Head of Demand Generation & Growth at Liberate

<h2><strong>Head of Demand Generation &amp; Growth (ABM + Digital + Lifecycle)</strong></h2> <h3><strong>About Liberate</strong></h3> <p>Liberate builds AI agents to automate manual tasks for the $2.7T insurance industry. We started with voice — the hardest and most valuable channel in insurance — and are now expanding into full workflow automation across sales, servicing, and claims. Our long-term vision is to build reasoning agents capable of handling the entire spectrum of insurance carrier and broker operations. We've raised $72M to date, including a $50M Series B in October 2025, backed by top-tier venture firms.</p> <h3><strong>About the role</strong></h3> <p>Liberate is building a modern enterprise demand engine from the ground up. As <strong>Head of Demand Generation &amp; Growth</strong>, you will own how we generate and accelerate pipeline across <strong>named-account ABM</strong>, <strong>digital/inbound</strong>, and <strong>lifecycle nurture</strong>—working in tight lockstep with Sales, SDR leadership, RevOps, and Product Marketing.</p> <p>This is a <strong>senior player-coach</strong> role. You’ll design the strategy, run core programs directly, and immediately begin hiring a small team (2–3 FTE) and/or managing specialist agencies/contractors.</p> <h3><strong>What success looks like</strong></h3> <p>Within 6–9 months, you have a measurable, repeatable growth machine that:</p> <ul> <li>Produces meaningful <strong>marketing-sourced pipeline</strong></li> <li>Drives clear <strong>marketing-influenced pipeline lift</strong> (higher acceptance, faster velocity, better conversion)</li> <li>Establishes trustworthy reporting on <strong>sourced vs influenced</strong>, stage conversions, and pipeline coverage</li> <li>Runs a consistent campaign calendar across the three core plays (Sales, Servicing, Claims)</li> </ul> <h3><strong>What you’ll own</strong></h3> <h3><strong>1) Account-based growth (ABM) for named accounts</strong></h3> <ul> <li>Operate ABM across <strong>three tiers</strong> of accounts with <strong>5–7 enriched contacts per account</strong></li> <li>Build a repeatable play system: targeting → air cover → multi-touch activation → conversion → nurture → acceleration</li> <li>Align daily/weekly with Sales and SDR leadership on account priorities and execution</li> </ul> <h3><strong>2) Digital + inbound demand (not PLG)</strong></h3> <ul> <li>Build an always-on inbound foundation that supports ABM:</li> <ul> <li>website conversion paths</li> <li>search/SEO where relevant</li> <li>retargeting and paid social “air cover”</li> <li>intent + enrichment-driven capture</li> </ul> <li>Ensure inbound supports enterprise pipeline (quality &gt; volume)</li> </ul> <h3><strong>3) Lifecycle nurture and pipeline acceleration</strong></h3> <ul> <li>Own nurture and lifecycle programs that move buyers through long enterprise cycles:</li> <ul> <li>persona-based nurture</li> <li>stage-based objection handling</li> <li>re-engagement + recycling</li> </ul> <li>Partner with Customer Marketing on advocacy/referrals/expansion signals, while keeping Growth accountable for lifecycle performance where appropriate</li> </ul> <h3><strong>4) Campaign orchestration (always-on + big bets)</strong></h3> <ul> <li>Own the annual/quarterly campaign calendar and execution across:</li> <ul> <li>multi-touch outbound support (messaging + sequences; SDRs execute within Sales)</li> <li>paid air cover + retargeting</li> <li>landing pages + conversion experiences</li> <li>content offers (POVs, proof cards, ROI tools)</li> <li>event follow-up conversion sprints (in partnership with Head of Events)</li> </ul> </ul> <h3><strong>5) Measurement and growth operating cadence (co-owned with Ops/RevOps)</strong></h3> <ul> <li>Co-own the marketing measurement system with Marketing Ops + RevOps:</li> <ul> <li>definitions for MQL/SQL/SQO and pipeline created</li> <li>sourced vs influenced methodology</li> <li>dashboards the CRO and CFO trust</li> </ul> <li>Drive a weekly operating cadence:</li> <ul> <li>pipeline pacing vs targets</li> <li>channel performance and conversion rates</li> <li>account coverage and engagement</li> </ul> </ul> <h3><strong>Key responsibilities</strong></h3> <ul> <li>Own plan + pacing for:</li> <ul> <li><strong>pipeline coverage</strong></li> <li><strong>opportunities sourced</strong></li> <li><strong>pipeline influenced</strong></li> </ul> <li>Build channel strategy across:</li> <ul> <li>LinkedIn (air cover, retargeting, Conversation Ads where appropriate)</li> <li>email nurture + scoring (HubSpot)</li> <li>web conversion (CRO)</li> <li>paid search (brand + limited non-brand)</li> <li>intent/data (RB2B + enrichment workflows)</li> </ul> <li>Partner deeply with Product Marketing on:</li> <ul> <li>message-market fit</li> <li>proof/ROI assets</li> <li>playbooks and objection handling</li> </ul> <li>Partner with Sales/SDRs:</li> <ul> <li>targets and account priorities set by Sales</li> <li>marketing provides targeting inputs, messaging, air cover, nurture, and conversion support</li> </ul> <li>Hire and lead a small high-output team and manage agencies/contractors</li> </ul> <h3><strong>Metrics you’ll be accountable for</strong></h3> <p>We ultimately care about <strong>revenue</strong>, and we’ll manage through leading indicators. You’ll own a dashboard and cadence tied to:</p> <p><strong>Pipeline</strong></p> <ul> <li>Marketing-sourced pipeline ($)</li> <li>Marketing-influenced pipeline ($)</li> <li>Total pipeline contribution to company targets</li> <li>Pipeline coverage ratio (forward-looking)</li> </ul> <p><strong>Funnel</strong></p> <ul> <li>SQLs and SQOs created (and conversion rates)</li> <li>Meeting acceptance rates for Tier 1 outreach</li> <li>Stage conversion improvements (SQL→SQO→Closed) in partnership with Sales</li> </ul> <p><strong>Efficiency</strong></p> <ul> <li>Cost per SQL / cost per SQO (as applicable)</li> <li>Spend pacing vs plan and ROI by channel</li> </ul> <h3><strong>Tools &amp; stack (you’ll help run)</strong></h3> <ul> <li>HubSpot (campaigns, nurture, scoring, reporting)</li> <li>Clay and enrichment workflows; intent (e.g., RB2B)</li> <li>ABM/personalization tools as needed (co-owned with Ops)</li> <li>Paid media platforms (LinkedIn, Google)</li> </ul> <p></p> <div class="job__description body"> <div> <p>Compensation information: $225,000-250,000 + Bonus &amp; Equity&nbsp;</p> </div> </div> <div class="job-alert job-alert--margin">&nbsp;</div> <p>&nbsp;</p>