Demand Generation Specialist | Canada | Remote

CanadaRemoteFull TimePosted 2 months ago

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Role summary

Grafana Labs is seeking an experienced, AI-native Demand Generation Specialist to lead lifecycle and nurture programs, driving user growth from awareness to adoption and expansion. This remote role focuses on AI-driven program evolution, multi-channel execution (email, website personalization, paid channels), and connecting marketing efforts to business impact. The specialist will conduct complex data analysis, develop attribution models, and collaborate with Sales, SDRs, content, and creative teams. The ideal candidate has 3+ years of B2B SaaS demand generation experience, proficiency with AI tools, strong data literacy, and an understanding of technical audiences. The role is based in Canada with a salary range of CAD 77,989 - CAD 93,587.

Grafana Labs, the company behind the open observability cloud, is founded on the principles of open source, open standards, open ecosystems, and open culture. Grafana Cloud, our fully managed observability platform, is flexible and built for scale. With Grafana Cloud's actually useful AI, organizations can see, understand, and act on all their disparate data to move at the speed of their ambitions. Today, more than 35 million users and 7,000+ customers – including Anthropic, Bloomberg, NVIDIA, Microsoft, and Salesforce – trust Grafana Labs to ensure reliability of their applications and systems, resolve incidents quickly, and optimize their telemetry to reduce noise and cost. We are a 100% remote company with 1,600+ team members across 40+ countries, and we’re backed by leading investors including Lightspeed Venture Partners, Sequoia Capital, GIC, Coatue, J.P. Morgan, CapitalG, and Lead Edge Capital. Learn more at grafana.com and follow us on LinkedIn and X.

We’re scaling fast and staying true to what makes us different: an open-source legacy, a global collaborative culture, and a passion for meaningful work. Our team thrives in an innovation-driven environment where transparency, autonomy, and trust fuel everything we do.

You may not meet every requirement, and that’s okay. If this role excites you, we’d love you to raise your hand for what could be a truly career-defining opportunity.

The Opportunity

We're looking for an experienced, AI-native demand generation specialist to own our lifecycle and nurture programs — the strategic engine driving users from awareness to adoption and expansion across Grafana's growing user base.

This role sits at the intersection of AI-driven program evolution, multi-channel execution, and business impact. The right candidate brings deep experience, a genuine AI-native working style, and the strategic instinct to connect their work to what the business cares about most.

What You'll Be Doing

Own AI-Driven Nurture Program Expansion Lead the strategy and evolution of AI-powered nurture programs — identifying opportunities to deepen engagement, improve conversion, and expand pipeline attribution across the funnel. AI is the core operating layer.

Multi-Channel Execution with AI Integration Own strategy and execution for lifecycle campaigns across email nurture, website personalization, and paid channels with AI workflows embedded throughout. You build programs where AI handles scale and you handle judgment.

Data Analysis & Attribution Conduct complex campaign analysis using both traditional analytics tools and AI-assisted analysis. Translate findings into clear recommendations for GTM leadership. You define what we measure and why — including how influence traces across OSS adoption, self-serve trials, and enterprise pipeline.

Cross-Functional Ownership Partner with Sales, SDRs, content, and creative to drive alignment and own shared outcomes — not just your lane. You build the relationships, enable other teams, and hold the result accountable across org lines.

What Makes You a Great Fit

3+ years of experience in B2B SaaS demand generation or growth marketing, ideally within a technical product or developer-focused environment

Demonstrated experience owning a program end-to-end - from ideation and strategy through launch, reporting, and continuous optimization

Active AI tool usage: you've built workflows, automated processes, or designed AI-assisted programs — not just used AI for content drafts

Strong data literacy and attribution capability — you conduct complex analysis across a PLG + commercial motion, develop attribution models, and advise on analytics strategy. You connect OSS adoption, self-serve cloud trials, and enterprise pipeline signals into a coherent view of program impact, and you can pressure-test your own analysis when the data is ambiguous or contradictory.

Clear, confident communicator with marketing and GTM leadership. You translate program performance into business narrative and hold a point of view when challenged, in live conversations and async updates.

Deep proficiency across core lifecycle channels — email nurture, website optimization, paid media — with demonstrated ability to layer AI workflows and automation on top of established channel fundamentals

Fluency with technical audiences — you understand how technical practitioners and developer teams evaluate, adopt, and expand product usage. You can connect lifecycle program execution to the buying motion of a developer-focused, PLG-led product, and translate that context into messaging and strategy decisions.

Bonus Points For

Hands-on experience with Claude Code

In Canada, the base compensation range for this role is CAD 77,989 - CAD 93,587. Actual compensation may vary based on level, experience, and skillset as assessed throughout the interview process. All of our roles include Restricted Stock Units (RSUs), giving every team member ownership in Grafana Labs' success. We believe in shared outcomes—RSUs help us stay aligned and invested as we scale globally.

*Compensation ranges are country specific. If you are applying for this role from a different location than listed above, your recruiter will discuss your specific market’s defined pay range & benefits at the beginning of the process.

Why You’ll Thrive at Grafana Labs:

100% Remote, Global Culture - As a remote-only company, we bring together talent from around the world, united by a culture of collaboration and shared purpose.

Scaling Organization – Tackle meaningful work in a high-growth, ever-evolving environment.

Transparent Communication – Expect open decision-making and regular company-wide updates.

Innovation-Driven – Autonomy and support to ship great work and try new things.

Open Source Roots – Built on community-driven values that shape how we work.

Empowered Teams – High trust, low ego culture that values outcomes over optics.

Career Growth Pathways – Defined opportunities to grow and develop your career.

Approachable Leadership – Transparent execs who are involved, visible, and human.

Passionate People – Join a team of smart, supportive folks who care deeply about what they do.

In-Person onboarding - We want you to thrive from day 1 with your fellow new ‘Grafanistas’ to learn all about what we do and how we do it.

Balance is Key - We operate a global annual leave policy of 30 days per annum. 3 days of your annual leave entitlement are reserved for Grafana Shutdown Days to allow the team to really disconnect. *We will comply with local legislation where applicable.

Equal Opportunity Employer: Grafana Labs is an equal opportunities employer. We welcome applications from everyone regardless of race, colour, nationality, origin, caste, sex, gender reassignment identity or expression, sexual orientation, age, religion or belief, disability, veteran status, genetic information, pregnancy, maternity, marital, family or carer status, or any other characteristic which is protected by local law. We believe that equality and diversity build a strong organisation, and we work hard to ensure that is the foundation of our organisation as we grow.

Grafana Labs may utilize AI tools in its recruitment process to assist in matching information provided in CVs to job postings. The recruitment team will continue to review inbound CVs manually to identify alignment with current openings.

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