Account-Based Marketing Specialist

Summary

Join Tailscale's Growth Marketing team as their first UK-based marketing hire. As an ABM Specialist, you will be instrumental in developing and executing global account-based marketing strategies, designing engaging campaigns, and creating VIP experiences. You will collaborate closely with sales, customer experience, and marketing teams to drive pipeline and revenue from high-priority accounts across the US, Canada, and EMEA. This role requires a strategic and execution-focused individual with proven experience in B2B marketing and ABM. You will manage the end-to-end execution of campaigns, track performance, and optimize strategies for maximum impact. The position offers a competitive compensation package and a flexible, inclusive work environment.

Requirements

• 4+ years of B2B marketing experience, with at least 2 years in ABM, demand generation, or customer marketing roles
• Proven ability to plan and execute multi-channel campaigns aligned to account segments, company size, and deal stages
• Comfortable partnering closely with Sales, CX, and Marketing stakeholders to drive go-to-market success
• Strong project management skills—able to lead initiatives across regions, teams, and timelines
• Hands-on experience with leading sales and marketing tools, including Salesforce, HubSpot, RollWorks (or similar), Mutiny, Clay, Reachdesk, LinkedIn ads, and Figma
• Self-starter who can work independently and is willing to travel to support events on-site (up to 25%)

Responsibilities

• Partner with the ABM Manager to develop and execute our account-based marketing strategy, focused on driving new business and expanding existing revenue in close collaboration with Sales, Customer Experience, and Marketing
• Deliver bespoke messaging, content, and experiences that engage senior stakeholders and full buying teams within priority accounts
• Collaborate cross-functionally to identify target accounts, understand key pain points, and shape quarterly ABM plans, including budgeting, forecasting, and account prioritization
• Develop and run 1:few and 1:many ABM campaigns using paid media, outreach, personalized web, direct mail, and virtual/in-person events
• Partner with Product Marketing and Content teams to craft account-specific messages and value propositions
• Manage end-to-end execution—owning campaign timelines, logistics, testing, and reporting
• Plan and execute executive events and VIP experiences (8–12 per year) across EMEA and North America
• Support logistics, invitation strategy, and post-event follow-up in collaboration with Sales and, in some cases, Field Marketing
• Assist with regional field activities such as third-party conferences or meetups, when needed
• Work directly with AEs, BDRs, and CX teams to align marketing efforts with account-level goals
• Ensure coordinated outreach, campaign follow-up, and opportunity tracking
• Serve as a trusted partner to EMEA go-to-market teams and help bridge global ABM efforts across geographies
• Track and report on ABM campaign performance with a focus on pipeline impact, engagement, and ROI
• Partner with Marketing Ops and RevOps to refine targeting, measurement, and attribution
• Apply a test-and-learn mindset to improve efficiency and impact across campaigns

Preferred Qualifications

• Experience marketing to developers or working at B2B SaaS or cloud companies
• An affinity for learning complex, highly technical products and strong technical aptitude generally

Benefits

• A competitive total compensation package. This includes a base salary, an equity incentive plan and variable commission (for quota-based roles)
• Comprehensive group benefits with no waiting period. Take advantage of coverage for health, vision, dental, and more for you and your family!
• All-remote with the opportunity to work from anywhere —enjoy a change of scenery wherever you can get wifi, participate in virtual and in-person social events, and leverage our corporate co-working program to visit WeWork (or other similar spaces near you)
• Connect with other Tailscalars IRL. Attend our annual company retreat, participate in team/department off-sites, or use your individual travel budget to meet up with team members in Canada, the US, or the UK
• Support for your personal and professional development. Grow your career thoughtfully with $1500 USD annually for professional development, or take advantage of mentorship, coaching, and internal promotion opportunities
• Paid time off and a healthy work-life integration. Our flexible, paid time off program supports you for any situation life throws your way, whether moving homes or travelling the world!
• A build-your-own home office setup. You choose your own company-owned laptop (Mac or PC), receive a monthly home internet reimbursement, and $1000 USD to customize your workstation to make it your own
• Generous parental leave program from your first day. We care about your life outside of work and encourage new parents to take advantage of parental leave top-ups for up to 26 weeks