Note: The job is a remote job and is open to candidates in USA. Grafana Labs, the company behind the open observability cloud, is seeking a Demand Generation Program Manager to join their team. This role focuses on creating and accelerating pipeline across the full customer journey, particularly driving expansion and cross-sell demand within existing accounts using innovative AI-driven strategies.
Responsibilities
- 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
Skills
- 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
- 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
Benefits
- All of our roles include Restricted Stock Units (RSUs), giving every team member ownership in Grafana Labs' success.
- 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.*
Company Overview
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