Founding Demand Generation Manager

Basis AI•New York, NY

50d•$150,000 - $225,000•Onsite

About The Position

Basis is seeking a founding Demand Generation Manager to build and own demand generation programs. This role will focus on creating qualified net-new pipeline across accounting firms and in-house finance teams, with the potential to expand into expansion demand. The position involves full-funnel ownership, from strategy to execution, including defining target audiences, testing offers, launching campaigns, optimizing conversion paths, building webinar and lifecycle motions, and scaling channels. The focus is on pipeline quality and sales readiness, rather than just MQL volume. The role requires close collaboration with various marketing and sales teams to connect the company's narrative to measurable pipeline. This is a hands-on position where the individual will be responsible for building campaigns, managing agencies, orchestrating AI workflows, analyzing data from HubSpot/Salesforce, and working directly with sales teams to understand conversion drivers. As the company scales, the role will involve creating repeatable playbooks and shaping the growth of the demand generation function. It is a high-ownership role for someone who wants to build a demand engine at a fast-paced AI company selling into sophisticated markets, requiring strong B2B demand generation instincts, technical curiosity, and the ability to operate in ambiguity.

Requirements

4-6 years of experience in B2B demand generation, growth marketing, revenue marketing, or a related role, ideally in high-growth software, AI, fintech, data, security, automation, or another technical product environment.
A track record of building and running full-funnel campaigns that create qualified pipeline, not just top-of-funnel activity.
Strong experimentation instincts across audiences, offers, messaging, landing pages, lifecycle campaigns, paid/inbound programs, webinars, and account-based motions.
Experience partnering closely with Sales and BDR/SDR teams to improve campaign follow-up, handoff quality, meeting conversion, and pipeline feedback loops.
Fluency with marketing and revenue tools such as HubSpot, Salesforce, Google Analytics, ad platforms, enrichment tools, attribution/reporting systems, or similar platforms.
Analytical judgment: ability to use funnel data, campaign performance, and qualitative sales feedback to decide what to scale, fix, or stop.
Technical aptitude and curiosity; ability to learn complex products quickly and market credibly to sophisticated buyers.
Bachelor's degree or equivalent practical experience.
Ability to work in office in Manhattan 5 days per week.

Nice To Haves

Pipeline Ownership: Examples of programs built that created measurable qualified pipeline, sales meetings, opportunities, or revenue.
Inbound Demand Depth: Experience improving conversion from organic, paid, content, webinar, website, and lifecycle demand into qualified sales conversations.
Sales Partnership: A history of working closely with BDRs, AEs, or RevOps to improve lead quality, follow-up, routing, and conversion.
Offer and Campaign Creativity: Experience testing sharp campaign concepts, reports, guides, calculators, workshops, webinars, executive briefings, or other offers that moved prospects from interest to action.

Responsibilities

Build the programs, experiments, and operating rhythms that turn market interest into qualified net-new pipeline.
Own full-funnel demand programs from strategy through execution: defining target audiences, testing offers, launching campaigns, improving conversion paths, building webinar and lifecycle motions, and scaling channels.
Focus on pipeline quality, sales readiness, and identifying messages, audiences, and motions that create real demand.
Work closely with the Head of Marketing, PMM, Content, Marketing Ops, Sales, BDRs, Partnerships, and Events to connect Basis's category narrative to measurable pipeline.
Make the demand engine work: the campaigns, conversion paths, follow-up motions, handoffs, and feedback loops that turn the right prospects into real sales conversations.
Be hands-on from day one, which may include building campaigns, managing agencies/contractors, orchestrating AI-enabled workflows, pulling insights from HubSpot/Salesforce and campaign data, rewriting landing page copy, pressure-testing nurture flows, or sitting with BDRs to understand conversion issues.
Turn what works into repeatable playbooks and help shape how the demand generation function grows as the company scales.
Generate qualified opportunities with the right accounting firm and in-house finance buyers.
Establish a clear operating rhythm for campaign planning, launch, measurement, experimentation, and iteration.
Improve conversion from campaigns, landing pages, webinars, nurture, and follow-up motions.
Ensure BDRs and AEs have a tight feedback loop with marketing, clear campaign context, and effective follow-up motions.
Identify which audiences, messages, offers, and channels are working and develop a plan for scaling successful motions.
Connect company priorities into measurable pipeline programs through cross-functional leverage with PMM, Content, Marketing Ops, Partnerships, Events, and Sales.