Demand Generation Program Manager | Canada | Remote

The Opportunity

Grafana's Demand Generation team is responsible for creating and accelerating pipeline across the full customer journey — from first touch through expansion. We run a modern, AI-forward operation: lifecycle email programs driven by an AI engine, territory-level buying signals surfaced directly to sales leaders, and agentic workflows that handle work that used to take teams of specialists.

We're hiring a Demand Generation Program Manager — a generalist who can own programs across channels and audiences, with a first focus on our existing-customer motion: driving expansion and cross-sell demand within accounts that already use Grafana. This is one of the biggest growth opportunities in the business and one of the least-covered by traditional demand gen.

This is not a "run the playbook" role. We expect this person to build with AI as a default — designing agentic workflows that scale programs beyond what headcount alone could, and pushing the team forward on how demand gen should operate in 2026 and beyond.

You'd be joining a demand gen team that is genuinely rebuilding how the function works — where AI agents run real production programs, and where the people on the team design the machine rather than turn the crank. If you want to define what a demand gen career looks like in the agentic era, this is the seat to do it from.

What You'll Be Doing

• Own customer lifecycle demand gen. Build and run programs that create demand inside our existing customer base — expansion, cross-sell, and adoption plays across email, in-app, web, and field channels, in partnership with sales and customer teams.
• Work across channels, not in one. Support and strengthen programs across paid, email, events, web, and outbound as team priorities shift. You'll be the person who can step into any channel and make the program better.
• Build agentic workflows. Use AI tools (Claude Code, agents, internal AI infrastructure) to automate program execution — audience building, content generation, signal detection, campaign QA — and treat automation as a first-class deliverable, not a side project.
• Connect programs to the sales motion. Translate marketing signals into actions sellers actually take: account coverage, buying signals, campaign follow-up. Partner directly with sales leadership on what's working.
• Measure what matters. Instrument your programs, report on pipeline impact honestly, and kill what isn't working.

What Makes You a Great Fit

• 5+ years in demand generation, growth marketing, or lifecycle marketing at a B2B software company (open source / developer-focused a plus).
• Proven range: you've run programs in at least two or three channels (email/lifecycle, paid, events, web, outbound) and can point to pipeline results in each.
• Experience marketing to existing customers — expansion, cross-sell, or customer lifecycle programs — not just net-new acquisition.
• Hands-on with AI in your actual work: you've built automations or agentic workflows (or are visibly on that path), and you think about AI as leverage, not a threat or a buzzword.
• Comfortable with data: you can pull your own numbers, sanity-check them, and build a program readout a VP would trust.
• Strong program management fundamentals — you ship on time, communicate proactively, and work well with sales, product marketing, and ops without needing a coordinator.

Bonus Points For

• Experience with PLG or product-led motions alongside sales-led ones.
• Familiarity with the observability / monitoring / open source ecosystem.
• You've worked in Marketo, Salesforce, and a modern data stack (BigQuery or similar).
• You've written or shipped something public about AI in marketing operations.

In Canada, the base compensation range for this role is CAD 101,000 - CAD 122,000.  Actual compensation may vary based on level, experience, and skillset as assessed throughout the interview process. All of our roles include Restricted Stock Units (RSUs), giving every team member ownership in Grafana Labs' success. We believe in shared outcomes—RSUs help us stay aligned and invested as we scale globally.