About Forma

The market for employee benefits is broken. Companies spend millions annually on employee benefits that employees neither value nor regularly use. Founded in 2017, Forma set out to build a better model by challenging traditional one-size-fits-all approaches.

Forma’s flexible benefits software helps companies offer competitive benefits packages while reducing costs and inefficiencies, by giving employees more choice and flexibility in how they spend their benefit allowances. The platform also saves HR professionals countless hours managing and supporting various point solutions.

Using Forma, companies can select from a suite of products that include Lifestyle Spending Accounts, Health Spending Accounts, Health Reimbursement Arrangements, Flexible Spending Accounts, and more to design and deliver customized benefits programs — all through a single platform. Employees then have three choices to spend account funds: The Forma Store with discounted products and services, The Forma Visa Card, or claim reimbursement backed by Forma’s world-class member support team.

Forma has helped hundreds of the world’s most admired companies, including Stripe, Zoom, Lululemon, and Affirm, design and support flexible, inclusive benefits programs for nearly a million employees. And, we are seeing great success with 98% customer retention, 75 NPS, and 98 CSAT ratings from members.

Forma is backed by Emergence Capital and Ribbit Capital and has received numerous awards for its exponential growth, its software innovation, and as a “Great Place to Work.”

About the Role

We are seeking a highly motivated and strategic Demand Generations Manager to lead the development and execution of field marketing programs, national conferences, and ABM (Account-Based Marketing) campaigns that drive pipeline growth and accelerate deal progression. This role is a hybrid of field events management, strategic ABM, and cross-functional marketing, working closely with Sales to support revenue growth initiatives. The ideal candidate will be a full-stack marketer capable of managing end-to-end marketing programs, from ABM to direct mail, webinars, and large-scale field events.

You will

• Event Planning & Execution

  • Plan, manage, and execute a variety of field marketing activities, including conferences, trade shows, and webinars.

  • Serve as the main point of contact for all field events, managing on-site logistics, vendor management, and ensuring alignment with Sales and marketing goals.

  • Support AEs with pipeline acceleration programs (e.g., executive dinners, Lunch and Learn events) to enhance engagement with targeted prospects and consultants.

  • Coordinate event logistics, such as booking venues, scheduling speakers, and overseeing the event’s smooth execution.

• Strategic Campaign Development & ABM

  • Develop and execute regional lead generation strategies to meet pipeline targets through events, ABM, and direct mail campaigns.

  • Partner with Sales Leadership to create targeted marketing programs that support pipeline growth and deal progression.

  • Develop tailored messaging and content for different market segments, ensuring alignment with overall marketing and sales strategies.

  • Lead cross-functional collaboration with Sales, Marketing, and Customer Success teams to maximize business outcomes through marketing activities.

• Budget Management & ROI Tracking

  • Manage the budget for field marketing programs, ensuring optimal ROI from all activities and events.

  • Track, analyze, and report on event and campaign performance, using data to inform future strategies and decisions.

  • Manage post-event follow-up, including reporting, ROI evaluation, and content distribution to ensure ongoing engagement with attendees.

Preferred Skills 

• 2-4 years of experience in B2B marketing with a focus on performance marketing campaign management.

• Proven track record in planning and executing marketing programs with measurable impact on pipeline and revenue growth.

• Strong understanding of the sales funnel and experience aligning marketing programs with revenue goals.

• Expertise in managing marketing budgets and optimizing ROI for field marketing activities.

• Experience with Salesforce for tracking and analyzing pipeline and event performance.

• Proficiency in marketing operations,  tools, email platforms, and data analysis to drive strategic decisions.

• Excellent project management skills with the ability to manage multiple initiatives and meet deadlines.

• Strong interpersonal and communication skills to collaborate across departments and with external vendors.

• Experience managing ABM campaigns across various segments is a plus.

• Creative problem-solver with a results-driven mindset and a bias for action.

• Ability to work independently, managing projects from start to finish in a fast-paced, dynamic environment.

• Occasional travel required.

Benefits and Perks

• Remote-first working environment

• Medical, dental and vision insurance plans

• Employee wellness program

• One-time home office stipend

• 401(k) savings plan

• Flexible PTO policy

• 12 weeks Parental Leave + 4 additional weeks for the Birthing Parent

At Forma, we value diversity, and always treat all employees and job applicants based on merit, qualifications, competence, and talent. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

Duties and responsibilities may not all be covered in the description, or may change over time at the discretion of Forma. You're encouraged to apply even if your experience doesn't precisely match the job description. Your skills and passion will stand out—and set you apart—especially if your career has taken some extraordinary twists and turns. At Forma, we welcome diverse perspectives, and people who think rigorously / aren't afraid to challenge assumptions. Join us!