Betterment is a leading, technology-driven financial services company that offers investing, savings, and retirement solutions for retail investors and investment advisors, as well as financial wellness solutions, including a 401(k) for small and medium-sized businesses. Our team is passionate about our mission, to empower people to build wealth with confidence and ease. We’re headquartered in NYC and offer hybrid NY-based positions (four days / week in-office, with no required office days during the summer and winter holidays).
About the Role:Betterment is seeking an experienced B2B Marketing Manager to support the demand generation efforts for our 401(k) sales organization. This individual contributor will help plan, execute and optimize lead generation programs to drive qualified pipeline for Betterment’s 401(k) line of business, with a particular focus on paid media, campaign execution, audience targeting, ABM, and performance optimization.
This role is ideal for a hands-on B2B demand generation marketer with a strong paid media background and communication skills who is excited to work across channels, partner closely with cross-functional teams, and drive measurable business impact.
This role is based out of our NYC office. Below we've reflected the base salary range we would offer for this position. Actual salaries may vary depending on factors including but not limited to location, experience, and performance. The range listed is just one component of Betterment’s total compensation package for employees.
- New York City: $120,000-$150,000
This job may also be eligible for variable compensation in the form of a company incentive bonus.
A Day in the Life:You will help run the day-to-day performance marketing engine for Betterment at Work, with a strong emphasis on paid media, email nurture, and campaign execution.
- Plan, launch, and optimize demand generation campaigns across paid media, email nurture, digital channels, and event sponsorships to build pipeline for Betterment’s 401(k) sales organization
- Manage agency relationships, media performance, and budget pacing across SEM, programmatic display, and paid social
- Own audience targeting, segmentation, and nurture strategy across target-account and lifecycle motions
- Partner with RevOps on lead routing, scoring workflows, and marketing automation
- Drive optimizations across lead, MQL, and pipeline metrics
- Collaborate with business development, sales, creative, product, PR, compliance, etc.
- Maintain social proof program, creating case studies and ensuring growth of our reviews and awards strategies
- 4+ years of B2B marketing experience with a strong focus on demand generation and pipeline building
- 4+ years planning, executing, and optimizing campaigns across paid media, digital advertising, and email nurture; ABM experience is preferred, including target account strategy and account-level reporting
- Strong experience with marketing automation and CRM tools for lead generation and nurture (HubSpot and Salesforce experience is a huge plus)
- Experience managing campaigns across multiple channels and stakeholders simultaneously, with strong project management and prioritization skills
- 2+ years working with agencies and vendors (SEM, programmatic display, paid social, etc.)
- Strong written and verbal communication skills; ability to collaborate effectively across marketing, sales, revenue operations, and shared services
- Experience with budget planning and performance reporting, including MQL tracking and pipeline contribution; comfortable translating data insights into actionable marketing programs
- Background in 401(k), fintech, or other regulated industries is a plus
We change lives
Be a part of a community of innovators working to transform financial outcomes for real people. Your work will make an impact, always laddering up to our mission; to empower people to build wealth with confidence and ease.
We set audacious goals
We set them for the company, our customers, and ourselves, and we won’t stop until we reach them. We don’t just show up; we give our all, then celebrate our wins.
We value all perspectives
When we collaborate, we're at our best. We believe diverse perspectives lead to better outcomes and strive to uphold our supportive and inclusive community.
We simplify financial services
We’re financial services pioneers, always finding new ways to improve, optimize, and enhance. Constant improvement is in our DNA.
Our Commitment to Your Total Well-being:
- We offer a competitive suite of benefits, including medical, dental, and vision coverage; life and AD&D insurance; short- and long-term disability; infertility support and WPATH-aligned transgender health benefits; an Employee Assistance Program (EAP); transit benefits and FSA and HSA options
- Ownership: Equity for all employees, including new hire and refresher grants.
- Time: Flexible paid time off, paid parental leave, and a fully paid four-week sabbatical in your sixth year.
- Growth: Company-paid professional coaching for all employees.
- Wealth: Day-one 401(k) match plus matching on qualified student loan payments.
We’ll take a few weeks to review all applications. If we’d like to spend more time with you, we’ll reach out to arrange next steps, which will include 3-4 sets of meetings with your future colleagues.
In the interview process, we’ll look to learn more about your skills, experiences, capabilities, and motivators. Many of our questions will be aimed at understanding how you might operate here at Betterment. Depending on the role, we may ask you to complete a case study exercise or technical assessments, as we want to collect a robust set of data points to better inform our decisions.
On average, it takes us around 3-5 weeks to make a hiring decision, depending on your availability and sense of urgency. As a best practice, we aim to interview at least 2-3 final round candidates before making a hiring decision. Please note that, as we usually receive an overwhelming number of applications for open positions, we’re unable to offer individual feedback during the interview process.
We recognize that interviewing for a new role is a big deal. We appreciate you considering Betterment as the next step in your career, and our Recruiting Team is here to support and advocate for you through the interview process!
Betterment is dedicated to providing accommodations to candidates upon request. If you need accommodations at any point throughout the interview process, please reach out to your recruiter.
Please note that in any materials you submit, you may redact or remove age-identifying information such as age, date of birth, or dates of school attendance or graduation. You will not be penalized for redacting or removing this information.
Come join us!
We’re an equal opportunity employer and comply with all applicable federal, state, and local fair employment practices laws. We strictly prohibit and do not tolerate discrimination against employees, applicants, or any other covered persons because of race, color, religion, creed, national origin or ancestry, ethnicity, sex, gender (including gender nonconformity and status as a transgender or transsexual individual), sexual orientation, marital status, age, physical or mental disability, citizenship, past, current or prospective service in the uniformed services, predisposing genetic characteristic, domestic violence victim status, arrest records, or any other characteristic protected under applicable federal, state or local law.
Skills Required
- 4+ years B2B marketing experience focused on demand generation and pipeline building
- 4+ years planning, executing, and optimizing campaigns across paid media, digital advertising, and email nurture
- ABM experience including target account strategy and account-level reporting
- Strong experience with marketing automation and CRM tools for lead generation and nurture
- Experience with HubSpot and Salesforce
- Experience managing campaigns across multiple channels and stakeholders with strong project management and prioritization skills
- 2+ years working with agencies and vendors (SEM, programmatic display, paid social)
- Experience with budget planning and performance reporting, including MQL tracking and pipeline contribution
- Strong written and verbal communication skills and ability to collaborate across marketing, sales, RevOps, and shared services
- Background in 401(k), fintech, or other regulated industries
Betterment Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Betterment and has not been reviewed or approved by Betterment.
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Retirement Support — Day-one 401(k) matching and student-loan matching are highlighted, with employees paying zero management fees on company accounts. Feedback suggests these financial-wellness features are unusually robust for a mid-size fintech.
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Leave & Time Off Breadth — Flexible PTO and a four-week sabbatical at year six are positioned as meaningful time-away benefits. Feedback suggests these provisions contribute to positive work-life balance perceptions.
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Equity Value & Accessibility — Equity grants for all employees (new-hire, performance, and refreshers) are emphasized as part of total compensation. Feedback suggests ownership opportunities add meaningful value alongside salary.
Betterment Insights
What We Do
Betterment is the largest independent digital investment advisor in the U.S., offering investing and retirement solutions alongside their everyday services for spending and saving. Using cutting-edge technology, expert advice, automated money management tools, and tax-smart strategies, they empower hundreds of thousands of customers to manage their money—for today, tomorrow, and someday.
Why Work With Us
At Betterment, we revolutionize the way people manage their money through innovative technology and personalized guidance. With a culture of empowerment, endless growth opportunities, and focus on a well-balanced life, working at Betterment means being part of our mission of making people’s lives better.
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