The posting
Why Ryan?
- Hybrid Work Options
- Award-Winning Culture
- Generous Personal Time Off (PTO) Benefits
- 14-Weeks of 100% Paid Leave for New Parents (Adoption Included)
- Monthly Gym Membership Reimbursement OR Gym Equipment Reimbursement
- Benefits Eligibility Effective Day One
- 401K with Employer Match
- Tuition Reimbursement After One Year of Service
- Fertility Assistance Program
- Four-Week Company-Paid Sabbatical Eligibility After Five Years of Service
The Senior Manager, Demand Generation is responsible for developing and leading integrated demand generation strategies that drive pipeline growth and revenue for Ryan’s tax.com SaaS business. This role defines target audiences, messaging, channel mix and multi-touch campaigns in partnership with Product Marketing, Creative, Digital Marketing, and Communications, and drives campaign planning and execution across these teams to build and accelerate pipeline for the sales team. AI and marketing technology are important enablers, expected to improve targeting, personalization, and campaign efficiency, but they support the strategy rather than define the role. This role partners closely with Sales, Marketing Operations, agency partners, and marketing leadership to align priorities, continuously optimize performance, and report on progress against pipeline goals.
Duties and Responsibilities
- Builds and maintains the annual demand generation strategy, including goals, channel mix, budget allocation, and KPIs by lead source.
- Owns integrated campaign planning and audience strategy, including messaging and offers, in partnership with Product Marketing, Creative, Digital Marketing, and Communications.
- Maintains a rolling six-month campaign calendar aligned to pipeline goals and sales priorities.
- Conducts quarterly competitive landscape reviews and delivers summary reports to marketing leadership.
- Recommends new programs, offers, and channel investments to increase pipeline contribution and improve conversion.
- Leads integrated campaign planning across digital and events, partnering with Digital Marketing and Marketing Operations on execution and ensuring budgets are paced correctly.
- Defines campaign requirements, including audience, offer, messaging, and tracking, and partners with Content, Digital Marketing, and Marketing Operations on build, launch, and quality assurance.
- Develops nurture programs, content strategy, and conversion-focused offers to generate and progress net-new leads.
- Defines MQL/SQL criteria and the lead scoring approach, partnering with Sales and Marketing Operations to validate, implement, and refine quarterly.
- Evaluates channel and campaign performance, reallocating investment toward the highest-performing channels and recommending strategic changes to improve pipeline and return on investment.
- Facilitates a regular cadence with Sales focused on pipeline planning, campaign priorities, account targeting, and lead quality feedback to improve revenue outcomes.
- Owns monthly and quarterly reporting to marketing leadership, partnering with Marketing Analytics to define reporting requirements and focusing on interpreting performance and translating data into strategy.
- Leverages AI tools to improve campaign planning, audience targeting, personalization, content development, testing, and optimization; identifies automation opportunities and partners with Marketing Operations on implementation.
- Maintains a high level of awareness regarding activities in the Firm that may directly affect demand generation strategy or priorities.
- Performs other duties as assigned.
Required Qualifications
- Bachelor's degree (B.A., B.B.A., or B.S.) from a four-year college or university, preferably with a concentration in Marketing, Business, or Communications, and a minimum of 7-9 years of experience developing and leading integrated demand generation strategies, including campaign planning, channel strategy, and audience segmentation.
- Proven record of driving measurable pipeline growth and meeting revenue targets through data-informed marketing programs.
- Strong analytical skills with the ability to interpret performance data and adjust strategy accordingly.
- Excellent written and verbal communication skills, with the ability to collaborate cross-functionally with Sales, Product Marketing, Creative, Digital Marketing, and Marketing Operations.
- Experience in B2B SaaS or enterprise technology marketing and with account-based marketing strategy and tools preferred; tax industry experience is a plus.
- Must be able to execute projects and responsibilities with minimal direction and be professional and articulate.
- Thrives in a highly collaborative team environment and enjoys partnering across functions to solve new challenges and drive shared outcomes.
- Demonstrated experience partnering across Sales, Product Marketing, Creative, Digital Marketing, Marketing Operations, and Communications to align priorities and execute integrated campaigns.
- Brings hands-on experience owning direct marketing channels earlier in their career and has progressed to leading broader, end-to-end campaign strategy and execution across multiple channel touchpoints, including agency management, team delivery, and cross-functional coordination.
- Strong presence partnering directly with Sales leadership, including Sales Development and Account Executive teams, to monitor lead progression through the sales cycle, identify opportunities for improvement, and develop and execute action plans.
- Comfortable using Salesforce data and reporting in partnership with Sales to evaluate campaigns; experience with Pardot, agency-managed channels, and internally owned channels is strongly preferred.
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