Demand Generation Manager

We are the leading provider of professional services to the middle market globally, our purpose is to instill confidence in a world of change, empowering our clients and people to realize their full potential. Our exceptional people are the key to our unrivaled, culture and talent experience and our ability to be compelling to our clients. You’ll find an environment that inspires and empowers you to thrive both personally and professionally. There’s no one like you and that’s why there’s nowhere like RSM.

The Demand Generation Manager leads the strategy and execution of integrated marketing campaigns that drive qualified leads and revenue growth. This role develops multi-channel programs tailored to buyer journeys, manages lead nurturing and scoring, and partners with sales to align on pipeline goals. The manager monitors campaign performance, optimizes results through testing and analytics, manages campaign budget, and works closely with martech tools. Success in this role requires strong strategic acumen, collaboration, communication, and project management skills, along with proven experience generating measurable pipeline impact in a B2B environment.

Essential Duties:

Campaign Strategy & Execution:

• Partners closely with Line of Business, Industry, and Channel (Paid, SEO, Web) Marketing teams to align on strategy and goals
• Design and execute multi-channel demand generation campaigns (email, paid media, SEO, webinars, content syndication, ABM, chat) tailored to buyer personas and aligned with enterprise revenue growth goals
• Develop marketing messaging and user experiences aligned to specific audiences and buyer journeys
• Prepare campaign strategy documentation
• Identify campaign-specific target audiences, including target accounts, or other CRM related lists
• Build out buyer journeys and messaging to support the campaign strategy(ies)
• Identify and maximize co-marketing opportunities within campaigns for relevant strategic business alliances (SBAs)
• Define and be accountable to key marketing metrics (pipeline, leads, etc.) associated with campaigns and the overall program framework

Lead Management & Nurturing:

• Build and manage lead scoring models, nurture workflows, and lifecycle campaigns using marketing automation tools (e.g., Marketo, Dynamics 365)
• Partner with sales to define ICPs, target account lists, and ensure seamless lead handoff and pipeline acceleration

Analytics & Optimization:

• Monitor campaign performance, conduct A/B testing, and use attribution models to continuously optimize and improve ROI and conversion rates
• Use data to evaluate campaign effectiveness, with a focus on iteration
• Monitor specific campaign progress against goals, including lead generation and revenue growth; suggest course corrections and opportunities

Project Management:

• Work within CRM and marketing automation platforms, and stay current with AI-powered tools, intent data platforms, and martech innovations, identifying areas to drive increased and more strategic use of these tools
• Brief creative, digital and event marketing teams on campaign strategies, ensuring clear understanding of tactical plans and deliverables
• Monitor and track campaign budget and expenses
• Keep key marketing and business stakeholders informed of program and campaign performance, as well as contributions needed to support campaign efforts

Other

• Participates in all appropriate marketing learning and development to build skills and capabilities
• Participates, as appropriate, in cross-firm projects related to marketing and demand generation capability development and enhancements
• Engages with various members of the Lines of Business and Industry teams to help educate teams related to the Marketing Program Framework
• Support the Demand Generation Director in driving a consistent approach to campaign planning across the demand generation program framework

MINIMUM QUALIFICATIONS:

EDUCATION/CERTIFICATIONS

• Bachelor’s degree required in Marketing, Business, or related field, required

TECHNICAL/SOFT SKILLS

• Strong written and verbal communication skills
• Proficiency in marketing automation (Marketo, HubSpot), CRM (Dynamics 365, Salesforce), Adobe Analytics, SEM Rush and AEM tools, required
• Familiarity with predictive analytics and AI-powered marketing tools (preferred)
• Strong project management, critical thinking and organizational skills  (e.g., Asana, Monday.com), require
• Strong analytical skills and experience with attribution modeling and campaign reporting, preferred
• Ability to learn new subject areas quickly

EXPERIENCE

• 3 – 5 years of demand generation campaign planning or digital marketing experience in B2B environment, preferably professional services or consulting industries
• Proven understanding of marketing, demand generation, and conversion optimization, required
• Proven track record of driving, measuring and growing qualified leads and pipeline through campaign tactics, required
• General knowledge of content strategy and digital marketing channel strategy, required
• Agency or matrixed environment, preferred

LEADERSHIP SKILLS

• Excellent communication and stakeholder management skills
• Awareness and understanding of various marketing channels
• Strong sense of ownership and determination to get things done
• Highly collaborative and able to work within a team to achieve stated goals

At RSM, we offer a competitive benefits and compensation package for all our people. We offer flexibility in your schedule, empowering you to balance life’s demands, while also maintaining your ability to serve clients. Learn more about our total rewards at https://rsmus.com/careers/working-at-rsm/benefits.

All applicants will receive consideration for employment as RSM does not tolerate discrimination and/or harassment based on race; color; creed; sincerely held religious beliefs, practices or observances; sex (including pregnancy or disabilities related to nursing); gender; sexual orientation; HIV Status; national origin; ancestry; familial or marital status; age; physical or mental disability; citizenship; political affiliation; medical condition (including family and medical leave); domestic violence victim status; past, current or prospective service in the US uniformed service; US Military/Veteran status; pre-disposing genetic characteristics or any other characteristic protected under applicable federal, state or local law. 

Accommodation for applicants with disabilities is available upon request in connection with the recruitment process and/or employment/partnership. RSM is committed to providing equal opportunity and reasonable accommodation for people with disabilities. If you require a reasonable accommodation to complete an application, interview, or otherwise participate in the recruiting process, please call us at 800-274-3978 or send us an email at [email protected].

RSM does not intend to hire entry level candidates who will require sponsorship now OR in the future (i.e. F-1 visa holders). If you are a recent U.S. college / university graduate possessing 1-2 years of progressive and relevant work experience in a same or similar role to the one for which you are applying, excluding internships, you may be eligible for hire as an experienced associate.

RSM will consider for employment qualified applicants with arrest or conviction records. For those living in California or applying to a position in California, please click here for additional information.

At RSM, an employee’s pay at any point in their career is intended to reflect their experiences, performance, and skills for their current role. The salary range (or starting rate for interns and associates) for this role represents numerous factors considered in the hiring decisions including, but not limited to, education, skills, work experience, certifications, location, etc. As such, pay for the successful candidate(s) could fall anywhere within the stated range.