Senior Demand Generation Manager

LastPass, Inc.; Boston (MA); Remote; USD 119,000 - 140,000; Full time

Benefits offered by this job

Remote-first culture

Flexible PTO

Parental leave

Home office setup support

Learning stipend

Employee Assistance Program

Remote work stipend

Job summary

LastPass, Inc. is seeking a Senior Demand Generation Manager to own the upsell motion across Teams, Business, and BusinessMax.

You’ll execute an ABM-style, multi-channel program targeting a defined account list, collaborating with Field Marketing, Events, and Sales to engage the right buying teams. You’ll lead SKU-tier upgrade initiatives, align content with buying personas, and optimize campaigns across geographies while measuring impact on tier-up rates and revenue growth.

Qualifications

• Proven experience in B2B demand generation.
• Experience running ABM programs in mid-market segments.
• Experience identifying content needs across segments and the funnel.
• Hands-on database segmentation to uncover gaps in buying-team coverage.

Responsibilities

• Own the tier upgrade pipeline with defined target accounts.
• Design multi-channel ABM campaigns for mid-market accounts.
• Coordinate with Field Marketing and Events to land multi-channel campaigns.
• Measure KPIs and refine targeting based on results.

Skills

B2B demand generation

ABM campaigns

Cross-functional collaboration

Data-driven decision making

Digital marketing analytics

Tools

Marketing automation platforms

Job description

LastPass is looking for a Senior Demand Generation Manager, Tier Upgrade

In this role, you will own the upsell motion that moves customers up our B2B SKU ladder — from Teams to Business to BusinessMax. Unlike seat growth, which is about adding more users, this role is about proving there's more value to unlock at the next tier, and building the account-based programs that get the right buying team to see it. You'll run a focused, ABM-style motion against a defined target account list, working hand-in-hand with Field Marketing, Events, and Sales to reach every relevant stakeholder in each account. If you know the difference between how mid-market and enterprise buying committees actually make decisions, and you like owning a named-account list rather than a broad funnel, this is the role for you.

About the team

You’ll join the Demand Generation team within a broader Marketing organization that also includes Field Marketing, Lifecycle Marketing, Campaign Operations, Marketing Operations, Analytics, and Paid Media. Demand Gen managers each own a distinct, independently measurable slice of the funnel; this role owns SKU tier upgrade, working alongside peers who own new-customer acquisition and seat expansion. You’ll partner especially closely with Field Marketing and Events to coordinate account-based reach, and with Analytics and Marketing Operations to keep target account data and segmentation current.

Who will you work with

You will report to Demand Generation leadership and collaborate daily with Sales on target account prioritization and buying-team coverage. You’ll also partner with Field Marketing and Events to coordinate multi-channel account reach, Analytics and Marketing Operations on segmentation and database strategy, and internal content and creative teams to close content gaps across the funnel.

What are some of the exciting challenges you will be working on

• Own the tier upgrade number — moving customers from Teams to Business to BusinessMax — against a defined target account list
• Design and run multi-channel ABM campaigns tailored to mid-market accounts, with a clear point of view on how scaled ABM differs from traditional demand gen
• Bring a sharp understanding of the differences between small business and mid-market buying dynamics, and adjust program design accordingly
• Identify content gaps across target segments and funnel stages, and advocate for and orchestrate the development of that content with internal marketing producers
• Use database segmentation to identify gaps in buying-team coverage and key personas within target accounts, and run programs to close them
• Coordinate campaign deployment closely with the Field and Events teams to maximize reach and account coverage
• Adapt targeting methods across multiple geographies, accounting for regulatory differences that affect how accounts and contacts can be reached
• Measure programs against KPIs tied to tier upgrade pipeline and conversion, and continually refine account selection and messaging based on results

What does it take to work at LastPass

• Proven experience in B2B demand generation, with direct experience running ABM programs in mid-market segments
• A clear, well-formed point of view on how scaled ABM operates, and where it differs from enterprise-style, high-touch ABM
• Experience identifying content needs across segments and the funnel, and driving that content into production through internal marketing partners
• Hands-on experience with database segmentation to uncover and close gaps in buying-team coverage and personas
• A track record of close coordination with Field Marketing and Events to land multi-channel account-based campaigns
• Experience running campaigns across multiple geographies, with an understanding of how targeting and outreach methods shift with local regulatory requirements
• Strong analytical instincts — you partner with data rather than wait for it, and use it to prioritize accounts and refine targeting
• Fluency with AI tools to support account research, content development, and campaign analysis

Our compensation reflects the cost of labor across several US geographic markets. Pay is based on several factors including market location and may vary depending on job-related knowledge, skills, and experience.

US Pay Range: $119,000 USD - $140,000 USD

Why LastPass

• The leader in secure access
• High-growth, collaborative environment with inclusive teams
• Remote-first culture
• Competitive compensation
• Flexible Paid Time Off policies, including but not limited to: Quarterly Self-Care Days (4 extra paid days off annually) and Volunteer Days
• Parental leave
• Home office setup support
• LastPass Families free account for up to 5 members
• Continuous learning and development opportunities, including an annual learning stipend to invest in your growth
• Peer-to-peer recognition through Quantum Workplace
• Employee Assistance Program for well-being support
• Remote work stipend to support your home office needs
• Short-Term or Remote-Centric Work Arrangements for added flexibility

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