Demand Generation Manager

About Workato Workato delivers enterprise infrastructure for the agentic era, redefining iPaaS and helping enterprises unify data, applications, processes, and AI into a single, governed platform. A leader in Enterprise MCP and trusted by 50% of the Fortune 500, Workato’s cloud-native architecture connects every application, data source, and process to power real-time orchestration at scale. With enterprise-grade security and continuous innovation at its core, Workato provides the trusted foundation for organizations to automate with confidence and operationalize AI across the business. Why join us? Ultimately, Workato believes in fostering a flexible, trust-oriented culture that empowers everyone to take full ownership of their roles. We are driven by innovation and looking for team players who want to actively build our company. But, we also believe in balancing productivity with self-care. That’s why we offer all of our employees a vibrant and dynamic work environment along with a multitude of benefits they can enjoy inside and outside of their work lives. Responsibilities We’re seeking a strategic and execution-oriented Senior Demand Generation Campaigns Manager to lead AI-driven integrated marketing campaigns that accelerate pipeline growth and 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 impact on revenue. You will also be responsible to: Lead 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 Drive 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 Align 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 Own 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 Elevate 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 Requirements Qualifications / Experience / Technical Skills - 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 Soft Skills / Personal Characteristics - Ability to operate strategically while executing at a detailed level - Excellent cross-functional leadership and stakeholder management skills Why You’ll Love This Role - 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