Head of Demand Generation & Growth

Head of Demand Generation & Growth (ABM + Digital + Lifecycle)

About Liberate

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.

About the role

Liberate is building a modern enterprise demand engine from the ground up. As Head of Demand Generation & Growth, you will own how we generate and accelerate pipeline across named-account ABM, digital/inbound, and lifecycle nurture—working in tight lockstep with Sales, SDR leadership, RevOps, and Product Marketing.

This is a senior player-coach 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.

What success looks like

Within 6–9 months, you have a measurable, repeatable growth machine that:

• Produces meaningful marketing-sourced pipeline
• Drives clear marketing-influenced pipeline lift (higher acceptance, faster velocity, better conversion)
• Establishes trustworthy reporting on sourced vs influenced, stage conversions, and pipeline coverage
• Runs a consistent campaign calendar across the three core plays (Sales, Servicing, Claims)

What you’ll own

1) Account-based growth (ABM) for named accounts

• Operate ABM across three tiers of accounts with 5–7 enriched contacts per account
• Build a repeatable play system: targeting → air cover → multi-touch activation → conversion → nurture → acceleration
• Align daily/weekly with Sales and SDR leadership on account priorities and execution

2) Digital + inbound demand (not PLG)

• Build an always-on inbound foundation that supports ABM:
• website conversion paths
• search/SEO where relevant
• retargeting and paid social “air cover”
• intent + enrichment-driven capture
• Ensure inbound supports enterprise pipeline (quality > volume)

3) Lifecycle nurture and pipeline acceleration

• Own nurture and lifecycle programs that move buyers through long enterprise cycles:
• persona-based nurture
• stage-based objection handling
• re-engagement + recycling
• Partner with Customer Marketing on advocacy/referrals/expansion signals, while keeping Growth accountable for lifecycle performance where appropriate

4) Campaign orchestration (always-on + big bets)

• Own the annual/quarterly campaign calendar and execution across:
• multi-touch outbound support (messaging + sequences; SDRs execute within Sales)
• paid air cover + retargeting
• landing pages + conversion experiences
• content offers (POVs, proof cards, ROI tools)
• event follow-up conversion sprints (in partnership with Head of Events)

5) Measurement and growth operating cadence (co-owned with Ops/RevOps)

• Co-own the marketing measurement system with Marketing Ops + RevOps:
• definitions for MQL/SQL/SQO and pipeline created
• sourced vs influenced methodology
• dashboards the CRO and CFO trust
• Drive a weekly operating cadence:
• pipeline pacing vs targets
• channel performance and conversion rates
• account coverage and engagement

Key responsibilities

• Own plan + pacing for:
• pipeline coverage
• opportunities sourced
• pipeline influenced
• Build channel strategy across:
• LinkedIn (air cover, retargeting, Conversation Ads where appropriate)
• email nurture + scoring (HubSpot)
• web conversion (CRO)
• paid search (brand + limited non-brand)
• intent/data (RB2B + enrichment workflows)
• Partner deeply with Product Marketing on:
• message-market fit
• proof/ROI assets
• playbooks and objection handling
• Partner with Sales/SDRs:
• targets and account priorities set by Sales
• marketing provides targeting inputs, messaging, air cover, nurture, and conversion support
• Hire and lead a small high-output team and manage agencies/contractors

Metrics you’ll be accountable for

We ultimately care about revenue, and we’ll manage through leading indicators. You’ll own a dashboard and cadence tied to:

Pipeline

• Marketing-sourced pipeline ($)
• Marketing-influenced pipeline ($)
• Total pipeline contribution to company targets
• Pipeline coverage ratio (forward-looking)

Funnel

• SQLs and SQOs created (and conversion rates)
• Meeting acceptance rates for Tier 1 outreach
• Stage conversion improvements (SQL→SQO→Closed) in partnership with Sales

Efficiency

• Cost per SQL / cost per SQO (as applicable)
• Spend pacing vs plan and ROI by channel

Tools & stack (you’ll help run)

• HubSpot (campaigns, nurture, scoring, reporting)
• Clay and enrichment workflows; intent (e.g., RB2B)
• ABM/personalization tools as needed (co-owned with Ops)
• Paid media platforms (LinkedIn, Google)