General Manager, Lead Generation

System1 • Los Angeles, CA

75d • $220,000 - $280,000

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

Nice To Haves

• 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

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
• 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

Benefits

• Base salary range of $220,000 - $280,000 + bonus + equity + benefits
• Access to enterprise technology, legal, finance, and operational support
• Career acceleration opportunities for senior executive roles (VP, C-suite)

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Number of Employees: 251-500 employees