Demand Generation Manager, Auto
Upgrade is a fintech company focused on providing affordable and responsible credit to everyday consumers. Our Auto business is growing, and demand generation is how we reach the customers, and partners who power that growth. As a
Demand Generation Manager, you will own the day-to-day strategy and execution that drive new business across Auto, spanning paid media, email, content, events, and sales-led campaigns. You will build the campaigns, nurture journeys, and reporting needed to drive measurable pipeline growth and revenue impact. This is a highly visible role for someone who is analytical, comfortable owning cross-functional work end to end, and energized by building and scaling a marketing foundation.
You will work in close partnership with Sales, Partnerships, Sales Enablement, and Customer Success, and alongside Lifecycle, Product Marketing, Design, Legal & Compliance, and Data partners, so that acquisition efforts line up with onboarding, engagement, and retention. You will sit at the intersection of growth and marketing execution, working directly with the teams closest to revenue, with real ownership and the ability to shape how Upgrade shows up in the Automotive market.
What You'll Do:- Own demand generation strategy for Auto across PPC, email, content, events, and web
- Refine the GTM, messaging, and value proposition for each business, aligned to ICP and buyer personas
- Optimize lead acquisition, conversion, and pipeline velocity, and manage and improve MQL quality and performance
- Partner with Account Executives, Partnerships, and Sales leadership to brainstorm, align on, and launch campaigns, including sales incentives, competitions, and referral programs
- Refine nurture journeys and build segmentation strategies in HubSpot, Salesforce, and Outreach
- Lead campaigns end to end (strategy, execution, measurement), defining success metrics and setting a clear reporting cadence
- Work cross-functionally to move campaigns forward: Design tickets within the sprint cycle, Lifecycle requests, and early Legal, Compliance, and bank review
- Oversee website strategy and optimization, ensuring alignment with campaign messaging, ICP targeting, SEO best practices, and conversion rate optimization
- Build performance dashboards and attribution reporting tied to revenue outcomes, working with Data and Sales Ops partners across Heap, Google Analytics, Salesforce, and Tableau
- Manage the demand generation budget and track program spend against results
- Continuously test and optimize campaigns for efficiency and effectiveness
- Use AI-enabled tools when helpful to streamline content development, summarize insights, and improve workflow efficiency, so we can move quickly without sacrificing quality
What We Look For:- 5-7+ years of B2B or demand generation marketing experience, ideally within fintech, consumer lending, auto finance focused products.
- Proven experience leading demand generation and pipeline growth, including paid digital channels such as Google Ads and LinkedIn Ads.
- Proficiency in Salesforce and HubSpot.
- Demonstrated skills or projects with claude, chatgpt, co-pilot or any other AI tool.
- Data-driven mindset with strong analytical skills, including experience with attribution, funnel reporting, and dashboards in Tableau (or a comparable BI tool).
- Track record of designing and analyzing test-and-learn experiments (e.g., A/B tests) to optimize campaign performance.
- Strong understanding of integrated marketing strategy, with the ability to translate strategy into clear plans and messaging.
- Excellent written and verbal communication skills, with experience presenting results and recommendations to senior stakeholders.
- Self-starter who is organized, detail-oriented, and comfortable managing multiple cross-functional workstreams in a fast-paced environment.
- BA/BS degree in business or a closely related field, or equivalent practical experience.
- Curiosity and adaptability with AI-enabled tools, which are already part of how work gets done across our organization and will continue to expand over time.
Nice to Have:- Experience with Outreach, Heap, or Google Analytics.
- Experience partnering with Legal and Compliance on marketing review in a regulated environment.
- Experience with partner, referral, or sales-incentive programs.
- Familiarity with website strategy, SEO best practices, and conversion rate optimization.
What We Offer You: - Competitive salary and stock option plan
- 100% paid coverage of medical, dental and vision insurance
- Flexible PTO
- Opportunities for professional growth and development
- Paid parental leave
- Health & wellness initiatives
#BI-Hybrid #LI-HybridEnvironmental & Working ConditionsWork is performed indoors in a fast-paced environment that requires the ability to manage multiple priorities and meet established workflows, schedules, and service expectations. Employees regularly input, retrieve, and exchange information accurately using digital systems and applications to support operational and customer service objectives. The role requires the ability to receive and exchange information with customers, peers, supervisors, and cross-functional partners through available communication channels, which may include meetings, email, phone, and digital collaboration tools, and may involve real-time, verbal, or in-person exchanges depending on business need. Job duties may involve managing a high volume of inbound and/or outbound customer interactions and work activities using telecommunications and computer systems. The role requires the ability to read, analyze, and interpret information displayed on computer screens and remain in a working posture for extended periods, consistent with the demands of the position. Work may be performed in a contact center, office, or remote environment, depending on business needs and the nature of the role. Onsite work environments may include shared workspaces, standard office lighting, and moderate background noise typical of customer service or operational settings. Employees working remotely are responsible for maintaining a secure and productive workspace with reliable internet connectivity that supports company systems and safeguards the confidentiality of company and customer information.
