Demand Generation Manager, Customers
About Payscale
Payscale is the original compensation innovator for organizations who want to scale their business with pay and transform their largest investment into their greatest advantage. With decades of innovation in sourcing reputable data and developing AI-powered tools, Payscale delivers actionable insights that turn pay from a cost to a catalyst. Its suite of solutions — Payfactors, Marketpay, and Paycycle — empower 65% of the top companies in the U.S. and businesses like Panasonic, ZoomInfo, Chipotle, Quest Diagnostics, University of Washington, American Airlines, and TJX Companies.
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To learn more, visit www.payscale.com.
Job Summary
The Demand Gen Manager, Customer is responsible for developing and executing targeted campaigns that increase account growth, promote expansion opportunities, and support revenue generation within the existing customer base. This role focuses heavily on identifying upsell and cross-sell moments, improving customer awareness of higher-tier offerings, and equipping customers with the insights and value proof needed to expand their relationship with the company.
You’ll collaborate closely with Sales, Account Management, Customer Success, and Product Marketing to build programs that unlock additional product usage, support multi-product adoption, and create measurable pipeline and revenue impact.
Key Responsibilities
Expansion & Upsell Strategy
Develop a campaign strategy specifically aimed at driving expansion, cross-sell, and upsell revenue within existing accounts.
Identify high-value customer segments and behavioral triggers that signal readiness for growth opportunities (e.g., product usage trends, milestone achievements, intent signals).
Build playbooks that articulate the right message, moment, and motivation for expansion campaigns.
Integrate product roadmap and new feature releases into expansion-focused messaging.
Partner with Sales leadership to understand target accounts and collaborate with RevOps on account routing, list targeting criteria, and outbound plays executed through sales engagement tools like Outreach.
Campaign Creation & Execution
Create and execute multi-channel campaigns—email, in-app messaging, webinars, nurture tracks, customer events, paid retargeting, and community engagement—tailored to expansion goals.
Craft high-impact messaging that clearly communicates the value of additional products, add-ons, higher tiers, or expanded usage.
Collaborate with Creative, Product Marketing, and Content to develop assets that showcase ROI, feature benefits, use cases, and customer success stories relevant to expansion paths.
Partner with Sales and Account Managers to ensure campaigns complement human-led outreach and follow-ups.
Work with Email Specialist to guide copy and sequence strategy for customer upsell programs and CDR/AM outreach.
Develop webinar strategies for customer upsell programs, partnering with the Webinar Channel Owner to execute campaign needs.
Sales & Customer Success Alignment
Work closely with Account Management to understand account health, adoption rates, and time-to-value drivers that influence expansion potential.
Coordinate with Sales and Account Managers to hand off qualified expansion leads, campaign-driven signals, and high-intent activity.
Provide teams with ready-to-use messaging kits, expansion talking points, and persona-specific value propositions.
Data-Driven Insights & Optimization
Monitor engagement, pipeline creation, and expansion revenue influenced by campaigns.
Track and report on conversion rates across the upsell funnel—from awareness to interest to expansion.
Assess which messages, segments, or channels produce the highest expansion lift and adjust strategy accordingly.
Work with Marketing Operations to build dashboards and ensure accurate tracking of campaign-sourced growth.
Qualifications
3–6 years of experience in customer marketing, lifecycle marketing, demand generation, or revenue-generating customer programs.
Strong understanding of customer segmentation, buying triggers, and lifecycle behaviors tied to upsell and cross-sell success.
Demonstrated ability to craft persuasive, value-driven messaging for existing customers.
Experience partnering with Sales, Account Management, and Customer Success in a revenue-centric environment.
Analytical mindset with the ability to interpret behavioral signals and campaign data to identify expansion opportunities.
Experience executing multi-channel campaigns and working with Marketing Operations on workflow setup and measurement.
Strong project management skills and comfort navigating multiple stakeholders and competing priorities.
Success in This Role Looks Like
Clear and measurable impact on expansion and cross-sell revenue.
Stronger customer awareness and adoption of premium features, add-ons, or additional product lines.
Growth in qualified expansion pipeline generated through campaigns.
High alignment between Marketing, CS, and Sales around customer growth motions.
Scalable programs that guide customers naturally toward higher-value product usage.
Effective cross-collaboration with multiple internal business partners to execute coordinated upsell campaigns and motions.
Location
Payscale has an employee centric remote-first model that provides you the flexibility to do your best work in a space that supports you, while also finding time to collaborate in person for the moments that matter.
In our remote-first model, employees can work from the location that works best for them. We do not have centralized corporate offices. Employees can choose to work from home, in company-paid co-working spaces, or any combination of the two that best suits their unique needs.
If you work from home, we recommend ensuring that you can meet the following technology, equipment and workspace requirements:
High-Speed Internet - A stable broadband or fiber connection (satellite is highly discouraged) with a minimum speed of 100 Mbps in a dedicated workspace that has a reliable Wi-Fi signal.
Device for Multifactor Authentication (MFA/2FA) - smartphone, tablet, etc.
When it matters (usually no more than a few times a year) we take the time to gather for in-person events.
Payscale has employees across the US, Canada, UK, The Philippines and Romania however we are currently unable to hire in the Quebec Province, Northern Ireland, and Hawaii.
Benefits and Perks
All around awesome culture where together we strive to live our 5 values:
Data informed decision making.
Customer first. Always.
Succeed together.
Relentless about results. Obsessed with excellence.
Lead the change. Shape the standard.
An open and inclusive environment where you’ll learn and grow through programs and resources like:
Monthly company All Hands meetings
Regular opportunities for executive leadership exposure through things like AMAs
Access to continued learning & development opportunities
Our commitment to a continuous feedback culture which allows us to drive performance and career growth
A growing network of Employee Resource Groups
Company sponsored volunteer hours
And more!
Our more standard benefits
Flexible paid time off, giving you the opportunity to rest, relax and recharge away from work
14 Paid Company Holidays, includes 2 floating holidays (you choose!)
A comprehensive benefits plan including medical, dental, life, vision, disability, and life insurance covered up to 100% by Payscale
Unlimited infertility coverage benefits through our medical plans
Additional supplemental health benefits offered to you and your family
401(k) retirement program with a fully vested immediate company match
16 weeks of paid parental leave for birthing and non-birthing parents
Health Savings Account (HSA) options and company contributions each pay period
Flexible Spending Account (FSA) options for pre-tax employee allocations
Annual remote work stipend to be used on wellness or home office equipment
Equal Opportunity Employer:
We embrace equal employment opportunity. Payscale is committed to a policy of equal employment opportunity for all applicants and employees. It is our policy that employees will not be subjected to unlawful discrimination on the basis of race, color, religion, sex, age, national origin, or ancestry, physical or mental disability, veteran or military status, marital status, sexual orientation, political ideology, and any other basis protected by federal, state, or local laws. This policy applies to all terms and conditions of employment, including but not limited to: recruitment, hiring, transfers, promotions, training, discipline, termination, compensation and benefits, performance appraisals, education, and social and recreational programs.
We know the confidence gap and imposter syndrome can get in the way of meeting spectacular candidates, so please don’t hesitate to apply — we’d love to hear from you.
If you have a disability or impairment and need assistance with the application process, please email recruiting@payscale.com for support.
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