Principal Demand Strategy Manager

F5 Networks, Inc; Seattle (WA); On-site; USD 149,000 - 223,000; Full time

Job summary

F5 Networks, Inc. is seeking a Principal Demand Strategy Manager to lead demand generation for the AI and AI Security portfolio in North America.

You will translate complex AI concepts into compelling campaigns, align messaging, and drive pipeline growth through cross-functional collaboration with marketing, sales, and partner teams. The role requires 8+ years in demand generation or related disciplines and focuses on strategy, measurement, and ROI across integrated channels to accelerate

Qualifications

• 8+ years of experience in demand generation or related marketing disciplines.
• Understanding of ABM, customer journeys, and modern B2B buying behavior.
• Experience marketing AI, AI Security, cybersecurity, cloud, or emerging tech solutions.

Responsibilities

• Own demand strategy for F5's AI and AI Security portfolio and drive pipeline creation and growth.
• Translate market opportunities, audience insights, messaging, and campaign priorities into executable demand plans.
• Build annual, quarterly, and campaign-level marketing plans aligned to pipeline, revenue, and growth targets for AI-focused solutions.
• Establish success metrics, measurement frameworks, and performance targets to evaluate program effectiveness.
• Serve as the strategic owner of demand performance, using data-driven insights to refine strategy and accelerate growth.
• Partner with cross-functional teams to develop and execute coordinated demand strategies that drive engagement and revenue.

Skills

Demand generation

ABM

Customer journeys

Emerging tech marketing

Job description

At F5, we strive to bring a better digital world to life. Our teams empower organizations across the globe to create, secure, and run applications that enhance how we experience our evolving digital world. We are passionate about cybersecurity, from protecting consumers from fraud to enabling companies to focus on innovation.

Everything we do centers around people. That means we obsess over how to make the lives of our customers, and their customers, better. And it means we prioritize a diverse F5 community where each individual can thrive.

About the Role

F5 is seeking a strategic, results-oriented Principal Demand Strategy Manager to join our North America Marketing team. This role will lead demand generation strategy and execution for F5's AI and AI Security portfolio, partnering closely with the Integrated Marketing team and cross-functional stakeholders to align audience strategy, messaging, and campaign priorities.

The Demand Strategy Manager is responsible for translating business objectives into scalable demand generation programs that drive pipeline creation, pipeline acceleration, account growth, and revenue impact, while helping shape regional go-to-market strategy and customer engagement across the buyer journey for one of F5's most important growth areas. The ideal candidate brings experience marketing AI, cybersecurity, cloud, or related technologies and has a proven ability to translate complex technical concepts into compelling demand generation strategies that deliver measurable business outcomes.

What You'll Do

Own Demand Strategy & Business Outcomes

• Lead demand generation strategy for F5's AI and AI Security portfolio, developing audience-centric programs that drive pipeline creation, pipeline acceleration, account expansion, cross-sell, upsell, and strategic growth objectives.
• Translate AI and AI Security market opportunities, audience insights, messaging frameworks, and campaign priorities into executable demand plans and activation strategies.
• Build annual, quarterly, and campaign-level marketing plans aligned to pipeline, revenue, adoption, and business growth targets for AI-focused solutions.
• Establish success metrics, measurement frameworks, and performance targets to evaluate program effectiveness and optimize investment decisions.
• Serve as the strategic owner of demand performance and business outcomes, using data-driven insights to continuously refine strategy, improve pipeline contribution, and accelerate growth for F5's AI and AI Security business.

Lead Cross-Functional Demand Strategy & Execution

• Partner with stakeholders across Paid Media, Email Marketing, Virtual Experiences, Field Marketing, Partner Marketing, Corporate and Integrated Marketing, Sales Development, and Regional Sales to develop and execute coordinated demand generation strategies that drive engagement, pipeline growth, and revenue impact.
• Orchestrate channel-specific plans and investments into a cohesive, audience-centric demand strategy aligned to business priorities.
• Align cross-functional teams on objectives, timelines, resource allocation, and performance targets to ensure integrated execution.
• Drive accountability across a highly matrixed organization, ensuring programs are delivered effectively and achieve measurable business outcomes.

Drive Audience Engagement & Funnel Performance

• Partner with Integrated Marketing to activate target audiences, buying groups, and customer journeys.
• Ensure content, nurture programs, ABM motions, sales outreach, and channel activities work together to move prospects and customers through the funnel.
• Identify engagement gaps, conversion barriers, and opportunities to improve performance.
• Continuously optimize programs based on campaign, funnel, and account-level insights.

Manage Investments & Optimize Results

• Develop budget recommendations and investment plans aligned to business priorities.
• Monitor campaign performance, spend, and forecast attainment.
• Lead regular business reviews focused on pipeline impact, ROI, conversion performance, and growth opportunities.
• Present strategic recommendations and performance insights to senior marketing and sales leaders.

What We're Looking For

• 8+ years of experience in demand generation, integrated marketing, revenue marketing, go-to-market strategy, or related B2B technology marketing disciplines
• Strong understanding of demand generation, ABM, customer journeys, modern B2B buying behavior, and complex enterprise technology buying cycles.
• Experience building marketing programs for AI, AI Security, cybersecurity, cloud, infrastructure, platform, or other emerging technology solutions.
• Ability to quickly understand complex technical topics and translate them into audience-centric messaging, campaigns, and measurable demand outcomes.

Preferred Qualifications

• Enterprise technology, cybersecurity, cloud, SaaS, or infrastructure industry experience.
• Experience supporting regional or global demand generation programs.
• Familiarity with account-based marketing and intent-driven demand strategies.
• Experience presenting performance and business outcomes to executive leadership.

What Success Looks Like

• Increased pipeline creation and influence
• Stronger target account engagement
• Improved conversion across the demand funnel
• Measurable revenue impact and campaign ROI
• Effective alignment across marketing and sales stakeholders

#LI-KT1

The Job Description is intended to be a general representation of the responsibilities and requirements of the job. However, the description may not be all-inclusive, and responsibilities and requirements are subject to change.

The annual base pay for this position is: $148,700.00 - $223,100.00

F5 maintains broad salary ranges for its roles in order to account for variations in knowledge, skills, experience, geographic locations, and market conditions, as well as to reflect F5’s differing products, industries, and lines of business. The pay range referenced is as of the time of the job posting and is subject to change.

You may also be offered incentive compensation, bonus, restricted stock units, and benefits. More details about F5’s benefits can be found at the following link: https://www.f5.com/company/careers/benefits. F5 reserves the right to change or terminate any benefit plan without notice.

Please note that F5 only contacts candidates through F5 email address (ending with @f5.com) or auto email notification from Workday (ending with f5.com or @myworkday.com).

Equal Employment Opportunity

It is the policy of F5 to provide equal employment opportunities to all employees and employment applicants without regard to unlawful considerations of race, religion, color, national origin, sex, sexual orientation, gender identity or expression, age, sensory, physical, or mental disability, marital status, veteran or military status, genetic information, or any other classification protected by applicable local, state, or federal laws. This policy applies to all aspects of employment, including, but not limited to, hiring, job assignment, compensation, promotion, benefits, training, discipline, and termination. F5 offers a variety of reasonable accommodations for candidates. Requesting an accommodation is completely voluntary. F5 will assess the need for accommodations in the application process separately from those that may be needed to perform the job. Request by contacting [e-mail].