Demand Generation Marketing Manager

About SmartAsset:

SmartAsset is an online destination for consumer-focused financial information and advice, whose mission is helping people make smart financial decisions, reaching over an estimated 59 million people each month (as of January 2025) through our educational content and personalized calculators and tools. To extend our mission, we also operate SmartAsset Advisor Marketing Platform (AMP), which helps connect consumers with fiduciary financial advisors. SmartAsset has earned recognition on the Inc. 5000 (#2574 in 2023) and Deloitte Technology Fast 500™ (#250 in 2022) lists. Currently, SmartAsset ranks on Y Combinator’s list of Top 100 Companies. A successful $110 million Series D funding round in 2021 valued the company at over $1 billion.

*Other than application and licensing fees, SmartAsset did not provide compensation for the aforementioned awards.

About the Team:

We’re a collaborative, experiment-driven demand gen team building something new at SmartAsset. It’s a great time to join us—there’s a big opportunity ahead, and you’ll work closely with a team that’s excited to grow and build together.

About the Job:

As Demand Generation Manager, you’ll own our paid acquisition engine from campaign execution to pipeline impact. This is a hands-on performance role focused on scaling MQLs through Google and LinkedIn while continuously improving lead quality through testing, optimization, and close partnership with Sales.

You’ll spend much of your time in ad platforms and dashboards, managing budgets, running experiments, diagnosing funnel performance, and ensuring paid media investment translates into real pipeline and revenue growth.

This role is 70% execution and 30% strategy, meaning you’ll be deeply involved in day-to-day campaign management while also owning testing roadmaps, pipeline reviews, and performance reporting.

Responsibilities:

• Own and manage paid acquisition campaigns end-to-end across Google Search, PMAX, and LinkedIn Ads, with direct responsibility for budget pacing, optimization, and scaling.
• Drive MQL volume and quality, optimizing campaigns toward downstream outcomes including SALs, meetings scheduled, and closed deals.
• Design and execute a structured experimentation roadmap across ad creative, audiences, bidding strategies, landing pages, and forms.
• Partner closely with Sales to conduct regular pipeline reviews, diagnose conversion drop-offs, and align on lead quality expectations.
• Analyze and report on campaign and funnel performance using Salesforce, Tableau, Mixpanel, and in-platform reporting to track ROI and pipeline impact.
• Build and maintain clear performance dashboards and reporting to support weekly, monthly, and quarterly business reviews.
• Support paid-acquisition-related lifecycle touchpoints (e.g., basic email nurtures, follow-ups, messaging tests) in partnership with Revenue Ops and the Demand Gen team.
• Collaborate with Revenue Ops and Analytics to ensure accurate tracking, attribution, and data integrity across systems.

Skills/Experience you have:

• At least 4 years of B2B demand generation or performance marketing experience in B2B.
• Proven experience managing paid media end-to-end, with direct responsibility for budgets, bid strategies, keyword and audience strategy, and optimization.
• Expert-level Google Ads experience (Search and PMAX) and strong LinkedIn Ads experience, including audience strategy, creative testing, and funnel optimization.
• Demonstrated ability to optimize beyond top-of-funnel metrics, with a strong understanding of full-funnel performance (MQL → SAL → Meeting → Closed Deal).
• High data fluency, with the ability to independently pull, QA, and interpret data from Salesforce, Tableau, Mixpanel, and ad platforms.
• Strong analytical and problem-solving skills, with a track record of identifying performance issues and acting decisively on insights.
• Technical marketing competency, including conversion tracking, UTMs, attribution concepts, and diagnosing tracking or data discrepancies.
• Autonomous, execution-oriented mindset — comfortable prioritizing, experimenting, and delivering results with minimal oversight.
• Clear, confident communicator who can explain performance insights, tradeoffs, and recommendations to marketing and sales stakeholders.

Skills/Experience preferred:

• Experience with marketing automation, lead scoring, and attribution modeling
• Background in fintech or financial services marketing
• Experience creating marketing assets (e.g., slide decks, ad creatives) using tools like Canva or AI-powered design platforms—no graphic design required, just the ability to produce polished, marketable materials.
• Familiarity working in high-volume, performance-driven lead generation environments where efficiency and lead quality both matter.
• Financial Literacy Mentoring Program

Physical Requirements:

• Prolonged periods of sitting at a desk and working on a computer 
• Must be able to communicate via phone calls and/or video conferences

• Fully Remote Work: All roles are fully remote within the contiguous U.S., giving you flexibility to do your best work from where you thrive.
• Comprehensive Health Coverage: Multiple Medical, Dental, and Vision plan options through trusted national carriers—so you can choose what fits your needs.
• Life & Disability Protection: Company-paid Life/AD&D coverage, with options to add supplemental life and disability plans for extra peace of mind.
• Financial Wellness: 401(k) with employer match, pre-tax savings through FSA and HSA options, and equity packages offered for every role.
• Time Off That Works: Generous vacation, sick, and parental leave policies—because balance matters.
• Additional Perks: Pet insurance, home office stipend, and Employee Assistance Program (EAP)

SmartAsset is an equal opportunity employer committed to fostering an inclusive, innovative environment with the best employees. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. If you have a disability or special need that requires accommodation, please contact us at [email protected].

California, Colorado, Connecticut, Maryland, Nevada, Rhode Island, Washington, and New York City residents* Minimum Salary of $91,500 to $130,500 + Bonus, RSUs, and benefits.

Salary at SmartAsset is determined based on permissible, non-discriminatory factors such as skills, experience, and geographic location within the contiguous United States.