Demand Generation Lead

Forge•Newton, MA

7h•$130,000 - $160,000•Hybrid

About The Position

This role is responsible for owning pipeline generation across the full funnel, from lead acquisition through qualification. The Demand Generation Lead will scale and optimize core acquisition channels, including referrals, paid search, radio, and SEO. They will also identify, test, and expand into new growth channels, such as content, partnerships, influencer marketing, and emerging AI search platforms. The role involves hiring and partnering with freelance specialists while maintaining deep ownership internally. A key responsibility is to build and execute campaigns that create consistent demand throughout the year. Additionally, the role involves developing compelling messaging, writing and publishing high-quality content, and ensuring brand consistency across all campaigns. In Revenue Operations, the lead will own HubSpot as the central source of truth for sales and pipeline performance, improving attribution, lead routing, reporting, and funnel visibility. They will build dashboards and reporting to inform business strategy and continuously optimize systems, workflows, and tools. For Sales Enablement, the lead will own and optimize lead movement through HubSpot, including routing, lifecycle stages, and sales workflows, identifying and resolving friction points, especially those impacting speed-to-lead or follow-up. They will also optimize tools, workflows, and automations to help sales move faster and close more deals, and partner closely with Sales and RevOps to improve lead flow, pipeline visibility, and conversion. Finally, the role includes managing and mentoring a small internal marketing team, collaborating with Sales, Revenue Operations, Finance, and Leadership, and effectively managing external freelancers.

Requirements

Know the difference between general marketing and true demand generation.
Obsessed with pipeline, conversion, CAC, and channel performance.
Care about results, not just activity.
Comfortable setting the strategy as well as executing it.
Able to zoom out to build the roadmap, then zoom in to write the ad copy and launch the campaign.
Deep expertise in B2C demand generation, growth marketing, or performance marketing.
Highly proficient in HubSpot, including workflows, reporting, attribution, and automation.
Comfortable writing copy, launching campaigns, and building dashboards yourself.
Experience managing freelancers, agencies, or contractors.
Strong understanding of SEO, content marketing, and conversion optimization.
Analytical, resourceful, and highly accountable.
Thrives in fast-moving, ambiguous startup environments.

Nice To Haves

Experience in home services, HVAC, clean energy, or other high-consideration consumer categories.
Strong hands-on experience managing paid search, especially Google Ads.
Experience marketing rebate-driven or regulated products.
Familiarity with AI-driven marketing tools and emerging search platforms.

Responsibilities

Own pipeline generation across the full funnel, from lead acquisition through qualification.
Scale and optimize core acquisition channels, including referrals, paid search, radio, and SEO.
Identify, test, and expand into new growth channels, including content, partnerships, influencer, and emerging AI search platforms.
Hire and partner with freelance specialists where it makes sense, while maintaining deep ownership internally.
Build and execute campaigns that create consistent demand throughout the year and protect us from seasonal dips.
Develop compelling messaging that differentiates Forge.
Write and publish high-quality content, including blog posts, landing pages, and campaign assets, with support from our content team.
Ensure every campaign reflects a clear, consistent brand voice.
Own HubSpot as the central source of truth for sales and pipeline performance.
Improve attribution, lead routing, reporting, and funnel visibility.
Build dashboards and reporting that help the business understand what's working and where to invest next.
Continuously optimize the systems, workflows, and tools that power growth.
Own and optimize how leads move through HubSpot, including routing, lifecycle stages, and sales workflows.
Identify friction in the funnel and fix it—especially anything slowing down speed-to-lead or follow-up.
Optimize the tools, workflows, and automations that help sales move faster and close more—whether that’s a better deck, a new follow-up sequence, or fixing something broken in HubSpot.
Partner closely with Sales and RevOps to improve lead flow, pipeline visibility, and conversion.
Jump in where needed to support deals and help the team win.
Manage and mentor a very small internal marketing team.
Collaborate closely with Sales, Revenue Operations, Finance, and Leadership.
Make a case for, hire, and work effectively with external freelancers.