Senior ABM & Demand Generation Manager

About Workato

Workato is the leading Control and Execution Platform for Enterprise AI — the neutral platform enterprises trust to put AI to work across their business. Workato unifies data, applications, and processes into a single platform so AI can reliably orchestrate business processes in production at enterprise scale. Built on more than a decade of running mission-critical processes for over half the Fortune 500 — including Nasdaq, Amazon, Cisco, Vodafone, Atlassian, and Lucid Motors — Workato turns over 14,000 enterprise systems AI needs to act on into one governed execution layer. For more information, visit workato.com

• Why join us?
• Ultimately, Workato believes in fostering a flexible, trust-oriented culture that empowers everyone to take full ownership of their roles. We are driven by innovation and looking for team players who want to actively build our company.
• But, we also believe in balancing productivity with self-care. That’s why we offer all of our employees a vibrant and dynamic work environment along with a multitude of benefits they can enjoy inside and outside of their work lives.
• If this sounds right up your alley, please submit an application. We look forward to getting to know you!
• Also, feel free to check out why:

Business Insider

named us an “enterprise startup to bet your career on”

Forbes’ Cloud 100

• recognized us as one of the top 100 private cloud companies in the world
• Deloitte Tech Fast 500 ranked us as the 17th fastest growing tech company in the Bay Area, and 96th in North America
• Quartz ranked us the #1 best company for remote workers
• Responsibilities
• We’re seeking a strategic, execution-oriented
• Senior ABM & Demand Generation Manager to lead AI-driven integrated marketing campaigns that accelerate pipeline growth and strengthen market leadership. This role will own the strategy, execution, and optimization of full-funnel campaigns centered on AI solutions and messaging.

You will play a critical role in translating AI product innovation and positioning into scalable, high-performing campaigns that resonate with technical and business audiences. This position requires a strong background in AI marketing, experience bringing complex AI offerings to market, and the ability to lead cross-functional stakeholders across Product Marketing, Sales, Field Marketing, and Marketing Operations.

This is a senior individual contributor role with high visibility and significant revenue impact.

You will also be responsible for:

Owning Account-Based Marketing (ABM) Strategy

• Own ABM strategy end-to-end: account selection, tiering, and 1:1/1:few/1:many program design, execution, and platform management (e.g.,, Demandbase, CommonRoom, or similar)
• Partner with Sales to align target account lists, engagement plays, and pipeline goals
• Report on ABM-specific pipeline and account engagement, distinct from broader campaign performance
• Be responsible for large expansion support in our Flagship accounts
• Leading AI-Focused Integrated Campaign Strategy
• Own end-to-end strategy and execution of multi-channel campaigns focused on AI solutions and use cases from New Logo to Expansion audiences
• Develop full-funnel programs that drive awareness, education, engagement, and pipeline for AI-related offerings
• Translate complex AI capabilities (ML, GenAI, automation, data intelligence, etc.) into compelling, outcome-driven campaign narratives
• Driving Multi-Channel Execution & Optimization
• Orchestrate integrated campaigns across email, paid media, webinars/events, content syndication, ABM, social, and web
• Partner with Marketing Ops to design scalable campaign architectures in marketing automation platforms
• Implement sophisticated nurture tracks tailored to AI buyer personas (technical, business, executive)
• Own experimentation strategy including A/B testing, messaging refinement, and performance optimization
• Aligning Messaging & Go-to-Market
• Collaborate closely with Product Marketing to bring AI positioning, competitive differentiation, and use-case storytelling into campaigns
• Partner with Sales and SDR leadership to align campaigns to pipeline goals and ensure strong follow-up motions
• Develop enablement materials that support AI campaign launches and field activation
• Owning Performance & Pipeline Impact
• Own pipeline generation from AI integrated campaigns
• Build reporting frameworks and dashboards to measure AI campaign performance and ROI
• Conduct post-campaign analysis and translate insights into strategic improvements
• Leverage intent data, behavioral signals, and AI-driven insights to improve targeting and personalization
• Elevating AI Campaign Excellence
• Stay current on AI market trends, buyer behavior shifts, and emerging AI use cases
• Act as a thought partner to leadership on AI go-to-market strategy
• Requirements
• Qualifications / Experience / Technical Skills
• Proven experience owning ABM strategy end-to-end, from account selection through program execution, with hands-on use of ABM platforms (6sense, Demandbase, RollWorks, Folloze, or similar)
• 6–10+ years of B2B demand generation or integrated campaign experience
• Proven experience marketing AI, ML, automation, data platforms, or advanced technology solutions
• Demonstrated success driving pipeline growth through full-funnel integrated campaigns
• Deep understanding of how to position complex AI offerings for both technical and executive audiences
• Hands-on experience with marketing automation platforms (Marketo, HubSpot, Pardot, etc.) and CRM systems (Salesforce)
• Strong analytical expertise with experience tying campaign performance to revenue impact
• Experience running account-based or targeted AI campaigns
• Nice to have: hands-on fluency with AI-powered marketing/workflow tools (e.g., agentic campaign builders, prompt-driven research or execution) to accelerate campaign delivery; a plus on top of AI marketing experience, not a substitute for it
• Soft Skills / Personal Characteristics
• Ability to operate strategically while executing at a detailed level
• Excellent cross-functional leadership and stakeholder management skills
• Why You’ll Love This Role
• High-impact role driving AI category leadership and pipeline growth
• Ownership of strategic, visible initiatives tied directly to revenue
• Opportunity to shape AI go-to-market strategy at scale
• Collaborative, high-performing marketing team
• Competitive compensation and benefits (REQ ID: 2639) #LI-NJ1