Manager, B2B Marketing

About Betterment

Betterment is a leading, technology-driven financial services company that offers investing, savings, and retirement solutions for retail investors and investment advisors, as well as financial wellness solutions, including a 401(k) for small and medium-sized businesses. Our team is passionate about our mission, to empower people to build wealth with confidence and ease. We’re headquartered in NYC and offer hybrid NY-based positions (four days / week in-office, with no required office days during the summer and winter holidays).

About the Role:

Betterment is seeking an experienced B2B Marketing Manager to support demand generation efforts for our 401(k) sales organization. This individual contributor will help plan, execute and optimize integrated programs that build qualified pipeline for our 401(k) line of business, spanning nurture and lifecycle marketing, partnerships and co-marketing, paid media, ABM, and campaign execution.

This role is ideal for a hands-on B2B demand generation marketer with a strong paid media background and communication skills who is comfortable working across channels, building relationships with external partners, and translating campaign performance into pipeline impact.

This role is based out of our NYC office. Below we've reflected the base salary range we would offer for this position. Actual salaries may vary depending on factors including but not limited to location, experience, and performance. The range listed is just one component of Betterment’s total compensation package for employees.

• New York City: $120,000-$150,000

This job may also be eligible for variable compensation in the form of a company incentive bonus.

A Day in the Life:

You will help run the day-to-day demand generation engine for Betterment at Work, working across partnerships, lifecycle marketing, paid media, and events to generate leads and pipeline for our 401(k) sales organization.

• Plan, launch, and optimize integrated demand generation campaigns across email nurture, paid media, digital channels, and event sponsorships
• Manage paid media performance, agency relationships, and budget pacing across SEM, programmatic display, and paid social
• Own audience targeting, segmentation, and nurture strategy across target-account and lifecycle motions
• Own lifecycle marketing, including audience targeting, segmentation, and nurture flows that move leads through the funnel and drive expansion within existing plans
• Drive partner co-marketing programs to develop joint campaigns, content, and events with referral partners, payroll and benefits platforms, and other strategic partners, and collaborate with business development on the day-to-day relationships
• Partner with RevOps on lead routing, scoring workflows, and marketing automation
• Drive optimizations across lead, MQL, and pipeline metrics and report on program performance
• Collaborate with business development, sales, creative, product, PR, and compliance
• Maintain social proof program and creating case studies

What We're Looking For:

• 4+ years of B2B marketing experience with a strong focus on demand generation and pipeline building
• Experience planning, executing, and optimizing paid media and digital advertising campaigns; ABM experience is preferred, including target account strategy and account-level reporting
• Experience driving partner or co-marketing programs, including joint campaigns, content, and events with external partners
• Experience designing and running lifecycle and nurture programs, from segmentation and journey design through measurement and optimization
• Strong experience with marketing automation and CRM tools (HubSpot and Salesforce experience is a huge plus)
• Strong project management and prioritization skills; comfortable juggling multiple programs and stakeholders at once
• Experience working with agencies and vendors (SEM, programmatic display, paid social, etc.)
• Strong written and verbal communication skills; ability to collaborate effectively across marketing, sales, revenue operations, and shared services
• Experience with budget planning and performance reporting, including MQL tracking and pipeline contribution; comfortable translating data insights into actionable programs
• Background in 401(k), fintech, or other regulated industries is a plus

Join a team built on these core values

We change lives

Be a part of a community of innovators working to transform financial outcomes for real people. Your work will make an impact, always laddering up to our mission; to empower people to build wealth with confidence and ease.

We set audacious goals

We set them for the company, our customers, and ourselves, and we won’t stop until we reach them. We don’t just show up; we give our all, then celebrate our wins.

We value all perspectives

When we collaborate, we're at our best. We believe diverse perspectives lead to better outcomes and strive to uphold our supportive and inclusive community.

We simplify financial services

We’re financial services pioneers, always finding new ways to improve, optimize, and enhance. Constant improvement is in our DNA.

Our Commitment to Your Total Well-being:

• We offer a competitive suite of benefits, including medical, dental, and vision coverage; life and AD&D insurance; short- and long-term disability; infertility support and WPATH-aligned transgender health benefits; an Employee Assistance Program (EAP); transit benefits and FSA and HSA options
• Ownership: Equity for all employees, including new hire and refresher grants.
• Time: Flexible paid time off, paid parental leave, and a fully paid four-week sabbatical in your sixth year.
• Growth: Company-paid professional coaching for all employees.
• Wealth: Day-one 401(k) match plus matching on qualified student loan payments.

What happens next

We’ll take a few weeks to review all applications. If we’d like to spend more time with you, we’ll reach out to arrange next steps, which will include 3-4 sets of meetings with your future colleagues.

In the interview process, we’ll look to learn more about your skills, experiences, capabilities, and motivators. Many of our questions will be aimed at understanding how you might operate here at Betterment. Depending on the role, we may ask you to complete a case study exercise or technical assessments, as we want to collect a robust set of data points to better inform our decisions.

On average, it takes us around 3-5 weeks to make a hiring decision, depending on your availability and sense of urgency. As a best practice, we aim to interview at least 2-3 final round candidates before making a hiring decision. Please note that, as we usually receive an overwhelming number of applications for open positions, we’re unable to offer individual feedback during the interview process.

We recognize that interviewing for a new role is a big deal. We appreciate you considering Betterment as the next step in your career, and our Recruiting Team is here to support and advocate for you through the interview process!

Betterment is dedicated to providing accommodations to candidates upon request. If you need accommodations at any point throughout the interview process, please reach out to your recruiter.

Please note that in any materials you submit, you may redact or remove age-identifying information such as age, date of birth, or dates of school attendance or graduation. You will not be penalized for redacting or removing this information.

Come join us!

We’re an equal opportunity employer and comply with all applicable federal, state, and local fair employment practices laws. We strictly prohibit and do not tolerate discrimination against employees, applicants, or any other covered persons because of race, color, religion, creed, national origin or ancestry, ethnicity, sex, gender (including gender nonconformity and status as a transgender or transsexual individual), sexual orientation, marital status, age, physical or mental disability, citizenship, past, current or prospective service in the uniformed services, predisposing genetic characteristic, domestic violence victim status, arrest records, or any other characteristic protected under applicable federal, state or local law.