Demonstrated success driving pipeline growth through full-funnel integrated campaigns
• Deep understanding of how to position complex AI offerings for both technical and executive audiences
• Hands-on experience with marketing automation platforms (Marketo, HubSpot, Pardot, etc.) and CRM systems (Salesforce)
• Strong analytical expertise with experience tying campaign performance to revenue impact
• Experience running account-based or targeted AI campaigns
• Nice to have: hands-on fluency with AI-powered marketing/workflow tools (e.g., agentic campaign builders, prompt-driven research or execution) to accelerate campaign delivery; a plus on top of AI marketing experience, not a substitute for it

Requirements

• Ability to operate strategically while executing at a detailed level
• Excellent cross-functional leadership and stakeholder management skills

Benefits

• High-impact role driving AI category leadership and pipeline growth
• Ownership of strategic, visible initiatives tied directly to revenue
• Opportunity to shape AI go-to-market strategy at scale
• Collaborative, high-performing marketing team
• Competitive compensation and benefits