This role owns the strategy, planning, and execution of integrated demand generation programs across audiences and channels for the Desktop Migration motion. Operating as a mini-GM with full accountability for the motion's number, this leader quarterbacks the end-to-end demand plan, leads high-impact growth motions spanning inbound, lifecycle, account-based, and partner-led strategies, and connects execution teams to business targets. They run a full-stack pod - Campaigns, Owned & Lifecycle Channels, Paid, and Demand Ops - and carry 100% accountability for the execution and optimization of their budget across channels , organized around the motion and the solutions it sells (Advanced + IES with Services attach) rather than around individual products. Uniquely among the motions, this leader owns both migration (acquisition) and migrator retention as measured outcomes.
Responsibilities 1/ Driver of cross-channel growth programs. Directly accountable for driving MQL SQL Opportunity Create - with particular focus on pipe-create and progression programs - leveraging inbound, lifecycle, account-based, and partner-led motions, and evolving toward the account-based MQA model the FY27 strategy calls for. Sequence demand to product-release moments (Aug/Nov/Feb) where parity features reach GA, leading with 'why now.' Work cross-functionally to implement digital and demand programs aligned to Sales goals, with direct ownership of Field Marketing activities.
2/ Demand planning and accountability (quarterback). Be the quarterback for the motion's demand plan - quarterly and annual integrated demand generation plans owned in partnership with Product Marketing, Marketing Services, and Sales - including segmentation, targeting, channel mix, and messaging strategy. 3/
Funnel performance management. Monitor and optimize the marketing funnel to improve conversion and campaign impact. Analyze data across funnel stages to identify drop-off points, refine strategies, and inform future program investment. Deliver clear insights - back to channel owners and partners, in partnership with Analytics and Sales Ops - that prioritize high-impact actions and improve forecast accuracy.
4/ GTM campaign strategy ownership. Serve as the central strategist who ties channel execution to business objectives. While individual teams execute within channels (paid, email, content, events), this role owns the overarching go-to-market strategy for the motion, aligns efforts to pipeline goals, and drives cross-functional accountability to those outcomes. Two strategic pillars sit here: product parity ('show, don't tell' that the features that kept customers on Desktop are now online) and migration & onboarding confidence (de-risking the switch - 'days, not months'). Solution selling applies throughout - position the connected solution an account can run on Intuit (Advanced + IES + Services like HCM) - organized around the buyer journey (capture in-market, create among near-market, build preference with the rest).
5/ Managed / at-risk account value creation. Design and implement scalable, personalized marketing approaches for the motion's managed and priority (Tier-1) accounts - with particular focus on multi-entity, high-revenue DT accounts most exposed to competitive poaching. Lead the development of customizable value propositions - grounded in migration proof, testimonials, and firm-led guidance - that build switching confidence, drive migration conversion, and measurably lift retention within key accounts, leveraging data, segmentation, and technology to personalize at scale.
6/ Demand creative. Collaborate with the creative team - informing them of campaign performance and shaping creative development with customer-centric direction (e.g., show-not-tell parity video, migration-proof stories).
Channel ownership (roadmap accountability). Drive pipeline and sales progression through ownership of, and the roadmap for, the motion's high-impact channels - ensuring alignment to messaging strategy, timelines, and resourcing.
Qualifications- Seasoned B2B SaaS demand-generation / growth leader accountable for pipeline impact, ROI, and GTM alignment, with a track record in base modernization, migration, and/or retention motions.
- Skill turning product launches and release milestones into demand moments; comfort running release-driven campaign calendars under hard product dependencies.
- Proven quarterback of integrated, quarterly/annual demand plans across segmentation, targeting, channel mix, and messaging.
- Strong cross-channel fluency - lifecycle/email, webinars/events, IPD, paid, content, accountant/partner - and the ability to optimize across channels, not just within them.
- Account-based marketing/ABX experience; comfort with intent data and AI-powered targeting; strong marketing-automation fluency.
- Data-driven: fluent in funnel conversion, CAC / cost per SQO, migration/retention KPIs, and forecast accuracy; lives in Salesforce and marketing dashboards.
- A proven partner to Product, Customer Success, Sales/BDR, and accountant/partner teams.
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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 $213,500 - $289,000
