Senior Demand Generation Marketing Manager

About the Team Netlify is a product-led growth company with an unusually large organic top-of-funnel, where tens of thousands of people discover and sign up for Netlify every day. That organic motion is real and meaningful, but paid acquisition is a new investment area for the marketing team, and there's a clear opportunity to build that capability from the ground up. As Senior Manager, Demand Generation & Performance Marketing, you'll own paid acquisition end to end - strategy, channel selection, budget, and the agency relationship that supports execution. You'll report to the CMO, with a planned transition to the VP of Growth Marketing as that function scales, and work closely with Marketing Operations, Data, Lifecycle, and Campaigns to make sure paid-acquired users don't just land, but convert and stick. This is a builder role at a company where the organic foundation is already strong, and your job is to build the paid layer that extends its reach. What You'll Do Build and own Netlify's paid acquisition strategy end to end, including paid search, paid social, retargeting, sponsorships, and any other channels worth testing and proving out. Own the call on where paid creates incremental value for Netlify. Design the tests, prove which channels and audiences drive growth our organic funnel wouldn't have delivered anyway, and decide where to scale, where to hold, and where not to spend at all. Manage the agency relationship(s) supporting paid/performance work by setting the brief, holding the agency accountable to targets, and deciding what to bring in-house as the function matures. Own budget planning, pacing, and ROI reporting for all paid spend, and make the case for where to double down or pull back. Partner with Marketing Operations to get attribution and UTM tracking right before scaling spend, so every dollar is measurable. Define target audiences and channel mix aligned to Netlify's ICP; partner with Product Marketing on messaging inputs for paid creative. Build the measurement framework for CAC, signup/pipeline contribution, and payback by channel. Partner with Lifecycle and Campaigns to make sure paid-acquired users flow into the right onboarding and activation journeys, not just land and drop off. As the program proves out, build the roadmap and case for a fully staffed paid/performance team. What You'll Bring 6+ years in demand generation or performance marketing, with direct ownership of a paid acquisition budget in a B2B SaaS or product-led growth environment Hands-on experience running paid search, paid social, and retargeting programs yourself - not just briefing agencies or reviewing their reports A track record of standing up or significantly scaling a paid acquisition program at an early stage, where you had to build the infrastructure and not just optimize what was already there Experience managing an external agency or partner relationship, including setting performance expectations and holding partners accountable to them Working knowledge of attribution and marketing measurement, and a history of partnering with Marketing Ops or Data teams to get tracking right before spend scales Some experience marketing to developers or technical audiences, or with a PLG motion where paid acquisition runs alongside a large organic and self-serve funnel This Role Is a Great Fit If You're energized by building and scaling a new paid program, not just optimizing one that's already mature. You think like an owner of budget and outcomes, not just a briefs-and-reports manager of an agency. You're comfortable moving between strategy (channel mix, targeting, budget allocation) and getting into the details yourself when it matters. You care about attribution being right before spend scales, not as an afterthought. You want to build in close partnership with Lifecycle, Campaigns, and Marketing Ops rather than run paid as a separate lane that hands off a spreadshe