Principal Demand Generation Lead

About the role

This position is crucial for establishing Clasp's lead generation framework from the ground up. You will take charge of creating and executing strategies, metrics, and tactics that attract qualified leads. This role is primarily hands-on, with the opportunity to transition into a leadership role as the team grows.

Key facts

What you'll do

• Design and execute a holistic demand generation strategy that includes paid advertising, organic outreach, account-based marketing, and partnership initiatives to drive lead acquisition.
• Set up and oversee critical demand funnel metrics in HubSpot, tracking Marketing Accepted Leads (MAL), Marketing Qualified Leads (MQL), Sales Qualified Leads (SQL), and Customer Acquisition Cost (CAC). Create dashboards and attribution models that provide actionable insights for leadership.
• Continuously improve the systems and campaign tracking infrastructure that supports marketing efforts, ensuring accurate and attributable data for all initiatives. Regularly report on lead volume and conversion rates against established targets, delivering transparent performance analyses.
• Spearhead the creation of Clasp's thought-leadership content, including white papers, reports, blog posts, videos, and webinars, by utilizing existing resources and identifying the needs of prospects.
• Identify the most effective channels for engaging the target audience and generating leads, including LinkedIn (both organic and paid), Google Search, AI-driven platforms, channel partnerships, and paid webinars.
• Work closely with the Website Marketing Manager to improve Clasp's B2B online presence, aiming to boost traffic and conversion rates.
• Encourage and experiment with new content and campaign ideas from across the team, treating each as a hypothesis to be validated through rapid testing.
• Establish a documented feedback loop with the Sales team to ensure the quality of leads generated.
• Operate independently and take a hands-on approach in a startup environment, proactively identifying and addressing risks and performance gaps.

Requirements

• At least 5 years of experience in B2B demand generation, with a minimum of 2 years spent building a demand generation engine from the ground up in a startup environment at Series B or earlier.
• Proven ability to work effectively as the sole marketing hire on a small team, with the capability to guide the work of a second team member as the function expands.
• Demonstrated experience in defining funnel stages and metrics independently, without relying on existing frameworks.
• A strong record of meeting lead volume targets, with the ability to clearly communicate successes, shortfalls, and the factors influencing performance.
• Hands-on experience in configuring lead scoring, attribution, and campaign tracking within HubSpot.
• A history of independently establishing channel and content strategies, including making budget allocation decisions, discontinuing underperforming initiatives, and measuring the impact of strategic choices.

Nice to have

• Experience in marketing to enterprise-level buyers in the healthcare or HR sectors, such as Chief Human Resources Officers (CHROs) or Vice Presidents of Talent Acquisition (VPs of TA), or to related enterprise or clinical audiences.

Skills & tools

• Proficiency in HubSpot, including configuration, lead scoring, attribution, and campaign tracking.
• Expertise in demand generation strategy, encompassing full-funnel approaches, paid and organic methods, account-based marketing, and partnerships.
• Strong skills in content strategy and development.
• Competence in data analysis and reporting.
• Familiarity with AI tools and their application in marketing.

Practical notes

• Some travel may be necessary, up to 20% of the time.
• Benefits include health, dental, vision insurance, and a 401k plan.
• Enjoy a flexible paid time off (PTO) policy.
• Commuter benefits are also available.

About the company

Clasp is a venture-backed, mission-driven startup transforming access to education and career pathways. We are revolutionizing the way employers attract and retain critical talent, while simultaneously tackling the student debt crisis. (Yep, we think BIG.