Senior Demand Generation Manager, Aftermarket Programs

Senior Demand Generation Manager, Aftermarket Programs

Summary

Head of Aftermarket Growth

Location: Remote - US Based (Driving distance to Quonset Point, Rhode Island or Novi, Michigan Preferred) | Reports to Senior Director, Global Demand Generation

About the Role

Hexagon Manufacturing Intelligence is seeking a senior growth leader to own the go-to-market for our Services and Aftermarket portfolio, from positioning and messaging through activation. Aftermarket services are one of the most strategically significant drivers of our business, and this role sits at the center of it.

This is a high-visibility, high-impact global role responsible for building and executing integrated, omnichannel programs that drive revenue across the customer lifecycle, from the moment a customer enters the Hexagon ecosystem through onboarding, adoption, upsell, retention, renewal, and recovery, including training and certification enrollment and modernization and upgrade initiatives.

This role owns campaign strategy end to end, not executing against an existing playbook, but building one, and pairing it with highly creative, standout delivery. The ideal candidate is a confident, commercially oriented leader with sharp strategic thinking, a strong creative point of view, and the ability to hold their own in a high-standards environment alongside technically rigorous product and sales stakeholders. Experience in hardware device, industrial technology, or aftermarket services marketing is a meaningful advantage. This is a hands-on, builder role: this person leads through influence, partnering closely with product management, sales, regional teams, and external creative and agency partners to get work done. Reports to the Senior Director, Global Demand Generation, and partners directly with the Aftermarket Product Manager and Marketing Operations.

Job Responsibilities

What You'll Do

Go-to-Market Strategy, Positioning & Messaging

• Own positioning, differentiated messaging, and segmentation for the Services portfolio, ensuring they flex across Americas and EMEA markets without losing a consistent global voice

• Translate global positioning into regional execution, working with regional teams under Hexagon's hub-and-spoke model to keep messaging aligned globally while feeling locally relevant

• Set the segmentation strategy that determines how offers, messaging, and programs differ across installed base segments, from new customers to long-tenured accounts

• Act as the creative architect who pairs segmentation with messaging, content, and highly creative delivery, treating aftermarket's significant revenue potential as something to be unlocked through creativity, not just process

• Develop messaging and thought leadership that shows how Hexagon's Services portfolio helps customers get more value from their investment, bringing a strong creative point of view that stands out against a mature, competitive market

Lifecycle Growth & Demand Generation

• Build and run education, nurturing, and lifecycle programs that improve adoption, renewals, conversions, service attachment, aftermarket revenue, and second-device sales

• Own demand generation across the full aftermarket customer lifecycle: onboarding, adoption, upsell, renewal, and recovery, including paid service recovery and re-engagement of lapsed accounts

• Lead demand generation for MyCare services adoption and expansion, training and certification enrollment, and modernization and upgrade campaigns

Digital Experience, AI & Customer Engagement

• Define the vision for the Services digital experience, evolving the web presence into an integrated aftermarket hub aligned with the eStore and future AI capabilities

• Lead the evolution of AI powered customer nurturing, improving personalized, human like engagement across digital channels to scale interactions and commercial impact

• Build an event strategy that pairs targeted executive engagements with scalable campaigns and flagship events, creating pipeline and elevating the Services brand

• Set the creative vision for campaigns and events, then direct external creative and agency partners to execute it, acting as the hands on lead who holds partners to a high creative and commercial bar

Market Intelligence, Partner Management & Performance

• Engage with customer communities, user groups, partners, and industry networks to surface market trends, customer needs, and growth opportunities that inform positioning and program decisions

• Manage external agencies and creative partners to execute and optimize aftermarket lifecycle campaigns globally, holding them accountable to performance and brand standards, and serve as the primary marketing partner for the Aftermarket Product Manager

• Partner with Marketing Operations on Qualified campaign builds, Pardot automation, and AI assisted content workflows

• Own performance tracking and dashboards that give leadership visibility into engagement, pipeline contribution, service recovery rates, and training enrollment, and use that data to continuously refine targeting, messaging, and program structure

Qualifications

What You'll Bring

Required

• Bachelor's degree in Marketing, Business, or related field, or equivalent experience

• 10 years of experience spanning product marketing and demand generation, including positioning, messaging, and segmentation as well as campaign strategy and execution

• Demonstrated track record as a creative campaign architect, someone who pairs segmentation and messaging with content and delivery that breaks through rather than reads as generic aftermarket marketing

• Proven ability to own go-to-market execution end to end, from positioning and messaging through activation, across multiple channels and global markets

• Hands-on experience with Pardot or equivalent marketing automation, Salesforce CRM, and multi-channel campaign orchestration

• Experience managing external agencies and creative partners, holding them accountable to performance and creative standards

• AI-forward marketer with demonstrated experience building AI-assisted workflows into campaign and content operations

• Confident, commercially oriented leader who can hold their own alongside technically rigorous product and sales stakeholders in a matrixed, hub-and-spoke organization

Preferred

• Experience with Qualified, a core tool in the aftermarket campaign stack

• Background in hardware device, industrial technology, manufacturing, or aftermarket services marketing

• Familiarity with 6Sense, Seismic, Stensul, or similar ABM, sales enablement, and content platforms

• Experience working across global and regional marketing teams in Americas and EMEA

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