Manager of B2B Marketing

Betterment; New York (NY); Hybrid; USD 110,000 - 150,000; Full time

Benefits offered by this job

401(k) match

Equity grants

Health insurance

Paid parental leave

Sabbatical after 6 years

In-office culture

Job summary

Betterment is seeking an experienced B2B Marketing Manager to support demand generation for our 401(k) sales organization. This individual contributor will plan, execute and optimize lead generation programs across paid media, email nurture, and campaigns to drive qualified pipeline.

You will manage agency relationships, ABM, targeting, and collaborate with RevOps, sales, and product. Strong marketing automation and CRM experience (HubSpot and Salesforce) is a huge plus.

Qualifications

• 4+ years in B2B marketing with demand-gen focus.
• Experience planning and optimizing multi-channel campaigns.
• Strong background in ABM and lifecycle nurture.

Responsibilities

• Plan, launch and optimize demand generation campaigns across paid media and email nurture.
• Manage agency relations and budget pacing for SEM, display, and paid social.
• Collaborate with RevOps, sales, and product to drive pipeline and MQLs.
• Maintain audience targeting and lifecycle nurture strategies.

Skills

Demand generation

B2B marketing

Paid media

ABM

Marketing automation

CRM (HubSpot/Salesforce)

Cross-functional collaboration

Campaign optimization

Tools

HubSpot

Salesforce

Google Ads

Job description

• Betterment is seeking an experienced B2B Marketing Manager to support the demand generation efforts for our 401(k) sales organization
• This individual contributor will help plan, execute and optimize lead generation programs to drive qualified pipeline for Betterment’s 401(k) line of business, with a particular focus on paid media, campaign execution, audience targeting, ABM, and performance optimization
• You will help run the day-to-day performance marketing engine for Betterment at Work, with a strong emphasis on paid media, email nurture, and campaign execution
• Plan, launch, and optimize demand generation campaigns across paid media, email nurture, digital channels, and event sponsorships to build pipeline for Betterment’s 401(k) sales organization
• Manage agency relationships, media performance, and budget pacing across SEM, programmatic display, and paid social
• Own audience targeting, segmentation, and nurture strategy across target-account and lifecycle motions
• Partner with RevOps on lead routing, scoring workflows, and marketing automation
• Drive optimizations across lead, MQL, and pipeline metrics
• Collaborate with business development, sales, creative, product, PR, compliance, etc
• Maintain social proof program, creating case studies and ensuring growth of our reviews and awards strategies

Benefits

• Compensation & Ownership: Competitive, benchmarked salary. Equity for everyone, including new hire, performance, and refresher grants.
• Retirement: 401(k) match from day one, including Student loan matching. Zero management fees.
• Health & Wellbeing: Comprehensive medical, dental, and vision coverage. One Medical membership. Fertility and LGBTQIA+ transition support.
• Time Away: Flexible time off. Paid parental leave for all parents. Four-week sabbatical in year six.
• In-Office Culture & Flexibility: An in-person, collaborative culture, with no required office days during the summer and winter holidays.
• Growth & Development: Free Coaching for everyone and continuous development.
• Community & Care: Chef lunches, guest speakers, company gatherings, heritage celebrations, and seven Employee Resource Groups.
• Employee Support: Dedicated benefits advocate and EAP access.

This role is ideal for a hands-on B2B demand generation marketer with a strong paid media background and communication skills who is excited to work across channels, partner closely with cross-functional teams, and drive measurable business impactStrong experience with marketing automation and CRM tools for lead generation and nurture (HubSpot and Salesforce experience is a huge plus)Background in 401(k), fintech, or other regulated industries is a plus4+ years planning, executing, and optimizing campaigns across paid media, digital advertising, and email nurture; ABM experience is preferred, including target account strategy and account-level reportingExperience with budget planning and performance reporting, including MQL tracking and pipeline contribution; comfortable translating data insights into actionable marketing programsExperience managing campaigns across multiple channels and stakeholders simultaneously, with strong project management and prioritization skills4+ years of B2B marketing experience with a strong focus on demand generation and pipeline building2+ years working with agencies and vendors (SEM, programmatic display, paid social, etc.)Strong written and verbal communication skills; ability to collaborate effectively across marketing, sales, revenue operations, and shared services