Faria Education Group
Customer Demand Marketing Manager
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Regional Customer Demand Marketing Manager
The Regional Customer Demand Marketing Manager is responsible for driving commercial growth across the existing customer base within a defined region: Americas, APAC, China, Europe or MEA.
The role focuses on generating cross-sell and upsell pipeline across the full product portfolio, identifying expansion opportunities within existing accounts and converting customer insight, whitespace analysis and product knowledge into targeted marketing activity that delivers measurable pipeline and revenue.
Key Responsibilities
Identify – Customer Insight & Growth Opportunities
- Own cross-sell, upsell, and whitespace analysis to uncover next-best-product and upgrade opportunities.
- Build target account lists and segmentations using customer data, health scores, and propensity to buy.
- Analyze buying triggers, feedback, and barriers, feeding insights to Product, Sales, and CX teams.
Prioritize – Strategy & Account Planning
- Own the regional customer demand strategy and budget, aligning activity to revenue targets.
- Agree on priority accounts and products with Sales/CX, developing ABM programs for high-value targets.
- Maintain the regional campaign planner to drive systematic expansion.
Activate – Demand Generation & Campaign Execution
- Deliver full-funnel integrated campaigns (paid media, email, events, nurture) to meet pipeline targets.
- Manage the regional paid media budget and build always-on nurture programs.
- Support product launches and feature releases, continually testing channels and messaging for performance.
Convert – Sales & Pipeline Enablement
- Partner with Sales, SDRs, and RVPs to turn demand into qualified pipeline.
- Equip sales teams with target lists, follow-up actions, enablement materials, and proof points.
- Analyze funnel metrics and gather sales feedback to optimize conversion rates.
Optimize – Performance, Data & ROI
- Track and report on pipeline, revenue, campaign ROI, and conversion by segment and channel.
- Partner with RevOps to ensure clean customer data, accurate attribution, and robust tracking.
- Scale high-performing channels and identify automation opportunities to improve campaign efficiency.
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Scope of the Role
The role is responsible for driving expansion opportunities across all existing customers within the assigned region and across the full product portfolio. This includes:
- Cross-sell: An existing OpenApply customer purchasing Vectare for the first time.
- Upsell: An OpenApply Essentials customer upgrading to OpenApply CRM.
- Product expansion: An existing customer adopting additional products, modules, or services.
- Upgrade: An existing customer moving to a higher-value product or service level.
Opportunities will be identified through whitespace analysis, customer segmentation, product adoption, account insight, customer feedback, and Sales/Customer Experience intelligence.
The ultimate objective is to generate qualified expansion pipeline and incremental revenue from the existing customer base.
Key Stakeholders
The Regional Customer Demand Marketer will work closely with:
- Sales & SDRs – pipeline targets, priority accounts, campaign follow-up, and conversion.
- Customer Experience – account health, customer needs, adoption, renewal, and expansion opportunities.
- Product & Product Marketing – product launches, features, positioning, and customer propositions.
- Revenue Operations – data, segmentation, attribution, reporting, and marketing automation.
- Sales Enablement – messaging, campaign assets, and sales conversion.
- Wider Marketing – New Business Demand, other Regional Customer Demand Marketers, Content, Digital, and Creative teams.
Skills & Experience
Essential
- Proven experience in B2B demand generation, growth marketing, or customer marketing.
- Strong understanding of cross-sell, upsell, and customer expansion.
- Demonstrable experience delivering multi-channel marketing campaigns.
- Experience working towards pipeline and revenue targets.
- Strong analytical skills with experience using data to identify opportunities and optimize performance.
- Experience partnering closely with Sales and SDR teams to generate and convert pipeline.
- Strong campaign, project, and stakeholder management skills.
- Ability to operate strategically while remaining hands-on in campaign execution.
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Desirable
- Experience within B2B SaaS or technology.
- Experience in Account-Based Marketing, lifecycle marketing, or customer expansion.
- Experience marketing across multiple products or a complex product portfolio.
- Experience with CRM and marketing automation platforms.
- Experience working across international or multi-region markets.
Success Measures
Success will be measured primarily through commercial outcomes, including:
- Cross-sell and upsell pipeline generated.
- Marketing contribution to regional pipeline targets.
- Revenue influenced and generated from existing customers.
- Conversion of marketing-generated opportunities.
- Customer product adoption and expansion.
- Campaign performance, efficiency, and ROI.
- Growth in customer lifetime value.
The successful candidate will combine commercial thinking, customer insight, analytical capability, and strong demand generation execution to turn the existing customer base into a significant and sustainable source of growth.
Benefits
- Competitive salary based on experience, and performance bonuses based on KPIs.
- Monthly Health & Wellness Allowance.
- Team socials.
- Professional Development opportunities.
- Unlimited book budget.
ABOUT FARIA EDUCATION GROUP
Faria Education Group empowers over 4 million students and 10,000 schools across 155 countries. We deliver secure, innovative international education systems—covering curriculum management, admissions, teaching, and school communications—alongside top-tier online courses and revision programs like IB Diploma and Cambridge.
Transform education with our integrated solutions: ManageBac, OpenApply, Atlas, SchoolsBuddy, Pamoja, Wolsey Hall, and Oxford Study Courses.
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