Senior Manager, Demand Gen Content

Airtable•Austin, NY

2d•Remote

About The Position

Airtable is the no-code app platform that empowers people closest to the work to accelerate their most critical business processes. More than 500,000 organizations, including 80% of the Fortune 100, rely on Airtable to transform how work gets done. You'll own Airtable's demand generation content strategy and be the bridge between Product Marketing's positioning and Demand Gen's conversion goals. But more importantly, you'll be the person constantly asking "what if we tried this instead?" - using AI to prototype faster, test more, and create content that genuinely helps our target audience do more with Airtable. Strategy & Innovation Gather and synthesize stakeholder feedback into a strategy and content plan. Own the demand gen content roadmap as a living experiment - constantly testing new formats, channels, and approaches Be an idea engine: use AI daily for brainstorming, rapid prototyping, audience research, and identifying content opportunities based on new and existing content Deeply understand our audience and find creative ways to drive demand for new sign ups and qualified pipeline. Experiment with emerging formats - interactive demos, AI-powered experiences, video series, community-driven content, or Airtable apps. Be in tune with how cutting edge AI companies are approaching new content formats and direction and have a strong point of view on what translates to Airtable. Execution & Operations Own the production of high-impact anchor content, using AI to compress timelines from weeks to days, being a player/coach with contractors, agencies, and internal stakeholders. Build AI-assisted workflows that turn one anchor piece into dozens of channel-specific assets efficiently Establish rapid prototyping to improve time and accuracy of outputs Own content performance: measure what matters, kill what doesn't work, double down on what does Work cross-functionally with agency support, PMM, brand, web, and channel teams to ship quickly Leadership & Influence Partner with Product Marketing on positioning and core story-telling, but challenge them when we need different angles for different audiences Close partnership with Growth and Enterprise program roles on anchor assets for campaigns Collaborate with Performance Marketing to understand what drives pipeline, then rapidly prototype new approaches Provide input and feedback to our design team partners on final outputs Why This Role Matters Airtable is evolving toward AI-centered, community-led growth where proof from builders matters more than corporate messaging. We need someone who can build strategic foundations AND constantly push us to try new things - using AI to prototype 10x faster, creating content that breaks through, and doing it with speed and agility that traditional content teams can't match. How We'll Measure Success Content Impact (40%): Pipeline contribution, product adoption metrics, conversion improvements, and engagement quality that indicates genuine value Innovation (30%): Launch 3+ new experimental programs in year one, with at least one graduating to core playbook. Demonstrate 50% faster concept-to-launch time using AI workflows Velocity & Operations (20%): Measurable increase in content output without quality decline. One anchor piece consistently generates 15-20+ quality assets. High cross-functional satisfaction scores Strategic Influence (10%): Become go-to thought partner for PMM and Product. Other teams adopt your AI workflows. External recognition from builder community What good looks like: By end of year one, you've got clear pipeline wins, built AI workflows that cut production time in half, and channel teams are actively seeking your partnership. By year two, you're shaping GTM strategy because leadership trusts your instincts on what resonates.

Requirements

6+ years in B2B content and demand generation with a track record of trying new things that actually worked
Active daily use of AI tools (Claude, ChatGPT, etc.) for ideation, drafting, editing, and optimization - we will ask about this
Portfolio showing content where you took creative risks that paid off with measurable business outcomes
Deep demand gen knowledge AND creative instincts to know when to break the playbook
Experience in product-led growth to enterprise sales environments where content educates and enables
Strong project management and cross-functional collaboration skills
Data-driven but not data-paralyzed - comfortable with rapid iteration over perfection

Responsibilities

Gather and synthesize stakeholder feedback into a strategy and content plan.
Own the demand gen content roadmap as a living experiment - constantly testing new formats, channels, and approaches
Be an idea engine: use AI daily for brainstorming, rapid prototyping, audience research, and identifying content opportunities based on new and existing content
Deeply understand our audience and find creative ways to drive demand for new sign ups and qualified pipeline.
Experiment with emerging formats - interactive demos, AI-powered experiences, video series, community-driven content, or Airtable apps.
Be in tune with how cutting edge AI companies are approaching new content formats and direction and have a strong point of view on what translates to Airtable.
Own the production of high-impact anchor content, using AI to compress timelines from weeks to days, being a player/coach with contractors, agencies, and internal stakeholders.
Build AI-assisted workflows that turn one anchor piece into dozens of channel-specific assets efficiently
Establish rapid prototyping to improve time and accuracy of outputs
Own content performance: measure what matters, kill what doesn't work, double down on what does
Work cross-functionally with agency support, PMM, brand, web, and channel teams to ship quickly
Partner with Product Marketing on positioning and core story-telling, but challenge them when we need different angles for different audiences
Close partnership with Growth and Enterprise program roles on anchor assets for campaigns
Collaborate with Performance Marketing to understand what drives pipeline, then rapidly prototype new approaches
Provide input and feedback to our design team partners on final outputs