Principal Demand Generation Campaign Manager

Position Summary

The Principal Demand Generation Campaign Manager is a strategic, hands-on owner responsible for driving expansion, cross-sell, and upsell pipeline within MeridianLink’s existing customer base. This role owns the strategy, planning, execution, and optimization of MeridianLink’s highest-impact customer demand programs that increase product adoption, surface in-account opportunities, and accelerate pipeline for Customer Sales.

This role partners closely with Customer Sales, Product Marketing, RevOps, and Customer Marketing to identify high-intent signals, activate targeted campaigns, and deliver measurable pipeline impact. The ideal candidate is both strategic and executional—comfortable owning complex programs and establishing the playbooks, standards, and measurement approach that improve how customer demand is generated across the business.

Key Responsibilities

• Own customer demand strategy for assigned products and segments, driving qualified expansion and cross-sell pipeline through targeted, multi-channel campaigns

• Plan and execute integrated demand programs across email, paid media, digital advertising, webinars, events, content syndication, and sales-triggered campaigns

• Partner closely with Customer Sales and Account Management to align campaigns to sales plays, priorities, and pipeline goals, ensuring strong follow-up and conversion

• Translate customer data and intent signals (usage, engagement, lifecycle stage, firmographics) into actionable audience segmentation and messaging strategies

• Drive pipeline outcomes, not just activity—owning performance against KPIs including engagement, MQLs, sales-ready accounts, pipeline dollars, and revenue influence

• Leverage marketing automation and CRM platforms (e.g., HubSpot, Marketo, Salesforce) to build, execute, and optimize campaigns at scale

• Continuously optimize performance through testing, experimentation, and analytics across messaging, channels, and targeting

• Collaborate cross-functionally with Product Marketing, Customer Marketing, Sales, Digital, and Creative to develop compelling, customer-specific content and assets

• Manage budgets and forecasts for assigned programs, optimizing spend to maximize ROI and pipeline contribution

• Set standards that scale customer demand generation by developing playbooks, best practices, and reporting frameworks; sharing insights and recommendations; and improving cross-functional ways of working to increase pipeline impact

Qualifications

This person will act as a career-level professional and subject matter expert in customer demand generation and expansion motions. The role will have work that will include new, highly complex, or highly impactful to the business. The individual should have complete knowledge and a full understanding of the area of specialization, principles, and practices within a professional discipline. The role will include work on problems of diverse scope where analysis of information requires evaluation of identifiable factors. Work is expected to be done independently through independent judgment.

• 6–8+ years of experience in B2B demand generation, lifecycle marketing, or digital marketing, ideally in B2B SaaS or fintech

• Proven success driving expansion, cross-sell, or post-sale demand within an existing customer base

• Strong understanding of customer lifecycle marketing, account-based approaches, and sales-aligned campaign execution

• Hands-on experience with marketing automation and CRM platforms, including campaign build, reporting, and optimization

• Highly analytical and data-driven, with the ability to turn insights into clear actions and recommendations

• Strong project management skills with the ability to manage multiple priorities in a fast-paced environment

• Excellent collaboration and communication skills, with confidence partnering with Sales and senior stakeholders

• Bachelor’s degree or equivalent practical experience