[Hiring] Senior Demand Generation Manager @LastPass

Role Description

LastPass is looking for a Senior Demand Generation Manager, Tier Upgrade. In this role, you will own the upsell motion that moves customers up our B2B SKU ladder — from Teams to Business to BusinessMax. Unlike seat growth, which is about adding more users, this role is about proving there's more value to unlock at the next tier, and building the account-based programs that get the right buying team to see it. You'll run a focused, ABM-style motion against a defined target account list, working hand-in-hand with Field Marketing, Events, and Sales to reach every relevant stakeholder in each account.

About the team:

• Join the Demand Generation team within a broader Marketing organization that includes Field Marketing, Lifecycle Marketing, Campaign Operations, Marketing Operations, Analytics, and Paid Media.
• Demand Gen managers each own a distinct, independently measurable slice of the funnel; this role owns SKU tier upgrade.
• Partner closely with Field Marketing and Events to coordinate account-based reach.
• Work with Analytics and Marketing Operations to keep target account data and segmentation current.

Who will you work with?

• Report to Demand Generation leadership.
• Collaborate daily with Sales on target account prioritization and buying-team coverage.
• Partner with Field Marketing and Events to coordinate multi-channel account reach.
• Work with Analytics and Marketing Operations on segmentation and database strategy.
• Collaborate with internal content and creative teams to close content gaps across the funnel.

What are some of the exciting challenges you will be working on?

• Own the tier upgrade number — moving customers from Teams to Business to BusinessMax — against a defined target account list.
• Design and run multi-channel ABM campaigns tailored to mid-market accounts.
• Bring a sharp understanding of the differences between small business and mid-market buying dynamics.
• Identify content gaps across target segments and funnel stages.
• Use database segmentation to identify gaps in buying-team coverage and key personas within target accounts.
• Coordinate campaign deployment closely with the Field and Events teams.
• Adapt targeting methods across multiple geographies.
• Measure programs against KPIs tied to tier upgrade pipeline and conversion.

Qualifications

• Proven experience in B2B demand generation, with direct experience running ABM programs in mid-market segments.
• A clear, well-formed point of view on how scaled ABM operates.
• Experience identifying content needs across segments and the funnel.
• Hands-on experience with database segmentation.
• A track record of close coordination with Field Marketing and Events.
• Experience running campaigns across multiple geographies.
• Strong analytical instincts.
• Fluency with AI tools to support account research, content development, and campaign analysis.

Benefits

• Competitive compensation reflecting the cost of labor across several US geographic markets.
• Flexible Paid Time Off policies, including Quarterly Self-Care Days and Volunteer Days.
• Parental leave.
• Comprehensive health coverage, including dependents.
• Home office setup support.
• LastPass Families free account for up to 5 members.
• Continuous learning and development opportunities, including an annual learning stipend.
• Peer-to-peer recognition through Quantum Workplace.
• Employee Assistance Program for well-being support.
• Remote work stipend to support your home office needs.
• Short-Term or Remote-Centric Work Arrangements for added flexibility.