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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