General Manager, Lead Generation

System1•Los Angeles, CA

64d•Onsite

About The Position

We're launching a new lead generation business to diversify our revenue streams beyond Google. This is a true startup opportunity within an established company-you'll be building from absolute zero: no revenue, no team, no playbook. We're looking for an entrepreneurial leader to serve as the founding GM of this business line, with full ownership to define strategy, build operations, and scale to profitability. Think of this as being a CEO of your own company, but with the backing of our existing technology infrastructure, financial resources, and organizational support. If you've ever wanted to build something from scratch while having enterprise-level resources at your disposal, this is it. This position is an onsite role requiring you to work in our headquarters located at 4235 Redwood Ave. Los Angeles, CA 90066.

Requirements

7+ years in lead generation, performance marketing, or related digital businesses
Proven track record building or scaling businesses from early stage (ideally $0-$10M+ revenue)
Deep understanding of lead gen economics: CPL, CPA, margin structures, quality metrics
Experience managing P&L and achieving profitability targets
Background in both strategy formulation and hands-on execution
Strategic thinking with the ability to see around corners and anticipate market shifts
Financial acumen-you can build models, understand unit economics, and make data-driven decisions
Strong network in the lead generation ecosystem (buyers, sellers, technology providers)
Excellent communication skills for securing buy-in from leadership and cross-functional partners
Technical fluency to work effectively with engineering and product teams
Entrepreneurial fire-you're energized by building, not just managing
Resilience and grit-you've failed before and learned from it
High bias for action-you'd rather test and learn than analyze forever
Creative problem-solver who finds unconventional solutions
Self-awareness to know when to ask for help or bring in expertise

Responsibilities

Define and execute the complete go-to-market strategy for a lead generation business
Identify target verticals, pricing models, and competitive positioning
Build financial models and set ambitious but achievable growth targets
Make all key strategic decisions on product direction and market approach
Operationalize every aspect of the business from the ground up-sales, operations, technology implementation, vendor relationships, compliance, and more
Design scalable processes and systems before you have a team to run them
Manage full P&L responsibility with targets for profitability and growth
Establish metrics, reporting frameworks, and operational dashboards
Recruit and build your team as the business scales and warrants investment
Define roles, responsibilities, and organizational structure from scratch
Create a culture of accountability, experimentation, and rapid iteration
Develop your future leaders as the business grows into a substantial organization
Scale from solo contributor to managing a team that could quickly become significant in size
Shape product strategy based on market feedback and competitive landscape
Work with existing engineering and tech teams to leverage company infrastructure
Identify and evaluate partnership opportunities (supply and demand side)
Iterate quickly based on what's working and what's not