Demand Generation Principal – Accountant

Accountants are one of Intuit’s most powerful growth engines — both as customers and as champions. As Demand Generation Principal for the Accountant audience, you will own engagement and demand generation through two complementary lenses: selling the Intuit Accountant Suite (IAS) directly to accountants, and marketing to accountants and firms who should be bringing Intuit’s mid-market solutions to their client bases. This dual mandate makes the role unique: the same audience is both buyer and channel. You will build always-on and campaign-based programs that grow IAS adoption among accounting professionals, while simultaneously activating firms as advocates and referrers who introduce Intuit’s mid-market platform to the businesses they advise. You’ll be measured on engagement, pipeline, and the downstream revenue this audience creates.

Own the demand generation strategy and pipeline targets for the Accountant audience across both motions: IAS sales to accountants, and firm-driven adoption of Intuit’s mid-market solutions by their clients. Build full-funnel campaigns that drive awareness, engagement, trial, and purchase of the Intuit Accountant Suite among accounting professionals and firms. Design and run “through-the-firm” programs that equip and motivate accountants to recommend Intuit’s mid-market platform to their client bases — including firm-level ABM, advisor enablement content, referral and co-marketing motions. Segment the accountant universe (solo practitioners through large firms) and tailor journeys, offers, and channels to each segment’s economics and influence. Partner closely with accountant-facing sales and partner teams on lead routing, follow-up SLAs, and feedback loops that improve conversion. Leverage Intuit’s accountant ecosystem moments — industry events, tax-season rhythms, and community programs — as demand generation accelerants. Instrument everything: build the measurement framework connecting accountant engagement to IAS revenue and to client-base mid-market pipeline, and report on it credibly. Act as the company’s foremost expert on what makes the accountant audience engage — and evangelize those insights across marketing, product, and sales.

10+ years of B2B demand generation or integrated marketing experience, with a track record of owning pipeline targets and full-funnel program design. Experience marketing to accountants, bookkeepers, or professional services firms — or a demonstrated ability to master a specialized, community-driven audience quickly. Fluency in channel/partner-influenced go-to-market motions: you understand how to market to an audience that both buys and refers. Command of the modern demand gen toolkit — lifecycle email, paid media, webinars and events, communities, marketing automation, and lead management — with rigor in measurement and attribution. Strong analytical skills: cohort analysis, funnel diagnostics, and campaign ROI are second nature. Principal-level operating skills — you set strategy, influence cross-functional partners (product marketing, sales, partner teams), and drive execution through others as well as yourself. Excellent communication and storytelling; comfortable presenting strategy and results to senior leadership. Footer 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 $205,000 - $277,500