Demand Generation Principal – Accountant

Responsibilities

• Own the demand generation strategy and pipeline targets for the Accountant audience across both motions: IAS sales to accountants, and firm-driven adoption of Intuit’s mid-market solutions by their clients.
• Build full-funnel campaigns that drive awareness, engagement, trial, and purchase of the Intuit Accountant Suite among accounting professionals and firms.
• Design and run “through-the-firm” programs that equip and motivate accountants to recommend Intuit’s mid-market platform to their client bases — including firm-level ABM, advisor enablement content, referral and co-marketing motions.
• Segment the accountant universe (solo practitioners through large firms) and tailor journeys, offers, and channels to each segment’s economics and influence.
• Partner closely with accountant-facing sales and partner teams on lead routing, follow-up SLAs, and feedback loops that improve conversion.
• Leverage Intuit’s accountant ecosystem moments — industry events, tax-season rhythms, and community programs — as demand generation accelerants.
• Instrument everything: build the measurement framework connecting accountant engagement to IAS revenue and to client-base mid-market pipeline, and report on it credibly.
• Act as the company’s foremost expert on what makes the accountant audience engage — and evangelize those insights across marketing, product, and sales.

Qualifications

• 10+ years of B2B demand generation or integrated marketing experience, with a track record of owning pipeline targets and full-funnel program design.
• Experience marketing to accountants, bookkeepers, or professional services firms — or a demonstrated ability to master a specialized, community-driven audience quickly.
• Fluency in channel/partner-influenced go-to-market motions: you understand how to market to an audience that both buys and refers.
• Command of the modern demand gen toolkit — lifecycle email, paid media, webinars and events, communities, marketing automation, and lead management — with rigor in measurement and attribution.
• Strong analytical skills: cohort analysis, funnel diagnostics, and campaign ROI are second nature.
• Principal-level operating skills — you set strategy, influence cross-functional partners (product marketing, sales, partner teams), and drive execution through others as well as yourself.
• Excellent communication and storytelling; comfortable presenting strategy and results to senior leadership.