Group Manager, Cross-DG Services & Industry Leader - Mid-Market Demand Generation

This role owns the strategy, planning, and execution of integrated demand generation programs that operate horizontally across Mid-Market audiences and motions — bringing together Services, Industry, and Accountant-led growth into a coordinated demand engine.

Operating as a cross-DG quarterback, this leader translates portfolio-level growth opportunities into executable demand programs spanning existing Advanced and IES customers as well as acquisition, migration, and upgrade audiences. They connect Services businesses, Industry propositions, the Accountant ecosystem, and audience-specific DG motions to a unified demand calendar, ensuring these capabilities become core drivers of customer value and revenue rather than disconnected attach plays.

The leader owns the horizontal campaign strategy, cross-channel execution plan, and associated demand budget for Services and Industry programs; leads Accountant activation and firm-enablement demand; and partners with the audience/motion DG leaders to embed these propositions into their respective customer journeys.

The role is accountable for measurable demand contribution to Services revenue, vertical adoption, Accountant-led growth, cross-sell and attach, and deeper platform penetration across the Mid-Market base.

Why this role exists

• Mid-Market growth is increasingly dependent on more than acquiring or migrating customers onto Advanced and IES. The next layer of value comes from helping customers run more of their business on Intuit — through Payments, Bill Pay, Workforce Solutions, Capital, industry-specific capabilities, and trusted Accountant guidance.
• At the same time, Intuit is targeting approximately $XXM in incremental Mid-Market Services revenue across Workforce Solutions, Payments, Capital, and Bill Pay. Capturing that opportunity requires a dedicated horizontal leader who can unify these businesses into a cohesive customer value story, coordinate GTM sequencing across Lines of Business, and embed Services and Industry propositions into the broader Mid-Market demand system.
• This role exists to turn these horizontal growth opportunities into a repeatable, integrated demand engine — connecting audience, industry, product, Services, Accountant, marketing, and sales signals around the same accounts and business outcomes.

Core areas of ownership

• This role owns the horizontal demand motion across the Mid-Market Advanced and IES ecosystem, including existing customers and audiences activated through the DTM, Upgraders, and NTTF motions:
• Services demand and attach across Workforce Solutions / Payroll, Payments, Bill Pay, and Capital — jointly driving the approximately $XXM incremental Services growth opportunity.
• Industry demand programs across priority Mid-Market verticals, initially Construction, Professional Services, Wholesale, and Manufacturing.
• Accountant activation and firm enablement — reducing product-confidence and change-management barriers and turning Accountants into informed advocates, recommenders, and growth partners.
• Cross-DG horizontal campaigns that operate across acquisition and installed-base audiences, including existing Advanced and IES customers.
• Horizontal campaign budget and optimization — prioritizing investment across Services, Industry, Accountant, and cross-DG programs based on business impact.
• Integrated account activation — connecting marketing, product, Accountant, and sales signals into coordinated account-level plays.
• Portfolio expansion opportunities where additional Intuit capabilities can increase customer value and platform penetration. Mailchimp should be evaluated as part of this remit where clear customer, Industry, or Services use cases emerge; a scaled Mailchimp demand motion is not yet defined.

Responsibilities

• Driver of horizontal growth programs.
  • Lead integrated demand programs that cut across audience-specific motions and create incremental value from Services, Industry, and Accountant propositions. Build full-funnel programs spanning demand creation, account engagement, cross-sell, attach, product adoption, and sales progression. Ensure these programs complement — rather than compete with — DTM, Upgraders, and NTTF / Winbacks customer journeys.
• Services demand strategy and attach growth.
  • Quarterback the horizontal demand strategy across Workforce Solutions, Payments, Bill Pay, and Capital. Move Services from a secondary attachment motion to a core component of the Mid-Market value proposition, connecting customer needs and behavioral signals to the right Services offers across Advanced and IES. Partner with Services business leaders, Product Marketing, Sales, and audience DG owners to translate the approximately $XXM incremental Services opportunity into prioritized audiences, programs, channels, offers, and activation calendars.
• Industry GTM campaign strategy.
  • Own the horizontal demand strategy for priority Mid-Market industries, translating broad platform capabilities into relevant vertical value propositions and coordinated GTM programs. Begin with Construction and establish a repeatable playbook that can scale across Professional Services, Wholesale, and Manufacturing. Connect industry-specific pain points and workflows to Intuit capabilities across core platform and Services, and use performance from early programs to determine where to scale investment.
• Accountant activation and firm enablement.
  • Lead demand programs that turn Accountants from cautious evaluators into active advocates for the Mid-Market platform. Build scalable firm-enablement programs — including product education, sandbox experiences, webinars, instructional content, social proof, migration-confidence materials, and firm-level economic messaging — that increase Accountant fluency and confidence in recommending Advanced, IES, and relevant Services. Partner closely with the Accountant organization on audience strategy, channel activation, economics, and measurement.
• Cross-DG demand planning and accountability.
  • Build the quarterly and annual horizontal demand plan in partnership with Services, Industry, Accountant, Product Marketing, Sales, and the audience DG leaders. Translate portfolio growth goals into segmentation, targeting, channel mix, campaign sequencing, account activation, and investment decisions. Establish a common operating cadence for planning, performance reviews, optimization, and post-mortems across horizontal programs.
• Account-based and signal-driven activation.
  • Accelerate the shift from disconnected marketing, product, and sales signals toward a shared account-based intelligence model. Partner with Prospecting, Sales Ops, Analytics, Marketing Ops, and Sales to identify named accounts, prioritize opportunities, activate intent, and coordinate the next-best action across marketing, product, Accountant, and human-led channels. Lead targeted ABM programs where Services or Industry signals create differentiated opportunities — including Payroll competitive switchers, Payments-heavy invoicers, and high-value vertical accounts.
• Always-on Services and product-led demand.
  • Develop always-on digital, lifecycle, and in-product programs that surface relevant Services offers at moments of highest customer intent. Partner with Product and channel teams to integrate Services attach into onboarding, product usage, lifecycle communications, pricing and promotional moments, and other high-intent customer experiences. Use behavioral data and account signals to increase relevance and reduce reliance on broad, standalone campaigns.
• Funnel and portfolio performance management.
  • Monitor performance across horizontal programs to understand contribution to pipeline, attach, adoption, unit growth, Services revenue, account progression, and customer value. Identify where customer, product, channel, or sales friction is limiting performance and redirect investment toward the highest-impact opportunities. Deliver clear insights to Services leaders, audience DG owners, Sales, Product, and channel teams to improve forecast accuracy and program effectiveness.
• Demand creative and value proposition activation.
  • Partner with Product Marketing and Creative to translate complex portfolio, Industry, and Services propositions into simple, customer-centered demand stories. Develop repeatable creative platforms that demonstrate how Advanced, IES, Services, and trusted Accountant support work together to solve real Mid-Market business problems — moving from feature-level marketing toward connected solution selling.
• Cross-DG orchestration.
  • Serve as the connective layer between horizontal capabilities and audience-specific DG motions. Provide the Services, Industry, and Accountant propositions, campaign modules, signals, and activation strategies that can be deployed across DTM, Upgraders, NTTF / Winbacks, and existing Advanced / IES customer programs, while preserving clear ownership of the underlying audience and customer journey.

Qualifications

• Seasoned B2B SaaS demand-generation / growth leader accountable for measurable revenue, pipeline, adoption, or expansion impact across complex product portfolios.
• Proven ability to lead horizontally across multiple businesses, audiences, products, and GTM teams rather than operating within a single product or channel silo.
• Strong experience building integrated quarterly and annual demand plans across segmentation, targeting, channel mix, messaging, and account activation.
• Experience driving cross-sell, attach, installed-base expansion, lifecycle, and/or multi-product platform growth motions.
• Strong cross-channel fluency across lifecycle / email, digital, paid, webinars, events, in-product demand, ABM, partner / Accountant programs, and sales-led activation.
• Account-based marketing / ABX experience; comfort with intent data, named-account strategies, signal orchestration, AI-powered targeting, and marketing automation.
• Experience developing Industry or vertical GTMs and translating broad platform capabilities into differentiated customer propositions.
• Strong commercial and analytical orientation — fluent in revenue, attach, adoption, funnel conversion, cost efficiency, account progression, ARPC, and forecast accuracy.
• Demonstrated ability to partner with Product, Product Marketing, Sales, Services businesses, Analytics, Customer Success, and channel organizations in a highly matrixed environment.

Intuit provides a competitive compensation package with a strong pay for performance rewards approach. This position may be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits). Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing fair pay for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.

The expected base pay range for this position is:
Mountain View $213,500 - $289,000