Integrated Communications Manager

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Job Description
UPS Digital is seeking a Demand Generation Manager to own and evolve our outbound and lifecycle demand programmes, ensuring strategic intent, campaign quality, sequencing and commercial growth. This role is responsible for designing, executing, and optimizing targeted acquisition and cultivation campaigns to drive acquisition, utilisation, penetration, and cross‑sell opportunities. The Demand Generation Manager orchestrates outbound and lifecycle efforts to ensure they are aligned to GTM priorities, product launches, customer segments, and sales motions. Working closely with Product Marketing, Marketing Operations, Data Science, and Sales, this highly cross‑functional role provides the campaign leadership, lifecycle perspective, and operational rigor needed to translate strategy into coordinated programmes that scale over time and drive measurable customer engagement and pipeline impact. Success in this role directly impacts pipeline efficiency, customer adoption and expansion, and enables more effective sales engagement.

Key Responsibilities
Demand Generation Strategy and Campaign Leadership

Define demand generation strategy and campaign priorities across outbound and lifecycle programmes, ensuring alignment with business priorities, new product launches, and commercial focus areas.

Translate annual revenue and pipeline targets into clear demand generation goals, including campaign‑level objectives and benchmarks, and track performance throughout the year to inform optimisation and prioritisation decisions.

Develop targeted nurture campaigns to retarget closed/lost prospects and customers, maintaining engagement over time and improving downstream conversion to sales‑ready opportunities.

Continuously refine outbound strategies based on sales feedback, campaign performance data, and observed customer behaviour.

Serve as the primary owner of ZoomInfo intent and persona configuration, monitoring performance and updating keywords, buying groups, and signals as products, messaging, and GTM campaigns evolve.

Serve as the primary point of contact for Sales partners on demand generation programmes, establishing regular feedback loops to assess campaign performance, lead quality, and customer engagement.

Customer Lifecycle & Cultivation Marketing

Lead lifecycle marketing efforts focused on increasing customer utilisation, penetration, and retention across priority segments.

Design and execute campaigns targeting existing customer base across key lifecycle stages, including onboarding, adoption, advocacy, and renewal.

Manage and broaden the New Customer Care programme as new products and enhancements are launched to ensure early customer awareness and engagement.

Audience Strategy & Enablement

Provide strategic guidance on audience definitions and targeting strategies, ensuring alignment with GTM targets and KPIs.

Collaborate with Marketing Operations to operationalise audience logic, lifecycle triggers, suppression rules, and automation workflows through CRM enhancements and new model builds.

Maintain oversight of audience quality to ensure campaigns support Sales effectiveness.

Campaign Performance and Optimisation

Monitor campaign performance against defined goals and benchmarks, identifying trends, gaps, and opportunities to improve conversion, engagement, and downstream pipeline impact.

Continuously test and optimise campaign elements including messaging, offers, timing, and sequencing based on performance trends and sales feedback.

Minimum Qualifications

Bachelor’s degree in Marketing, Business, Communications, or a related field.

5+ years of experience in demand generation, lifecycle marketing, or B2B outbound campaign roles.

Strong understanding of segmentation, audience strategy and lifecycle marketing principles.

Experience working within marketing automation platforms and CRM systems in partnership with Marketing Operations.

Highly organised project manager capable of managing multiple campaigns, stakeholders and timelines simultaneously.

Analytical mindset with the ability to turn performance data into clear, actionable improvements.

Preferred Qualifications

Experience designing customer marketing programmes focused on adoption, expansion and cross‑sell.

Familiarity with AI‑ or data‑driven audience tools and automation frameworks.

Comfort operating in a matrixed environment with shared ownership across marketing, sales and operations.

Experience contributing to GTM planning, launch execution or integrated campaign models.

Strong communication skills with the ability to influence without direct authority.

Employee Type
Permanent

UPS is committed to providing a workplace free of discrimination, harassment and retaliation.

Other Criteria
UPS is an equal opportunity employer. UPS does not discriminate on the basis of race, colour, religion, sex, national origin, veteran, disability, age, sexual orientation, gender identity or any other characteristic protected by law.

Basic Qualifications
Must be a U.S. citizen or national of the U.S., an alien lawfully admitted for permanent residence, or an alien authorised to work in the U.S. for this employer.

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