We are the leading provider of professional services to the middle market globally, our purpose is to instill confidence in a world of change, empowering our clients and people to realize their full potential. Our exceptional people are the key to our unrivaled, culture and talent experience and our ability to be compelling to our clients. You’ll find an environment that inspires and empowers you to thrive both personally and professionally. There’s no one like you and that’s why there’s nowhere like RSM.
The Demand Generation Campaign Manager leads the strategy and execution of integrated marketing campaigns that drive qualified leads and revenue growth. This role develops multi-channel programs tailored to buyer journeys, manages lead nurturing and scoring, and partners with sales to align on pipeline goals. The manager monitors campaign performance, optimizes results through testing and analytics, manages campaign budget, and works closely with martech tools. Success in this role requires strong strategic acumen, collaboration, communication, and project management skills, along with proven experience generating measurable pipeline impact in a B2B environment.
Essential Duties:
Campaign Strategy & Execution :
Partners closely with Line of Business, Industry, and Channel (Paid, SEO, Web) Marketing teams to align on strategy and goals
Design and execute multi-channel demand generation campaigns (email, paid media, SEO, webinars, content syndication, ABM, chat) tailored to buyer personas and aligned with enterprise revenue growth goals
Develop marketing messaging and user experiences aligned to specific audiences and buyer journeys
Prepare campaign strategy documentation
Identify campaign-specific target audiences, including target accounts, or other CRM related lists
Build out buyer journeys and messaging to support the campaign strategy(ies)
Identify and maximize co-marketing opportunities within campaigns for relevant strategic business alliances (SBAs)
Define and be accountable to key marketing metrics (pipeline, leads, etc.) associated with campaigns and the overall program framework
Lead Management & Nurturing:
Build and manage lead scoring models, nurture workflows, and lifecycle campaigns using marketing automation tools (e.g., Marketo, Dynamics 365)
Partner with sales to define ICPs, target account lists, and ensure seamless lead handoff and pipeline acceleration
Analytics & Optimization:
Monitor campaign performance, conduct A/B testing, and use attribution models to continuously optimize and improve ROI and conversion rates
Use data to evaluate campaign effectiveness, with a focus on iteration
Monitor specific campaign progress against goals, including lead generation and revenue growth; suggest course corrections and opportunities
Project Management:
Work within CRM and marketing automation platforms, and stay current with AI-powered tools, intent data platforms, and martech innovations, identifying areas to drive increased and more strategic use of these tools
Brief creative, digital and event marketing teams on campaign strategies, ensuring clear understanding of tactical plans and deliverables
Monitor and track campaign budget and expenses
Keep key marketing and business stakeholders informed of program and campaign performance, as well as contributions needed to support campaign efforts
Other
Participates in all appropriate marketing learning and development to build skills and capabilities
Participates, as appropriate, in cross-firm projects related to marketing and demand generation capability development and enhancements
Engages with various members of the Lines of Business and Industry teams to help educate teams related to the Marketing Program Framework
Support the Demand Generation Director in driving a consistent approach to campaign planning across the demand generation program framework
MINIMUM QUALIFICATIONS:
EDUCATION/CERTIFICATIONS
Bachelor’s degree required in Marketing, Business, or related…