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About the Role

Fulcrum is seeking its founding Demand Generation hire to establish the pipeline engine from scratch. This role will own the top-of-funnel for both mid-market and enterprise segments, encompassing outbound campaigns, paid channels, and programs that supply the AE team with a consistent flow of qualified pipeline. It's a 0→1 builder position with the opportunity to influence the entire Go-To-Market strategy. The role involves close collaboration with RevOps on lead definitions, handoffs, and marketing operations fundamentals, and with Sales on messaging and targeting, to shape how the insurance industry learns about AI-powered software.

Responsibilities

Build and run outbound demand gen campaigns (email, LinkedIn, ABM) targeting commercial insurance brokerages
Manage paid channels (LinkedIn Ads, Google Ads/SEM, industry-specific placements) and own CAC and pipeline-contribution metrics
Own SEO strategy (technical, on-page, content/link) to build compounding organic pipeline
Monitor and optimize for AEO (answer engine optimization) in AI-driven research tools
Build a gated content program (white papers, guides, benchmark reports) to convert traffic into MQLs and feed nurture sequences
Run webinar programs that directly support AE pipeline targets
Define and instrument the MQL → SQL → S2 funnel in partnership with RevOps
Partner with Sales leadership on ICP, messaging, and campaign feedback loops
Partner with RevOps to establish marketing ops fundamentals — attribution, lead scoring, marketing automation/CRM integration — as the function scales
Report pipeline contribution and ROI directly to leadership

Requirements

An extreme level of autonomy and ownership
Strong analytical rigor; own funnel metrics and CAC/ROI reporting without hand-holding
A builder mentality across a wide channel mix (outbound, paid, SEO, content)
Comfortable as a hands-on IC with no team to delegate to initially
7+ years in B2B demand generation, ideally B2B SaaS
Track record building outbound and paid pipeline-gen programs from zero
Working knowledge of SEM/paid search platforms (Google Ads) and SEO fundamentals (technical + content)
Experience partnering directly with Sales/RevOps on lead handoff and SLAs
ABM experience across both MM and ENT segments
Experience running content-to-lead programs (gating strategy, nurture sequencing, lead scoring tie-in)
Early experience with AEO/GEO practices, or demonstrated curiosity about AI-driven search
Bonus: Insurance, insurtech, or vertical SaaS experience with complex, multi-stakeholder buyers
Bonus: Early-stage (Series A/B) experience building a marketing function from scratch
Bonus: Familiarity with marketing automation/lead scoring (HubSpot, Marketo, or similar) and Salesforce

Skills

Demand Generation
Outbound Campaigns
Paid Channels
SEO
AEO (Answer Engine Optimization)
Content Marketing
Webinar Programs
Marketing Operations
Attribution
Lead Scoring
Marketing Automation
CRM Integration
Salesforce
HubSpot
Marketo
SEM
Google Ads
LinkedIn Ads
ABM (Account-Based Marketing)
B2B SaaS

Location

San Francisco

Work Type

In-person collaboration
Full-time

Experience Level

7+ years in B2B demand generation
Founding hire
Early-stage (Series A/B) experience building a marketing function from scratch

Salary/Compensations

$160,000 - $200,000

Benefits

Meaningful equity
Full health, dental & vision
High-ownership, high-trust culture
Regular team off-sites, dinners
Office stocked for builders

About the Company

The $1.5 trillion insurance industry is powered by brokers, facing challenges with account management capacity due to manual or outsourced tasks.
Fulcrum is building an AI platform to automate insurance drudgery, saving customers time and money.
The company has achieved multiple seven figures in ARR in just over a year, serving significant portions of the top 50 brokers.
Fulcrum recently raised its Series A funding.
The team consists of experienced professionals from companies like Affirm, Uber, DoorDash, and McKinsey.
Fulcrum's philosophy emphasizes building, bias toward action, ownership, and ambition.
The company aims to build the defining AI company in the insurance industry.