Sr. Expansion Marketing Manager

📌 Core Information

🔹 Job Title: Sr. Expansion Marketing Manager, Upmarket

🔹 Company: 1Password

🔹 Location: Remote US

🔹 Job Type: Full Time Remote

🔹 Category: Marketing

🔹 Date Posted: 2025-05-02

🔹 Experience Level: 8+ years

🔹 Remote Status: Remote (US only)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing targeted programs to drive expansion demand, pipeline growth, and revenue within the customer base.
• Collaborating cross-functionally to align messaging with customer needs and optimize program performance.
• Identifying new opportunities for targeting the customer base and creating outbound plays for field teams.
• Owning and reporting on program performance, sharing learnings, and optimizing programs for growth.

ASSUMPTION: This role requires a strong understanding of commercial and enterprise buyer personas, particularly within IT and Security domains, and experience with ABM and multi-threading in enterprise buying processes.

📋 Key Responsibilities

✅ Drive expansion demand strategy by leading, developing, and executing targeted cross-sell, upsell, and demand programs designed to create and grow customer expansion pipeline for upmarket segments (Commercial and Enterprise).

✅ Work with Sales, Customer Success, Customer Experience, Product Marketing, and other teams to understand and identify core messages that address customer needs.

✅ Identify new opportunities for targeting the customer base by working with marketing and revenue operations to understand contact reach, determine customer segmentations, and data requirements needed for building targeted programs.

✅ Lead the creation of targeted expansion programs that address customer needs and drive growth within the customer base by partnering with solutions marketing, product marketing, and content marketing to develop the post-sales buyer journey and develop engaging content and offers to educate customers on new offerings. Leverage marketing channels like digital, ABM, social, email, in-product messaging, events, high-value content, and community to create programs that engage and educate buyers and decision-makers within the customer base.

✅ Create outbound cross-sell and upsell plays for AEs, BDRs, and CSMs to drive expansion revenue growth, targeted at known, engaged customer contacts and identify new contacts in customer accounts. Partner and align with Segment marketing and GTM leadership on the outbound strategy and activation and enablement of the field.

✅ Own and report on program performance, share learnings with key stakeholders, and leverage this data to optimize or create new programs that contribute to expansion pipeline growth.

ASSUMPTION: This role requires strong analytical skills to measure and optimize program performance, as well as excellent communication skills to collaborate effectively with cross-functional teams and stakeholders.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience).

Experience: 8+ years of B2B demand generation, customer marketing, ABM experience, or related experience, with a preference for experience in a technology, cybersecurity, or SaaS industry.

Required Skills:

• Deep understanding of commercial and enterprise buyer personas, particularly within IT and Security domains, and experience with ABM and multi-threading in enterprise buying processes.
• Proven success in owning, designing, and executing integrated marketing campaigns that drive pipeline and revenue growth.
• Advanced ability to analyze data to measure success and refine strategies for improved results.
• Excellent communication, presentation, and interpersonal skills, with the ability to convey complex ideas to a range of audiences.
• Proactive, innovative approach to marketing, with a desire to continuously learn and adapt to evolving market trends and change.

Preferred Skills:

• Experience with marketing automation tools and CRM systems.
• Familiarity with marketing analytics tools and data visualization platforms.

ASSUMPTION: While not explicitly stated, proficiency in using marketing technology tools and platforms is likely to be beneficial for this role.

💰 Compensation & Benefits

Salary Range: $112,000 USD - $152,000 USD per year, plus immediate participation in 1Password's benefits program (health, dental, 401k, and many others).

Benefits:

• Generous PTO policy
• Four company-wide wellness days
• Company equity for all full-time employees
• Retirement matching program
• Free 1Password account
• Paid volunteer days
• Employee-led inclusion and belonging programs and ERGs
• Peer-to-peer recognition through Bonusly

Working Hours: Full-time, with flexible hours and a focus on results and impact.

ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in the technology and cybersecurity sectors. The benefits listed are based on the information provided in the job description and may be subject to change or confirmation by the employer.

📌 Applicant Insights

🔍 Company Context

Industry: 1Password operates in the competitive and rapidly evolving cybersecurity industry, focusing on identity and access management (IAM) solutions for businesses. The company's success relies on its ability to stay ahead of emerging threats and adapt to changing market demands.

Company Size: With 1,001-5,000 employees, 1Password is a mid-sized company that offers a mix of established processes and growth opportunities. Applicants can expect a structured onboarding process and clear career paths, while also having the chance to contribute to the company's continued growth and success.

Founded: 1Password was founded in 2005 and has since grown to become a trusted provider of password management and extended access management solutions, serving over 100,000 businesses worldwide.

Company Description:

• 1Password is a leading provider of password management and extended access management solutions for businesses, helping to secure employee accounts and sensitive data.
• The company offers an integral layer of the Identity and Access Management (IAM) stack, protecting all employee accounts and safely sharing business-critical information.
• 1Password is easy to deploy, integrates with popular identity providers and collaboration platforms, and fits seamlessly into teams' workflows without compromising productivity.

Company Specialties:

• Password management
• Extended access management
• Identity and access management (IAM)
• Cybersecurity solutions for businesses

Company Website: 1Password

ASSUMPTION: 1Password's focus on simplicity, honesty, and putting people first is reflected in its company culture and approach to customer relationships. The company values collaboration, clear communication, receptiveness to feedback, and alignment with its core values.

📊 Role Analysis

Career Level: This role is at the senior level, requiring a proven track record of success in driving expansion demand and pipeline growth through targeted marketing programs. The ideal candidate will have 8+ years of experience in B2B demand generation, customer marketing, or related fields.

Reporting Structure: The Sr. Expansion Marketing Manager, Upmarket, will report directly to the Director of Expansion Marketing and work closely with cross-functional teams, including Sales, Customer Success, Product Marketing, and Marketing Operations.

Work Arrangement: This is a remote opportunity within the US, with occasional travel for in-person engagement, such as annual department-wide offsites, team meetings, and customer or industry events.

Growth Opportunities:

• As 1Password continues to grow, there may be opportunities for the successful candidate to take on additional responsibilities or move into a leadership role within the marketing organization.
• The company's focus on continuous learning and innovation provides ample opportunities for professional development and skill-building.
• Working closely with cross-functional teams offers the chance to gain exposure to different aspects of the business and develop a well-rounded understanding of the company's operations.

ASSUMPTION: Given the company's size and growth trajectory, there are likely to be numerous opportunities for career progression and development within 1Password.

🌍 Location & Work Environment

Office Type: 1Password is a remote-first company, with no physical office locations. Employees are expected to work from their home offices or co-working spaces.

Office Location(s): N/A (remote work only)

Geographic Context:

• The United States is a large and diverse market with numerous opportunities for expansion and growth within the cybersecurity industry.
• The remote work arrangement allows for greater flexibility in hiring and enables the company to tap into a broader talent pool.
• 1Password's customer base spans various industries and regions, providing ample opportunities for targeted marketing campaigns and expansion strategies.

Work Schedule: Full-time, with flexible hours and a focus on results and impact. Employees are expected to be available during core business hours and respond to messages promptly.

ASSUMPTION: While 1Password is a remote-first company, effective communication and collaboration with cross-functional teams and stakeholders are essential for success in this role. Applicants should be comfortable working independently and managing their time effectively in a remote work environment.

💼 Interview & Application Insights

Typical Process:

• Online application and resume screening
• Phone or video call with a member of the HR team
• Video interview with the hiring manager and/or other team members
• Final round video interview with senior leadership
• Background check and offer extension

Key Assessment Areas:

• Marketing strategy and program development
• Data analysis and reporting
• Cross-functional collaboration and communication
• Problem-solving and adaptability

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, using specific examples and quantifiable achievements.
• Demonstrate your understanding of 1Password's products, target customers, and the competitive landscape in your application materials.
• Prepare for behavioral interview questions that focus on your experience with B2B demand generation, customer marketing, and ABM strategies.
• Showcase your ability to analyze data, measure program performance, and optimize campaigns for improved results.

ATS Keywords: B2B demand generation, customer marketing, ABM, expansion demand, pipeline growth, revenue growth, cross-functional collaboration, data analysis, marketing strategy, program development

ASSUMPTION: 1Password's hiring process is designed to assess candidates' skills, experience, and cultural fit with the company. Applicants should be prepared to provide specific examples and anecdotes that illustrate their qualifications and align with the company's core values.

🛠️ Tools & Technologies

• Marketing automation tools (e.g., Marketo, Pardot, HubSpot)
• CRM systems (e.g., Salesforce, HubSpot CRM, Zoho CRM)
• Marketing analytics tools (e.g., Google Analytics, Adobe Analytics)
• Data visualization platforms (e.g., Tableau, Power BI)
• Project management tools (e.g., Asana, Trello, Jira)
• Collaboration and communication tools (e.g., Slack, Microsoft Teams, Google Workspace)

ASSUMPTION: The specific tools and technologies used by 1Password may vary, and the ideal candidate will have experience with a range of marketing tools and platforms. Familiarity with marketing automation tools, CRM systems, and marketing analytics tools is likely to be beneficial for this role.

👔 Cultural Fit Considerations

Company Values:

• Keep it simple
• Lead with honesty
• Put people first

Work Style:

• Collaborative and team-oriented
• Transparent and open communication
• Receptive to feedback and continuous learning
• Focused on results and impact

Self-Assessment Questions:

• How do you approach simplifying complex marketing strategies and making them accessible to a broad range of stakeholders?
• Can you provide an example of a time when you led with honesty in a challenging situation, and what was the outcome?
• How do you prioritize and balance the needs of customers, team members, and other stakeholders in your decision-making process?

ASSUMPTION: 1Password's culture values collaboration, clear and transparent communication, receptiveness to feedback, and alignment with its core values. Applicants should be prepared to demonstrate their fit with the company's culture and values during the interview process.

⚠️ Potential Challenges

• Managing multiple marketing channels and programs simultaneously may require strong organizational skills and the ability to prioritize effectively.
• Working remotely may present unique challenges, such as maintaining work-life balance and staying connected with team members and stakeholders.
• Navigating a fast-paced, dynamic work environment may require adaptability and a proactive approach to change.
• Developing and executing targeted marketing programs for a diverse customer base may require a deep understanding of various industries and buyer personas.

ASSUMPTION: The Sr. Expansion Marketing Manager, Upmarket, will face numerous challenges and opportunities in driving expansion demand and pipeline growth within the customer base. Strong problem-solving skills, adaptability, and a proactive approach to marketing will be essential for success in this role.

📈 Similar Roles Comparison

• Compared to other senior marketing roles, this position places a greater emphasis on driving expansion demand and pipeline growth within the customer base, rather than focusing on new customer acquisition or brand awareness.
• 1Password's focus on simplicity, honesty, and putting people first sets it apart from other cybersecurity companies, which may prioritize technical expertise or industry jargon over clear communication and customer-centricity.
• Career progression in this role may involve moving into a leadership position within the marketing organization or transitioning into a related field, such as product marketing or customer success.

ASSUMPTION: While this role shares similarities with other senior marketing positions, its focus on driving expansion demand and pipeline growth within the customer base makes it unique within the cybersecurity industry.

📝 Sample Projects

• Developing and executing a targeted email campaign to upsell an existing customer on a new product or service offering
• Creating a series of webinars or videos to educate customers on best practices for password management and extended access management
• Designing and implementing a customer referral program to incentivize satisfied customers to refer their peers and colleagues to 1Password

ASSUMPTION: The specific projects and initiatives undertaken by the Sr. Expansion Marketing Manager, Upmarket, will depend on the company's priorities, customer needs, and market demands at the time. Applicants should be prepared to provide examples of their experience with similar projects and their outcomes.

❓ Key Questions to Ask During Interview

• Can you describe the current state of the expansion marketing strategy, and what are the key priorities for this role in the first 90 days?
• How does the marketing team collaborate with sales, customer success, and product teams to ensure alignment with customer needs and market demands?
• What are the most significant challenges facing the expansion marketing team, and how can this role help address them?
• How does 1Password support the professional development and growth of its marketing team members?
• What are the key performance indicators (KPIs) used to measure the success of expansion marketing programs, and how are they tracked and reported?

ASSUMPTION: Asking thoughtful, insightful questions during the interview process demonstrates the candidate's interest in the role and their understanding of the company's priorities and challenges.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, using specific examples and quantifiable achievements.
• Prepare for behavioral interview questions that focus on your experience with B2B demand generation, customer marketing, and ABM strategies.
• Showcase your ability to analyze data, measure program performance, and optimize campaigns for improved results.
• Follow up with the hiring manager or HR team one week after submitting your application to inquire about the status of your application and express your continued interest in the role.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.