Manager, B2B Marketing

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 and requires hybrid in-office presence with four days per week in the office, maintaining flexibility with no required office days during the summer and winter holidays.

Key facts

What you'll do

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 and oversee media performance and budget pacing across SEM, programmatic display, and paid social channels.

Own audience targeting, segmentation, and nurture strategy across target-account and lifecycle motions to align with broader revenue goals.

Partner with RevOps on lead routing, scoring workflows, and marketing automation to ensure seamless handoffs and effective lead management.

Drive optimizations across lead, MQL, and pipeline metrics to improve campaign efficiency and business outcomes.

Collaborate with business development, sales, creative, product, PR, compliance, and other cross-functional teams to align messaging and campaign execution.

Maintain social proof programs by creating case studies and contributing to the growth of reviews and awards strategies that enhance brand credibility.

Requirements

4+ years of B2B marketing experience with a strong focus on demand generation and pipeline building to ensure alignment with revenue objectives.

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 for sophisticated buyer engagement.

Strong experience with marketing automation and CRM tools for lead generation and nurture, where HubSpot and Salesforce experience is a huge plus for managing complex workflows and data integration.

Experience managing campaigns across multiple channels and stakeholders simultaneously, with strong project management and prioritization skills to meet deadlines and maintain quality.

2+ years working with agencies and vendors across SEM, programmatic display, and paid social to manage performance and ensure contractual compliance.

Strong written and verbal communication skills; ability to collaborate effectively across marketing, sales, revenue operations, and shared services to drive cohesive go-to-market initiatives.

Experience with budget planning and performance reporting, including MQL tracking and pipeline contribution; comfortable translating data insights into actionable marketing programs that support growth.

Background in 401(k), fintech, or other regulated industries is a plus to navigate compliance considerations and industry-specific nuances effectively.

Nice to have

A preference for candidates who have demonstrated success in ABM programs, target account planning, and account-level reporting to refine precision targeting.

Experience with social proof initiatives such as case study development, customer story collection, and awards strategy to amplify credibility and market positioning.

Practical notes

This role operates on a hybrid schedule requiring in-office presence four days per week, with flexibility around summer and winter holiday periods.

Employment is subject to compensation band verification and eligibility for incentive bonus programs based on performance and business conditions.

Candidates must be authorized to work in the United States without sponsorship for this position based in New York City.