Demand Generation Campaign Manager (Location Flexible)

RSM•Minneapolis, MN

2d•Hybrid

About The Position

The Demand Generation Campaign Manager leads the strategy and execution of integrated marketing campaigns that drive qualified leads and revenue growth. The role develops multichannel programs tailored to buyer journeys, manages lead nurturing and scoring, and partners with sales to align on pipeline goals. The manager monitors campaign performance, optimizes results through testing and analytics, manages campaign budgets, and works with marketing technology tools. Success requires strategic acumen, collaboration, communication, and project management skills, along with experience generating measurable pipeline impact in a B2B environment. The manager partners with Line of Business, Industry, and Channel Marketing teams to align strategy and goals; develops campaign messaging and experiences for specific audiences; documents campaign strategies; identifies target audiences and accounts; and builds buyer journeys. The role also identifies co-marketing opportunities, defines campaign metrics, manages lead scoring and nurture workflows, and coordinates with sales on ideal customer profiles, target accounts, lead handoff, and pipeline acceleration. The position uses campaign analytics, A/B testing, and attribution models to improve ROI and conversion rates; monitors progress against lead and revenue goals; and recommends adjustments. It involves coordinating creative, digital, and event marketing teams, tracking budgets and expenses, keeping stakeholders informed, and supporting consistent campaign planning across the demand generation program. The role also contributes to marketing learning, cross-firm capability projects, and education about the Marketing Program Framework. RSM describes most roles as following a hybrid workstyle, with team members aligned to an RSM office and meeting in person when appropriate. Some roles may be virtual or primarily on-site depending on role requirements, team priorities, and client needs. The position offers a compensation range of $95,400–$163,900 and eligibility for a discretionary bonus based on firm and individual performance. Benefits are described as a competitive package, with further details provided through RSM’s benefits website.

Requirements

Bachelor’s degree in Marketing, Business, or a related field.
Strong written and verbal communication skills.
Proficiency in marketing automation tools such as Marketo or HubSpot; CRM tools such as Dynamics 365 or Salesforce; Adobe Analytics; SEM Rush; and AEM.
Strong project management, critical thinking, and organizational skills, including familiarity with tools such as Asana or Monday.com.
Three to five years of demand generation campaign planning or digital marketing experience in a B2B environment.
Understanding of marketing, demand generation, and conversion optimization.
Proven track record of driving, measuring, and growing qualified leads and pipeline through campaign tactics.
General knowledge of content strategy and digital marketing channel strategy.
Excellent communication and stakeholder management skills.
Awareness and understanding of various marketing channels.
Strong sense of ownership and determination to get things done.
Highly collaborative approach and ability to work within a team to achieve goals.
Ability to learn new subject areas quickly.

Nice To Haves

Experience in professional services or consulting industries.
Familiarity with predictive analytics and AI-powered marketing tools.
Strong analytical skills and experience with attribution modeling and campaign reporting.
Experience in an agency or matrixed environment.

Responsibilities

Partner with Line of Business, Industry, and Channel Marketing teams to align campaign strategy and goals.
Design and execute multichannel demand generation campaigns across email, paid media, SEO, webinars, content syndication, ABM, and chat.
Develop campaign messaging and user experiences aligned with target audiences and buyer journeys.
Prepare campaign strategy documentation and identify campaign target audiences, target accounts, and CRM-related lists.
Build buyer journeys and messaging to support campaign strategies.
Identify and maximize relevant co-marketing opportunities with strategic business alliances.
Define and take accountability for campaign and program metrics, including pipeline and leads.
Build and manage lead-scoring models, nurture workflows, and lifecycle campaigns using marketing automation tools.
Partner with sales to define ideal customer profiles and target account lists, and support seamless lead handoff and pipeline acceleration.
Monitor campaign performance, conduct A/B testing, and use attribution models to optimize ROI and conversion rates.
Evaluate campaign effectiveness and progress against goals, including lead generation and revenue growth, and recommend course corrections and opportunities.
Work within CRM and marketing automation platforms, stay current with AI-powered tools, intent data platforms, and martech innovations, and identify opportunities for more strategic tool use.
Brief creative, digital, and event marketing teams on campaign strategies and tactical plans.
Monitor and track campaign budgets and expenses.
Keep marketing and business stakeholders informed about program and campaign performance and contributions needed to support campaigns.
Participate in relevant marketing learning and development.
Participate in cross-firm projects related to marketing and demand generation capability development and enhancements.
Help educate Lines of Business and Industry teams about the Marketing Program Framework.
Support the Demand Generation Director in driving a consistent approach to campaign planning across the demand generation program framework.