Senior Manager, Demand Generation & ABM

SCOPE OF RESPONSIBILITY AND AUTHORITY 

This role owns product messaging, competitive positioning, and sales enablement end-to-end across the AFS product portfolio. The Senior Manager has authority to define and publish messaging frameworks, competitive battlecards, and sales collateral without per-item approval, while escalating strategic positioning decisions affecting pricing or product strategy to the CBIO. Key cross-functional dependencies include sales, product management, and customer success. The role operates within AFS's FFIEC-regulated environment and must ensure all external-facing content meets accuracy and compliance standards. 

CORE RESPONSIBILITIES 

• Own positioning, messaging, and competitive differentiation across the AFS product portfolio (AFSVision, IRIS, CRN, and the Pricing Dashboard). 

• Translate commercial lending buyer insights — derived from win/loss data, customer interviews, and market research — into a compelling 'why AFS' narrative that equips sales to win. 

• Develop core sales enablement deliverables including battlecards, pitch decks, competitive intelligence reports, and customer case studies. 

• Lead competitive intelligence efforts: monitor the competitive landscape (nCino, Abrigo, FIS, Jack Henry, and others), analyze win/loss patterns, and keep the sales team current and confident. 

• Participate in CBIO deal reviews and partner directly with sales to sharpen messaging in active competitive opportunities. 

• Define and maintain ideal customer profiles (ICP) for each AFS product, ensuring sales and demand generation are targeting the right institutions. 

• Support analyst relations and build AFS's credibility and presence with relevant industry analysts and influencers. 

• Use AI as a production tool to create high-quality collateral efficiently, while maintaining editorial judgment over strategy, accuracy, and quality. 

• Partner with the Chief Product Officer to align product roadmap narratives with market positioning and go-to-market launch strategy. 

• Develop go-to-market plans for new product releases and feature launches, coordinating across sales, marketing, and product. 

FIRST 12 MONTHS: WHAT SUCCESS LOOKS LIKE 

Success in the first year is defined by a measurably stronger sales team — one that wins more often, faster, and with greater confidence — supported by a rigorous messaging framework and a growing library of high-quality sales enablement assets. 

• Develop and publish a positioning and messaging framework for all four AFS products, reviewed and adopted by the sales team, within 90 days. 

• Deliver a complete competitive battlecard set covering AFS's top five competitors, actively used by reps in live deals, within 120 days. 

• Achieve measurable improvement in win rate and/or deal velocity in competitive opportunities within 12 months, as tracked in Salesforce. 

• Define and document ICP profiles for each AFS product; ICPs are integrated into Salesforce and used by both sales and demand generation to focus pipeline activity. 

• Establish a monthly competitive intelligence cadence — briefing the sales team on market movements, competitive changes, and win/loss patterns. 

• Produce a library of at least 10 customer case studies and reference stories that sales actively deploys in procurement and evaluation processes. 

• Earn consistent positive feedback from the CBIO and sales leadership on the quality and utility of sales enablement materials. 

WAYS OF WORKING 

• Revenue-first mindset: every deliverable is evaluated by whether it helps the sales team win faster and more often. 

• Deep domain curiosity: invest ongoing effort in understanding the commercial lending market, buyer personas, and competitive dynamics — not just at hire but continuously. 

• Bias toward output: produce high-quality work at pace, using AI tools to scale production without sacrificing accuracy or strategic judgment. 

• Cross-functional partnership: work closely with sales, product, and customer success — share information openly, seek feedback, and build shared accountability for customer outcomes. 

• Regulatory awareness: operate with an understanding of AFS's FFIEC-regulated environment and ensure all external-facing content reflects that context accurately. 

• Executive presence: communicate clearly and confidently in deal reviews and leadership settings; influence through insight, not authority. 

PROFILE 

This is a role for someone with high commercial instincts and low tolerance for marketing that doesn't move the pipeline. They operate in close partnership with the CBIO and sales leadership, earn credibility through the quality of their work rather than their seniority, and have a genuine curiosity about commercial lending — the institutions, the buyers, the workflows, and the competitive dynamics — that deepens over time.  

QUALIFICATIONS 

The ideal candidate brings senior-level B2B marketing experience — ideally in banking or lending SaaS — with a proven track record of building differentiated positioning and enabling sales teams to win in complex, competitive sales cycles. 

• Senior-level B2B marketing experience, ideally in banking, lending, or financial services SaaS. 

• Working knowledge of FFIEC-regulated buyers and the commercial lending market; ability to quickly develop deep domain expertise. 

• Proven ability to develop differentiated positioning and messaging frameworks for complex, multi-stakeholder sales cycles. 

• Strong track record producing sales enablement collateral — battlecards, pitch decks, case studies, and competitive intelligence — that sales teams actively use. 

• Strong editorial judgment and the ability to direct and refine AI-generated content into high-quality, accurate deliverables. 

• Experience partnering with sales leadership in deal reviews and competitive strategy conversations. 

• Ability to work cross-functionally with product management to translate roadmap developments into market-facing narratives. 

• Bachelor's degree in marketing, business, communications, or a related field; advanced degree a plus. 

WORK ENVIRONMENT & PHYSICAL DEMANDS 

Work is performed primarily in a hybrid office/remote setting during normal business hours (8:30 AM – 5:00 PM, Monday through Friday), with limited evening requirements for special events. Flexible schedule options are available in accordance with AFS company policy. This role requires high-frequency use of computer keyboards and monitors. Normal travel requirements apply. 

POSITION DESCRIPTION DISCLAIMER 

To perform this job successfully, an individual must be able to perform each essential duty listed above satisfactorily. Reasonable accommodation may be made to enable qualified individuals with disabilities to perform the essential functions of this role. This position description is intended to provide guidelines for job expectations and is not an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate. 

This document does not constitute a contract of employment. AFS reserves the right to modify this position description and assign tasks as business needs require. 

Automated Financial Systems, LLC is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, veteran status, or any other characteristic protected by law.