Lead Demand Generation Manager

CPA.com; Northville (MI); On-site; USD 90,000 - 130,000; Full time

Job summary

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

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 is 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
• Partner with the broader Marketing team, Revenue Operations, and sales to maintain visibility into funnel performance and align on shared goals
• 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

Job description

CPA.com is seeking aDemand 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.