Demand Generation Lead

Refold AI • San Francisco, CA

7d • $180,000 - $210,000 • Onsite

About The Position

Refold is hiring a founding Demand Generation Lead to own demand generation pipeline and build and operate the systems that produce it. The role combines managing demand-generation targets and a five-person BDR team with hands-on development and maintenance of Refold’s production GTM system, including account signals, scoring, data workflows, and AI sales agents. The lead will plan and forecast across outbound, events, inbound, and ABM; improve outreach and funnel conversion; report performance to the GTM team; and manage programme and vendor budgets.

The position is based in the San Francisco Bay Area and is in-office. The time split is 50% running the number and 50% building. The role reports to the Head of Marketing 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 stack includes HubSpot, a Postgres warehouse, Python services on cloud infrastructure, enrichment and intent vendors, and coding agents for the AI layer.

In the first 90 days, the lead is expected to publish the weekly demand gen update and BDR action lists and ship a production fix by day 30; independently deploy and operate the GTM system and improve targeting in a way that affects meeting rates by day 60; and own the next quarter’s demand gen plan and number, subject to founder sign-off, by day 90.

Requirements

• 5–10 years of experience in demand generation or growth at a B2B SaaS company, including a period in which the candidate personally owned meetings and pipeline targets.
• Built AI agents used in sellers’ or marketers’ daily work, rather than only a demo or side project, and able to show them.
• Daily hands-on coding and deployment experience, including Claude Code, SQL, and production systems; comfortable working in a terminal and already uses a coding agent as part of their workflow.
• Shipped a working tool, product, or internal system used by others and maintained it after launch.
• Able to explain recent changes in B2B outreach and inbound, describe approaches personally tested, and identify practices they would stop using.
• Managed or closely directed BDRs and able to diagnose outbound problems from call data.
• Experience or demonstrated instinct for account-based selling in a small named market with long sales cycles and multiple stakeholders, where list quality is important.
• Funnel literacy and clear writing; able to communicate in cohorts and conversion rates so founders, BDRs, and engineers can understand and act on updates.
• High ownership and willingness to work without dedicated operations, data, or agency support, including debugging the pipeline and presenting forecasts.
• Based in the San Francisco Bay Area and able to work from the company office.

Nice To Haves

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

Responsibilities

• Own quarterly demand-generation targets, plans, and forecasts for discovery calls, demos, and sourced pipeline across outbound, events, inbound, and ABM.
• Lead, hire, coach, and set targets for five BDRs; determine their account priorities and messaging across calls, email, and LinkedIn.
• Run and improve the end-to-end outreach process, diagnosing and fixing problems with account lists, messaging, or execution when meetings decline.
• Set pipeline targets with the teams responsible for events, inbound, and ABM; provide target lists and follow-up support; and be accountable for the combined pipeline number.
• Track funnel conversion from first conversation through demo and proof of concept, identify where accounts stall, and improve handoffs with AEs.
• Publish the weekly demand generation update using CRM stage history, including snapshot and cohort views that inform GTM decisions.
• Manage programme spending and per-vendor credit budgets, evaluating tools and retiring those that no longer justify their cost.
• Maintain the production GTM codebase for signals, account scoring, and AI sales agents by writing, shipping, and deploying code and responding to failures.
• Ship small production changes daily and incorporate feedback from the team using the systems.
• 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 outputs before they reach reps or prospects.
• Operate the account data platform, keeping data ingestion healthy, roll-ups current, and the warehouse and CRM synchronized.
• Build the signal layer using sources such as website visits, intent data, job changes, hiring, funding, LinkedIn engagement, and event attendance; select and integrate useful signals and measure their relationship to meetings.
• Maintain and tune the executable ICP tiering and scoring rubric, ensuring classifications trace to the rubric and adjusting it quarterly based on closed-won and closed-lost deals.
• Stay current on B2B outreach and inbound practices, test relevant approaches, and retain those that improve results.
• Make the system reliable through scheduled jobs, alerts, data-quality audits, and self-verifying deployments.
• Deliver the first-90-day milestones: publish weekly updates and BDR action lists and ship a production fix by day 30; operate the GTM system independently and improve targeting by day 60; and prepare the next-quarter plan and number for founder sign-off by day 90.

Benefits

• The role offers the opportunity to influence a fast-growing seed-stage company with early Fortune 500-scale deployments and quantified customer outcomes.
• The incoming lead inherits a GTM system already running in production and can focus the first quarter on improving it.
• The role has ownership of the demand generation number, team, and operating system.

What This Job Offers

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