Demand Generation Manager, New Logo

You will also support product launches with a new-logo lens—positioning new offerings for buyers who have never considered Sugar before.

This role reports to the Sr.

Director of AMERS Marketing and is designed for someone who can grow into broader leadership scope and step up as the team scales.

You’re the person who doesn’t wait for direction—you take strategy and run.

You’ve been in a matrixed organization before and know how to move fast without stepping on toes.

You’re hungry for pipeline, fluent in modern demand motions, and deeply comfortable in the ambiguity that comes with a scaling, integrating company.

This role operates on a hybrid model, with a mix of remote work and in-office collaboration at our Denver, CO location, specifically, working in-office a minimum of 2 days per week.

Expected salary range, depending on experience.

• Drive AMERS new logo pipeline contribution by owning end-to-end execution of demand programs and sales plays—translating global strategy, playbooks, and campaign frameworks into pipeline-generating activity with clear AE and BDR feedback loops.
• Build a scalable content syndication engine that delivers measurable pipeline influence and cost-per-opportunity improvements quarter over quarter, in close collaboration with MOPs on nurture programs that accelerate deal stage progression.
• Establish Sugar’s presence in the buying communities that matter by owning trade association strategy, industry publications, influencer relationships, podcasts, YouTube, and LinkedIn communities—building preference with net-new buyers before they enter an active buying cycle.
• Ensure new logo field readiness by coordinating with Sales Enablement and Product Marketing so that every program launches with aligned messaging, approved assets, and sales teams who know how to use them.
• Accelerate new offering adoption with net-new buyers by supporting product launches with a new-logo lens—translating new capabilities into messaging and campaigns that resonate with buyers who have no prior Sugar context.
• Make the full demand picture visible by tracking, analyzing, and reporting pipeline generation, influence, dark funnel engagement, and program effectiveness—going beyond last-click attribution to show how this role creates and captures demand.
• Export what works globally by establishing AMERS-informed guidance for market presence and influence strategies (trade associations, communities, publications, influencers) that EMEA and APAC can activate locally.
• Keep the revenue engine aligned by coordinating with Sales Enablement to maintain consistent field readiness, program adoption, and real-time feedback loops across AMERS, EMEA, and APAC.
• 7+ years of B2B marketing experience, ideally in SaaS or technology, with a strong focus on new logo acquisition and demand generation.
• Experience owning programs with pipeline accountability—you’ve been measured on sourced and influenced pipeline and know how to defend those numbers.
• Strong understanding of modern demand motions, including traditional digital tactics, content syndication, nurture programs, and dark-funnel or influencer-led engagement.
• Experience building or activating trade association strategy, industry communities, or influence-based programs (not just LinkedIn ads).
• Highly organized, execution-focused, and comfortable operating in a matrixed, evolving environment.
• Data-driven mindset with experience measuring impact beyond direct lead attribution.
• High autonomy and low maintenance: you ask smart questions, then go execute.
• Strong collaboration and communication skills cross-functionally.
• Experience with marketing automation platforms and CRM platforms.
• Some travel required for key trade shows, field events, and team offsites.