Marketing Programs Manager
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Marketing Programs Manager
Job Description
Marketing Programs Manager – Product-Led Growth
This role sits at the intersection of product-led growth (PLG) and campaign execution. You will own the programs that move developers and platform engineers from first touch to active product users — and from active users into the enterprise pipeline.
This is a hands-on execution role. You will design and run PLG lifecycle programs, demand generation campaigns, and product adoption motions, using both marketing data and product usage signals to improve conversion at every stage of the funnel.
The role splits evenly between PLG program ownership and growth marketing campaign execution in partnership with the Growth Marketing team. The skillset that drives both is the same: funnel thinking, conversion optimization, and the ability to translate product adoption into programs that resonate with the targeted audience.
Key Responsibilities
PLG Demand Generation
Design and execute campaigns that drive product trial, self-service adoption, and activation across developer-focused channels
Build and optimize growth funnels from acquisition through trial-to-paid conversion, using product usage data to identify and address drop-off points
Run multi-channel programs including content-led acquisition, webinars, email nurture, and community engagement
User Acquisition
Develop targeted acquisition programs for platform engineers and DevOps teams, particularly those operating in EKS and cloud-native environments
Drive qualified traffic to product trial experiences and technical onboarding resources
Partner with AWS on joint awareness and acquisition campaigns
Product Adoption Programs
Build lifecycle programs that support onboarding, activation, and expansion, structured around product usage milestones and user behavior signals
Develop nurture programs that reflect how engineers actually adopt and expand usage of technical products
Support expansion campaigns targeting existing users with measurable pipeline contribution goals
Performance & Optimization
Own funnel metrics including product signups, activation rates, trial-to-paid conversion, and engagement
Use iterative experimentation to improve program performance across the full acquisition-to-expansion funnel
Report on both PLG adoption outcomes and pipeline contribution
Growth Marketing Campaign Execution (in partnership with Growth Marketing team)
Support planning and execution of integrated demand generation campaigns targeting technical buyers
Contribute to campaign performance analysis, funnel reporting, and optimization across paid, content, and event channels
Bring PLG data and product usage insights into campaign strategy — connecting top-of-funnel activity to product adoption outcomes
Qualifications
5+ years of B2B technology marketing experience
Demonstrated experience in product-led growth or self-service SaaS models — not just familiarity, but hands-on program ownership
Strong campaign execution skills across digital and lifecycle channels
Experience working across both product-led and campaign-led marketing motions is a strong plus — but the ability to learn and operate across both is what matters most
Experience using product usage data alongside marketing analytics to drive optimization decisions
Proficiency with marketing automation and analytics platforms
Preferred
Experience marketing developer tools, cloud infrastructure, or platform engineering products
Familiarity with the AWS ecosystem and co-marketing programs
Direct understanding of developer and platform engineering communities, either through marketing or professional background
Experience working within or alongside a growth marketing team on Global demand generation campaign execution
Job
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