Demand Generation Manager, Auto

Upgrade helps customers move in the right direction with affordable and responsible financial products. Since 2017, we’ve helped over 7.5 million customers access over $42 billion in consumer credit. With a relentless focus on improving our customers' financial well-being, we build products that put more money in their pocket and support their journey toward a better financial future. We’re backed by some of the most prominent technology investors and were most recently valued at $7.3B.

We’re consistently recognized for our collaborative and inclusive culture. Most recently, we were named one of the World’s Top Fintech Companies by CNBC, Best Places to Work by Built In, Best Places to Work by the San Francisco Business Times, America’s Greatest Workplaces by Newsweek, Best Startup Employer by Forbes, and Healthiest Employers by Phoenix Business Journal. 

We’re looking for new team members who get excited about designing and delivering new and better products. Come join us and help build a better financial future for millions of people.

Upgrade is a fintech company focused on providing affordable and responsible credit to everyday consumers. Our Auto business is growing, and demand generation is how we reach the customers, and partners who power that growth. As a Demand Generation Manager, you will own the day-to-day strategy and execution that drive new business across Auto, spanning paid media, email, content, events, and sales-led campaigns. You will build the campaigns, nurture journeys, and reporting needed to drive measurable pipeline growth and revenue impact. This is a highly visible role for someone who is analytical, comfortable owning cross-functional work end to end, and energized by building and scaling a marketing foundation.

You will work in close partnership with Sales, Partnerships, Sales Enablement, and Customer Success, and alongside Lifecycle, Product Marketing, Design, Legal & Compliance, and Data partners, so that acquisition efforts line up with onboarding, engagement, and retention. You will sit at the intersection of growth and marketing execution, working directly with the teams closest to revenue, with real ownership and the ability to shape how Upgrade shows up in the Automotive market.

• →Own demand generation strategy for Auto across PPC, email, content, events, and web
• →Refine the GTM, messaging, and value proposition for each business, aligned to ICP and buyer personas
• →Optimize lead acquisition, conversion, and pipeline velocity, and manage and improve MQL quality and performance
• →Partner with Account Executives, Partnerships, and Sales leadership to brainstorm, align on, and launch campaigns, including sales incentives, competitions, and referral programs
• →Refine nurture journeys and build segmentation strategies in HubSpot, Salesforce, and Outreach
• →Lead campaigns end to end (strategy, execution, measurement), defining success metrics and setting a clear reporting cadence
• →Work cross-functionally to move campaigns forward: Design tickets within the sprint cycle, Lifecycle requests, and early Legal, Compliance, and bank review
• →Oversee website strategy and optimization, ensuring alignment with campaign messaging, ICP targeting, SEO best practices, and conversion rate optimization
• →Build performance dashboards and attribution reporting tied to revenue outcomes, working with Data and Sales Ops partners across Heap, Google Analytics, Salesforce, and Tableau
• →Manage the demand generation budget and track program spend against results
• →Continuously test and optimize campaigns for efficiency and effectiveness
• →Use AI-enabled tools when helpful to streamline content development, summarize insights, and improve workflow efficiency, so we can move quickly without sacrificing quality

• 5-7+ years of B2B or demand generation marketing experience, ideally within fintech, consumer lending, auto finance focused products.
• Proven experience leading demand generation and pipeline growth, including paid digital channels such as Google Ads and LinkedIn Ads.
• Proficiency in Salesforce and HubSpot.
• Demonstrated skills or projects with claude, chatgpt, co-pilot or any other AI tool.
• Data-driven mindset with strong analytical skills, including experience with attribution, funnel reporting, and dashboards in Tableau (or a comparable BI tool).
• Track record of designing and analyzing test-and-learn experiments (e.g., A/B tests) to optimize campaign performance.
• Strong understanding of integrated marketing strategy, with the ability to translate strategy into clear plans and messaging.
• Excellent written and verbal communication skills, with experience presenting results and recommendations to senior stakeholders.
• Self-starter who is organized, detail-oriented, and comfortable managing multiple cross-functional workstreams in a fast-paced environment.
• BA/BS degree in business or a closely related field, or equivalent practical experience.
• Curiosity and adaptability with AI-enabled tools, which are already part of how work gets done across our organization and will continue to expand over time.

• Experience with Outreach, Heap, or Google Analytics.
• Experience partnering with Legal and Compliance on marketing review in a regulated environment.
• Experience with partner, referral, or sales-incentive programs.
• Familiarity with website strategy, SEO best practices, and conversion rate optimization.