Demand Generation Manager, Upgrades

Working at Atlassian
Atlassians can choose where they work - whether in an office, from home, or a combination of the two. That way, Atlassians have more control over supporting their family, personal goals, and other priorities. We can hire people in any country where we have a legal entity. Interviews and onboarding are conducted virtually, a part of being a distributed-first company.
Responsibilities
Atlassian is seeking a Demand Campaigns Manager, Upgrades to drive end-to-end, multi-channel campaigns that accelerate product upgrades and expansion across our Cloud and Data Center customer base. In this high-impact role, you'll partner closely with product marketing, sales, analytics, and lifecycle marketing teams to plan, execute, and optimize campaigns that move customers up the value chain-whether that's upgrading editions, adopting new features, or migrating to Cloud.
You'll thrive here if you're passionate about customer journeys, love experimenting with new tactics, and are energized by the challenge of removing friction from the upgrade experience. You'll be responsible for both the art and science of campaign management: creative messaging, precise segmentation, and rigorous measurement.
What you'll do:

• Develop and execute upgrade-focused demand generation campaigns across email, in-product messaging, web personalization, paid media, content syndication, and events, targeting both technical and business decision-makers.
• Partner with Product Marketing, Sales, and Customer Lifecycle teams to ensure messaging, timing, and offers are tailored to customer segments and aligned with the buyer journey.
• Leverage data and analytics to identify upgrade opportunities, segment audiences, and personalize outreach for maximum impact.
• Test and optimize campaign tactics-from promotional offers to personalized ads and web banners-to reduce friction and increase conversion rates for upgrades.
• Expand distribution beyond owned channels by experimenting with new digital tactics and field activations, including webinars, live demos, and community engagement.
• Measure, analyze, and report on campaign performance, delivering actionable insights and regular updates to marketing and sales leadership. Use data to iterate and scale what works.
• Collaborate cross-functionally to ensure seamless execution, including managing project timelines, dependencies, and resource allocation.
• Champion the customer experience by identifying and addressing upgrade friction points, advocating for improvements in the self-service upgrade journey, and surfacing customer feedback to product and growth teams.
• Stay current on B2B SaaS marketing trends and bring innovative, customer-centric ideas to Atlassian's upgrade and expansion programs.

On your first day, we'll expect you have:

• 5+ years of experience in B2B demand generation, campaign management, or lifecycle marketing, ideally in SaaS or technology.
• Proven track record of building and executing integrated, multi-channel campaigns that drive product upgrades, expansion, or migrations .
• Strong analytical skills; you live for the data and use it to guide decisions, optimize campaigns, and demonstrate ROI.
• Experience with marketing automation, CRM, and analytics tools (e.g., Marketo, Salesforce, Tableau).
• Excellent program management and communication skills, with a history of working cross-functionally to deliver results.
• Deep understanding of customer journeys, segmentation, and the SaaS upgrade lifecycle 3.
• Creative problem-solver who thrives in a fast-paced, high-growth environment and is comfortable rolling up your sleeves to get things done.

Compensation
At Atlassian, we strive to design equitable, explainable, and competitive compensation programs. To support this goal, the baseline of our range is higher than that of the typical market range, but in turn we expect to hire most candidates near this baseline. Base pay within the range is ultimately determined by a candidate's skills, expertise, or experience. In the United States, we have three geographic pay zones. For this role, our current base pay ranges for new hires in each zone are:
Zone A: $127,800 - $166,850
Zone B: $115,200 - $150,400
Zone C: $106,200 - $138,650
This role may also be eligible for benefits, bonuses, commissions, and equity.
Please visit go.atlassian.com/payzones for more information on which locations are included in each of our geographic pay zones. However, please confirm the zone for your specific location with your recruiter.
Benefits & Perks
Atlassian offers a wide range of perks and benefits designed to support you, your family and to help you engage with your local community. Our offerings include health and wellbeing resources, paid volunteer days, and so much more. To learn more, visit go.atlassian.com/perksandbenefits .
About Atlassian
At Atlassian, we're motivated by a common goal: to unleash the potential of every team. Our software products help teams all over the planet and our solutions are designed for all types of work. Team collaboration through our tools makes what may be impossible alone, possible together.
We believe that the unique contributions of all Atlassians create our success. To ensure that our products and culture continue to incorporate everyone's perspectives and experience, we never discriminate based on race, religion, national origin, gender identity or expression, sexual orientation, age, or marital, veteran, or disability status. All your information will be kept confidential according to EEO guidelines.
To provide you the best experience, we can support with accommodations or adjustments at any stage of the recruitment process. Simply inform our Recruitment team during your conversation with them.
To learn more about our culture and hiring process, visit go.atlassian.com/crh .