Senior Demand Generation Manager

Formance•New York, NY

1d•Onsite

About The Position

Formance is building the financial infrastructure for the hybrid economy, enabling money movement across fiat, crypto, and various payment rails. Their unified ledger provides digital asset companies, vertical SaaS platforms, and regulated financial institutions with the speed, flexibility, and compliance needed to build money movement products. A YC S21 company backed by a $21M Series A, Formance serves leading crypto exchanges, neobanks, payment platforms, and fintech infrastructure companies. The market is expanding rapidly, product-market fit is strong, and deals are closing quickly with high retention. The current pipeline is fully organic, and this role is an opportunity to build demand generation from the ground up. The successful candidate will create the playbook, experiment across channels (events, email, ABM, ads, gifting, etc.), and establish the machine to drive growth from Series A to the next level. The role focuses specifically on AEO/SEO and paid channels, with room to explore partnerships, customer marketing, and PLG distribution. Formance is looking for someone with a strong point of view on demand generation, who thrives in a hyper-growth environment, and enjoys collaborative teamwork.

Requirements

4-7 years of demand generation experience at a fast-growth B2B SaaS company (Series A to mid-stage growth) in a technical product environment.
Owned multiple channels end-to-end: paid, SEO/content, email, and ABM.
SQL-oriented thinking. You measure yourself on pipeline contribution, not impressions or MQL volume. You can walk through a funnel model.
Analytical chops. Self-sufficient with a spreadsheet. You know your way around HubSpot and the ad platforms. Funnel models, LTV/CAC, cohort analysis — you know how to get the numbers and tell the story behind them.
Technical audience fluency. You've marketed a technical product to engineers or developers. You understand why marketing to developers is different from marketing to generic B2B buyers.
Early-stage adaptability. You've worked at a Series A-B and thrived in ambiguity. You can execute campaigns hands-on while building the foundations of our demand gen strategy.
Communication and presence. You can run a weekly marketing meeting, present data with a point of view, and bring up a challenge.

Nice To Haves

Fintech or crypto experience: you've marketed to fintech, crypto, or payments buyers
PLG / self-serve funnel experience: you've run demand gen for a product with a self-serve or freemium motion
Open source / developer community exposure: you understand how OSS projects drive top-of-funnel and community-led growth

Responsibilities

Own the Inbound SQL number.
Orchestrate two top-tier agencies, build the in-house demand gen muscle, and are the operator accountable for marketing's pipeline contribution.
Design and implement Formance's inbound lead generation infrastructure from the ground up, building repeatable and scalable acquisition motions for our core ICPs.
Own and manage ad spend across relevant paid channels (LinkedIn, Google, Reddit, X), AEO/SEO, online events, and ABM plays.
Build the campaign calendar.
Define channel mix and budget allocation.
Launch new channels as the data supports them (X, Reddit, crypto-native placements).
Run relationships with external providers on paid and AEO/SEO.
Drive accountability, evaluate performance, generate results.
Run tests for new channels, messaging, and personas, read the signal, and or kill fast.
Create the feedback loop that pushes sales on lead follow-up and pulls feedback on lead quality: both directions, every week.
Introduce and optimize lead conversion mechanisms across multiple surface areas (website, content, email, etc.).
Own the marketing performance report.
Ensure the lead generation funnel is tracked end-to-end: UTMs, attribution, lead scoring, CRM integration, conversion tracking.