Head of Demand Generation

Guideline is reinventing retirement benefits by offering a modern 401(k) built for today’s workforce. Our mission is for everyone to arrive at a secure retirement. Since we were founded in 2015, Guideline has become one of the top three largest 401(k) providers in the country. Today, over 50,000 businesses and one million people trust Guideline with their retirement savings.About the role:We’re looking for a seasoned, data-driven demand generation expert to lead our acquisition strategy at Guideline. With a proven track record of driving impactful cross-channel programs, you’ll have an opportunity to establish and scale a growth function from the ground up.This role oversees our direct channels, including paid digital, events, sponsorships, and out-of-home. With a builder’s mindset, the ideal candidate thrives in fast-paced, startup environments — and is able to both think strategically while getting into the details to drive quality execution. As a player-coach, you’ll manage a team and multiple agencies, while establishing a foundation that drives results.You’ll also work closely with finance, marketing leadership, and marketing ops to hone campaign attribution and drive CAC efficiency. Both relationships and data driven, you’ll partner closely with sales to ensure leads are activated throughout the funnel. The ideal candidate will have experience in B2B demand generation, a passion for creating campaigns that resonate with our buyers, and a deep understanding of the sales process.What you’ll work on:Develop and stand-up a cross-channel demand gen function at Guideline — pulling together an integrated, impactful campaign strategyEstablish performance KPIs, metrics, and analytics for all programs and report out to key stakeholders across the businessPartner with sales, RevOps, and MarketingOps to iterate on our lead scoring system to ensure we’re defining and activating quality leads throughout the funnelFind and test new opportunities for growth, including webinars, influencers, affiliates, and sponsorshipsOwn and elevate our event strategy to ensure we’re attending the right events and activating opportunities throughout the funnelPartner with lifecycle to find activation opportunities within our demand baseDevelop and manage budgets and forecasts, optimizing initiatives for impact on the bottom-lineAs the in-house acquisition expert, partner with cross-functional business owners to establish growth strategies for the key markets we serve along with emerging product areasLead and elevate our integrated, seasonal campaigns across all cross-functional ownersBuild a testing strategy for digital performance marketing and CROManage and coach a team of functional owners and agencies including paid digital, events, and out-of-homeWhat we’re looking for:At least 7 years of experience in a B2B demand gen or growth role, with at least 2 years of experience managing a teamAbility to thrive in an agile, fast-paced startup environmentExcellent project management skills, with the ability to prioritize competing initiatives for themselves and their team to drive the largest impact for the businessProficiency in Salesforce, Looker, and marketing automation toolsDemonstrated success in developing and executing multi-channel marketing strategies that have driven significant revenue growth (SEM, social, email, affiliate, partner, direct mail, out-of-home)Passion for translating company strategy into actionable campaigns and tacticsResults-oriented with experience using qualitative and quantitative metrics with a focus on revenue, conversion, sales, and other marketing goals.The tech you’ll be working with:LookerGoogle AnalyticsMarketing automation platforms, (e.g. SFMC, Marketo, Iterable)More About Guideline:Everyone should have a simple, affordable way to save for retirement. At Guideline, our plans are low cost and highly automated. This makes it easy for companies to offer a valuable benefit—and easy for people to invest in their financial future with confidence.Compensation:At Guideline, we believe compensation should be fair and equitable. We take a data-driven approach to set our compensation bands; the successful candidate’s starting pay will be determined based on job-related skills, experience, qualifications, and work location. We are always evaluating our pay zones to be as competitive as possible, so keep in mind these may be subject to change in the future.Metro+ : The base salary range for this position is $185,000-$205,000 annually.Metro : The base salary range for this position is $170,000-$190,000 annually.National : The base salary range for this position is $170,000-$190,000 annually.In addition to base salary, this position is eligible for equity in the form of Incentive Stock Options (ISOs). At Guideline, base salary is just one component of the overall Total Rewards package offered to employees. All employees are offered comprehensive benefits and perks to help support you and your family.401(k) with matching contributions — We use our own platform and match 100% of the first 3% contributed, and 50% of the next 2% (for a max employer contribution of 4%)100% employer-paid healthcare, vision, and dental insurance for employees and 70% coverage for dependentsOpt-out credit if all three plans are waivedEligibility to participate in Health Savings Account and Flexible Spending AccountsDisability and life insurance optionsMental health benefits, including therapy and coaching through Modern Health, for employees and their dependentsPaid parental leave for birthing and non-birthing parents1 - month sabbatical after 5 years of employmentAnnual learning and development stipend — We reimburse approved professional development expenses, up to $750 per employee per year.Guideline provides equal employment opportunities to all employees and applicants for employment without regard to race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

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