GTM Lead — Demand Generation
Role Overview
We're looking for a hands-on GTM operator who has built demand from scratch — someone who lives in new age gtm tools, runs multi-channel outbound sequences, and obsesses over one number: qualified demos booked per month, growing every single month.
Core Responsibilities
1. Demand Generation — Own the Number Own the full pipeline from cold outreach to qualified demo. This is a number you're accountable to, not a team you hand off to.
2. Outbound Engine Build and continuously refine a high-velocity outbound motion using tools like Clay, Apollo, and email sequencing tools. Develop ICP lists targeting D2C brands by vertical, ARR, tech stack, and buying intent signals. You will have full autonomy to work with our sales team and founders to refine our current GTM tool set
3. Multi-Channel Campaigns Design and run integrated campaigns across email, LinkedIn, and paid social — A/B testing messaging, offers, and creative to maximise demo conversion rates month over month.
4. Growth Hacking & Experimentation Run rapid, scrappy experiments — referral loops, community seeding, content plays, partnership co-marketing — to find non-obvious acquisition channels
5. Content & Social Distribution Create and distribute content (LinkedIn, X, newsletters, case studies) that builds brand credibility with D2C decision-makers and drives inbound demo requests at scale.
Executing performance ad campaigns
6. Pipeline Reporting & Iteration Build a clean weekly reporting cadence covering demo volume, conversion rates, channel attribution, and CAC. Use data to aggressively kill what isn't working and double down on what is.
Tools You'll Live In
Clay · Apollo.io · Instantly / Smartlead · HubSpot · LinkedIn Sales Navigator · Phantombuster · Mailchimp / Loops · Google Analytics · Meta Ads Manager · Zapier / Make · Loom / Vidyard
What You'll Be Measured On
- Qualified Demos / Month — primary north star; month-over-month volume growth is the job
- Demo-to-Opportunity Rate — quality of ICP targeting and messaging reflected in conversion
- Outbound Reply & Booking Rate — email open, reply, and positive response rates across sequences
- Cost Per Demo (CPD) — CAC efficiency across paid and organic channels combined
- Pipeline Contribution — % of total pipeline sourced directly by GTM-led campaigns
- Channel Experiments Run — cadence of new growth experiments tested and documented monthly
Must-Have Experience
- 3–6 years in growth marketing or demand generation at a B2B SaaS or AI startup
- Proven track record of owning demo or MQL targets and hitting them, with data showing consistent month-over-month growth
- Hands-on power user of the latest gtm tools - build enriched prospect lists, waterfall enrichment flows, and dynamic personalization at scale
- Strong command of cold email infrastructure — deliverability, warmup, sequence architecture, A/B testing subject lines and CTAs
- Experience marketing to D2C or eCommerce brands — understands their growth levers, pain points, and who holds the budget
- Social media marketing chops — LinkedIn organic, sponsored content, and X growth tactics relevant to a founder/operator audience
- Growth hacker mindset — comfortable moving fast, running experiments, killing losers quickly, and writing your own playbooks
- Data fluency — you build dashboards, interpret funnel data yourself
Nice to Have
Experience at a PLG company · Shopify / DTC ecosystem knowledge · Built SEO or content moats · Partnership and co-marketing plays · Community-led growth · Sold or marketed AI/ML tools · Affiliate program management · Familiarity with n8n or Make automations
Who Thrives in This Role
- You treat demo volume like a scoreboard and check it every morning. Growth is visceral, not just a slide in a quarterly review.
- You're equally comfortable writing a 7-step cold email sequence and building the Clay enrichment flow that powers it.
- You don't wait for brand, design, or a content team — you ship imperfect things fast and iterate based on results.
- You understand the D2C buyer: CMOs, Heads of Growth, Founders — and know how to get their attention without sounding like every other AI startup in their inbox.
- You're energised by a whiteboard, not intimidated by one. You like building the playbook, not inheriting it.
