Demand Generation Manager, Consultants & Employers

Carrot is seeking a Demand Generation Manager, Consultants & Employers, who will own pipeline creation with consultants/consulting houses and domestic and global employer, public sector, and union audiences, working hand‑in‑hand with Consultant Relations and segment sales teams. You’ll build campaigns that educate and activate consultants as advocates, and convert their employer clients into qualified opportunities for Carrot.

This role is part of the Demand Generation team and is central to our consultant and employer workstreams in the Demand Creation initiative. Depending on experience, this role may be hired at the Manager or Senior Manager level.

 

Responsibilities:

Drive demand through consultants and consulting houses

• Build and execute a consultant demand strategy and program calendar, aligned with Consultant Relations and segment leadership.
• Design and run consultant-facing campaigns (e.g., briefings, webinars, events, newsletters, toolkits, playbooks) that keep Carrot top‑of‑mind and make it easy for consultants to recommend Carrot to their clients.
• Partner with Consultant Relations to segment and prioritize firms and key influencers, and to ensure outreach and follow-up align with relationship strategies.

 

Run integrated campaigns to reach employers

• Create campaigns for employer prospects influenced by consultants and partners, including large enterprise, global and union employers, through webinars, events, email nurtures, and targeted outreach.
• Collaborate with Product Marketing to tailor messaging and content by segment and buyer persona.
• Enable Sales and SDRs with campaign briefs, sequences, and follow-up guidance that connect consultant touchpoints to employer opportunities.

 

Execute, measure, and optimize programs

• Partner with Marketing Operations and the Digital team to launch campaigns across email, Outreach, web, and events, ensuring clean targeting and tracking.
• Set clear goals for each program and test tactics to improve conversion at each stage of the funnel.
• Define and own targets for consultant‑sourced pipeline, consultant‑influenced pipeline, marketing‑sourced employer pipeline, and won revenue across priority segments (U.S., global, unions), and use those insights to refine where we invest.

 

Codify repeatable consultant & employer “demand patterns”

• Turn successful consultant and employer motions into standardized plays that can be reused across regions and segments.
• Document workflows, audiences, and assets so these programs can be scaled, reported on, and supported by additional DG headcount over time.
• Contribute to the broader Demand Creation system, ensuring consultant and employer motions are connected with direct, partner, and global plays.

 

The Team: 

This role sits on our Demand Generation team, reporting to the Director of Demand Generation, within the larger Marketing department. You will partner most closely with the Consultant Relations, segment sales teams, Product Marketing, and RevOps.

 

Minimum Qualifications: 

• A Bachelor’s Degree
• 4–6+ years of B2B demand generation, field marketing, or ABM experience targeting large employers and intermediaries, like consultants, brokers, and advisors.
• Background in healthcare, employee benefits, or HR technology marketing.
• Proven success designing and executing multi-touch campaigns that drive meetings and pipeline.
• Experience partnering with Sales and relationship‑owning teams, like Consultant Relations and Partnerships, on shared targets and plans.
• Experience with account-based or segment-based strategies, including working from target account lists and segment plans.
• Comfort working in a fast‑changing environment and helping to build new systems from the ground up.

 

Preferred Qualifications:

• Experience marketing through or to benefits consultants, brokers, or consulting firms.
• Familiarity with Marketo (or similar MAP), Salesforce, Outreach, and webinar platforms (e.g., Zoom/Wistia).
• Experience with account-based or segment-based strategies, including working from target account lists and segment plans.
• Comfort working in a fast‑changing environment and helping to build new systems from the ground up.

 

Compensation: 

Carrot offers a holistic Total Rewards package designed to support our employees in all aspects of their life inside and outside of work, including health and wellness benefits, retirement savings plans, short- and long-term incentives, parental leave, family-forming assistance, and a competitive compensation package.

 

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