Title: Director, Demand Generation and ABM

Location: Fully Remote Remote - US

Job Description:

About Payliance

Founded in 2007, Payliance is a trusted leader in payment processing — processing more than $63 billion annually, supporting 40,000+ merchant locations, and serving over 350 lending clients. We offer an all-in-one platform for real-time funding, payment processing, account verification, and recovery services, giving lenders the technology to operate efficiently and confidently.

What sets Payliance apart is our blend of modern technology, deep industry expertise, and a highly collaborative, people-first culture. Lending is core to who we are — our clients span the full spectrum of consumer and commercial lending, from prime and near-prime installment lenders to subprime consumer lenders. Backed by Serent Capital, we're expanding our capabilities and delivering measurable results for clients across lending, e-commerce, and collections.

About the Role

Payliance is combining Demand Generation and Account-Based Marketing into a single, unified pipeline function. At Payliance's scale, running them as two disciplines creates duplicated effort and split ownership of the same accounts. We're seeking one hands-on, revenue-obsessed marketer to own a single pipeline strategy that flexes investment and channel mix by account value: scaled, always-on demand generation for the long tail, and focused, account-based programs for the highest-value strategic accounts.

This role owns go-to-market strategy against a lending ICP of roughly 1,300 target accounts, tiered from broad-based demand gen to 1:1 ABM. PayYield is the priority product within that lending ICP, and the ABM infrastructure this role builds is designed around it. Pay by Bank is a separate motion entirely — sold into merchant channels through a partner (Spire), not to lenders directly. This role owns the partnership strategy and coordination on that side, not a parallel ABM build.

This is a strategy, account-ownership, and management role. You'll lead a two-person team (Digital Marketing Manager and GTM Engineer) and partner closely with Sales, Product Marketing, and RevOps to define one pipeline engine spanning top-of-funnel awareness through sales-qualified opportunities and closed revenue. This is a high-visibility role in a PE-backed environment where metrics, accountability, and efficient growth matter.

What You'll Do

Unified Pipeline Strategy: Demand Gen + ABM

· Own one pipeline strategy: design a tiered go-to-market motion that matches investment to account value — scaled always-on demand generation for the long tail, light-touch (1:many) ABM for mid-tier accounts, and hands-on (1:1/1:few) ABM for named strategic accounts.

· Optimize the shared target account list with Sales: keep account scoring, selection criteria, and account data current across the ~1,300-account lending ICP, leveraging Clay and 6Sense (via the GTM Engineer) to continuously refresh and validate it.

· Set the campaign strategy and calendar in collaboration with the CMO (email, paid media, SEO/content syndication, webinars, direct mail, events) and brief the Digital Marketing Manager to build and launch it.

· Direct paid digital strategy (LinkedIn, Google Ads, industry publications/programmatic) with a clear eye on CAC and pipeline efficiency, layering account-level targeting where it improves ROI on strategic accounts.

· Identify and test new channels, partners, and tactics (industry associations, payments/lending events, co-marketing, intent-triggered plays) to diversify pipeline sources.

· Align tiering and messaging to Payliance's core lending segments — subprime consumer and prime/near-prime installment lending — using segment-specific pain points (delinquency and recovery, real-time funding, compliance burden) rather than generic fintech messaging.

· Own partner-enablement strategy for Pay by Bank through the Spire partnership: set the co-marketing and partner-enablement approach, executed by the Digital Marketing Manager and Marketing & Events Coordinator within existing capacity.

Pipeline & Revenue Ownership

· Own pipeline targets end to end: define, track, and report on MQL-to-SQL-to-opportunity conversion for scaled demand gen and account engagement-to-opportunity conversion for ABM accounts, under one dashboard.

· Partner with Sales leadership to align on lead and account handoff criteria, SLAs, and feedback loops across both motions, continuously improving lead and account quality.

· Collaborate with Product Marketing to translate positioning and messaging into campaign assets, landing pages, and account-specific 1:1 content for top-tier accounts.

· Partner with Legal and Compliance to ensure campaign messaging and lead-generation practices meet financial-services advertising requirements.

Team Management

· Manage the Digital Marketing Manager, who owns hands-on execution: HubSpot marketing automation workflows (lead scoring, nurture tracks, segmentation), campaign builds, asset production, list hygiene, paid media execution, and reporting.

· Manage the GTM Engineer: set account strategy and tiering within 6Sense and translate it into enrichment, scoring, and outbound requirements; the GTM Engineer owns the underlying Clay-based data orchestration and AI agent workflows that draft personalized outreach at scale.

· Use Asana, Notion, and SharePoint to run the team's work: Asana for project and campaign management, Notion for GTM documentation and account playbooks, SharePoint for asset and compliance-document governance.

· Manage agency, freelance, and vendor relationships supporting paid media, content syndication, direct mail/gifting, or campaign production.

Reporting & Analytics

· Set reporting requirements for pipeline and account-based performance (what to measure, by which segment and tier), partnering with the Digital Marketing Manager who owns attribution methodology and builds the underlying reporting infrastructure.

· Own the reporting narrative for executive and board-level updates: one pipeline number showing the contribution of scaled demand gen and targeted ABM side by side, with rigor appropriate to a PE-owned business.

Why Payliance

· Own go-to-market strategy against a validated, ~1,300-account lending ICP backed by real product-market fit in payments and lending — not a market you have to build from scratch.

· Work on a modern GTM stack most fintech marketers don't have access to: 6Sense for ABM and intent, Clay-based data enrichment, and AI agent workflows built by a dedicated GTM Engineer.

· High-impact, high-visibility role with direct line of sight to revenue and executive leadership, leading a dedicated two-person team rather than doing it all alone.

· Collaborative, fast-moving team culture backed by the resources and discipline of private equity ownership.

Your First 90 Days

· Days 1–30: Get fluent in the current pipeline picture. Learn the lending ICP (~1,300 accounts) and tiering logic, audit current demand gen and ABM performance by segment, and establish a working rhythm with your two direct reports and Sales leadership.

· Days 30–60: Publish the unified pipeline strategy: tiering thresholds, channel mix by tier, and shared scoring criteria with Sales. Set reporting requirements with the Digital Marketing Manager, confirm attribution is reconciled across HubSpot, Salesforce, and 6Sense, and align both direct reports' roadmaps to the strategy.

· Days 60–90: Have the first integrated campaigns live across both the scaled demand gen and ABM motions, a working exec/board reporting narrative in place, and a documented cadence for managing both direct reports' execution queues against pipeline strategy.

Compensation & Benefits

Base Salary: $145,000 - $160,000

· Performance-based annual bonus of up to 10% of base salary.

· Medical, Dental, and Vision insurance.

· 401(k) with company match.

· Generous PTO plus paid company holidays.

· Company-paid life and long-term disability insurance.

· Paid parental leave.

Work Environment

Remote-first with collaboration across U.S. time zones. Occasional travel may be required for team on-sites, industry events, or customer meetings.

Equal Employment Opportunity

Payliance is an equal opportunity employer. We value diversity and strive to create an inclusive workplace for everyone. Discrimination or harassment of any kind — based on race, color, sex, religion, sexual orientation, gender identity, national origin, age, disability, genetic information, or pregnancy — is not tolerated. Reasonable accommodations are available throughout the application and employment process.

Requirements

What You'll Bring

Required Qualifications

· Direct experience marketing to, or working within, the consumer or commercial lending industry — particularly subprime consumer or prime/near-prime installment lending — is required.

· 5+ years of B2B demand generation experience that has included meaningful ownership of account-based marketing. This is one role covering both disciplines, not a demand gen background alone. Fintech, payments, or lending SaaS preferred.

· Proven track record building and scaling pipeline programs — both broad-based and account-based — that map directly to revenue outcomes.

· Strong working fluency in 6Sense (or a comparable ABM/intent platform), HubSpot, and Salesforce, sufficient to set requirements, evaluate performance, and direct execution partners.

· Deep understanding of funnel metrics and account engagement metrics, with the ability to move between MQL-based and account-based attribution models.

· Experience running ABM programs and aligning closely with sales on enterprise or mid-market deal cycles and account selection.

· Comfort operating in a fast-paced, metrics-driven, PE-backed environment where efficiency and accountability are core to the culture.

· Excellent project management skills; comfort working in Asana, Notion, and SharePoint expected.

· Strong analytical mindset paired with creative instincts for messaging and campaign design.

· People management experience, or clear readiness to manage hands-on specialists (marketing automation and GTM/RevOps engineering).

· Bachelor's degree in Marketing, Business, or related field, or equivalent experience.

Preferred Qualifications

· Prior experience managing a Digital Marketing Manager or similar operational marketing role, delegating campaign build and automation work while retaining strategic ownership.

· Experience managing or closely directing a GTM/RevOps engineering function.

· Familiarity with compliance-sensitive marketing (financial services regulations, disclosures).

· Experience supporting a company through PE ownership, M&A integration, or rapid scaling.

· Exposure to Clay-based data enrichment or AI agent workflows, or experience with direct mail/gifting platforms (e.g., Sendoso, Alyce) for 1:1 account-based programs.

How Your Success Will Be Measured

· Total Pipeline Contribution: Combined marketing-sourced and marketing-influenced pipeline (scaled demand gen plus ABM) as a percentage of total sales pipeline.

· MQL Volume & Quality: Monthly MQLs generated against targets, measured by MQL-to-SQL conversion rate.

· Target Account Engagement: Percentage of the ~1,300-account lending ICP with active, multi-thread engagement and measurable funnel progression, weighted toward top-tier named strategic accounts.

· Account-Tier Pipeline & Win Rate: Pipeline generated and win rate on tiered/strategic accounts versus the long-tail baseline.

· Lending Segment Coverage: Pipeline and account engagement broken out by core lending vertical (subprime consumer and prime/near-prime), not just blended totals.

· CAC & Channel ROI: Cost per MQL and cost per opportunity by channel and account tier; overall marketing contribution to CAC.

· Campaign Performance: Conversion rates on landing pages, email engagement, and paid media efficiency metrics across both motions.

Salary Description

$145,000 to $160,000 based on experience