Head of Demand Generation

About the role

You will architect and own the end-to-end inbound demand generation strategy that powers Campfire's revenue engine. This role requires you to translate complex accounting workflows into clear, compelling narratives that resonate with finance leaders. You will act as the strategic and operational leader for all inbound initiatives, aligning campaigns directly with sales pipeline targets. You will own not only the strategy but also the hands-on execution across content, web, and paid channels. This is a high-leverage position where your decisions directly influence the company's growth trajectory. You will collaborate cross-functionally to ensure marketing efforts support product direction and customer success. You will be responsible for documenting and evangelizing best practices across the marketing function. Ultimately, you will be the growth engine driving awareness and qualified pipeline for the business.

Key facts

What you'll do

• Own inbound demand generation strategy and execution across all channels, ensuring alignment with overall business objectives.
• Build and run integrated campaigns - content, email, paid, and organic - that drive qualified leads for sales in a measurable way.
• Own the website as a strategic asset, focusing on messaging, conversion rate optimization, landing pages, and ongoing iterative improvement.
• Lead SEO strategy and execution, from in-depth keyword research to content creation and technical improvements that boost visibility.
• Plan, execute, and optimize paid advertising efforts across Google, LinkedIn, and other relevant channels to maximize efficiency.
• Write and produce high-impact content tailored for finance leaders, including blog posts, guides, landing pages, and email sequences.
• Partner closely with the sales team to align campaigns with pipeline goals and incorporate real-time feedback from the field, including managing gifting programs, direct mail campaigns, SDR sequence messaging, and nurture sequences.
• Establish and maintain robust reporting and dashboards to track performance metrics, analyze results, and drive data-informed optimization.
• Recruit, manage, and mentor the Paid/SEO Growth Specialist, providing clear direction, feedback, and career development.
• Define and track a comprehensive set of success metrics, ensuring marketing efforts contribute to company-wide goals.
• Collaborate with product and engineering teams to translate product updates into compelling go-to-market narratives.
• Continuously test and experiment across channels to identify scalable growth opportunities and improve performance over time.
• Represent the marketing function in cross-departmental discussions to ensure cohesive strategy and execution.
• Maintain brand consistency and voice across all touchpoints while adapting messaging for specific audiences and channels.
• Identify emerging trends and competitive insights to keep the demand generation strategy sharp and forward-looking.

Requirements

• Must have 10+ years of experience in demand generation or growth marketing within a B2B SLG company.
• Must demonstrate a proven track record of building inbound programs that generate measurable pipeline and revenue.
• Must be a strong writer capable of producing compelling, clear content for a business audience without it sounding like marketing fluff.
• Must have hands-on experience with SEO, including both content and technical aspects, to drive organic visibility.
• Must have hands-on experience with paid channels, specifically Google and LinkedIn, to execute and optimize campaigns.
• Must be data-driven, building dashboards, tracking key performance indicators, and optimizing strategies based on concrete results.
• Must have deep experience working closely with sales teams and understanding the revenue funnel from start to finish.
• Must be comfortable being a player-coach, willing to do the work directly while also managing and guiding a team.
• Must be able to work independently and make sound decisions with a high degree of ownership and accountability.
• Must thrive in a fast-paced, high-growth environment where priorities can shift quickly and agility is essential.
• Must have a strong understanding of marketing automation principles and best practices, even if specific platform experience is not listed.
• Must communicate effectively with both technical and non-technical stakeholders, translating complex concepts into actionable plans.
• Must be detail-oriented while maintaining a strategic perspective to ensure execution aligns with larger goals.
• Must be committed to ethical marketing practices and building trust with prospects and customers.
• Must be legally authorized to work in the United States without sponsorship requirements for this role.

Nice to have

• Experience marketing to finance teams, CFOs, controllers, or accounting personas in a direct and meaningful way.
• Background in ERP, accounting software, or fintech, with an understanding of the core problems these tools solve.
• Experience with HubSpot or similar marketing automation platforms for managing campaigns and workflows.
• Prior experience managing a small team and developing talent within a growth marketing environment.

Practical notes

This role is full-time and based in San Francisco. The successful candidate will need to work during standard business hours to align with sales and leadership expectations. No visa sponsorship is available for this position at this time. The candidate must be able to start within a reasonable timeframe to support the aggressive growth timeline of the company. Travel is not required for this role, as all responsibilities are conducted remotely or from the San Francisco office.