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Staff Product Marketing Manager, QBO & Workforce Activation - Accountants
Staff Product Marketing Manager, QBO & Workforce Activation - AccountantsIntuit • San Francisco, CA, US
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Staff Product Marketing Manager, QBO & Workforce Activation - Accountants

Staff Product Marketing Manager, QBO & Workforce Activation - Accountants

Intuit • San Francisco, CA, US
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  • [job_card.full_time]
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Product Marketing Leader For QuickBooks Online And Payroll

Intuit's Global Business Solutions Group (GBSG) relies on Accountantsour most trusted advisorsto drive significant customer acquisition and ecosystem growth towards our GBSG customer acquisition goals across SMB and Mid-Market segments.

The mission of this Product Marketing leader is to own the end-to-end commercialization and GTM strategy for the core QuickBooks Online (QBO) platform and Payroll / Workforce Solutions (WFS) within the Accountant Channel. This role centers on two critical areas : 1.) Platform Commercialization : Define the platform value proposition and optimize the commercial strategy (SKUs, bundles, attach), 2.) Value Translation : Translate the evolving platform experience and Agentic AI benefits to drive adoption and retention.

This role requires a leader who is both a master strategist (inbound PMM) and a flawless executor (outbound GTM), leading strategic initiatives to drive QBO and Payroll adoption. You will be the definitive voice of the accountant for QBO platform and Payroll products, tirelessly advocating for the channel's needs while simultaneously executing high-impact GTM campaigns that drive measurable commercial outcomes.

Accountability & Commercial Metrics

Success in this role is directly measured by PMM's ability to drive significant, measurable commercial outcomes for the Accountant Channel :

  • Platform Acquisition (GNS & NTTF) : Drive substantial growth in QuickBooks Online subscribers (GNS) and New-to-Franchise (NTTF) customers, specifically by maximizing conversion within the channel's highest-volume workflow. This includes defining and executing on platform adoption targets.
  • Multi-Product Expansion & Growth : Maximize the adoption and usage of high-value services, with a strategic focus on contributing to the growth and attachment of the Payroll / WFS portfolio for accountant-served clients. Key metrics include QBO w / Payroll attach, Payroll activation, and overall multi-product attach lift.
  • Purchase Path Performance : Maximize conversion by owning the end-to-end purchasing experience, specifically driving buy-path conversion improvement.
  • Friction Reduction & Trust : Successfully champion the Voice of the Accountant (VOA) to influence product roadmaps, remove major friction points, and contribute to tangible improvements in partner satisfaction metrics / sentiment.
  • Campaign Performance : Own and execute GTM campaigns that generate a measurable commercial lift and accelerate partner adoption of key innovations like AI agents of our QBO platform.

Key Responsibilities

1. Voice of the Accountant (VOA) & Product Advocacy (Inbound PMM)

  • VOA Capture & Champion : Actively capture the Voice of the Accountant (VOA) through direct feedback loops, engagement forums (e.g., Partner Council), and funnel analysis. Serve as the primary PMM liaison to the QBO and WFS Product Marketing and Product teams to ensure all products are built with the accountant's workflow, fiduciary duty, and trust concerns top-of-mind.
  • Influence Product Roadmap : Partner with Product and Engineering to prioritize work needed to resolve critical friction points that restrict accountant referral and recommendation. This includes optimizing end-to-end onboarding experiences (e.g., Delegated Onboarding for Money / Payroll) and advocating for firm-level product controls.

    • 2. Platform Commercialization & Go-to-Market (Outbound PMM)

  • Platform Narrative : Positioning & Messaging : Define the core Platform Narrative and its associated messaging and positioning. This includes articulating the benefits and QBO & Payroll Value Props (Accountant POV) for accountant success, firm growth and client success.
  • End-to-End GTM Ownership : Own and execute the end-to-end GTM for core QBO platform features and all Payroll / WFS initiatives within the channel. This includes inbound strategy, outbounding messaging, campaign delivery, and post-launch optimization.
  • Commercialization Strategy : Own the Commercialization GTM Toolkit and the definition of the platform / bundle positioning. This involves defining and communicating the go-to-market strategy for new product SKUs, bundles, and pricing, ensuring alignment with the overarching One Intuit Strategy.
  • Purchase Path Optimization : Work with PMM & Product to directly influence performance in key ecosystem growth experiences such as influencing the purchase path strategy to optimize flow for adding a client / product, driving conversion, and increasing multi-product attach.
  • Campaign Leadership & Execution : Lead the planning and execution of GTM campaigns aimed at driving awareness and conversion for QBO and Payroll products.

    • 3. Platform Experience & Change Management (Value Translation)

  • Translate Platform Evolution : Define and communicate the new platform experience for accountants and how workflows evolve in the platform (e.g., transition to the Intuit Accountant Suite / Supernova). This ensures clear messaging around centralized firm-wide visibility, enhanced control, and scalability for growing firms.
  • Articulate Agentic AI Value : Translate Agentic AI and platform evolution into clear accountant value to drive platform readiness, adoption, and retention. Develop positioning that articulates the benefits of AI agents (e.g., Accounting Agent, Payroll Agent) as a 'done for you' tool to automate work, increase productivity, and empower insights.
  • Platform Change Management : Lead the PMM strategy for major platform rollouts. This includes developing comprehensive change management materials and communications to ensure accountant buy-in and successful adoption of new AI-powered experiences. Drive clear positioning that articulates the platform value for scaling SMB clients.

    • Qualifications :

  • BA / BS required; MBA or equivalent work experience in a complex digital ecosystem or B2B marketing a plus.
  • 10+ years of professional experience in marketing, specifically driving high-volume, measurable go-to-market strategies within a digital channel or sales-supported environment.
  • Proven expertise as an inbound PMM, with significant experience successfully influencing and partnering with Product and Engineering teams to drive product change based on deep customer insight (VOA).
  • Exceptional GTM Execution Track Record, demonstrating the ability to translate complex product capabilities (e.g., AI Agents, integrated platform workflows) into winning positioning and messaging that drives commercial results.
  • Strong analytical capabilities, organizational navigation skills, and the ability to think strategically about complex GTM challenges and funnel optimization.
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