Demand Generation Manager, Auto

Upgrade; Atlanta, San Francisco (GA, CA); Hybrid; USD 100,000 - 170,000; Full time

Benefits offered by this job

Competitive salary and stock option

Medical, dental & vision insurance—100

Flexible PTO

Growth opportunities

Job summary

Upgrade is seeking a Demand Generation Manager to own end-to-end campaigns across Auto, including paid media, email, content, events, and web. You will partner with Sales, Partnerships, and Compliance to ensure pipeline growth and revenue impact, with a strong emphasis on data-driven decision-making.

The ideal candidate has 5–7+ years in B2B demand generation, expertise with Salesforce and HubSpot, and familiarity with AI-enabled tools to accelerate marketing workflows.

Qualifications

• 5–7+ years of B2B demand generation marketing experience, preferably fintech/auto finance.
• Proven experience leading demand generation and pipeline growth, including paid digital channels.
• Proficiency in Salesforce and HubSpot.
• Curiosity and adaptability with AI-enabled tools.

Responsibilities

• Own demand generation strategy for Auto across PPC, email, content, events, and web.
• Refine GTM messaging and value proposition for each business line.
• Lead campaigns end to end with defined success metrics and reporting cadence.
• Build segmentation strategies in HubSpot, Salesforce, and Outreach.
• Oversee website strategy, SEO, CRO, and attribution reporting.

Skills

Demand generation

Analytical mindset

Cross-functional collaboration

AI tools experience

Education

BA/BS in business or related field

Tools

Salesforce

HubSpot

Outreach

BI tools (Tableau, etc.)

Job description

Upgrade helps customers move in the right direction with affordable and responsible financial products. Since 2017, we’ve helped over 7.5 million customers access over $42 billion in consumer credit. With a relentless focus on improving our customers' financial well-being, we build products that put more money in their pocket and support their journey toward a better financial future. We’re backed by some of the most prominent technology investors and were most recently valued at $7.3B.

We’re consistently recognized for our collaborative and inclusive culture. Most recently, we were named one of the World’s Top Fintech Companies by CNBC, Best Places to Work by Built In, Best Places to Work by the San Francisco Business Times, America’s Greatest Workplaces by Newsweek, Best Startup Employer by Forbes, and Healthiest Employers by Phoenix Business Journal.

We’re looking for new team members who get excited about designing and delivering new and better products. Come join us and help build a better financial future for millions of people.

Upgrade is a fintech company focused on providing affordable and responsible credit to everyday consumers. Our Auto business is growing, and demand generation is how we reach the customers, and partners who power that growth. As a Demand Generation Manager, you will own the day-to-day strategy and execution that drive new business across Auto, spanning paid media, email, content, events, and sales-led campaigns. You will build the campaigns, nurture journeys, and reporting needed to drive measurable pipeline growth and revenue impact. This is a highly visible role for someone who is analytical, comfortable owning cross-functional work end to end, and energized by building and scaling a marketing foundation.

You will work in close partnership with Sales, Partnerships, Sales Enablement, and Customer Success, and alongside Lifecycle, Product Marketing, Design, Legal & Compliance, and Data partners, so that acquisition efforts line up with onboarding, engagement, and retention. You will sit at the intersection of growth and marketing execution, working directly with the teams closest to revenue, with real ownership and the ability to shape how Upgrade shows up in the Automotive market.

What You’ll Do:

• Own demand generation strategy for Auto across PPC, email, content, events, and web
• Refine the GTM, messaging, and value proposition for each business, aligned to ICP and buyer personas
• Optimize lead acquisition, conversion, and pipeline velocity, and manage and improve MQL quality and performance
• Partner with Account Executives, Partnerships, and Sales leadership to brainstorm, align on, and launch campaigns, including sales incentives, competitions, and referral programs
• Refine nurture journeys and build segmentation strategies in HubSpot, Salesforce, and Outreach
• Lead campaigns end to end (strategy, execution, measurement), defining success metrics and setting a clear reporting cadence
• Work cross-functionally to move campaigns forward: Design tickets within the sprint cycle, Lifecycle requests, and early Legal, Compliance, and bank review
• Oversee website strategy and optimization, ensuring alignment with campaign messaging, ICP targeting, SEO best practices, and conversion rate optimization
• Build performance dashboards and attribution reporting tied to revenue outcomes, working with Data and Sales Ops partners across Heap, Google Analytics, Salesforce, and Tableau
• Manage the demand generation budget and track program spend against results
• Continuously test and optimize campaigns for efficiency and effectiveness
• Use AI-enabled tools when helpful to streamline content development, summarize insights, and improve workflow efficiency, so we can move quickly without sacrificing quality

What We Look For:

• 5-7+ years of B2B or demand generation marketing experience, ideally within fintech, consumer lending, auto finance focused products.
• Proven experience leading demand generation and pipeline growth, including paid digital channels such as Google Ads and LinkedIn Ads.
• Proficiency in Salesforce and HubSpot.
• Demonstrated skills or projects with claude, chatgpt, co-pilot or any other AI tool.
• Data-driven mindset with strong analytical skills, including experience with attribution, funnel reporting, and dashboards in Tableau (or a comparable BI tool).
• Track record of designing and analyzing test-and-learn experiments (e.g., A/B tests) to optimize campaign performance.
• Strong understanding of integrated marketing strategy, with the ability to translate strategy into clear plans and messaging.
• Excellent written and verbal communication skills, with experience presenting results and recommendations to senior stakeholders.
• Self-starter who is organized, detail-oriented, and comfortable managing multiple cross-functional workstreams in a fast-paced environment.
• BA/BS degree in business or a closely related field, or equivalent practical experience.
• Curiosity and adaptability with AI-enabled tools, which are already part of how work gets done across our organization and will continue to expand over time.

Nice to Have:

• Experience with Outreach, Heap, or Google Analytics.
• Experience partnering with Legal and Compliance on marketing review in a regulated environment.
• Experience with partner, referral, or sales-incentive programs.
• Familiarity with website strategy, SEO best practices, and conversion rate optimization.

What We Offer You:

• Competitive salary and stock option plan
• 100% paid coverage of medical, dental and vision insurance
• Flexible PTO
• Opportunities for professional growth and development

Work is performed indoors in a fast-paced environment that requires the ability to manage multiple priorities and meet established workflows, schedules, and service expectations. Employees regularly input, retrieve, and exchange information accurately using digital systems and applications to support operational and customer service objectives. The role requires the ability to receive and exchange information with customers, peers, supervisors, and cross-functional partners through available communication channels, which may include meetings, email, phone, and digital collaboration tools, and may involve real-time, verbal, or in-person exchanges depending on business need. J ob duties may involve managing a high volume of inbound and/or outbound customer interactions and work activities using telecommunications and computer systems. The role requires the ability to read, analyze, and interpret information displayed on computer screens and remain in a working posture for extended periods, consistent with the demands of the position. Work may be performed in a contact center, office, or remote environment, depending on business needs and the nature of the role. Onsite work environments may include shared workspaces, standard office lighting, and moderate background noise typical of customer service or operational settings. Employees working remotely are responsible for maintaining a secure and productive workspace with reliable internet connectivity that supports company systems and safeguards the confidentiality of company and customer information.

Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of the position in accordance with the Americans with Disabilities Act (ADA) and applicable state and local laws. We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

Upgrade does not accept unsolicited resumes from staffing agencies, search firms, or any third parties. Any resume submitted to any employee of Upgrade without a prior written agreement in place will be considered the property of Upgrade, and Upgrade will not be obligated to pay any referral or placement fee. Agencies must obtain advance written approval from Upgrade's Talent Acquisition department to submit resumes and only in conjunction with a valid, fully executed agreement.