As our first B2B Demand Generation Leader, you'll build the function from the ground up: define the strategy, choose the tech stack, and create the repeatable pipeline machine that scales signNow and AltaFlow B2B revenue. You'll inherit an existing sales motion, established brands, and a self-service customer base of millions - your job is to accelerate what's already working, not prove a concept.
This is a greenfield mandate with a real commercial foundation beneath it. If you've built before, you'll know how rare that combination is.
Salary range: $180,000/yr — $220,000/yr
What you'll work on:
Build and lead airSlate’s B2B demand-generation function and team across the portfolio, initially prioritizing SignNow and AltaFlow.
Design and execute integrated ABM, lead-generation and nurture programs for SMB, mid-market and selected enterprise buyers.
Jointly set MQL, sourced-pipeline and funnel-conversion targets with Sales, RevOps and each BU, and own delivery against them.
Define and continually improve target-account selection, qualification, lead scoring, routing, handoff and follow-up SLAs with Sales and RevOps.
Partner with GTM Leaders, PMMs and Campaign Strategy to translate ICP, positioning and business priorities into campaigns and sales-ready assets.
Instrument attribution and report conversion from demand source through sales-accepted opportunity; optimize by campaign, source, segment and product.
Assess current people, processes and technology; redeploy and hire talent as appropriate, and build repeatable operating cadences with Marketing Ops, Data and the CIO.
Requirements:
8–12+ years in B2B demand generation, including direct experience building and scaling a function from an early stage; B2B SaaS experience required.
Demonstrated record of producing measurable sourced pipeline for sales-assisted SMB/mid-market and/or enterprise motions through ABM, lead generation and nurture.
Proven ability to operate as a peer to Sales and RevOps and to define, defend and improve MQL criteria, scoring, routing, handoffs, SLAs and pipeline commitments.
Hands-on builder and people leader who can personally design and run programs before the team is fully staffed, then recruit, coach and scale the organization.
Strong command of modern MarTech/RevOps systems, attribution and funnel analytics; able to partner on stack and data architecture without depending entirely on others.
Comfortable in a multi-product, multi-BU environment with differing GTM motions; PLG-to-sales-assisted or enterprise experience strongly preferred.
Strong customer and market orientation, executive communication and fluent English; U.S. location preferred, or Western Europe with meaningful U.S. customer exposure and Eastern Time overlap. Regular travel expected.
Bachelor’s degree or equivalent relevant professional experience. Document/workflow software experience is a plus.
