Strategic Events Demand Generation Senior… at Salesforce · Herndon

Strategic Events Demand Generation Senior Manager Location: Virginia - Herndon To get the best candidate experience, please consider applying for a maximum of 3 roles within 12 months to ensure you are not duplicating efforts. Job Category Marketing & Communications Job Details About Salesforce Salesforce is the #1 AI CRM, where humans with agents drive customer success together. Here, ambition meets action. Tech meets trust. And innovation isn’t a buzzword — it’s a way of life. The world of work as we know it is changing and we're looking for Trailblazers who are passionate about bettering business and the world through AI, driving innovation, and keeping Salesforce's core values at the heart of it all. Ready to level-up your career at the company leading workforce transformation in the agentic era? You’re in the right place! Agentforce is the future of AI, and you are the future of Salesforce. Salesforce is seeking a strategic, audience-centric Senior Manager to serve as a demand generation lead for our events portfolio. This role is responsible for shaping and orchestrating the end-to-end campaign strategy that connects priority audiences to Salesforce’s most strategic event experiences, driving measurable impact across registrations, attendance, engagement, and pipeline. The Events Demand Generation team produces industry-defining campaigns that represent the ultimate expression of the Salesforce brand, innovation, and customer success. As a Senior Manager, you will operate as the demand generation leader—translating event objectives into integrated audience, segmentation, and channel strategies, and ensuring coordinated execution across paid, owned, earned, and partner channels. This role sits at the center of a highly cross-functional ecosystem, partnering closely with Experience Strategy, Product Marketing, Creative, Messaging, Media Lab, Lifecycle Marketing, Regional Marketing, Analytics, and executive stakeholders. You will ensure every campaign component works in concert to reach the right audiences, deliver meaningful engagement, and achieve pipeline and business impact goals. This is a strategic role requiring strong campaign ownership, audience and channel expertise, and the ability to align diverse teams around a shared demand generation strategy. Responsibilities: Campaign Leadership & Strategic Ownership Serve as the demand generation lead for priority Salesforce events, owning campaign strategy from audience definition through execution and performance. Translate event objectives into integrated, audience-first campaign strategies that drive registrations, attendance, engagement, and pipeline. Develop comprehensive campaign frameworks outlining audience segments, messaging alignment, channel roles, sequencing, and activation strategy. Ensure campaigns are executed cohesively across paid, owned, organic, and partner channels. Audience Strategy, Segmentation & Targeting Define and evolve audience segmentation strategies using behavioral, firmographic, technographic, and engagement data. Identify priority audiences, whitespace opportunities, and high-value segments aligned to event and business objectives. Partner with analytics and data teams to continuously refine targeting, improve conversion rates, and optimize audience reach and efficiency. Ensure consistent audience strategy alignment across all campaign channels and touchpoints. Cross-Functional Campaign Orchestration Act as the central liaison across Experience Strategy, Creative, Messaging, Product Marketing, Media Lab, Lifecycle Marketing, and regional teams. Ensure campaign strategy is clearly translated into channel activation plans and creative execution. Partner with Experience Strategy to align audience strategy with event positioning, content, and attendee experience design. Collaborate with creative and messaging teams to ensure campaign assets resonate with priority audiences and align to campaign goals. Align channel owners across paid media, email, web, organic social, and partner channels to ensure coordinated campaign execution. Performance Ownership & Optimization Own campaign performance across key metrics including registrations, attendance, engagement, and pipeline generation. Monitor campaign performance, identify trends and gaps, and proactively drive optimizations. Deliver performance reporting, insights, and strategic recommendations to stakeholders and leadership. Apply data-driven insights to continuously refine segmentation, targeting, channel mix, and campaign strategy. Stakeholder Leadership & Executive Alignment Serve as the strategic point of contact for demand generation campaign strategy across internal stakeholders. Align senior stakeholders and cross-functional partners around campaign priorities, timelines, and goals. Present campaign strategy, performance, and recommendations to senior marketing leadership. Drive clarity, alignment, and accountability across complex, multi-channel campaign efforts. Campaign Innovation & Best Practice Development Identify opportunities to improve campaign effectiveness through new approaches to targeting, segmentation, and channel orchestration. Contribute to the evolution of Salesforce’s event demand generation frameworks, playbooks, and best practices. Stay current on evolving demand generation strategies, audience targeting capabilities, and marketing technologies. Minimum Qualifications 8+ years of experience in demand generation, integrated campaign strategy, or event marketing, preferably in B2B technology Proven experience owning and leading integrated marketing campaigns across multiple channels Strong expertise in audience segmentation, targeting strategy, and campaign orchestration Experience working cross-functionally with creative, messaging, channel owners, and senior stakeholders Strong analytical skills and experience using data to drive campaign optimization and strategy Excellent communication, leadership, and stakeholder management skills Strong project management and organizational capabilities Ability to operate effectively in fast-paced, highly cross-functional environments Preferred Qualifications Experience leading demand generation strategy for large companies and campaigns. Plus if for large-scale events, conferences, or tentpole campaigns Experience working in enterprise B2B technology marketing Familiarity with Salesforce audiences, products, and ecosystem Experience aligning campaign strategy to pipeline generation and business impact metrics Strong executive presence and experience presenting to senior stakeholders Experience working with marketing analytics, audience platforms, and marketing automation tools Unleash Your Potential When you join Salesforce, you’ll be limitless in all areas of your life. Our benefits and resources support you to find balance andbe your best, and our AI agents accelerate your impact so you cando your best. Together, we’ll bring the power of Agentforce to organizations of all sizes and deliver amazing experiences that customers love. Apply today to not only shape the future — but to redefine what’s possible — for yourself, for AI, and the world. Accommodations If you need a reasonable accommodation during the application or the recruiting process, please submit a request via this Accommodations Request Form. Please note that Salesforce uses artificial intelligence (AI) tools to help our recruiters assess and evaluate candidates’ resumes and qualifications throughout the recruiting process. Humans will always make any candidate selection and hiring decisions. Please see our Candidate Privacy Statement for more information about how we use your personal data and your rights, including with regard to use of AI tools and opt out options. Posting Statement Salesforce is an equal opportunity employer and maintains a policy of non-discrimination with all employees and applicants for employment. What does that mean exactly? It means that at Salesforce, we believe in equality for all. And we believe we can lead the path to equality in part by creating a workplace that’s inclusive, and free from discrimination. Know your rights: workplace discrimination is illegal. Any employee or potential employee will be assessed on the basis of merit, competence and qualifications – without regard to race, religion, color, national origin, sex, sexual orientation, gender expression or identity, transgender status, age, disability, veteran or marital status, political viewpoint, or other classifications protected by law. This policy applies to current and prospective employees, no matter where they are in their Salesforce employment journey. It also applies to recruiting, hiring, job assignment, compensation, promotion, benefits, training, assessment of job performance, discipline, termination, and everything in between. Recruiting, hiring, and promotion decisions at Salesforce are fair and based on merit. The same goes for compensation, benefits, promotions, transfers, reduction in workforce, recall, training, and education. In the United States, compensation offered will be determined by factors such as location, job level, job-related knowledge, skills, and experience. Certain roles may be eligible for incentive compensation, equity, and benefits. Salesforce offers a variety of benefits to help you live well including: time off programs, medical, dental, vision, mental health support, paid parental leave, life and disability insurance, 401(k), and an employee stock purchasing program. More details about company benefits can be found at the following link: https://www.salesforcebenefits.com. At Salesforce, we believe in equitable compensation practices that reflect the dynamic nature of labor markets across various regions. The typical base salary range for this position is $143,400 - $216,900 annually. The range represents base salary only, and does not include company bonus, incentive for sales roles, equity or benefits, as applicable. Additional Locations: Washington - Seattle, Washington D.C. - Remote, Virginia - Mclean