Demand Generation Specialist | Canada | Remote
Grafana Labs is a remote-first, open-source powerhouse. There are more than 20M users of Grafana, the open source visualization tool, around the globe, monitoring everything from beehives to climate change in the Alps. The instantly recognizable dashboards have been spotted everywhere from a NASA launch and Minecraft HQ to Wimbledon and the Tour de France. Grafana Labs also helps more than 3,000 companies -- including Bloomberg, JPMorgan Chase, and eBay -- manage their observability strategies with the Grafana LGTM Stack, which can be run fully managed with Grafana Cloud or self-managed with the Grafana Enterprise Stack, both featuring scalable metrics (Grafana Mimir), logs (Grafana Loki), and traces (Grafana Tempo).
We’re scaling fast and staying true to what makes us different: an open-source legacy, a global collaborative culture, and a passion for meaningful work. Our team thrives in an innovation-driven environment where transparency, autonomy, and trust fuel everything we do.
You may not meet every requirement, and that’s okay. If this role excites you, we’d love you to raise your hand for what could be a truly career-defining opportunity.
The Opportunity
We're looking for an experienced, AI-native demand generation specialist to own our lifecycle and nurture programs — the strategic engine driving users from awareness to adoption and expansion across Grafana's growing user base.
This role sits at the intersection of AI-driven program evolution, multi-channel execution, and business impact. The right candidate brings deep experience, a genuine AI-native working style, and the strategic instinct to connect their work to what the business cares about most.
What You'll Be Doing
- Own AI-Driven Nurture Program Expansion Lead the strategy and evolution of AI-powered nurture programs — identifying opportunities to deepen engagement, improve conversion, and expand pipeline attribution across the funnel. AI is the core operating layer.
- Multi-Channel Execution with AI Integration Own strategy and execution for lifecycle campaigns across email nurture, website personalization, and paid channels with AI workflows embedded throughout. You build programs where AI handles scale and you handle judgment.
- Data Analysis & Attribution Conduct complex campaign analysis using both traditional analytics tools and AI-assisted analysis. Translate findings into clear recommendations for GTM leadership. You define what we measure and why — including how influence traces across OSS adoption, self-serve trials, and enterprise pipeline.
- Cross-Functional Ownership Partner with Sales, SDRs, content, and creative to drive alignment and own shared outcomes — not just your lane. You build the relationships, enable other teams, and hold the result accountable across org lines.
What Makes You a Great Fit
- 3+ years of experience in B2B SaaS demand generation or growth marketing, ideally within a technical product or developer-focused environment
- Demonstrated experience owning a program end-to-end - from ideation and strategy through launch, reporting, and continuous optimization
- Active AI tool usage: you've built workflows, automated processes, or designed AI-assisted programs — not just used AI for content drafts
- Strong data literacy and attribution capability — you conduct complex analysis across a PLG + commercial motion, develop attribution models, and advise on analytics strategy. You connect OSS adoption, self-serve cloud trials, and enterprise pipeline signals into a coherent view of program impact, and you can pressure-test your own analysis when the data is ambiguous or contradictory.
- Clear, confident communicator with marketing and GTM leadership. You translate program performance into business narrative and hold a point of view when challenged, in live conversations and async updates.
- Deep proficiency across core lifecycle channels — email nurture, website optimization, paid media — with demonstrated ability to layer AI workflows and automation on top of established channel fundamentals
- Fluency with technical audiences — you understand how technical practitioners and developer teams evaluate, adopt, and expand product usage. You can connect lifecycle program execution to the buying motion of a developer-focused, PLG-led product, and translate that context into messaging and strategy decisions.
Bonus Points For
- Hands-on experience with Claude Code
In Canada, the base compensation range for this role is CAD 77,989 - CAD 93,587. 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.
*Compensation ranges are country specific. If you are applying for this role from a different location than listed above, your recruiter will discuss your specific market’s defined pay range & benefits at the beginning of the process.
Why You’ll Thrive at Grafana Labs:
- 100% Remote, Global Culture - As a remote-only company, we bring together talent from around the world, united by a culture of collaboration and shared purpose.
- Scaling Organization – Tackle meaningful work in a high-growth, ever-evolving environment.
- Transparent Communication – Expect open decision-making and regular company-wide updates.
- Innovation-Driven – Autonomy and support to ship great work and try new things.
- Open Source Roots – Built on community-driven values that shape how we work.
- Empowered Teams – High trust, low ego culture that values outcomes over optics.
- Career Growth Pathways – Defined opportunities to grow and develop your career.
- Approachable Leadership – Transparent execs who are involved, visible, and human.
- Passionate People – Join a team of smart, supportive folks who care deeply about what they do.
- In-Person onboarding - We want you to thrive from day 1 with your fellow new ‘Grafanistas’ to learn all about what we do and how we do it.
- Balance is Key - We operate a global annual leave policy of 30 days per annum. 3 days of your annual leave entitlement are reserved for Grafana Shutdown Days to allow the team to really disconnect. *We will comply with local legislation where applicable.
Equal Opportunity Employer: We will recruit, train, compensate and promote regardless of race, religion, color, national origin, gender, disability, age, veteran status, and all the other fascinating characteristics that make us different and unique. We believe that equality and diversity builds a strong organization and we’re working hard to make sure that’s the foundation of our organization as we grow.
Grafana Labs may utilize AI tools in its recruitment process to assist in matching information provided in CVs to job postings. The recruitment team will continue to review inbound CVs manually to identify alignment with current openings.
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