Director, Demand Generation

Our client is an advisor-facing platform that brings a household's complete financial picture to life on a single, interactive page. With thousands of financial professionals already on board — mapping over 2 million people and more than $3.4 trillion in financial instruments.

This is a high-impact role at the center of our growth engine, responsible for driving qualified prospect acquisition and building a healthy demo pipeline. You'll own the full discovery journey — from how new users find Asset-Map across paid, organic, and AI-powered search, to how they move from first click to booked demo. If you want work that directly fuels new business and shapes how a category-defining platform shows up in the market, this is that role.

Role Overview

You will own the entire acquisition engine — from paid media and organic search to

website conversion and lead nurturing. Reporting directly to the CMO, you'll work

cross-functionally with Sales, SDRs, Community, Product Marketing, and external

agency partners to drive a coordinated, full-funnel growth motion.

Your mission is straightforward: deliver qualified demos at an efficient cost of

acquisition, expand Asset-Map's visibility across both traditional and AI-powered search,

and build a measurable pipeline that turns prospects into long-term subscribers.

This role is equal parts strategist and operator. You'll set the direction for paid media,

SEO, AEO, and GEO — then roll up your sleeves to build and optimize landing pages in

Webflow, manage marketing automation in HubSpot, and use data to sharpen

conversion at every stage of the funnel. You'll have real ownership over how thousands

of financial advisors first discover Asset-Map, and your results will show up directly on

the company's revenue line.What You’ll Do

Paid Media & Acquisition

Own paid media strategy across LinkedIn, Meta, Google, and industry

publications — managing channel mix, budget allocation, and performance

against CAC and pipeline targets

Direct day-to-day campaign execution, whether run in-house or through agency

partners, and hold those partners accountable to clear performance benchmarks,

deliverables, and reporting cadence

Develop audience targeting, creative direction, and campaign structures

engineered to drive qualified demos

Continuously test creative, audiences, and offers to reduce cost per lead and

improve demo conversion rates

SEO, AEO & GEO

Own organic search strategy across SEO, Answer Engine Optimization (AEO),

and Generative Engine Optimization (GEO), setting the roadmap and driving

performance across organic traffic, rankings, and AI search visibility

Partner with consulting resources to execute keyword strategy, technical SEO,

content optimization, and visibility across ChatGPT, Perplexity, Google AI

Overviews, and other emerging answer engines

Hold consultants accountable to defined benchmarks, deliverables, and reporting

cadence

Website & Conversion Optimization

Own landing page and website conversion strategy, leading the roadmap for

campaign pages, demo capture flows, and ongoing site optimization

Build and edit campaign landing pages, forms, and CMS updates directly in

Webflow; partner with design and development resources on more complex

builds

Run A/B tests across landing pages, forms, CTAs, and email subject lines to

drive continuous funnel improvement

Apply best practices for demo conversion, lead capture, page speed, mobile

responsiveness, and SEO-friendly page architecture

Marketing Automation & Lead Management

Own HubSpot end-to-end — including workflow development, lead scoring, email

nurture sequences, landing pages, forms, and reporting dashboards Build and optimize nurture programs that move prospects from first touch to

booked demo

Maintain data hygiene, list segmentation, and contact lifecycle management

Coordinate closely with SDRs on lead handoff, quality standards, and feedback

loops

Track and report on CAC, MQL-to-demo conversion, organic traffic growth, AI

search citations, website conversion rate, and overall prospect pipeline value

What We're Looking For

5+ years of demand generation, growth marketing, or performance marketing

experience, ideally in B2B SaaS or fintech

Proven track record of building and scaling pipeline through paid media, organic

search, and conversion optimization

Deep, hands-on expertise in HubSpot Marketing Hub — workflows, lead scoring,

smart content, landing pages, forms, and reporting dashboards

Sufficient fluency in at least one major paid platform (LinkedIn Ads, Meta Ads

Manager, or Google Ads) to audit account health, evaluate agency output, and

make informed decisions on creative and targeting

Working knowledge of SEO fundamentals and a genuine curiosity about

emerging AEO and GEO practices — featured snippets, AI Overviews, and

generative AI visibility

Proficiency in Webflow and Figma sufficient to ship polished campaign pages

without waiting on a developer

Strong analytical instincts — you can move from data to insight to action without

getting lost in the numbers

Experience managing agency and consultant relationships, with a track record of

holding partners to clear deliverables and performance standards

Highly self-directed, organized, and comfortable managing multiple priorities in a

fast-moving environment

A natural collaborator who builds trust quickly with Sales, SDR, and

cross-functional Marketing teams

Other Valued Qualities and Skills

Experience in financial services, fintech, or serving financial advisor audiences

Familiarity with the financial advisor ecosystem (RIAs, broker-dealers, hybrid

RIAs, insurance advisors, credit unions)

HubSpot certifications

Proficiency with SEO tooling such as Semrush, Google Search Console, and

Google Analytics 4 Previous experience at a growth-stage B2B SaaS company