Manager, Demand Generation Marketing

About Betterment

Betterment is a leading, technology-driven financial services company that offers investing, savings, and retirement solutions for retail investors and investment advisors, as well as financial wellness solutions, including a 401(k) for small and medium-sized businesses. Our team is passionate about our mission, to empower people to build wealth with confidence and ease. We’re headquartered in NYC and offer hybrid NY-based positions (four days / week in-office, with no required office days during the summer and winter holidays).

About the Role:

Betterment is seeking an experienced B2B Marketing Manager to support the demand generation efforts for our 401(k) sales organization. This individual contributor will help plan, execute and optimize lead generation programs to drive qualified pipeline for Betterment’s 401(k) line of business, with a particular focus on paid media, campaign execution, audience targeting, ABM, and performance optimization.

This role is ideal for a hands-on B2B demand generation marketer with a strong paid media background and communication skills who is excited to work across channels, partner closely with cross-functional teams, and drive measurable business impact.

This role is based out of our NYC office. Below we've reflected the base salary range we would offer for this position. Actual salaries may vary depending on factors including but not limited to location, experience, and performance. The range listed is just one component of Betterment’s total compensation package for employees.

• New York City: $120,000-$150,000

This job may also be eligible for variable compensation in the form of a company incentive bonus.

A Day in the Life:

You will help run the day-to-day performance marketing engine for Betterment at Work, with a strong emphasis on paid media, email nurture, and campaign execution.

• Plan, launch, and optimize demand generation campaigns across paid media, email nurture, digital channels, and event sponsorships to build pipeline for Betterment’s 401(k) sales organization
• Manage agency relationships, media performance, and budget pacing across SEM, programmatic display, and paid social
• Own audience targeting, segmentation, and nurture strategy across target-account and lifecycle motions
• Partner with RevOps on lead routing, scoring workflows, and marketing automation
• Drive optimizations across lead, MQL, and pipeline metrics
• Collaborate with business development, sales, creative, product, PR, compliance, etc.
• Maintain social proof program, creating case studies and ensuring growth of our reviews and awards strategies

What We're Looking For:

• 4+ years of B2B marketing experience with a strong focus on demand generation and pipeline building
• 4+ years planning, executing, and optimizing campaigns across paid media, digital advertising, and email nurture; ABM experience is preferred, including target account strategy and account-level reporting
• Strong experience with marketing automation and CRM tools for lead generation and nurture (HubSpot and Salesforce experience is a huge plus)
• Experience managing campaigns across multiple channels and stakeholders simultaneously, with strong project management and prioritization skills
• 2+ years working with agencies and vendors (SEM, programmatic display, paid social, etc.)
• Strong written and verbal communication skills; ability to collaborate effectively across marketing, sales, revenue operations, and shared services
• Experience with budget planning and performance reporting, including MQL tracking and pipeline contribution; comfortable translating data insights into actionable marketing programs
• Background in 401(k), fintech, or other regulated industries is a plus

Join a team built on these core values

We change lives

Be a part of a community of innovators working to transform financial outcomes for real people. Your work will make an impact, always laddering up to our mission; to empower people to build wealth with confidence and ease.

We set audacious goals

We set them for the company, our customers, and ourselves, and we won’t stop until we reach them. We don’t just show up; we give our all, then celebrate our wins.

We value all perspectives

When we collaborate, we're at our best. We believe diverse perspectives lead to better outcomes and strive to uphold our supportive and inclusive community.

We simplify financial services

We’re financial services pioneers, always finding new ways to improve, optimize, and enhance. Constant improvement is in our DNA.

Our Commitment to Your Total Well-being:

• We offer a competitive suite of benefits, including medical, dental, and vision coverage; life and AD&D insurance; short- and long-term disability; infertility support and WPATH-aligned transgender health benefits; an Employee Assistance Program (EAP); transit benefits and FSA and HSA options
• Ownership: Equity for all employees, including new hire and refresher grants.
• Time: Flexible paid time off, paid parental leave, and a fully paid four-week sabbatical in your sixth year.
• Growth: Company-paid professional coaching for all employees.
• Wealth: Day-one 401(k) match plus matching on qualified student loan payments.

What happens next

We’ll take a few weeks to review all applications. If we’d like to spend more time with you, we’ll reach out to arrange next steps, which will include 3-4 sets of meetings with your future colleagues.

In the interview process, we’ll look to learn more about your skills, experiences, capabilities, and motivators. Many of our questions will be aimed at understanding how you might operate here at Betterment. Depending on the role, we may ask you to complete a case study exercise or technical assessments, as we want to collect a robust set of data points to better inform our decisions.