Scale Campaigns & ABM Manager - Workvivo

What you can expect Workvivo is investing in a scaled account based marketing motion and is seeking someone to own it end to end. This role connects marketing, SDR, and sales teams. The position involves transforming account insights into actionable strategies by identifying accounts, building data foundations, and collaborating with SDR and AE teams. It requires expertise in guiding SDR and AE leaders on account prioritization. Candidates with experience managing tiered strategies and distinguishing between activity and pipeline will thrive in this role. The focus is on delivering impactful and timely initiatives that drive success across targeted accounts. About the Team This role is part of the Global Field and Strategic Events team within Growth and Demand Generation. It focuses on account-based marketing strategies. Responsibilities include executing personalized programs for top US accounts, targeted programs for account clusters, and broader initiatives combining events, digital, and field efforts. The target audience includes enterprise leaders such as CHROs, CIOs, and Internal Communications professionals. The role emphasizes creating impactful marketing motions to engage key stakeholders and scale efforts effectively across various segments, ensuring alignment with strategic goals and priorities. Responsibilities Managing Workvivo’s tiered ABM motion involves 1:1 for specific strategic accounts, 1:few for account clusters, and 1:many for programmatic engagement at scale. Building and maintaining the account scoring and intent framework determines the appropriate tier placement and timing for account transitions. Designing and managing multi-channel campaigns that integrate outbound, paid, and content efforts, ensuring accounts experience a unified approach rather than fragmented interactions. Collaborating directly with SDR leaders to convert account priorities into structured sequencing, cadence, and outreach strategies. Partnering directly with AE teams on account planning, defining shared transfer criteria, and ensuring joint accountability for pipeline within target accounts. Managing the enrichment and intent data stack while overseeing associated vendor relationships. Reporting on ABM performance involves using account-level metrics like engagement, penetration, and pipeline influenced, rather than focusing solely on activity volume. Collaborating with Marketing Ops and RevOps ensures accurate account and contact data, as scaled processes quickly fail when the information is incorrect. Adapting the motion by region, recognizing that EMEA, LATAM, and APJ will not run the same play at the same pace. What we’re looking for Demonstrate experience using an intent or account scoring platform such as 6sense, Demandbase, or similar within a production environment. Demonstrate experience with enrichment and data orchestration tools (Clay, ZoomInfo, Clearbit, or similar) and how to connect them…