Sr. Demand Generation Manager, SEM - Observability

About the position Snowflake is about empowering enterprises to achieve their full potential — and people too. With a culture that’s all in on impact, innovation, and collaboration, Snowflake is the sweet spot for building big, moving fast, and taking technology — and careers — to the next level. Observe by Snowflake is a high-growth SaaS observability platform built on the Snowflake AI Data Cloud, enabling businesses to troubleshoot modern distributed applications 10x faster. Now, as a core part of Snowflake, we’ve reached a major milestone in the evolution of the Snowflake platform. By bringing AI-powered observability directly into the Snowflake ecosystem, we’ve created the first truly unified platform for telemetry and business data. As a Senior Demand Generation Manager, you will actively contribute to the global demand generation strategy and drive pipeline growth. You will own and execute campaigns that include: SEM, website optimization (SEO/SEM), webinars, PPC, social media, virtual-events, hands-on workshops, email nurture, and lead generation to deliver tailored marketing messages and drive optimization through frequent and ongoing testing and analysis. You will also excel at working cross-functionally with sales, product marketing, field and the partner ecosystem. The ideal candidate will embody our company values, be creative and have a collaborative work ethic, strong attention to detail, data-driven decision making and a passion to deliver programs and projects that drive the growth and health of our business. This is not a remote position. The requirement is that this role will be based in Snowflake's Menlo Park office 3 days per week.

Responsibilities

• Planning: Oversee the planning, execution and optimization of campaigns to deliver on aggressive pipeline targets.
• Campaign Management: Develop, execute, and measure multi-channel integrated demand generation campaigns, including webinars, 3rd party syndication, ABM, PPC, Remarketing, virtual events, workshops, email marketing, content marketing and paid advertising.
• Reporting: Set key performance indicators (KPIs), track engagement, and analyze attribution to ensure the success of ongoing integrated campaign activities. Communicate program results and performance with the sales and marketing teams.
• Nurturing: Develop multi-touch omnichannel nurture to engage prospects and move them through the funnel.
• Implement testing methodologies to enhance the demand creation process. Use A/B testing to optimize performance, and share best practices with the larger stakeholder teams.
• Website SEO/GEO: Oversee keyword research and website content for increased visibility in search (Google) and AI platforms (ChatGPT, Gemini). Optimize SEO, and GEO to drive relevant traffic to the website.
• SEM: identify keywords (including long-tail keywords) that we can bid on, create SEM ads, and optimize them to drive high quality traffic and leads to the website.
• AI/Pilot: Leverage AI for all aspects of campaign creation. Pilot new channels and platforms to increase conversion rates and stay ahead of the Marketing technology curve. Effectively build stories/plays by slicing and collating existing content such as webinars, whitepapers, and blogs.
• Program Management: Oversee end-to-end execution of objectives from initial planning, socialization, advocacy, execution, and reporting. Work closely with SDR, Sales, Content, PMM, Field and other stakeholders within and outside the organization.

Requirements

• Minimum 5 years of experience developing & executing integrated marketing campaigns.
• BA/BS in Marketing, Computers, or related field is required.
• Understanding of the observability and software audience.
• Experience program-managing large-scale webinars and virtual events.
• Demonstrated track record of driving significant growth in demand and pipeline.
• Experience growing a database organically.
• Experience working with third-party developer publications.
• Extensive marketing tech stack experience including Marketo, Salesforce, ON24, Bizzabo or virtual event platforms, Mutiny, 6Sense, Intellimize and more.
• Excellent written communication skills: you will be developing direct response copy for email and landing pages.
• The ability to learn new technologies, products and systems quickly.
• Expertise in understanding data, telling stories and executing across channels to create a customer-focused experience.
• Experience with understanding traditional, digital and emerging channels to create demand.