Head of Demand Creation (Dash) at Process Street

Process Street is an AI software and compliance operations platform startup from San Francisco, helping customers build, document, automate, and track recurring workflows. Their platform automates work, enforces standards, and proves compliance for global customers.

About Dash

Dash is a managed AI teammate for small teams, built by Process Street. It automates recurring tasks like follow-ups and handoffs within Slack or Microsoft Teams, checking with humans before executing anything.

Dash is new, and the goal is to create demand where none existed before. This role focuses on demand creation, not demand capture, requiring innovation in every aspect of growth.

The role involves four interconnected parts: creating attention, producing sustaining content, converting attention into pipeline, and continuously finding new advantages.

Dash operates like a startup within a funded company. Process Street has investors, but Dash has its own small team, budget, and must earn every dollar. Success hinges on creativity, timing, partnerships, and earned attention rather than budget size.

You’ll have significant leverage. Automated production layers allow one person to produce far more content than at a manual company. Limitations will be based on what you decide to create and whether it’s good enough to ship.

Key Responsibilities

• Run stunts that earn attention. Conceive and execute campaigns that people stop for and share.
• Build launch moments. Time creative, paid push, and partner distribution to create impactful moments.
• Build creative partnerships. Source, negotiate, and close deals with creators, communities, and complementary brands.
• Invent channels. Prove new routes to an audience that doesn’t know Dash yet, using events and activations.
• Own the content calendar and output. Publish high-volume content across search, video, social, and community platforms.
• Direct the automated production layer. Brief AI agents, review outputs, and extend the system into new formats and channels.
• Own discovery in both directions. Optimize traditional search and AI-assisted discovery, engage in community and reply marketing.
• Hold the brand line. Ensure all content aligns with Dash’s distinct voice and personality.
• Convert attention into pipeline. Operate the direct marketing engine, run ad accounts, and ensure measurable paths from spend to qualified opportunities.
• Keep finding the next advantage. Maintain a prioritized experiment backlog, adopt new AI tools, mine data for insights, and track competitors.

About You

• You’ve created demand for something people weren’t looking for, and you can show what you’ve done.
• You generate ideas that travel and can differentiate them from internally-focused ideas.
• You are commercially minded, focusing on awareness that converts into pipeline.
• You maximize results from a small budget.
• You work quickly, preferring multiple experiments over perfect planning.
• You have a sharp eye for detail, spotting when AI-assisted output is off or missing the point.
• You learn new tools quickly and enjoy going deep on them.
• You are comfortable across analytics, publishing, and advertising platforms.
• You want responsibility for an outcome that is genuinely undecided.

Useful but not required:

• Experience with partnerships, influencer, or creator marketing.
• Planning and running events or activations.
• Building with AI tools, including agents, automations, and content workflows.
• Short-form video production and editing.
• Editing and copywriting.
• Marketing a product distributed through a platform ecosystem like Slack or Microsoft Teams.
• Community and conversational marketing on platforms like X, LinkedIn, or Reddit.
• A working growth stack including web and product analytics, search console, advertising platforms, CRM, and retention tooling.
• A/B testing and conversion rate optimization.
• Technical literacy to wire tools together, such as HTML, CSS, SQL, or no-code automation platforms.
• Experience taking a product to market from zero.