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Senior Manager, Demand Generation & ABM

Automated Financial Systems, LLC · Exton, PA · Yesterday
HybridFull-time

PURPOSE OF THE ROLE

Automated Financial Systems (AFS) is an FFIEC-regulated technology service provider delivering commercial lending software to banks, credit unions, and specialty lenders across the United States. Our flagship platform, AFSVision, powers the entire commercial lending lifecycle — from origination and underwriting through servicing and portfolio management. Our growing suite of solutions includes IRIS (intelligent reporting and imaging), Credit Risk Navigator (CRN), and the Pricing Dashboard, all delivered from our hosted private cloud (HPC) SaaS environment.

SUMMARY OF SCOPE OF RESPONSIBILITY AND AUTHORITY

This role owns the marketing-sourced pipeline number end-to-end — from strategy through execution through measurement. The Senior Manager has authority to select and configure marketing technology, set ABM program strategy, manage paid media budgets, and define lead qualification criteria in coordination with sales. Discounts, co-marketing commitments, and partnership agreements require CBIO approval. Key cross-functional dependencies include the sales team (account targeting alignment), Product Marketing (messaging and content), and the Content & Brand team (content execution).

CORE RESPONSIBILITIES

  • Own the marketing-sourced pipeline number and the demand generation strategy required to achieve it — this is the primary accountability of the role.

  • Design and execute ABM target-account programs in close partnership with sales, ensuring marketing and sales are coordinated on the same account universe.

  • Select, implement, and operate the marketing technology stack, including marketing automation (HubSpot/Marketo), CRM integration (Salesforce), and intent data platforms (6sense, Bombora, ZoomInfo).

  • Build and manage email nurture and marketing automation programs that move prospects through the funnel efficiently.

  • Manage LinkedIn paid campaigns, SEM, and other paid acquisition channels — optimizing continuously for pipeline efficiency and CAC.

  • Leverage intent data to identify accounts showing active buying signals and prioritize sales and marketing outreach accordingly.

  • Own marketing reporting and multi-touch attribution — deliver clear, accurate pipeline reporting to the CBIO and leadership team on a weekly and monthly basis.

  • Drive SEO and SEM strategy in partnership with the Content & Brand team to capture demand and grow inbound pipeline.

  • Manage the SDR partnership (currently memoryBlue) — align SDR outreach with ABM programs and ensure effective lead handoff to the sales team.

  • Develop and maintain a target account list in alignment with the CBIO and sales leadership, updated quarterly based on ICP criteria and intent signals.

WAYS OF WORKING

  • Pipeline-accountable: operate with a revenue mindset — every program, channel, and campaign is evaluated by its contribution to qualified pipeline.

  • Data-driven decision-making: rely on attribution data, conversion rates, and engagement signals to allocate budget and prioritize effort; avoid opinion-based resource decisions.

  • Sales-aligned: work in tight partnership with the sales team — share the same account universe, align on lead definitions, and communicate proactively on what marketing is working and why.

  • Builder mentality: AFS is standing up its marketing function; this role requires comfort building programs, systems, and processes from scratch with minimal prior infrastructure.

  • Compliance-aware: operate with an understanding of AFS's FFIEC-regulated environment and ensure marketing programs meet applicable data privacy and communications standards.

  • Bias toward speed: test, learn, and iterate quickly — prefer launching a good campaign over perfecting one that never ships.

PROFILE

The ideal candidate brings 7+ years of demand generation and ABM experience in B2B SaaS, with demonstrated ownership of a pipeline number, hands-on expertise with the modern marketing technology stack, and a track record of efficient, measurable growth in a regulated or enterprise market. 7+ years of experience in demand generation and/or growth marketing, including direct ownership of ABM programs. Hands-on expertise with marketing automation platforms (HubSpot, Marketo), CRM (Salesforce), and intent data tools (6sense, Bombora, ZoomInfo). Strong analytical skills with experience in multi-touch attribution, pipeline reporting, and CAC/LTV analysis. Track record managing paid media (LinkedIn, Google SEM) and optimizing for efficient customer acquisition cost. Experience building and operating ABM programs in a high-consideration, long sales-cycle B2B environment. Familiarity with or interest in the financial services / regulated technology market preferred. Bachelor's degree in marketing, business, or a related field; advanced degree a plus.

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