Demand Generation Program Manager, Events

Summary

Join Grafana Labs as a data-driven Demand Generation Program Manager to spearhead promotional efforts for events, from GrafanaCON to regional roadshows. You will design, manage, and optimize end-to-end promotion strategies across various channels. This role demands a strategic and hands-on approach, leveraging demand generation tactics and event marketing to boost registrations and pipeline growth. Responsibilities include managing AI-driven marketing workflows, developing and executing event promotion strategies, managing multi-channel campaigns, and optimizing strategies based on data insights. Collaboration with internal and sales teams is crucial. The ideal candidate possesses extensive B2B demand generation experience and expertise in event promotion, along with proficiency in marketing tools and strong project management skills.

Requirements

• 4+ years of experience in B2B demand generation
• Expertise in event promotion, with proven experience executing successful virtual, hybrid, and in-person events that drive qualified leads and revenue
• Data-driven mindset, with proficiency in tools like LinkedIn Ads, Salesforce, Marketo, Google Analytics, or other equivalent marketing tools/platforms
• Strong ability to collaborate across teams to execute multi-channel campaigns and align event strategies with broader business objectives
• Strong project management skills, with the ability to manage multiple events and initiatives simultaneously in a fast-paced environment
• Proven experience in high-growth, ambiguous environments where innovation and creative problem-solving are required

Responsibilities

• Help manage and scale AI-driven marketing workflows, ensuring seamless integration between automated email nurturing and AI-generated content
• Work closely with the AI team to continually refine and enhance these flows for better engagement and conversion
• Develop and execute a Demand Generation promotional strategy for our events, driving registrations, engagement, and pipeline generation
• Manage multi-channel promotional campaigns to drive awareness and registrations for events, including email, website optimization/personalization, paid media channels (LinkedIn Ads, Google Ads, Facebook Ads, etc.)
• Define key performance indicators (KPIs) for event promotion success, track and provide regular updates on performance metrics, and continuously optimize promotional strategies using data insights
• Work with internal teams (Content, Creative, Events) to create engaging content and assets that resonate with target audiences
• Ensure that promotional materials (emails, landing pages, ads, etc.) are compelling and aligned with event messaging and value props
• Collaborate with Sales teams to drive promotions and coordinate pre- and post-event follow-up

Benefits

• Equity
• Bonus (if applicable)
• Other benefits listed here