VP, Demand Generation

BE Group•Philadelphia, PA

11d

About The Position

Our client is an advisor-facing platform that brings a household's complete financial picture to life on a single, interactive page. With thousands of financial professionals already on board — mapping over 2 million people and more than $3.4 trillion in financial instruments. This is a high-impact role at the center of our growth engine, responsible for driving qualified prospect acquisition and building a healthy demo pipeline. You'll own the full discovery journey — from how new users find Asset-Map across paid, organic, and AI-powered search, to how they move from first click to booked demo. If you want work that directly fuels new business and shapes how a category-defining platform shows up in the market, this is that role. Role Overview You will own the entire acquisition engine — from paid media and organic search to website conversion and lead nurturing. Reporting directly to the CMO, you'll work cross-functionally with Sales, SDRs, Community, Product Marketing, and external agency partners to drive a coordinated, full-funnel growth motion. Your mission is straightforward: deliver qualified demos at an efficient cost of acquisition, expand Asset-Map's visibility across both traditional and AI-powered search, and build a measurable pipeline that turns prospects into long-term subscribers. This role is equal parts strategist and operator. You'll set the direction for paid media, SEO, AEO, and GEO — then roll up your sleeves to build and optimize landing pages in Webflow, manage marketing automation in HubSpot, and use data to sharpen conversion at every stage of the funnel. You'll have real ownership over how thousands of financial advisors first discover Asset-Map, and your results will show up directly on the company's revenue line.

Requirements

5+ years of demand generation, growth marketing, or performance marketing experience, ideally in B2B SaaS or fintech
Proven track record of building and scaling pipeline through paid media, organic search, and conversion optimization
Deep, hands-on expertise in HubSpot Marketing Hub — workflows, lead scoring, smart content, landing pages, forms, and reporting dashboards
Sufficient fluency in at least one major paid platform (LinkedIn Ads, Meta Ads Manager, or Google Ads) to audit account health, evaluate agency output, and make informed decisions on creative and targeting
Working knowledge of SEO fundamentals and a genuine curiosity about emerging AEO and GEO practices — featured snippets, AI Overviews, and generative AI visibility
Proficiency in Webflow and Figma sufficient to ship polished campaign pages without waiting on a developer
Strong analytical instincts — you can move from data to insight to action without getting lost in the numbers
Experience managing agency and consultant relationships, with a track record of holding partners to clear deliverables and performance standards
Highly self-directed, organized, and comfortable managing multiple priorities in a fast-moving environment
A natural collaborator who builds trust quickly with Sales, SDR, and cross-functional Marketing teams

Nice To Haves

Experience in financial services, fintech, or serving financial advisor audiences
Familiarity with the financial advisor ecosystem (RIAs, broker-dealers, hybrid RIAs, insurance advisors, credit unions)
HubSpot certifications
Proficiency with SEO tooling such as Semrush, Google Search Console, and Google Analytics 4
Previous experience at a growth-stage B2B SaaS company

Responsibilities

Own paid media strategy across LinkedIn, Meta, Google, and industry publications — managing channel mix, budget allocation, and performance against CAC and pipeline targets
Direct day-to-day campaign execution, whether run in-house or through agency partners, and hold those partners accountable to clear performance benchmarks, deliverables, and reporting cadence
Develop audience targeting, creative direction, and campaign structures engineered to drive qualified demos
Continuously test creative, audiences, and offers to reduce cost per lead and improve demo conversion rates
Own organic search strategy across SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO), setting the roadmap and driving performance across organic traffic, rankings, and AI search visibility
Partner with consulting resources to execute keyword strategy, technical SEO, content optimization, and visibility across ChatGPT, Perplexity, Google AI Overviews, and other emerging answer engines
Hold consultants accountable to defined benchmarks, deliverables, and reporting cadence
Own landing page and website conversion strategy, leading the roadmap for campaign pages, demo capture flows, and ongoing site optimization
Build and edit campaign landing pages, forms, and CMS updates directly in Webflow; partner with design and development resources on more complex builds
Run A/B tests across landing pages, forms, CTAs, and email subject lines to drive continuous funnel improvement
Apply best practices for demo conversion, lead capture, page speed, mobile responsiveness, and SEO-friendly page architecture
Own HubSpot end-to-end — including workflow development, lead scoring, email nurture sequences, landing pages, forms, and reporting dashboards
Build and optimize nurture programs that move prospects from first touch to booked demo
Maintain data hygiene, list segmentation, and contact lifecycle management
Coordinate closely with SDRs on lead handoff, quality standards, and feedback loops
Track and report on CAC, MQL-to-demo conversion, organic traffic growth, AI search citations, website conversion rate, and overall prospect pipeline value