Senior Manager, Demand Generation & ABM

SCOPE OF RESPONSIBILITY AND AUTHORITY

This role owns the marketing-sourced pipeline number end-to-end — from strategy through execution through measurement. The Senior Manager has authority to select and configure marketing technology, set ABM program strategy, manage paid media budgets, and define lead qualification criteria in coordination with sales. Discounts, co-marketing commitments, and partnership agreements require CBIO approval. Key cross-functional dependencies include the sales team (account targeting alignment), Product Marketing (messaging and content), and the Content & Brand team (content execution). The role operates within AFS's FFIEC-regulated environment and must ensure all marketing activity meets data privacy and compliance standards.

CORE RESPONSIBILITIES

• Own the marketing-sourced pipeline number and the demand generation strategy required to achieve it — this is the primary accountability of the role.
• Design and execute ABM target-account programs in close partnership with sales, ensuring marketing and sales are coordinated on the same account universe.
• Select, implement, and operate the marketing technology stack, including marketing automation (HubSpot/Marketo), CRM integration (Salesforce), and intent data platforms (6sense, Bombora, ZoomInfo).
• Build and manage email nurture and marketing automation programs that move prospects through the funnel efficiently.
• Manage LinkedIn paid campaigns, SEM, and other paid acquisition channels — optimizing continuously for pipeline efficiency and CAC.
• Leverage intent data to identify accounts showing active buying signals and prioritize sales and marketing outreach accordingly.
• Own marketing reporting and multi-touch attribution — deliver clear, accurate pipeline reporting to the CBIO and leadership team on a weekly and monthly basis.
• Drive SEO and SEM strategy in partnership with the Content & Brand team to capture demand and grow inbound pipeline.
• Manage the SDR partnership (currently memoryBlue) — align SDR outreach with ABM programs and ensure effective lead handoff to the sales team.
• Develop and maintain a target account list in alignment with the CBIO and sales leadership, updated quarterly based on ICP criteria and intent signals.

FIRST 12 MONTHS: WHAT SUCCESS LOOKS LIKE

Success in the first 12 months is defined by a fully operational demand generation engine that produces consistent, attributable pipeline — with AFS measurably less dependent on outbound-only prospecting and with clear visibility into marketing's contribution to revenue.

• Stand up the full marketing technology stack — marketing automation, CRM integration, and intent data — within 90 days of start date.
• Define and document the ABM target account list in partnership with the CBIO; list is active and feeding coordinated sales and marketing outreach within 60 days.
• Achieve marketing-sourced pipeline contribution of 25–30% of total new business opportunities within 12 months.
• Deliver weekly pipeline reporting to the CBIO with full attribution data; establish a monthly marketing performance review cadence with leadership.
• Reduce CAC payback period through paid media optimization — track CAC per channel and demonstrate quarter-over-quarter efficiency improvement.
• Launch at least two ABM campaigns targeting high-priority account clusters within the first 120 days, with measured engagement and meeting rates.
• Establish an SDR program cadence with memoryBlue that consistently delivers qualified meeting volume to the sales team.

WAYS OF WORKING

• Pipeline-accountable: operate with a revenue mindset — every program, channel, and campaign is evaluated by its contribution to qualified pipeline.
• Data-driven decision-making: rely on attribution data, conversion rates, and engagement signals to allocate budget and prioritize effort; avoid opinion-based resource decisions.
• Sales-aligned: work in tight partnership with the sales team — share the same account universe, align on lead definitions, and communicate proactively on what marketing is working and why.
• Builder mentality: AFS is standing up its marketing function; this role requires comfort building programs, systems, and processes from scratch with minimal prior infrastructure.
• Compliance-aware: operate with an understanding of AFS's FFIEC-regulated environment and ensure marketing programs meet applicable data privacy and communications standards.
• Bias toward speed: test, learn, and iterate quickly — prefer launching a good campaign over perfecting one that never ships.

PROFILE

This is a builder role in the truest sense — AFS's demand generation function does not yet exist in a structured form, and the right person finds that energizing rather than daunting. They work in close, collaborative partnership with the CBIO and the sales team, treat the account list as shared territory, and bring the same rigor to their work that the sales team brings to theirs. They move fast, learn from what doesn't work, and measure everything. They are not a brand marketer — they are a growth operator with a deep technical toolkit and a commercial instinct that is oriented entirely toward qualified pipeline.

QUALIFICATIONS

The ideal candidate brings 7+ years of demand generation and ABM experience in B2B SaaS, with demonstrated ownership of a pipeline number, hands-on expertise with the modern marketing technology stack, and a track record of efficient, measurable growth in a regulated or enterprise market.

• 7+ years of experience in demand generation and/or growth marketing, including direct ownership of ABM programs.
• Demonstrated ownership of a pipeline or revenue number in a B2B SaaS environment — accountable to a CBIO or VP of Sales.
• Hands-on expertise with marketing automation platforms (HubSpot, Marketo), CRM (Salesforce), and intent data tools (6sense, Bombora, ZoomInfo).
• Strong analytical skills with experience in multi-touch attribution, pipeline reporting, and CAC/LTV analysis.
• Track record managing paid media (LinkedIn, Google SEM) and optimizing for efficient customer acquisition cost.
• Experience building and operating ABM programs in a high-consideration, long sales-cycle B2B environment.
• Familiarity with or interest in the financial services / regulated technology market preferred.
• Bachelor's degree in marketing, business, or a related field; advanced degree a plus.

WORK ENVIRONMENT & PHYSICAL DEMANDS

Work is performed primarily in a hybrid office/remote setting during normal business hours (8:30 AM – 5:00 PM, Monday through Friday), with limited evening requirements for special events. Flexible schedule options are available in accordance with AFS company policy. This role requires high-frequency use of computer keyboards and monitors. Normal travel requirements apply.

POSITION DESCRIPTION DISCLAIMER

To perform this job successfully, an individual must be able to perform each essential duty listed above satisfactorily. Reasonable accommodation may be made to enable qualified individuals with disabilities to perform the essential functions of this role. This position description is intended to provide guidelines for job expectations and is not an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate.

Automated Financial Systems, LLC is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, veteran status, or any other characteristic protected by law.