Principal, Brand Marketing Manager - Mid Market

Responsibilities

• Integrated Campaign Strategy & Execution
• Lead brand and campaign planning, sizing and sequencing investment in close partnership with PMM and channel partners.
• Partner with Acquisition/Performance Comms and internal agency partners to scope incremental investment, ensuring clean audience segmentation to avoid overlap and remarketing saturation across Services brands.
• Serve as brand lead for measurement frameworks by segment (unaided/aided awareness, consideration, credibility), and report progress against goals each quarter.
• Cross-Product Narrative & Customer Journey
• Connect your business's mid-market brand narrative to the broader MidMarket customer journey across IES, Advanced, Money, and WFS, surfacing cross-sell and platform-attach opportunities between Money and Workforce Solutions in particular.
• Partner with Product Marketing to align brand campaigns with product launch moments, and to correct funnel-stage imbalances (e.g., for WFS, ensuring bottom-of-funnel messaging still converts on payroll intent alongside HCM awareness; for Money, ensuring conversion messaging keeps pace with awareness building).
• Build the credibility layer alongside awareness efforts, working with PR, Analyst Relations, and review-site (e.g., G2) strategy to build third-party validation for your category.
• Executive Partnership & Stakeholder Alignment
• Partner with your business's PMM, ICT, Comms, and Insights teams as a peer stakeholder, aligning brand investment asks with segment goals and quarterly business reviews.

Requirements

• 8+ years of brand or integrated marketing experience, ideally in B2B SaaS, fintech, HCM/HR tech, or an adjacent category.
• Demonstrated success building a brand investment case using brand-health data, media plans, and ROI/MMM frameworks.
• Experience marketing to mid-market business buyers, ideally in payments/financial services (Money role) or HCM/payroll (WFS role), or adjacent SaaS categories.
• Track record running multi-channel campaigns and tying them back to measurable awareness, consideration, and credibility outcomes.
• Strong cross-functional collaborator, able to work fluently with acquisition/media, product marketing, PR/analyst relations, sales, and finance.

Preferred

• Familiarity with the Intuit ecosystem (QuickBooks, payroll, Money) or relevant competitive landscape knowledge — fintech/payments (PayPal, Block/Square, Chime, Bill.com, Brex, Ramp) for the Money role, or HCM/payroll (ADP, Gusto, Rippling, Paychex, Deel) for the WFS role.
• Experience operating in a complex GTM model alongside dedicated cross-functional partners.
• Track record building brand for a category challenger repositioning up-market.