The Role
Leads integrated demand generation strategy for a software business, driving pipeline growth and revenue through audience segmentation, campaign planning, channel optimization, nurture programs, lead scoring, and sales alignment. Oversees campaign calendars, budgets, performance reporting, competitive analysis, and AI-enabled personalization and automation. Partners cross-functionally with Sales, Product Marketing, Creative, Digital Marketing, Communications, and Marketing Operations while managing at least one direct report.
Summary Generated by Built In
Why Ryan?
Hybrid Work Options
Award-Winning Culture
Generous Personal Time Off (PTO) Benefits
14-Weeks of 100% Paid Leave for New Parents (Adoption Included)
Monthly Gym Membership Reimbursement OR Gym Equipment Reimbursement
Benefits Eligibility Effective Day One
401K with Employer Match
Tuition Reimbursement After One Year of Service
Fertility Assistance Program
Four-Week Company-Paid Sabbatical Eligibility After Five Years of Service
Duties and Responsibilities
- Builds and maintains the annual demand generation strategy, including goals, channel mix, budget allocation, and KPIs by lead source.
- Owns integrated campaign planning and audience strategy, including messaging and offers, in partnership with Product Marketing, Creative, Digital Marketing, and Communications.
- Maintains a rolling six-month campaign calendar aligned to pipeline goals and sales priorities.
- Conducts quarterly competitive landscape reviews and delivers summary reports to marketing leadership.
- Recommends new programs, offers, and channel investments to increase pipeline contribution and improve conversion.
- Leads integrated campaign planning across digital and events, partnering with Digital Marketing and Marketing Operations on execution and ensuring budgets are paced correctly.
- Defines campaign requirements, including audience, offer, messaging, and tracking, and partners with Content, Digital Marketing, and Marketing Operations on build, launch, and quality assurance.
- Develops nurture programs, content strategy, and conversion-focused offers to generate and progress net-new leads.
- Defines MQL/SQL criteria and the lead scoring approach, partnering with Sales and Marketing Operations to validate, implement, and refine quarterly.
- Evaluates channel and campaign performance, reallocating investment toward the highest-performing channels and recommending strategic changes to improve pipeline and return on investment.
- Facilitates a regular cadence with Sales focused on pipeline planning, campaign priorities, account targeting, and lead quality feedback to improve revenue outcomes.
- Owns monthly and quarterly reporting to marketing leadership, partnering with Marketing Analytics to define reporting requirements and focusing on interpreting performance and translating data into strategy.
- Leverages AI tools to improve campaign planning, audience targeting, personalization, content development, testing, and optimization; identifies automation opportunities and partners with Marketing Operations on implementation.
- Maintains a high level of awareness regarding activities in the Firm that may directly affect demand generation strategy or priorities.
- Performs other duties as assigned.
Required Qualifications
- Bachelor's degree (B.A., B.B.A., or B.S.) from a four-year college or university, preferably with a concentration in Marketing, Business, or Communications, and a minimum of 7-9 years of experience developing and leading integrated demand generation strategies, including campaign planning, channel strategy, and audience segmentation.
- Proven record of driving measurable pipeline growth and meeting revenue targets through data-informed marketing programs.
- Strong analytical skills with the ability to interpret performance data and adjust strategy accordingly.
- Excellent written and verbal communication skills, with the ability to collaborate cross-functionally with Sales, Product Marketing, Creative, Digital Marketing, and Marketing Operations.
- Experience in B2B SaaS or enterprise technology marketing and with account-based marketing strategy and tools preferred; tax industry experience is a plus.
- Must be able to execute projects and responsibilities with minimal direction and be professional and articulate.
- Thrives in a highly collaborative team environment and enjoys partnering across functions to solve new challenges and drive shared outcomes.
- Demonstrated experience partnering across Sales, Product Marketing, Creative, Digital Marketing, Marketing Operations, and Communications to align priorities and execute integrated campaigns.
- Brings hands-on experience owning direct marketing channels earlier in their career and has progressed to leading broader, end-to-end campaign strategy and execution across multiple channel touchpoints, including agency management, team delivery, and cross-functional coordination.
- Strong presence partnering directly with Sales leadership, including Sales Development and Account Executive teams, to monitor lead progression through the sales cycle, identify opportunities for improvement, and develop and execute action plans.
- Comfortable using Salesforce data and reporting in partnership with Sales to evaluate campaigns; experience with Pardot, agency-managed channels, and internally owned channels is strongly preferred.
Skills Required
- Bachelor's degree from a four-year college or university, preferably in Marketing, Business, or Communications
- 7-9 years of experience developing and leading integrated demand generation strategies
- Experience with campaign planning, channel strategy, and audience segmentation
- Previously managed at least one direct report
- Proven record of driving measurable pipeline growth and meeting revenue targets through data-informed marketing programs
- Strong analytical skills and ability to interpret performance data and adjust strategy
- Excellent written and verbal communication skills
- Cross-functional collaboration with Sales, Product Marketing, Creative, Digital Marketing, and Marketing Operations
- Experience in B2B SaaS or enterprise technology marketing
- Experience with account-based marketing strategy and tools
- Tax industry experience
- Experience using Salesforce data and reporting with Pardot
- Ability to execute projects with minimal direction and maintain professional, articulate communication
Ryan Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Ryan and has not been reviewed or approved by Ryan.
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Flexible Benefits — The myRyan model provides results-based flexibility for exempt staff alongside hybrid/remote options, while non‑exempt roles use a PTO bank and receive paid holidays. Many benefits are available from the date of hire, reinforcing practical flexibility in how benefits are used.
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Parental & Family Support — Paid parental leave, adoption assistance, and fertility support are highlighted as meaningful family-oriented offerings. Consistent emphasis on family-friendly policies positions this area as a standout.
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Strong & Reliable Incentives — A performance-driven culture offers bonuses and commissions in certain tracks, with role descriptions noting meaningful variable pay beyond base salary. Total compensation is often characterized as strong where these incentives are prominent.
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The Company
What We Do
Ryan is a tax services firm providing tax advisory and consulting services on a multi-jurisdictional basis. Ryan, an award-winning global tax services and software provider, is the largest Firm in the world dedicated exclusively to business taxes. With global headquarters in Dallas, Texas, the Firm provides an integrated suite of federal, state, local, and international tax services on a multijurisdictional basis, including tax recovery, consulting, advocacy, compliance, and technology services. Ryan is a seven-time recipient of the International Service Excellence Award from the Customer Service Institute of America (CSIA) for its commitment to world-class client service. Empowered by the dynamic myRyan work environment, which is widely recognized as the most innovative in the tax services industry, Ryan’s multidisciplinary team of more than 2,500 professionals and associates serves over 14,000 clients in more than 50 countries, including many of the world’s most prominent Global 5000 companies.
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