Principal, Demand Generation – Workforce Solutions

Responsibilities

• Own demand generation strategy and pipeline targets for Workforce and Payroll solutions in the mid-market segment — spanning install-base expansion and new-customer acquisition.
• Build always-on install-base programs that identify, engage, and convert existing mid-market customers with high propensity for Workforce and Payroll — using product signals, lifecycle triggers, and tailored offers.
• Design cross-audience acquisition campaigns that lead with workforce pain points (payroll complexity, compliance, benefits, workforce visibility) to bring net-new customers to Intuit.
• Partner with product marketing to sharpen expansion narratives, and with sales and customer success on coordinated plays — shared target lists, sequenced outreach, and clean handoffs.
• Orchestrate the channel mix — in-product, email, webinars, events, paid, and field — into coherent journeys for each segment and persona.
• Work with the Regional Marketing field team to activate workforce campaigns at the pod level, feeding them plays, content, and target accounts.
• Own the measurement framework: expansion pipeline sourced and influenced, attach rates, campaign ROI, and cohort conversion — reported with credibility to leadership.
• Continuously mine customer and funnel data for insight, and evangelize what you learn about the workforce buyer across the mid-market marketing organization.

Requirements

• 10+ years of B2B demand generation, lifecycle, or growth marketing experience, ideally spanning both install-base expansion and new-customer acquisition.
• Experience marketing HCM, payroll, workforce management, or adjacent HR-tech categories — or the demonstrated ability to master a new domain and buying committee quickly.
• Deep fluency in install-base marketing: propensity modeling, segmentation, in-product and lifecycle channels, and cross-sell playbooks that respect the customer relationship.
• Command of full-funnel campaign design and the demand gen stack — marketing automation, CRM, paid media, webinars, and email — with strong attribution discipline.
• A data-first operating style: you build target lists from usage and firmographic signals, test relentlessly, and defend spend with pipeline math.
• Principal-level influence: experience setting strategy, aligning product marketing, sales, and customer success around a shared expansion motion, and driving execution across teams.
• Strong understanding of the mid-market buying committee for workforce decisions (HR, finance, operations) and how to message pain points across it.