Demand Generation Manager at Abacum

About Abacum Abacum is the leading Business Planning solution for finance teams to drive performance. By automating reporting, enabling collaboration, and simplifying planning and forecasting, we help finance teams shift from number crunching to driving strategic decisions. Founded in 2020 by two former CFOs, we’ve grown into a global team of 100+ people across 30+ nationalities. Headquartered in New York, we have offices in London and Barcelona. We’re trusted by industry leaders such as Dish Networks, Strava, BetterUp, Kajabi, JG Wentworth, Abridge, Cortex, and hundreds more. We have raised over $100m, closing in June 2025 our $60M Series B, led by Scale Venture Partners, with the strong participation of Cathay Innovation, Y Combinator, Atomico, Creandum, and angel operators from Adyen, Zapier, and Twitch. Our mission is ambitious and we can’t do it alone - join Abacum as we build the future of Business Planning! About the Role Abacum has built a strong demand engine. We need someone who can scale it to keep pace with the company's growth targets. As our Senior Demand Generation Manager, you'll own the marketing-sourced pipeline number across paid search, paid social, lifecycle email, organic, and emerging channels. You'll work closely with our BDR team, our Demand specialist in Barcelona, and the broader marketing and sales org to turn a strong foundation into a predictable, high-velocity demand engine. This isn't a "run the ads" role — it's a strategic seat where you'll decide where to invest, what to scale, what to kill, and what to test next. What You'll Own - Pipeline strategy: Develop and execute a multi-channel demand generation plan with clear MQL, SQO, and pipeline targets by channel. Own the marketing-sourced pipeline number. - Paid acquisition: Manage and optimize Google Ads, LinkedIn, newsletters and other paid channels across all funnel stages. Allocate budget to highest-ROI channels weekly. - Lifecycle & nurture: Build and optimize email nurture sequences, re-engagement campaigns, and lead scoring rules in HubSpot to help turn MQLs into SQOs faster. - BDR coordination: Partner with the BDR team lead on outbound campaign alignment, target list quality, and handoff processes. BDRs report into marketing — you'll help shape their inbound follow-up and Tier 2 activation workflows. - Experimentation: Run structured tests on channels, messaging, audiences, and landing pages. Maintain an experimentation log. You'll be the one to prove (or disprove) what works for us. - Reporting: Own the weekly demand dashboard. Report on pipeline by channel, cost per opp, MQL→SQO conversion, and channel-level ROI. You'll present to the Head of Marketing weekly and to leadership monthly. - Competitive & BOFU content coordination: Work with PMM to prioritize content needs and ensure competitive pages, comparison content, and bottom-of-funnel assets are driving pipeline, not just traffic. - ABM: Build an ABM strategy to engage, nurture and convert top tier accounts and turn them into opportunities at scale. What We're Looking For - 5–8 years in B2B SaaS demand generation, with at least 2 years in a growth-stage company (Series B–D, $15M–$60M ARR). - Hands-on experience running Google Ads and LinkedIn Ads with pipeline (not MQL) as the success metric. - Deep comfort with HubSpot (marketing automation, lead scoring, workflows, reporting). Salesforce experience is a plus. - Experience working with or coordinating BDR/SDR teams. You don't need to have managed them, but you need to know how outbound and inbound integrate. - Analytical mindset — you build dashboards, read funnel data, and make budget decisions based on conversion rates, not gut. - Scrappy and resourceful. You need to be comfortable doing the work, not just directing it. - Excellent communicator - you can explain pipeline math to the CEO and campaign logic to a BDR in the same day. Nice to Haves - Experience in FP&A, fintech, or adjacent B2B software categories. - Familiarity with ABM tools (Clay, 6sense, Demandbase) and intent data. - Experience with AEO/GEO strategies (optimizing content for AI-driven search). - PostHog, Google Analytics 4, or similar product analytics tools. Benefits - Competitive compensation including equity package - Competitive vacation policy - Access to Meditopia - Hybrid working model and flexible working hours - Personal development including language courses Our Values Customer Obsession: We share the understanding that Abacum's sole purpose is to create value for customers and relentlessly deploy all creativity and energy to that end. Audacious Ambition: We dream big and embrace discomfort. We assume risks, make on-time mistakes and learn how to methodically accomplish our goals. Good People: We are self-reflective and praise diversity of thought. We don't justify the end with the means and know where to draw the line. We have fun every day. Tough Love: We truly care for everyone in the team and embrace honest feedback and radical candor as ways to genuinely help each other. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status.