Demand Generation Manager

CPA.com, Inc.; Northville, Northern (MI, KY); Hybrid; USD 90,000 - 130,000; Full time

Job summary

CPA.com is seeking a Demand Generation Marketing Manager to drive GTM strategy and execution for our services and technology partner solutions. You will activate campaigns across email, paid media, web, webinars, and retargeting to generate qualified leads and contribute to pipeline growth.

You will collaborate with marketing, content, sales, and revenue operations to define audiences, build journey-based campaigns, and optimize performance using data-driven insights.

Qualifications

• Bachelor's degree in marketing, communications, business or a related field from a four-year college or university.
• 4+ years of relevant experience in demand generation, digital marketing, lifecycle marketing or integrated campaign management.
• Experience in the accounting profession, professional services or a technology company preferred.

Responsibilities

• Develop and execute integrated demand gen plans — audiences, channels, KPIs — across email, paid search, paid social, web, and webinars.
• Segment audiences using CRM/marketing automation tools; build nurture journeys that support acquisition and lead progression.
• Partner with content teams to translate value propositions into campaign messaging, assets, and webinar/launch promotion.
• Plan, launch, and optimize paid campaigns (Google Ads, LinkedIn, retargeting), managing budget, creative, and targeting based on performance.
• Track leads, MQLs, SQLs, conversion rates, and pipeline contribution/ROI; report results with actionable recommendations.
• Cross-functionally collaborate with sales, content, and revenue operations to align funnel goals and share insights.

Skills

Campaign execution

Project management

Analytics

B2B marketing

Demand generation

Education

Bachelor's degree in marketing, communications, business or related field

Tools

Pardot

Marketo

HubSpot

Salesforce

Job description

Demand Generation Manager Northville, MI Marketing

CPA.com is seeking a Demand Generation Marketing Manager to support the GTM strategy and execution for its portfolio of services and technology partner solutions. This role activates campaigns across email, paid search, paid social, web, webinars and retargeting to build awareness, engage target audiences, generate qualified leads and contribute to pipeline growth.

The Demand Generation Manager will collaborate with program marketing, content, sales and revenue operations teams to define audiences, build campaign journeys, coordinate promotional assets and optimize marketing performance. The ideal candidate combines strong campaign execution, project management and analytical skills with experience marketing complex technology products or professional services.

Key Responsibilities

Demand Generation & Campaign Execution

• Develop and execute integrated demand gen plans — audiences, channels, KPIs — across email, paid search, paid social, web, and webinars


• Segment audiences using CRM/marketing automation tools; build nurture journeys that support acquisition and lead progression


• Partner with content teams to translate value propositions into campaign messaging, assets, and webinar/launch promotion

Paid Media

• Plan, launch, and optimize paid campaigns (Google Ads, LinkedIn, retargeting), managing budget, creative, and targeting based on performance

Cross-Functional Partnership

• Partner with the broader Marketing team, Revenue Operations, and sales (including partner sales teams) to maintain visibility into funnel performance and align on shared goals


• Use data and performance insights to inform campaign planning and optimization decisions

Reporting & Optimization

• Track leads, MQLs, SQLs, conversion rates, and pipeline contribution/ROI; report results with actionable recommendations


• Test across audiences, messaging, and creative to identify optimization opportunities

Computer Skills:

To perform this job successfully, an individual should have working knowledge of word processing, spreadsheet, database and presentation software, as well as CRM, marketing automation, content management and knowledge management systems.

Education/Experience:

• Bachelor's degree in marketing, communications, business or a related field from a four-year college or university.


• 4+ years of relevant experience in demand generation, digital marketing, lifecycle marketing or integrated campaign management. Experience in the accounting profession, professional services or a technology company is preferred. An equivalent combination of education and experience will be considered.

Knowledge, Skills, and Other Abilities:

• Proven experience supporting and executing integrated B2B demand generation campaigns that have met or exceeded goals.


• Strong project management skills and the ability to manage multiple campaigns, deadlines and stakeholders simultaneously.


• Working proficiency with marketing automation platforms such as Pardot, Marketo or HubSpot, CRM solutions such as Salesforce, and email marketing platforms.


• Creative, detail-oriented and able to work independently in a fast-paced environment while adapting to changing priorities.


• Strong preference given to candidates with experience leveraging generative AI tools such as Claude, ChatGPT, Microsoft Copilot, Google Gemini or equivalent platforms to support marketing strategy and execution.


• Ability to travel 10-15% of the time.

About CPA.com

At CPA.com, we empower CPAs and businesses with innovative technology solutions to help them drive sustainable success for their clients and organizations. We develop the solutions ourselves or in partnership with leading technology providers such as Sage, Paychex.com, BILL and Vertex, among many others.

We have established ourselves as thought leaders on emerging technologies and as a trusted business advisor to accounting and finance professionals in the United States, with a growing global focus. Our team works every day to transform accounting practice areas, deliver cutting-edge technology solutions and advance the technology ecosystem for the profession.

What's life like at CPA.com? Our team members would describe it as innovative, fast-paced and flexible. We're engaged - we get involved and we get to own key activities. We're accountable - we stand behind our work. We're collaborative - we thrive on teamwork. We're authentic - we're true to who we are. And we're innovative - we look to what's next.