Principal, Demand Generation – Workforce Solutions

Intuit Inc.; United States; On-site; USD 191,000 - 278,000; Full time

Benefits offered by this job

Cash bonus

Equity rewards

Benefits

Job summary

Intuit Inc. is seeking a Demand Generation Principal for Workforce Solutions to own engagement and demand generation for mid-market install bases and cross-audience campaigns that acquire net-new customers.

This principal-level role intersects lifecycle marketing and acquisition, with responsibility for expansion pipeline, cross-sell revenue, and new-logo pipeline across Workforce and Payroll products.

Qualifications

• 10+ years of B2B demand generation, lifecycle, or growth marketing experience.
• Experience marketing HCM, payroll, workforce management, or HR-tech categories, or ability to master new domains quickly.
• Deep fluency in install-base marketing: propensity modeling, segmentation, in-product and lifecycle channels, and cross-sell playbooks.
• Proficient in full-funnel campaign design and the demand gen stack with strong attribution.
• Data-driven operating style with ability to build target lists from usage and firmographic signals.
• Principal-level influence: setting strategy, aligning teams around an expansion motion, driving execution across departments.

Responsibilities

• Own demand generation strategy and pipeline targets for Workforce and Payroll in the mid-market segment.
• Build install-base programs to identify, engage, and convert existing mid-market customers.
• Design cross-audience acquisition campaigns to attract net-new customers.
• Partner with product marketing, sales, and customer success on coordinated plays.
• Orchestrate the channel mix into coherent journeys for each segment and persona.
• Collaborate with Regional Marketing field team to activate campaigns at the pod level.
• Own the measurement framework: expansion pipeline, attach rates, ROI, and cohort conversion.
• Mine customer and funnel data to evangelize insights across the marketing organization.

Skills

Demand generation strategy

Lifecycle marketing

Cross-audience campaigns

Campaign measurement

Data-driven decision making

Leadership & collaboration

Tools

Marketing automation

CRM

Paid media

Webinars

Email marketing

Job description

Every mid-market business runs on its people — and Intuit’s Workforce and Payroll solutions help them pay, manage, and grow their teams. As Demand Generation Principal for Workforce Solutions, you will own engagement and demand generation into Intuit’s existing mid-market install base for Workforce and Payroll, as well as cross-audience campaigns that acquire net-new customers.

This is a principal-level role at the intersection of lifecycle marketing and acquisition. The install-base opportunity is significant: thousands of mid-market customers already trust Intuit for their financial platform and represent prime expansion potential for Workforce and Payroll. At the same time, you’ll design cross-audience acquisition campaigns that bring new mid-market customers into the franchise. You’ll be measured on expansion pipeline, cross-sell revenue, and new-logo pipeline contribution.

Responsibilities

• Own demand generation strategy and pipeline targets for Workforce and Payroll solutions in the mid-market segment — spanning install-base expansion and new-customer acquisition.
• Build always-on install-base programs that identify, engage, and convert existing mid-market customers with high propensity for Workforce and Payroll — using product signals, lifecycle triggers, and tailored offers.
• Design cross-audience acquisition campaigns that lead with workforce pain points (payroll complexity, compliance, benefits, workforce visibility) to bring net-new customers to Intuit.
• Partner with product marketing to sharpen expansion narratives, and with sales and customer success on coordinated plays — shared target lists, sequenced outreach, and clean handoffs.
• Orchestrate the channel mix — in-product, email, webinars, events, paid, and field — into coherent journeys for each segment and persona.
• Work with the Regional Marketing field team to activate workforce campaigns at the pod level, feeding them plays, content, and target accounts.
• Own the measurement framework: expansion pipeline sourced and influenced, attach rates, campaign ROI, and cohort conversion — reported with credibility to leadership.
• Continuously mine customer and funnel data for insight, and evangelize what you learn about the workforce buyer across the mid-market marketing organization.

Qualifications

• 10+ years of B2B demand generation, lifecycle, or growth marketing experience, ideally spanning both install-base expansion and new-customer acquisition.
• Experience marketing HCM, payroll, workforce management, or adjacent HR-tech categories — or the demonstrated ability to master a new domain and buying committee quickly.
• Deep fluency in install-base marketing: propensity modeling, segmentation, in-product and lifecycle channels, and cross-sell playbooks that respect the customer relationship.
• Command of full-funnel campaign design and the demand gen stack — marketing automation, CRM, paid media, webinars, and email — with strong attribution discipline.
• A data-first operating style: you build target lists from usage and firmographic signals, test relentlessly, and defend spend with pipeline math.
• Principal-level influence: experience setting strategy, aligning product marketing, sales, and customer success around a shared expansion motion, and driving execution across teams.
• Strong understanding of the mid-market buying committee for workforce decisions (HR, finance, operations) and how to message pain points across it.

Intuit provides a competitive compensation package with a strong pay for performance rewards approach. This position may be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits). Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing fair pay for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.

The expected base pay range for this position is:
Mountain View $205,000 - $277,500
San Diego, CA $191,000- $258,500