Head of Demand Generation

Company: PeopleJoy
Location: Remote (U.S.)
Reports to: CEO
Comp: Competitive base + performance-based variable tied to pipeline & revenue

About PeopleJoy

PeopleJoy helps mission-driven employers deliver education benefits that reduce turnover and create life-changing outcomes for employees.

We operate in complex, enterprise sales cycles where trust, credibility, and measurable outcomes matter.

We are building a revenue-first demand engine — not a vanity marketing machine.

Mission

Build and own a durable, measurable demand engine that creates qualified, high-intent enterprise pipeline and lowers CAC while increasing lifetime value.

Outcomes (First 12–18 Months)

1. Generate $3M+ in qualified pipeline with clear attribution.

2. Improve SQL conversion rate by 50%+ through ICP refinement and sales alignment.

3. Reduce blended CAC by 20%+ through data-driven optimization.

4. Build a full-funnel, always-on system across paid, content, and lifecycle.

5. Establish a marketing → sales feedback loop used weekly.

6. Create reporting dashboards focused on pipeline and revenue — not MQLs.

Core Values (How We Win)

Do Right by Others

We serve mission-driven institutions. Marketing must educate and build trust — not manipulate or overpromise.
You create demand through credibility, clarity, and value.

Improve Every Time

We test, learn, and optimize relentlessly.
You run experiments, analyze results, and compound gains over time.

Be All-In & Honest

We value directness, transparency, and ownership.
If a campaign underperforms, you diagnose it. If messaging misses, you fix it.

Win Together

Demand Gen and Sales operate as one team.
You partner daily with sales, refine ICPs together, and share ownership of pipeline.

Grit

Enterprise demand generation is not instant.
You are patient, disciplined, and resilient in building momentum over months.

What You Will Own

• Full-funnel demand strategy

• Pipeline targets tied to revenue

• Channel mix and budget allocation

• Sales alignment and ICP refinement

• Campaign analytics and attribution

• Nurture strategy for long-cycle buyers

• Field marketing ROI measurement (conferences, sponsorships)

• CAC optimization

What Great Looks Like

You think in:

• Pipeline created

• SQL quality

• Revenue influenced

• CAC efficiency

• Long-term trust building

Not:

• Clicks

• Cost per lead

• Lead volume without conversion

The Ideal Candidate

• 5–10+ years in B2B demand generation

• Experience with enterprise / long sales cycles

• Proven ownership of pipeline metrics

• Strong analytical fluency (CRM, automation, attribution)

• Built demand engines from scratch or rebuilt broken ones

• Comfortable presenting metrics to executive leadership

Red Flags

This is not a fit if you:

• Measure success by MQL volume.

• Blame sales for poor conversion without adjusting strategy.

• Cannot clearly explain how marketing drives closed/won revenue.

• Focus on channels rather than funnel strategy.