Demand Generation Principal – Money Solutions

Responsibilities

• Own demand generation strategy and pipeline targets for the Money portfolio — Bill Pay, Payments, Capital/Lending, and IBCC — in the mid-market segment, spanning install-base expansion and new-customer acquisition.
• Build always-on install-base programs that use product and financial signals to surface the right money product to the right customer at the right moment — across in-product, lifecycle, and sales-assisted channels.
• Design cross-audience acquisition campaigns that lead with money-movement pain points — slow receivables, manual AP, access to capital, spend control — to bring net-new mid-market customers to Intuit.
• Partner with product marketing and product growth teams to align offers, in-product placements, and campaign narratives into one coherent adoption journey per product line.
• Coordinate with sales and customer success on high-propensity target lists, sequenced plays, and clean handoffs for sales-assisted money products like Capital and IBCC.
• Work with legal, risk, and compliance partners to ensure campaigns for regulated products are accurate, compliant, and still compelling.
• Activate money campaigns through the Regional Marketing field team at the pod level, supplying plays, content, and target accounts.
• Owning the measurement framework — attach rates, expansion and new-logo pipeline, campaign ROI, and cohort behavior — and use it to reallocate investment to what works.

Qualifications

• 10+ years of B2B demand generation, lifecycle, or growth marketing experience, with meaningful exposure to fintech, payments, lending, or embedded finance products.
• Deep fluency in install-base and product-led growth motions: propensity-based targeting, in-product marketing, lifecycle triggers, and offer design.
• Understanding of the compliance and regulatory considerations inherent in marketing financial products (payments, lending, card), and experience partnering with legal/compliance teams.
• Command of full-funnel campaign design and the demand gen stack — marketing automation, CRM, paid media, webinars, and email — with strong attribution discipline.
• Data-first operating style: you segment on usage and financial signals, test relentlessly, and defend investment with pipeline and attach-rate math.
• Principal-level influence: experience aligning product marketing, product growth, sales, and risk partners around a shared expansion motion.
• Strong grasp of the mid-market finance buyer (CFO, controller, AP/AR leaders) and their cash-flow, payment, and capital pain points.