Marketing Manager, Demand Generation at Brightplan

Matcha; Northern (KY); Hybrid; USD 125,000 - 145,000; Full time

Job summary

BrightPlan is seeking a hands-on Marketing Manager, Demand Generation to build and optimize integrated, multi-channel campaigns that drive qualified pipeline and revenue growth. You’ll own end-to-end execution, measurement, and optimization while collaborating with Sales, Partnerships, Content, Brand, and Ops.

The role blends strategy with hands-on execution, leveraging AI-enabled tools to accelerate work and improve results. Remote-friendly within the United States with travel as needed.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field or equivalent practical experience.
• 5+ years of B2B marketing experience including at least 3 years of hands-on demand generation, growth marketing, or integrated campaigns; SaaS/fintech/HR tech experience preferred.
• Experience supporting direct enterprise sales teams and working with channel or partner sales organizations.
• Demonstrated success developing and measuring demand generation strategies tied to pipeline and revenue goals.
• Hands-on execution and optimization of integrated campaigns across multiple marketing channels.
• Proficiency with CRM and marketing automation platforms such as Salesforce, HubSpot, Marketo, or Pardot.

Responsibilities

• Develop and execute quarterly and annual demand generation plans aligned with pipeline goals and business priorities.
• Own integrated, multi-channel campaigns across digital, email, paid media, webinars, events, content syndication, nurture, and ABM.
• Collaborate with Sales to align campaigns with target accounts, buyer needs, and pipeline opportunities.
• Test and optimize campaigns, channels, messaging, and audiences based on performance data and market insights.
• Create campaign content and supporting assets using market knowledge and AI-enabled tools.

Skills

B2B marketing

Demand generation

Growth marketing

Integrated campaigns

CRM & marketing automation

ABM

Analytical skills

Education

Bachelor’s degree in Marketing/Business/Communications

Tools

Salesforce

HubSpot

Marketo

Pardot

Job description

About BrightPlan

BrightPlan is a leader in Total Financial Wellness, delivering a comprehensive global solution that supports employees’ financial health at every stage of life. Our platform combines digital tools, human financial advisors, and AI-powered coaching to help employees make better financial decisions and improve outcomes.

We are a remote-first SaaS company building practical, scalable solutions for enterprise clients around the world. Our team values accountability, curiosity, thoughtful execution, and continuous learning.

About the Role

BrightPlan is looking for a hands-on Marketing Manager, Demand Generation to develop and execute integrated, multi-channel campaigns that create qualified pipeline and support revenue growth across our enterprise and partner channels.

Reporting to the CMO, you’ll own the day-to-day execution, measurement, and optimization of demand generation programs across digital, email, paid media, webinars, events, content syndication, nurture, and account-based marketing (ABM). You’ll partner closely with Sales, Partnerships, Content, Brand, and Sales Operations to reach target audiences, engage enterprise buying groups, and turn marketing programs into measurable pipeline contribution.

This is an individual contributor role for a marketer who enjoys both strategy and hands-on execution. You’ll move comfortably between planning and execution, developing demand generation programs, launching campaigns, creating campaign content, analyzing performance, and collaborating closely with Sales and strategic partners.

We’re also actively incorporating AI into how we work. We’re looking for someone who is curious about emerging tools and eager to use AI thoughtfully to work faster, expand internal capabilities, and improve the effectiveness of our marketing programs.

What You’ll Do

Demand Generation & Campaign Execution

• Develop and execute quarterly and annual demand generation plans aligned with target audiences, pipeline goals, bookings targets, and business priorities
• Own integrated, multi-channel campaigns across digital, email, paid media, webinars, events, content syndication, nurture programs, and account-based marketing
• Build campaigns that engage enterprise buying groups across complex, multi-stakeholder sales cycles
• Manage campaigns end to end, including audience segmentation, messaging, launch, optimization, and performance measurement
• Partner with Sales to align campaigns with target accounts, buyer needs, sales priorities, and pipeline opportunities
• Test and optimize campaigns, channels, messaging, and audiences based on performance data and market insights
• Create campaign content and supporting assets, including messaging, presentations, case studies, and other sales-facing materials, using market knowledge and AI-enabled tools

Account-Based & Partner Demand Generation

• Develop and execute account-based marketing programs targeting priority enterprise accounts and buying groups in close collaboration with Sales and strategic partners
• Build joint demand generation programs with brokers, consultants, strategic alliances, and ecosystem partners to increase engagement and generate partner-sourced opportunities
• Create co-branded campaigns, partner toolkits, and supporting assets that help BrightPlan reach target enterprise audiences through strategic partner channels

Analytics & Performance Optimization

• Measure and report on campaign performance, lead and opportunity conversion, marketing-sourced pipeline, partner engagement, campaign ROI, and contribution to bookings goals
• Analyze campaign and funnel performance to identify drop-off points, improve conversion, and optimize results
• Partner with Sales Operations, Sales, and Marketing leadership to improve lead management, campaign attribution, funnel performance, and reporting visibility
• Gather insights from customers, prospects, Sales, and partners to refine messaging, audiences, campaign effectiveness, and go-to-market strategy

AI-Enabled Marketing Execution

• Use AI-enabled tools to accelerate campaign development, audience research and segmentation, personalization, content creation, testing, analysis, and reporting
• Identify opportunities to automate manual processes, expand internal capabilities, and improve efficiency through AI where appropriate
• Explore emerging AI-enabled marketing tools and identify opportunities to enhance team productivity while maintaining brand quality and compliance

What We’re Looking For

Required

• Bachelor’s degree in Marketing, Business, Communications, or related field, or equivalent practical experience
• 5+ years of B2B marketing experience including at least 3 years of hands-on demand generation, growth marketing, or integrated campaigns; SaaS, fintech, HR tech, employee benefits experience preferred
• Experience supporting direct enterprise sales teams and working with channel or partner sales organizations
• Demonstrated success developing and measuring demand generation strategies tied to pipeline and revenue goals
• Hands-on execution and optimization of integrated campaigns across multiple marketing channels
• Practical experience with account-based marketing (ABM) and enterprise sales motions
• Ability to use campaign and funnel data to optimize performance and improve pipeline contribution
• Proficiency with CRM and marketing automation platforms such as Salesforce, HubSpot, Marketo, or Pardot
• Background managing B2B events from pre-show planning through execution and post-event follow-up, with an emphasis on measurable results
• Ability to balance strategic planning with hands-on execution in a lean, fast-paced marketing organization
• Strong analytical, project management, and cross-functional collaboration skills

Preferred

• Background collaborating with brokers, consultants, or strategic distribution partners
• Industry experience in financial wellness, employee benefits, fintech, or wealth management
• Experience in a venture-backed or high-growth startup environment
• Familiarity with B2B2C go-to-market strategies

Location

BrightPlan is a remote-first company. This role is remote within the United States and may require occasional travel for company meetings, industry events, partner meetings, or other business needs. Travel is expected to be less than 10%.

Why Join BrightPlan

At BrightPlan, we believe financial well-being is a right, not a privilege. You’ll join a collaborative, mission-driven team working to make high-quality financial guidance more accessible to employees around the world.

This is an opportunity to have meaningful ownership of BrightPlan’s demand generation engine—building and optimizing programs across enterprise and partner channels, working directly with senior leaders, and using modern marketing and AI-enabled tools to turn ideas into measurable business impact.

Compensation, Benefits & Employment Details

BrightPlan determines base salary based on job-related experience, skills and qualifications, geographic location, and relevant market data. The base annual salary range for this Marketing Manager, Demand Generation position is $125,000–$145,000.

This position is also eligible for an annual performance bonus.

BrightPlan offers a comprehensive benefits package, including medical, dental and vision coverage; 401(k) with company contribution; life insurance; paid time off; and other benefits. Benefits are subject to the terms and conditions of the applicable plans and may be modified from time to time.

This position is open to candidates who live and work in the United States. Applicants must be authorized to work in the United States. BrightPlan is unable to provide employment sponsorship for this position.

Equal Employment Opportunity

BrightPlan is an equal opportunity employer. We consider qualified applicants without regard to race, color, religion, sex, pregnancy, national origin, ancestry, age, disability, genetic information, sexual orientation, gender identity or expression, marital status, veteran status, or any other characteristic protected by applicable law.