Senior Manager, Demand Generation & ABM

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.

The Senior Manager, Demand Generation & ABM owns the marketing-sourced pipeline number. This role designs and executes account-based marketing programs against AFS's highest-priority target accounts, builds and operates the marketing technology stack, and drives measurable, attributable pipeline in close partnership with the sales team. Reporting directly to the CBIO, this is the engine of AFS's revenue growth motion.

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).

The role operates within AFS's FFIEC-regulated environment and must ensure all marketing activity meets data privacy and compliance standards.

• 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 (Hub Spot/Marketo), CRM integration (Salesforce), and intent data platforms (6sense, Bombora, Zoom Info).
• Build and manage email nurture and marketing automation programs that move prospects through the funnel efficiently.
• Manage Linked In 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.

Success in the first 12 months is defined by a fully operational demand generation engine that produces consistent, attributable pipeline — with AFS measurably less dependent on outbound-only prospecting and with clear visibility into marketing's contribution to revenue.

• Stand up the full marketing technology stack — marketing automation, CRM integration, and intent data — within 90 days of start date.
• Define and document the ABM target account list in partnership with the CBIO; list is active and feeding coordinated sales and marketing outreach within 60 days.
• Achieve marketing-sourced pipeline contribution of 25–30% of total new business opportunities within 12 months.
• Deliver weekly pipeline reporting to the CBIO with full attribution data; establish a monthly marketing performance review cadence with leadership.
• Reduce CAC payback period through paid media optimization — track CAC per channel and…