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Senior ABM & Demand Generation Manager

San Francisco, California

About Workato

Workato is the leading Control and Execution Platform for Enterprise AI — the neutral platform enterprises trust to put AI to work across their business. Workato unifies data, applications, and processes into a single platform so AI can reliably orchestrate business processes in production at enterprise scale. Built on more than a decade of running mission-critical processes for over half the Fortune 500 — including Nasdaq, Amazon, Cisco, Vodafone, Atlassian, and Lucid Motors — Workato turns over 14,000 enterprise systems AI needs to act on into one governed execution layer. For more information, visit workato.com.

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. 

If this sounds right up your alley, please submit an application. We look forward to getting to know you!

Also, feel free to check out why:

  • Business Insider named us an “enterprise startup to bet your career on”

  • Forbes’ Cloud 100 recognized us as one of the top 100 private cloud companies in the world

  • Deloitte Tech Fast 500 ranked us as the 17th fastest growing tech company in the Bay Area, and 96th in North America

  • Quartz ranked us the #1 best company for remote workers

Responsibilities

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

Requirements

Qualifications / Experience / Technical Skills

  • 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

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

(REQ ID: 2639)

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