What are the responsibilities and job description for the B2B Demand Generation Specialist position at Upshop?

About Upshop :

Upshop is the market leader in Total Store Operations solutions for the Grocery and C-Store markets. We offer an AI-powered, SaaS platform connecting Fresh, Center, eCommerce, and DSD department operations to deliver a simplified, smarter, more connected store experience. Customers running Upshop realize significant improvements in sales, shrink, food safety and sustainability across the entire store. 450 retail chain accounts trust our software in over 50k stores, 35 countries, and 3 continents.

Overview of the role :

As an B2B Demand Generation Specialist at Upshop, you'll will play a pivotal role in our marketing team, leading the strategy, planning, and execution of marketing campaigns and ABM programs that drive both new customer acquisition and expansion within existing accounts.

The role will collaborate closely with cross-functional teams, including Product, Customer Success, Sales, RevOps, and Marketing to align strategies and ensure effective execution. This role combines strategic planning, optimization, with hands-on management of marketing campaigns and ABM initiatives, focusing on paid programs and email marketing.

This is an on-site opportunity that sits in our Austin office and will report directly to the Director, Demand Generation.

Responsibilities :

ABM Planning and Execution :

Plan, create, and optimize global campaigns and programs that drive customer acquisition and engagement, using ABM strategies and tools.
Collaborate with cross-functional teams to develop campaign themes, creativity, and assets to support all regions.
Lead the execution of integrated marketing campaigns, coordinating efforts across departments and regions to maximize impact.
Develop and execute strategies for cross-selling and upselling within existing accounts to drive account expansion.
Work closely with the revenue marketing team and key account managers to identify opportunities for growth and align campaign strategies with customer needs.

Email Marketing :

Develop and implement email marketing campaigns to nurture leads and drive conversions.

Collaborate with content and product teams to craft persuasive email content and messaging that resonates with target audiences.

Segment email lists and tailor campaigns for specific customer segments.

Continuously A / B test emails for improved performance and engagement.

Performance and Analytics :

Take ownership of pipeline creation goals, recommending and implementing adjustments to drive continued improvement and goal attainment.

Track and analyze the performance of ABM marketing campaigns vs. goals and benchmarks.

Use data-driven insights to make informed recommendations for optimization.

Qualifications :

Bachelor’s degree in Marketing, Business Administration, or relevant field

2 to 4 years of experience within account-based marketing

Deep expertise in Account-Based Marketing (ABM) and enterprise marketing, driving successful programs and achieving monthly goals.

Strong interpersonal skills with a proven ability to build relationships with customers, thought leaders, and internal stakeholders.

Proficient in key marketing tools like HubSpot, Salesforce, N.rich, DemandBase, and 6sense.

Data-driven mindset with a focus on benchmarking and optimizing conversion rates.

In-depth understanding of enterprise sales cycles and the ability to adapt marketing strategies accordingly.

Proven ability to develop and execute effective tactics that accelerate customer upscale cycles.

Preferred Qualifications

Experience within retail, preferably grocery and / or food & beverage

Experience with inventory, supply chain, and retail operations

Experience with SaaS technology solutions

Benefits / Perks

Hybrid Opportunity (4-days in office)

Competitive salary

Employer-matched 401(k) plan

Attractive paid time off policy

Career growth and development opportunities

Home office support set-up

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B2B Demand Generation Specialist

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