Intuit Inc

Demand Generation Principal - Workforce Solutions

Intuit Inc • $205K — $277K *
Mountain View, CA 94040In-Person
Business Services
8 - 10 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 10+ years in B2B demand generation or lifecycle marketing
  • Experience in HCM, payroll, workforce management, or HR-tech sectors
  • Expertise in install-base marketing techniques
  • Proficient in full-funnel campaign design and demand generation tools
  • Data-driven approach to marketing with a focus on target list creation
  • Demonstrated strategic influence and execution experience across teams
  • Familiarity with mid-market workforce buying committees and their pain points.

Responsibilities

  • Own the demand generation strategy for Workforce and Payroll in the mid-market segment
  • Build and maintain install-base programs that target existing customers
  • Design acquisition campaigns addressing key workforce challenges
  • Collaborate with product marketing and sales for strategic outreach
  • Integrate diverse marketing channels into cohesive customer journeys
  • Work with regional marketing teams on localized campaign execution
  • Establish a measurement framework to track pipeline and campaign performance
  • Analyze customer data to provide insights and improve marketing strategies.

Benefits

  • Competitive compensation package
  • Performance-based cash bonuses
  • Equity rewards participation
  • Comprehensive benefits package
  • Regular pay equity assessments for fairness.
Full Job Description
As Demand Generation Principal for Workforce Solutions, you will own engagement and demand generation into Intuit's existing mid-market install base for Workforce and Payroll, as well as cross-audience campaigns that acquire net-new customers.

This is a principal-level role at the intersection of lifecycle marketing and acquisition. The install-base opportunity is significant: thousands of mid-market customers already trust Intuit for their financial platform and represent prime expansion potential for Workforce and Payroll. At the same time, you'll design cross-audience acquisition campaigns that bring new mid-market customers into the franchise. You'll be measured on expansion pipeline, cross-sell revenue, and new-logo pipeline contribution.

Responsibilities

  • Own demand generation strategy and pipeline targets for Workforce and Payroll solutions in the mid-market segment - spanning install-base expansion and new-customer acquisition.
  • Build always-on install-base programs that identify, engage, and convert existing mid-market customers with high propensity for Workforce and Payroll - using product signals, lifecycle triggers, and tailored offers.
  • Design cross-audience acquisition campaigns that lead with workforce pain points (payroll complexity, compliance, benefits, workforce visibility) to bring net-new customers to Intuit.
  • Partner with product marketing to sharpen expansion narratives, and with sales and customer success on coordinated plays - shared target lists, sequenced outreach, and clean handoffs.
  • Orchestrate the channel mix - in-product, email, webinars, events, paid, and field - into coherent journeys for each segment and persona.
  • Work with the Regional Marketing field team to activate workforce campaigns at the pod level, feeding them plays, content, and target accounts.
  • Own the measurement framework: expansion pipeline sourced and influenced, attach rates, campaign ROI, and cohort conversion - reported with credibility to leadership.
  • Continuously mine customer and funnel data for insight, and evangelize what you learn about the workforce buyer across the mid-market marketing organization.


Qualifications

  • 10+ years of B2B demand generation, lifecycle, or growth marketing experience, ideally spanning both install-base expansion and new-customer acquisition.
  • Experience marketing HCM, payroll, workforce management, or adjacent HR-tech categories - or the demonstrated ability to master a new domain and buying committee quickly.
  • Deep fluency in install-base marketing: propensity modeling, segmentation, in-product and lifecycle channels, and cross-sell playbooks that respect the customer relationship.
  • Command of full-funnel campaign design and the demand gen stack - marketing automation, CRM, paid media, webinars, and email - with strong attribution discipline.
  • A data-first operating style: you build target lists from usage and firmographic signals, test relentlessly, and defend spend with pipeline math.
  • Principal-level influence: experience setting strategy, aligning product marketing, sales, and customer success around a shared expansion motion, and driving execution across teams.
  • Strong understanding of the mid-market buying committee for workforce decisions (HR, finance, operations) and how to message pain points across it.

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Intuit provides a competitive compensation package with a strong pay for performance rewards approach. This position may be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at ). Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing fair pay for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.
The expected base pay range for this position is:
Mountain View $205,000 - $277,500
San Diego, CA $191,000- $258,500

About Intuit Inc

Intuit offers business and financial management solutions for SMBs, financial institutions, consumers, and accounting professionals. The company’s product portfolio includes TurboTax, a software solution that offers free tax filing, efile taxes, and income tax returns; Quicken; QuickBooks; Mint.com, and more. It also offers end-to-end solutions for online tax preparation, download products, mobile tax prep, mortgage interest and property tax, corporations tax, military tax, and more. Intuit was founded by Tom Proulx and Scott Cook in 1983 and is based in Mountain View, California. The company serves customers in North America, Asia, Europe, and Australia with offices in the United States, Canada, India, U.K., and Singapore.

Intuit Inc Careers

Join the dynamic team at Intuit Inc, a global powerhouse in financial software, where innovation, leadership, and diversity training are at the heart of everything we do. This is an unparalleled opportunity to advance your career with a company that is committed to empowering communities and small businesses with innovative financial solutions.

Work You’ll Do

At Intuit Inc, you’ll be part of a culture that cherishes innovation and values the unique perspectives of its team members. You will collaborate with some of the brightest minds in the industry, using your skills to influence the future of technology and finance. Our team at Intuit Inc is driven by the mission to power prosperity around the world, and you can be at the forefront of this transformation.

Explore Job Opportunities and Growth

Intuit’s career paths are as diverse as the innovative solutions we provide to millions. From finance to software engineering, our job opportunities span across multiple disciplines. Whether you’re looking for a full-time position, an internship, or leadership roles, Intuit offers a world of opportunities for professional growth. Our hiring process is designed to identify and attract professionals who are not only skilled but are also passionate about making a difference.

Professional Development and Benefits

Invest in your future with Intuit’s industry-leading benefits and professional development opportunities. Our employees enjoy comprehensive benefits that ensure their personal and professional satisfaction, including health, wellness, and continuous learning perks. At Intuit, we also understand the importance of diversity training and leadership development, providing various programs that foster an inclusive environment.

Join Our Team

Embark on a journey of growth and innovation at Intuit Inc. Search open positions that match your skills and interests. We are looking for curious, creative, and solution-driven team players. Prepare your resume, ace the interview, and join a team that’s committed to creating solutions that power prosperity around the globe.

Networking and Career Advancement

At Intuit Inc, networking and internal mobility are encouraged to foster professional growth and innovation. Connect with leaders and peers through our various networking events, mentorship programs, and collaborative projects. With support at every step of your career, the opportunities at Intuit are limitless.

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Explore Careers at Intuit Inc

Discover the exciting and rewarding career opportunities awaiting you at Intuit Inc. Let your ambition lead you to success. Join us in our mission to power prosperity and contribute to our journey of continuous innovation.

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At Intuit Inc, every role is a chance to innovate, grow, and make an impact. Join us, and together let's shape the future of finance.
Learn more about Intuit Inc
Size
13,500 employees
Market Cap
$107.4 billion
Industry
Consumer Technology
Net Income
$1.7 billion
Founded
1983
5 Year Trend
+19.6%
Revenue
$7.7 billion
NASDAQ
INTU
* Ladders Estimates

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