Business Systems Architect, GTM Systems

About Betterment Betterment is a leading, technology-driven financial services company that offers investing, savings and retirement solutions for retail investors and investment advisors as well as financial wellness solutions, including a 401(k) for small and medium-sized businesses. Our team is passionate about our mission, to empower people to build wealth with confidence and ease. We’re headquartered in NYC and offer hybrid NY-based positions (four days/ week in-office, with no required office days during the summer and winter holidays). About the Role We’re looking for a senior individual contributor to own the architecture and ongoing health of Betterment’s GTM systems ecosystem, with Salesforce at the center and a growing set of surrounding integrations. This is a staff-level technical leadership role for someone who wants to spend their time solving hard systems problems, setting technical direction, and raising the bar for how our GTM systems are built. This role goes well beyond system administration or ticket fulfillment. As the staff-level architect for Betterment’s GTM systems ecosystem, you’ll define technical direction across our stack, proactively identify architectural risks and opportunities, and bring forward new approaches before they become stakeholder asks. You’ll partner closely with our Sales, Betterment Advisor Solutions (BAS), and Betterment at Work (B@W) teams as the primary technical counterpart to their workflows, and collaborate with our Data and Product/Engineering organizations on systems integration and data integrity. You’ll guide how our tools work together - Salesforce, HubSpot, Clay, and the rest of our GTM stack - and ensure we’re building for long-term scalability, data quality, and business impact. This role is not the primary owner of routine system administration, basic ticket fulfillment, or standard stakeholder intake; it is focused on the most complex architectural, integration, and platform-health problems across our GTM systems. You’ll be a force multiplier for the broader Business Systems & Tools team: reviewing solution designs, mentoring engineers on architecture and integration patterns, and stepping into the team’s highest-risk or most ambiguous cross-system work to unblock progress and raise the quality bar. This role is based out of our NYC office. Below we've reflected the base salary range for this position. Actual salaries may vary depending on factors including but not limited to location, experience, and performance. The range listed is just one component of Betterment’s total compensation package for employees. New York City: $155,000- $175,000 This job may also be eligible for variable compensation in the form of a company incentive bonus. A Day in the Life Own the GTM systems architecture Define and maintain the target architecture for our GTM systems ecosystem - how data and workflows should move between Salesforce, HubSpot, Clay, and adjacent tools such as enrichment, engagement, telephony, billing, and analytics - and drive the stack toward it. Define and maintain the canonical GTM systems architecture, including system-of-record boundaries, key data domains, integration patterns, and architecture decision records, so the team has clear standards to build against. Design and build scalable, maintainable solutions for our most complex, cross-system initiatives, owning them from problem framing through deployment. Continuously audit the health of the stack: integration reliability, data integrity, technical debt, security posture, permissions, auditability, and platform limits - and drive remediation before problems reach stakeholders. Set technical direction and raise the bar Review and guide solution designs across the Business Systems & Tools team, providing guardrails and feedback that improve scalability, maintainability, and clarity. Establish and evangelize standards for integration patterns, data design, deployment practices, release governance, and documentation. Mentor engineers on architecture and technical decision-making, leading through influence and expertise rather than direct management. Act as the primary technical counterpart to GTM teams Partner with Sales, BAS, and B@W stakeholders to deeply understand their workflows, frame problems, evaluate tradeoffs, and translate needs into pragmatic system designs. Serve as the resident thought leader on GTM systems: track where the market is going, especially in AI-driven GTM tooling and data enrichment, proactively bring stakeholders new approaches, and pressure-test vendor claims against real requirements. Collaborate with Data and Product/Engineering teams on systems integration, data contracts, and data integrity across the company’s platforms. Lead the hardest cross-system work Step into the highest-priority or highest-risk initiatives across stakeholder areas when deep architectural ownership is needed, especially when work spans multiple tools, teams, or business processes. Lead the technical diligence and implementation architecture for new tools and major platform changes: define requirements, assess fit against our target architecture, coordinate security and integration design, and guide implementation through UAT and cutover. What We’re Looking For Architecture & Systems Depth Deep expertise with Salesforce as the core system of record for GTM, including declarative, programmatic, and integration approaches - and, more importantly, the architectural judgment to choose the right pattern based on scale, maintainability, risk, and downstream data implications. Demonstrated experience owning architecture for a multi-tool GTM stack in a B2B or SaaS environment: designing integrations, defining data flows, and managing system dependencies at scale. Strong understanding of integration design patterns such as APIs, middleware, and event-driven flows, and their implications for reliability, reporting, user experience, and operational support. Experience with marketing automation and sales engagement platforms, with HubSpot strongly preferred, and with GTM data enrichment/orchestration tooling; experience with Clay or similar signal-based automation platforms is a significant plus. Solid data literacy: comfortable defining data contracts, validating data across systems, and partnering with data and analytics teams on integrity and reporting. Strong judgment on permissions, auditability, release risk, and data governance in complex business systems environments. Technical Leadership A track record of operating as a staff-level or lead IC: setting technical direction, reviewing others’ designs, and raising quality across a team without formal management authority. Proven ability to own ambiguous, high-stakes projects end-to-end, from problem discovery through deployment and adoption, with minimal oversight. Experience defining durable architecture artifacts and operating mechanisms, not just delivering projects. Experience running or heavily contributing to vendor evaluations and platform migrations, including technical diligence, security considerations, and implementation planning. Consultative Partnership Strong consultative mindset - you ask the right questions, challenge assumptions, make tradeoffs transparent, and co-create solutions with stakeholders in ambiguous environments. Proven ability to build trust with GTM leaders and represent systems thinking in cross-functional forums, translating between technical and business audiences fluently. Excellent verbal and written communication skills - clear documentation, crisp design docs, and skimmable stakeholder updates. Nice to Have Salesforce architect-track certifications such as Application Architect, System Architect, or Integration Architecture Designer. Experience with AI-driven GTM workflows, including automated enrichment, outbound orchestration, or conversation intelligence writing back to CRM. Experience with deployment and DevOps tooling for Salesforce, such a