Senior Manager, Demand Generation & ABM

SCOPE OF RESPONSIBILITY AND AUTHORITY

This role owns the marketing-sourced pipeline number end-to-end — from strategy through execution through measurement. The Senior Manager has authority to select and configure marketing technology, set ABM program strategy, manage paid media budgets, and define lead qualification criteria in coordination with sales. Discounts, co-marketing commitments, and partnership agreements require CBIO approval. Key cross-functional dependencies include the sales team (account targeting alignment), Product Marketing (messaging and content), and the Content & Brand team (content execution). The role operates within AFS's FFIEC-regulated environment and must ensure all marketing activity meets data privacy and compliance standards.

CORE RESPONSIBILITIES

• Own the marketing-sourced pipeline number and the demand generation strategy required to achieve it — this is the primary accountability of the role.
• Design and execute ABM target-account programs in close partnership with sales, ensuring marketing and sales are coordinated on the same account universe.
• Select, implement, and operate the marketing technology stack, including marketing automation (HubSpot/Marketo), CRM integration (Salesforce), and intent data platforms (6sense, Bombora, ZoomInfo).
• Build and manage email nurture and marketing automation programs that move prospects through the funnel efficiently.
• Manage LinkedIn paid campaigns, SEM, and other paid acquisition channels — optimizing continuously for pipeline efficiency and CAC.
• Leverage intent data to identify accounts showing active buying signals and prioritize sales and marketing outreach accordingly.
• Own marketing reporting and multi-touch attribution — deliver clear, accurate pipeline reporting to the CBIO and leadership team on a weekly and monthly basis.
• Drive SEO and SEM strategy in partnership with the Content & Brand team to capture demand and grow inbound pipeline.