Demand Generation Lead

About the Role

As our Demand Generation Lead, you will partner with marketing, product, sales, and customer success teams to convert Dovetail’s strongest product stories, customer proof, and account signals into qualified enterprise pipeline.

You’ll oversee targeted demand programs for new and existing enterprise customers, from audience and offer development through campaign execution, sales follow-up, and reporting. Collaboration with Product Marketing, Growth, Web, Content, Creative, Sales, Customer Success, and Revenue Operations will be key to building programs that generate opportunities and advance complex deals.

This is a senior individual contributor role for a builder. You’ll set direction, run programs yourself, and establish a repeatable demand engine.

Location Requirement: Applicants must be based in California, Texas, Michigan, Massachusetts, New Jersey, Arizona, New York, or Florida.

What You’ll Do

• Own the enterprise demand plan. Set priority audiences, account segments, offers, campaign calendars, targets, and budgets, ensuring every program aligns with clear pipeline outcomes.

• Build integrated campaigns. Transform product launches, customer stories, research, executive content, webinars, and market moments into coordinated programs across paid media, web, email, events, and sales outreach.

• Run account-based marketing programs. Collaborate with Sales to select accounts, map buying groups, identify account signals, and create tailored content, executive engagement, events, and scaled campaigns.

• Create expansion demand. Work with Sales and Customer Success to engage new teams, senior buyers, and executive sponsors within existing enterprise customers. Use product adoption, account activity, customer proof, and new use cases to uncover expansion opportunities.

• Work inside the sales motion. Participate in pipeline reviews and account planning, provide sellers with clear follow-up plans, and refine targeting, messaging, and programs based on deal feedback.

• Build, measure, and scale an AI-powered demand engine. Own the tools, workflows, prompts, and automation for targeting accounts, producing high-quality campaigns efficiently, and measuring performance. Partner with Engineering to develop custom solutions beyond standard marketing platforms and with Revenue Operations to track results from sales acceptance to closed revenue. Continuously refine and scale successful programs while eliminating low-impact activities.

Skills and Experience

• Taste. A high creative and commercial bar. You can identify what will capture senior buyer attention, articulate why, and refine the work until it succeeds.

• AI fluency as craft. Hands-on experience with modern AI tools like Claude or ChatGPT, including examples of workflows, agents, and prompts you’ve improved over time. View AI as a system to operate, not just a tool to press.

• A systems and tooling builder. Comfortable owning the demand generation stack end-to-end and collaborating with Engineering and Revenue Operations to develop internal tools, integrations, and automation.

• Enterprise pipeline ownership. Experience in B2B SaaS demand generation, account-based marketing, or growth, with a track record of creating new-business and expansion pipeline through complex sales cycles.

• Strong account-based marketing fundamentals. Expertise in account selection, buying-group research, intent signals, personalization, and orchestrating Marketing and Sales around named opportunities.

• Hands-on in the weeds. You audit the funnel, build the audience, write the brief, launch the program, and analyze the results. You do the work, not just direct it.

• Commercial fluency. Understanding of funnel economics and measuring success through sales acceptance, opportunity progression, pipeline, and revenue—not just clicks or lead volume.

• A strong cross-functional collaborator. Across Sales, Customer Success, Product Marketing, Revenue Operations, Data, Engineering, Creative, Web, and Growth.

• Bias to action. Preference for launching strong programs, learning from real account behavior, and iterating over waiting for a perfect plan.

About You

You pay attention to details, care about words, and can hold a clear point of view while remaining open to evidence that changes your mind. You thrive in ambiguity and drive clear outcomes. You enjoy compounding your craft with AI rather than defending pre-AI methods.

Why You’ll Love It Here

We hire smart people and take care of them well! Here’s what we offer:

• 📈 Equity for everyone. Competitive base salary plus options, aligning everyone on long-term impact.
• 🏢 A place to do your best work, wherever you are. Sydney office is built for in-person collaboration; US team operates remotely with flexibility.
• 🤝 Built-in connection. Join Doveclubs, bond with your team regularly, and celebrate wins and milestones with the whole company.
• 📚 Learn and thrive. Flexible learning and development (L&D) and wellness benefits, including a $3000 L&D allowance or $1000 on wellness.
• 🌴 Time to recharge. Four weeks of accrued leave, floating public holidays, and bonus Kit Kat days throughout the year.
• 🌍 Four weeks from anywhere. Up to four weeks a year working from anywhere in the world.
• 🍼 Generous parental leave. Twenty weeks for primary caregivers, twelve weeks for secondary caregivers, plus return-to-work support.
• 🎉 Four weeks at four years. An additional four weeks off after four years to reset and recharge.
• 🩺 Stellar US benefits. Comprehensive health, dental, vision, 401(k), and more through Sequoia.

At Dovetail, we aim to create a place where every team member feels supported and valued. We celebrate individualism and encourage applications from people who identify as part of an underrepresented group.

On AI: We expect candidates to already be embedding AI into their daily work. We look for thoughtful and pragmatic AI users who know when to leverage it, how to direct it effectively, and how to apply it to improve quality, speed, and impact.