Marketing Manager, Demand Generation

Brightplan

1d•$125,000 - $145,000•Remote

About The Position

BrightPlan is seeking a hands-on Marketing Manager, Demand Generation to develop and execute integrated, multi-channel campaigns aimed at creating qualified pipeline and supporting revenue growth across enterprise and partner channels. This role, reporting to the CMO, involves the day-to-day execution, measurement, and optimization of demand generation programs, including digital, email, paid media, webinars, events, content syndication, nurture, and account-based marketing (ABM). The manager will collaborate with Sales, Partnerships, Content, Brand, and Sales Operations to engage target audiences and buying groups, translating marketing programs into measurable pipeline contribution. This individual contributor role requires a blend of strategic planning and hands-on execution, with a focus on developing programs, launching campaigns, creating content, analyzing performance, and working closely with Sales and partners. The position also involves leveraging AI tools to enhance marketing effectiveness and efficiency. Key responsibilities include developing and executing demand generation plans, managing multi-channel campaigns from start to finish, building campaigns for complex sales cycles, testing and optimizing based on data, and creating campaign content. The role also encompasses developing and executing account-based marketing (ABM) programs and joint demand generation programs with partners. Analytics and performance optimization are crucial, involving measuring and reporting on campaign performance, lead conversion, pipeline contribution, and ROI, as well as collaborating with Sales Operations and Sales to improve lead management and attribution. The role also emphasizes using AI-enabled tools to accelerate campaign development, content creation, and analysis, while exploring new AI marketing tools to improve team productivity.

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; SaaS, fintech, HR tech, employee benefits experience preferred.
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.

Nice To Haves

Background collaborating with brokers, consultants, or strategic distribution partners.
Industry experience in financial wellness, employee benefits, fintech, or wealth management.
Experience in a venture-backed or high-growth startup environment.
Familiarity with B2B2C go-to-market strategies.

Responsibilities

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 that engage 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 other sales-facing materials, using market knowledge and AI-enabled tools.
Develop and execute account-based marketing programs targeting priority enterprise accounts and buying groups in close collaboration with Sales and strategic partners.
Build joint demand generation programs with brokers, consultants, strategic alliances, and ecosystem partners to increase engagement and generate partner-sourced opportunities.
Create co-branded campaigns, partner toolkits, and supporting assets that help BrightPlan reach target enterprise audiences through strategic partner channels.
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 to accelerate campaign development, audience research and segmentation, personalization, content creation, testing, analysis, and reporting.
Identify opportunities to automate manual processes, expand internal capabilities, and improve efficiency through AI where appropriate.
Explore emerging AI-enabled marketing tools and identify opportunities to enhance team productivity while maintaining brand quality and compliance.