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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 to deliver a consistent flow of qualified pipeline to the Sales team. It's a 0→1 builder position with the opportunity to influence the company's go-to-market strategy. The role involves close collaboration with RevOps on lead definitions and marketing operations, 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) for 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

Requirements

An extreme level of autonomy and ownership
Strong analytical rigor; you 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
MQL → SQL → S2 Funnel
ICP (Ideal Customer Profile)
Messaging
Marketing Operations
Attribution
Lead Scoring
Marketing Automation
CRM Integration
B2B SaaS
SEM
Google Ads
ABM
HubSpot
Marketo
Salesforce

Location

San Francisco

Work Type

In-person collaboration
Full-time

Experience Level

7+ years in B2B demand generation
Early-stage (Series A/B) experience

Salary/Compensations

Competitive salary

Benefits

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

About the Company

The $1.5 trillion insurance industry is powered by brokers. Account managers are constantly pulled in multiple directions—keying information into systems, chasing documents, doing mundane work—rather than focusing on the client interactions that actually matter.
We're building an AI platform to automate this insurance drudgery.
Our platform already saves customers thousands of hours and millions of dollars every year.
We have deep penetration within enterprise brokerages and genuinely enjoy making our customers' lives better.
We just raised our Series A and are just getting started.
Rocket-ship growth. We’ve achieved multiple seven figures in ARR in just over a year, serving large enterprise clients including 30% of the top 50 brokers in the country.
Extreme ownership. You’ll work directly with enterprise users and ship end-to-end products that save them hours every week.
Bleeding-edge problems, real impact. Tackle tough AI and product challenges whose wins show up immediately in customer workflows.
In-person collaboration. Join a lean, staff-level team (ex-Affirm, Uber, DoorDash, McKinsey) working side-by-side in San Francisco; we believe the best ideas are fostered in an in-person environment.
Top-of-market rewards. Competitive base salary plus meaningful founding-team equity.
Builders at heart. You don't wait for a process to exist—you create it, refine it, and own it.
Bias toward action. You have an internal sense of urgency. You'd much rather get something done today than tomorrow.
Owners, not renters. You treat the company's money and decisions like your own. You hold yourself accountable to outcomes, not just outputs.
Ambitious about the opportunity. You're excited about building the defining AI company in the insurance industry—and you understand that great finance is a competitive advantage.