Principal Demand Strategy Manager

F5 Networks Australia; Seattle (WA); On-site; USD 140,000 - 210,000; Full time

Job summary

F5 Networks Australia seeks a seasoned Principal Demand Strategy Manager to lead demand generation for AI and AI Security products in North America. You will shape audience-centric campaigns, build annual and quarterly plans, and align marketing with pipeline and revenue growth across partners and channels.

The role requires translating complex AI/AI Security concepts into compelling demand strategies, establishing metrics, and driving cross-functional execution with integrated marketing, field,

Qualifications

• 8+ years in demand generation, integrated or revenue marketing.
• Experience with AI, AI Security, cybersecurity, cloud or emerging tech.
• Ability to translate complex technical topics into audience-centric messaging.

Responsibilities

• Lead demand generation strategy for AI and AI Security portfolio.
• Translate market opportunities into executable demand plans and activation strategies.
• Build annual, quarterly, and campaign-level marketing plans aligned to pipeline and revenue.
• Establish success metrics and performance targets for programs.
• Act as strategic owner of demand performance and growth initiatives.
• Partner with Paid Media, Email Marketing, Field Marketing, Sales Development, and more.
• Orchestrate channel plans into a cohesive audience-centric strategy.
• Drive accountability in a matrixed org with measurable outcomes.
• Monitor budget and forecast attainment; lead reviews with leaders.

Skills

Demand generation

Integrated marketing

Revenue marketing

GTM strategy

ABM

B2B 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 wit