The Demand Generation Campaign 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), required
- 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. Learn more about our total rewards at https://rsmus.com/careers/working-at-rsm/benefits.
We believe flexibility and in-person connection both play an important role in how we work and grow. Most roles at RSM follow a hybrid workstyle, which means team members are aligned to an RSM office and come together in person when it best supports clients, teams, development or relationship-building. Some roles may be virtual or primarily on-site based on role requirements, team priorities and client needs.
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.
Compensation Range: $95,400 - $163,900
Individuals selected for this role will be eligible for a discretionary bonus based on firm and individual performance.
