Demand Generation Lead

Refold AI • San Francisco, CA

14h • Onsite

About The Position

Refold is hiring a Demand Generation Lead to own demand generation results and build and maintain the systems that produce pipeline. Refold provides an AI integration delivery layer that builds, tests, deploys, and maintains integration workflows in customers’ products. The company reports 30+ paying enterprise customers, 1,500+ active users, more than 10 million API calls processed daily, and seven-figure ARR. It has raised $6.5 million.

The role carries responsibility for discovery calls, demos, and sourced pipeline across outbound, events, inbound, and account-based marketing (ABM). The lead sets quarterly plans and forecasts, manages five BDRs, coordinates pipeline goals with teams running other motions, tracks funnel conversion, publishes weekly demand generation reporting, and manages program and vendor budgets.

The lead also maintains Refold’s production GTM codebase, including account signals, scoring, and AI sales agents. Responsibilities include writing and deploying code, building and evaluating agents, operating the account data warehouse and CRM synchronization, developing and validating signals and ICP scoring, and ensuring scheduled jobs, alerts, data quality, and deployments are reliable. The stated time split is 50% running the number and 50% building.

The position reports to the Head of Marketing, manages a team of five BDRs, and works closely with AEs, Field Marketing, Product Marketing, GTM Operations, and the founders. The audience includes CTOs, CPOs, VPs of Product, and VPs of Professional Services or Delivery at sales-led software companies. The role is based in the San Francisco Bay Area and works from the office. The stack includes HubSpot, a Postgres warehouse, Python services on cloud infrastructure, enrichment and intent vendors, and coding agents.

Requirements

• 5–10 years of experience in demand generation or growth at a B2B SaaS company.
• At least one period of sole ownership of meetings and pipeline targets.
• Experience building AI agents used in sellers’ or marketers’ daily work, rather than only demos or side projects, and ability to show examples.
• Ability to write and deploy code and use SQL in production; familiarity with Claude Code and coding agents as part of the work process.
• Experience shipping a tool, product, or internal system used by others and maintaining it after launch.
• Ability to explain recent changes in B2B outreach and inbound, describe personally tested approaches, and identify practices to stop.
• Experience managing or closely directing BDRs and using call data to diagnose problems.
• Experience selling into a small, named market with long sales cycles and multiple stakeholders, where account-list quality matters more than volume.
• Funnel literacy, including reasoning with cohorts and conversion rates, and clear writing for founders, BDRs, and engineers.
• High ownership and willingness to handle operational debugging and forecasting without dedicated operations, data, or agency support.
• Based in the San Francisco Bay Area and able to work from the office.

Nice To Haves

• Experience selling to technical or enterprise-software buyers, or experience in the ERP and integration ecosystem, including SAP, Oracle, NetSuite, Workday, or Salesforce.
• Experience as the first growth or GTM hire at a seed or Series A company.
• Founded a company or built a product from zero.
• Deep CRM API experience, including custom properties, stage history, and association models.
• Experience running events, ABM advertising, or inbound programs.

Responsibilities

• Own discovery-call, demo, and sourced-pipeline targets across outbound, events, inbound, and ABM; set quarterly plans, forecast results, and account for gaps.
• Hire, coach, and set targets for five BDRs, and determine their account priorities and outreach messaging across calls, email, and LinkedIn.
• Manage the end-to-end outreach process, diagnose performance issues in account lists, messaging, or execution, and improve results.
• Set pipeline targets with teams running events, inbound, and ABM; provide target lists and follow-up support and coordinate accountability for combined results.
• Track funnel conversion from first conversation through demo and proof of concept, identify stalled accounts, and improve handoffs with AEs.
• Publish a weekly demand generation update using CRM stage history, including snapshot and cohort views that inform GTM decisions.
• Manage program spending and per-vendor credit budgets, evaluating tools and retiring those that no longer deliver value.
• Maintain the production GTM system for signals, account scoring, and AI sales agents by writing, shipping, and deploying code and responding when it breaks.
• Ship small, working production changes daily and incorporate feedback from internal users.
• Build and tune AI agents for account research, battle cards, drafted outreach, demo briefs, and handoff notes; write prompts and tools, run evaluations, and gate output before it reaches reps or prospects.
• Operate the account data warehouse and CRM, keeping data ingestion healthy, roll-ups fresh, and systems synchronized.
• Develop the signal layer using website visits, intent data, job changes, hiring, funding, LinkedIn engagement, and event attendance; determine which signals matter and validate whether they predict meetings.
• Maintain and tune coded ICP tiering and scoring using closed-won and closed-lost deal outcomes each quarter.
• Track developments in B2B outreach and inbound, test approaches, and retain those that improve results.
• Ensure operational reliability through scheduled jobs, alerts, data-quality audits, and self-verifying deployments.
• By day 30, publish the weekly demand generation update and BDR action lists and ship a first production fix.
• By day 60, deploy and operate the GTM system independently and make a targeting change that improves or affects meeting rate.
• By day 90, write the next quarter’s demand generation plan and number for founder sign-off.

Benefits

• Compensation of $180,000–$210,000 annually.
• Opportunity to own the demand generation number, team, and GTM machine at a fast-growing seed-stage company.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed