Responsibilities

• Own customer demand strategy for assigned products and segments, driving qualified expansion and cross-sell pipeline through targeted, multi-channel campaigns
• Plan and execute integrated demand programs across email, paid media, digital advertising, webinars, events, content syndication, and sales-triggered campaigns
• Partner closely with Customer Sales and Account Management to align campaigns to sales plays, priorities, and pipeline goals, ensuring strong follow-up and conversion
• Translate customer data and intent signals (usage, engagement, lifecycle stage, firmographics) into actionable audience segmentation and messaging strategies
• Drive pipeline outcomes, not just activity—owning performance against KPIs including engagement, MQLs, sales-ready accounts, pipeline dollars, and revenue influence
• Leverage marketing automation and CRM platforms (e.g., HubSpot, Marketo, Salesforce) to build, execute, and optimize campaigns at scale
• Continuously optimize performance through testing, experimentation, and analytics across messaging, channels, and targeting
• Collaborate cross-functionally with Product Marketing, Customer Marketing, Sales, Digital, and Creative to develop compelling, customer-specific content and assets
• Manage budgets and forecasts for assigned programs, optimizing spend to maximize ROI and pipeline contribution
• Set standards that scale customer demand generation by developing playbooks, best practices, and reporting frameworks; sharing insights and recommendations; and improving cross-functional ways of working to increase pipeline impact

Requirements

• 6–8+ years of experience in B2B demand generation, lifecycle marketing, or digital marketing, ideally in B2B SaaS or fintech
• Proven success driving expansion, cross-sell, or post-sale demand within an existing customer base
• Strong understanding of customer lifecycle marketing, account-based approaches, and sales-aligned campaign execution
• Hands-on experience with marketing automation and CRM platforms, including campaign build, reporting, and optimization
• Highly analytical and data-driven, with the ability to turn insights into clear actions and recommendations
• Strong project management skills with the ability to manage multiple priorities in a fast-paced environment
• Excellent collaboration and communication skills, with confidence partnering with Sales and senior stakeholders
• Bachelor’s degree or equivalent practical experience