Senior Demand Generation Manager

Workato delivers enterprise infrastructure for the agentic era, redefining iPaaS and helping enterprises unify data, applications, processes, and AI into a single, governed platform. A leader in Enterprise MCP and trusted by 50% of the Fortune 500, Workato’s cloud-native architecture connects every application, data source, and process to power real-time orchestration at scale. With enterprise-grade security and continuous innovation at its core, Workato provides the trusted foundation for organizations to automate with confidence and operationalize AI across the business. To learn more, visit www.workato.com

We are looking for a strategic, data-driven Senior Manager of Digital Marketing & ABM to own and scale our digital presence and account-based programs across ANZ region. This is a high-impact, highly visible role that sits at the intersection of demand generation, brand experience, and revenue acceleration.

You will architect and execute multi-channel digital campaigns, develop personalised Account-Based Marketing (ABM) and Account-Based Experience (ABX) programs for our most strategic accounts, and partner closely with Sales, SDRs, and Customer Success to drive pipeline, accelerate deals, and expand existing accounts.

In this role, you will also be responsible to:

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• Own end-to-end planning, execution, and optimisation of integrated digital marketing campaigns across paid search, paid social (LinkedIn, Meta), display, email, SEO, GEO and content syndication.

• Develop compelling, audience-centric messaging and creative content that resonate across different buyer personas, industries, and funnel stages.

• Manage campaign budgets with a rigorous focus on ROI; monitor, report, and continuously improve performance metrics (CPL, MQL, pipeline influenced, CAC).

• Collaborate with design, and web teams to ensure landing pages, assets, and digital touchpoints are conversion-optimised and on-brand.

• Drive localised campaign strategies for the Australian & NZ market, adapting global programmes for regional relevance and compliance.

• Design and operationalise 1:1, 1:few, and 1:many ABM programmes targeting top-tier strategic, enterprise, and mid-market accounts in ANZ.

• Partner with Sales and RevOps to develop and maintain the target account list; segment accounts by tier, industry, revenue potential, and buying stage.

• Build personalised, multi-touch ABX journeys — orchestrating ads, content, events, direct mail, and executive engagement to create a cohesive, relevant account experience.

• Leverage intent data, firmographic signals, and CRM insights (Salesforce) to trigger timely, contextual outreach and nurture sequences.

• Develop and manage account-specific landing pages, microsites, and tailored content assets (case studies, business cases, ROI calculators) in partnership with content and design.

• Measure ABM programme impact across pipeline sourced/influenced, deal velocity, win rate, and account engagement scores; present insights to senior stakeholders.

• Develop and refine value proposition messaging for key buyer personas, verticals, and use cases relevant to the Australian and APAC market.

• Partner with Product Marketing to ensure field-facing messaging is differentiated, compelling, and aligned to competitive positioning.

• Create and oversee ABM-specific content: executive briefs, account intelligence reports, custom decks, thought leadership pieces, and event-specific materials.

• Maintain and evolve a messaging playbook that enables Sales and SDR teams to communicate value consistently and confidently.

• Act as the primary marketing partner to the ANZ Sales team; establish regular cadence meetings, pipeline reviews, and joint planning sessions.

• Collaborate with global demand generation, field marketing, and digital teams to leverage shared programmes, tools, and budgets.

• Work with Marketing Operations to ensure accurate attribution, lead routing, and full-funnel reporting in Salesforce and MAP (Marketo).

• Support field events, executive briefings, and account dinners as part of a broader ABX strategy.

• 8+ years of B2B marketing experience, with at least 3 years in a dedicated ABM or demand generation role.

• Proven track record running ABM programmes at scale — ideally across 1:1, 1:few, and programmatic tiers — with measurable pipeline outcomes.

• Deep hands-on expertise across digital marketing channels: paid media (LinkedIn, Google Ads), email marketing, SEO, and marketing automation.

• Strong messaging and copywriting skills; ability to translate complex technical solutions into clear, compelling narratives for executive buyers.

• Experience working in enterprise B2B technology, SaaS, cloud, or professional services sectors.

• Proficiency with marketing technology stacks: CRM (Salesforce), MAP (Marketo or HubSpot), ABM platforms (6sense, Demandbase), and analytics tools (GA4, Tableau, or similar).

• Data-driven mindset with the ability to build dashboards, interpret performance data, and make evidence-based decisions.

• Outstanding stakeholder management and cross-functional collaboration skills, including the ability to influence Sales and C-suite partners.

• Experience in the ANZ or APAC regional marketing context, with knowledge of the local media landscape and enterprise buying culture.

• Familiarity with intent data providers (Bombora, G2 Buyer Intent) and account intelligence tools (LinkedIn Sales Navigator, ZoomInfo).

• Experience with ABX orchestration platforms and personalisation tools (Mutiny, Uberflip, Pathfactory).

• Background in managing or mentoring junior marketers or agencies.