Senior FP&A Manager - Marketing
Own Marketing’s financial planning, forecasting, funnel economics, and investment framework across PLG and SLG motions. The role requires 7+ years of FP&A or strategic finance experience, sophisticated modeling skills, and the ability to influence Marketing and executive decisions.
About the job
Responsibilities
- Own annual planning and regular forecasting for Marketing, including top-down targets, cross-functional alignment, regional segmentation, budget ownership, and consolidation into the company plan.
- Partner with demand generation, brand, community and Developer Relations, product marketing, and events budget owners to set budgets, forecast spend, and evaluate trade-offs.
- Own program spend, including agency and media contracts, event and sponsorship commitments, phasing, seasonality, and in-year reallocations.
- Model demand creation, signups, MQLs, activation, qualified opportunities, conversion, and velocity across product-led growth (PLG) and sales-led growth (SLG) motions.
- Translate funnel and channel levers into integrated top-line model assumptions and quantify financial trade-offs.
- Assess CAC, CAC payback, conversion, pipeline contribution, and expected versus realized ROI using attribution and causal methods where appropriate.
- Establish an investment framework covering hypotheses, baselines, expected returns, confidence ranges, leading indicators, scale-or-stop triggers, and post-investment reviews.
- Build and defend investment cases for brand, community, content, events, and other difficult-to-attribute expenditures.
- Partner with Marketing Operations, Revenue Operations, Data, and Controlling to align financial views with attribution, measurement, and reporting frameworks.
- Own Marketing financial metric definitions and turn reporting and variance analysis into recommendations for leadership, executives, and board audiences.
Requirements
- 7+ years of experience in FP&A or strategic finance, ideally in technology or B2B SaaS.
- Experience leading complex, multi-entity, multi-stakeholder planning, budgeting, and forecasting processes end to end.
- Deep demand-side finance business partnering experience in PLG or SLG demand generation, with a strong understanding of the other motion.
- Fluency in CAC, CAC payback, blended and paid CAC, CLV/CAC, pipeline attribution, funnel conversion, and velocity.
- Experience building and defending investment cases for brand, community, content, or similar difficult-to-attribute spend.
- Experience owning program budgets, commitments, phasing, agency costs, vendor economics, and reallocations.
- Ability to build sophisticated, integrated financial models that remain robust as assumptions and scenarios change.
- Strong executive communication and recommendation skills.
- AI- and automation-first mindset, including use of platforms such as n8n.
Nice-to-haves
- Experience across both PLG and SLG demand motions.
- Experience in community-led, open-source, or developer-focused product companies.
- Exposure to incrementality testing, holdout design, or marketing mix modeling.
- Experience with HubSpot, Marketo, GA4, attribution platforms, and Salesforce.
- Experience with planning platforms such as Pigment.
- SQL and self-service data visualization experience with Looker, Metabase, or Hex.
- Experience in workflow automation, developer tools, or infrastructure SaaS.
Skills
FP&A, Financial Modeling, Financial Planning, Forecasting, Budgeting, Cac Payback, Pipeline Attribution, Funnel Analytics, SQL, HubSpot, Marketo, Salesforce, Pigment, Looker, n8n
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