Marketing Manager – Demand Generation

• Develop and execute quarterly and annual demand generation plans aligned with target audiences, pipeline goals, bookings targets, and business priorities
• Own integrated, multi-channel campaigns across digital, email, paid media, webinars, events, content syndication, nurture programs, and account-based marketing
• Build campaigns engaging enterprise buying groups across complex, multi-stakeholder sales cycles
• Manage campaigns end to end, including audience segmentation, messaging, launch, optimization, and performance measurement
• Partner with Sales to align campaigns with target accounts, buyer needs, sales priorities, and pipeline opportunities
• Test and optimize campaigns, channels, messaging, and audiences based on performance data and market insights
• Create campaign content and supporting assets, including messaging, presentations, case studies, and sales-facing materials, using market knowledge and AI-enabled tools
• Develop and execute account-based marketing programs targeting priority enterprise accounts and buying groups with Sales and strategic partners
• Build joint demand generation programs with brokers, consultants, strategic alliances, and ecosystem partners
• Create co-branded campaigns, partner toolkits, and supporting assets for target enterprise audiences
• Measure and report on campaign performance, lead and opportunity conversion, marketing-sourced pipeline, partner engagement, campaign ROI, and contribution to bookings goals
• Analyze campaign and funnel performance to identify drop-off points, improve conversion, and optimize results
• Partner with Sales Operations, Sales, and Marketing leadership to improve lead management, campaign attribution, funnel performance, and reporting visibility
• Gather insights from customers, prospects, Sales, and partners to refine messaging, audiences, campaign effectiveness, and go-to-market strategy
• Use AI-enabled tools for campaign development, audience research and segmentation, personalization, content creation, testing, analysis, and reporting
• Identify opportunities to automate manual processes and improve efficiency through AI
• Explore emerging AI-enabled marketing tools to enhance team productivity while maintaining brand quality and compliance
• Report to the CMO and collaborate with Sales, Partnerships, Content, Brand, and Sales Operations

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or related field, or equivalent practical experience
• 5+ years of B2B marketing experience, including at least 3 years of hands‑on demand generation, growth marketing, or integrated campaigns
• Experience supporting direct enterprise sales teams and working with channel or partner sales organizations
• Demonstrated success developing and measuring demand generation strategies tied to pipeline and revenue goals
• Hands‑on execution and optimization of integrated campaigns across multiple marketing channels
• Practical experience with account‑based marketing (ABM) and enterprise sales motions
• Ability to use campaign and funnel data to optimize performance and improve pipeline contribution
• Proficiency with CRM and marketing automation platforms such as Salesforce, HubSpot, Marketo, or Pardot
• Background managing B2B events from pre‑show planning through execution and post‑event follow‑up, with an emphasis on measurable results
• Ability to balance strategic planning with hands‑on execution in a lean, fast‑paced marketing organization
• Strong analytical, project management, and cross‑functional collaboration skills
• SaaS, fintech, HR tech, or employee benefits experience preferred
• Background collaborating with brokers, consultants, or strategic distribution partners preferred
• Industry experience in financial wellness, employee benefits, fintech, or wealth management preferred
• Experience in a venture‑backed or high‑growth startup environment preferred
• Familiarity with B2B2C go‑to‑market strategies preferred
• Must be authorized to work in the United States
• BrightPlan is unable to provide employment sponsorship for this position

Core Competencies

Demonstrates expertise in developing and executing demand generation strategies, utilizing integrated multi-channel campaigns, and optimizing performance through data analysis. Proficient in account‑based marketing and collaboration with sales teams to drive pipeline growth and revenue.

Highest‑signal resume keywords

• Demand Generation Strategy
• Account‑Based Marketing (ABM)
• Campaign Optimization
• CRM and Marketing Automation Proficiency
• B2B Marketing Experience

Hard Skills

• Demand Generation
• Integrated Campaigns
• Audience Segmentation
• Performance Measurement
• Campaign Content Creation
• Data Analysis
• Lead Management
• Funnel Performance Optimization
• Event Management
• Growth Marketing

Soft Skills

• Analytical Skills
• Project Management
• Cross‑Functional Collaboration

Industry Keywords

• B2B Marketing
• SaaS
• Fintech
• HR Tech
• Employee Benefits
• Financial Wellness
• Wealth Management
• Venture‑Backed Startup Experience
• B2B2C Go‑To‑Market Strategies

Tools & Technologies

• Salesforce
• HubSpot
• Marketo
• Pardot
• AI-Enabled Tools