Demand Generation Lead (San Francisco)

Principal Demand Generation LeadAbout Smart AccessSmart Access is the AI execution layer for supply chains. We're a Frontline Execution Platform that helps the world's largest warehouses, manufacturers, and logistics operations close the gap between defined standards and actual frontline behavior. Our system connects standards, observations, coaching, and intelligence into a single execution loop that drives consistent, measurable performance on the floor.We work with operational leaders, frontline supervisors, safety teams, and continuous improvement leaders to systematically close the execution gap — the distance between what standards say should happen and what actually happens. As supply chains adopt AI, Smart Access is positioned to become the operational intelligence layer that AI agents rely on to drive frontline action.The Company just closed a Series A funding round, marking a significant milestone in its growth journey. This is a pivotal moment to join; the team is lean, the trajectory is steep, and the roles being hired now will be foundational to how Smart Access scales. If you thrive in a high-ownership, high-impact environment and want to help build something from the ground up, this is the opportunityRole SummaryThe Demand Generation Lead owns the execution of the company's top-of-funnel and pipeline generation programs.This is a highly hands-on, individual contributor role focused on building and executing integrated demand generation campaigns that drive qualified pipeline in a targeted enterprise sales environment (e.g., large retailers, distribution and logistics operators such as Walmart and Costco).The role is execution-oriented and ideal for a strong "builder/doer" who can move quickly, run campaigns directly, partner effectively with SDRs, and improve funnel conversion performance across the customer acquisition lifecycle.This role spans campaign execution, paid acquisition, account-based marketing (ABM), funnel optimization, reporting, and marketing technology implementation, with accountability for pipeline creation, conversion efficiency, and marketing-sourced revenue contribution.Key Responsibilities1) Pipeline Generation & Campaign ExecutionBuild and execute integrated demand generation campaigns across channelsOwn top-of-funnel pipeline generation programs and supporting metricsExecute campaigns across:Paid media (Google, LinkedIn, retargeting)Content-led inboundAccount-based marketing (ABM)Events and partner eventsSDR-aligned outbound initiativesBuild campaigns tailored to enterprise buying groups and target accounts2) Funnel Performance & Conversion OptimizationOwn and optimize:MQL → SQL conversion ratesFunnel velocity and lead qualityPartner closely with SDR leadership and SDR teams to improve:Lead qualification consistencyPipeline generation performanceFollow-up effectivenessFunnel progression3) Paid Acquisition & Digital ProgramsManage and optimize paid acquisition programsMonitor campaign performance and conversion metrics across channelsMake data-driven optimization decisions to improve:Conversion ratesCost per lead (CPL)Pipeline efficiencyMarketing-attributed pipeline4) Reporting, Attribution & GTM InfrastructureBuild and scale reporting and attribution capabilitiesTrack and report on:Pipeline generatedFunnel conversion ratesCampaign performanceCPL and pipeline efficiency metricsMarketing-sourced and influenced revenueHelp establish scalable GTM infrastructure and operational processesPartner with RevOps and Finance on reporting alignment5) Technology Stack & AutomationHelp evaluate, implement, and optimize the demand generation technology stack, including:CRM platformsMarketing automation toolsPaid acquisition and analytics platformsData enrichment toolsLeverage AI tools and automation to accelerate execution, experimentation, and campaign optimization6) Cross-Functional CollaborationPartner closely with SDR leadership and SDR teamsCollaborate on:Messaging and positioningLanding pagesConversion strategyFunnel definitions and reporting consistencyCandidate ProfileExperience4–7+ years in Demand Generation, Growth Marketing, or Pipeline Generation rolesProven experience executing demand generation campaigns in B2B software environmentsExperience supporting enterprise or complex B2B sales motions preferredExperience with paid media platforms, including Google and LinkedInExperience partnering closely with SDR organizationsCore CapabilitiesStrong execution mindset with the ability to move quickly and independentlyDeep understanding of funnel metrics and conversion reportingHands-on campaign execution experience across multiple channelsComfortable operating as a high-output individual contributorStrong analytical and optimization skillsAbility to balance speed, experimentation, and operational disciplineWorking StyleBuilder/doer mentalityHigh sense of urgency and execution velocityData-driven and results-orientedCollaborative and low-egoComfortable in fast-moving, evolving environmentsSuccess Metrics (First 6–12 Months)Increased pipeline creation and funnel velocityImproved MQL → SQL conversion ratesHigher-quality engagement with enterprise target accountsImproved campaign attribution and reporting visibilityScalable integrated campaign execution motion establishedMeasurable contribution to marketing-sourced pipeline and revenueWhy This Role MattersThis role helps establish a scalable and measurable demand generation engine capable of supporting enterprise pipeline growth. Success in this role will strengthen alignment between Marketing, SDRs, and Sales, improve pipeline efficiency, enhance reporting visibility, and accelerate revenue generation in a targeted enterprise sales motion.Nice-to-Have ExperienceAccount-based marketing (ABM) campaign experienceExperience supporting logistics, supply chain, warehouse, or enterprise retail environmentsExperience using AI tools for campaign optimization, targeting, or workflow automation