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Backstory (formerly People.ai) is the leading AI answers platform for sales teams, trusted by enterprise customers including Red Hat, Five9, Palo Alto Networks, and others. The company is backed by top-tier investors including Andreessen Horowitz, ICONIQ Capital, and Lightspeed Venture Partners, and is recognized by Gartner, Forrester, Y Combinator, and Forbes.
As Senior Manager of Demand Generation, you will own the full funnel from buyer discovery through pipeline conversion. This is a strategic and hands-on role reporting directly to the SVP of Marketing, with accountability for an enterprise pipeline target and responsibility for building automated systems to achieve it.
Key responsibilities include:
- Owning paid acquisition and performance marketing across paid search, paid social, display, and digital ABM, optimizing toward pipeline, CAC, and payback metrics
- Managing performance marketing agency partners and driving strong execution, creative output, and experimentation
- Leading SEO and AI-driven discovery (AEO) across Google, ChatGPT, Perplexity, Gemini, Claude, and emerging AI answer engines, including technical SEO, content strategy, and site health
- Owning Backstory's Share of Model strategy to increase brand visibility and recommendations across AI answer engines
- Building AI-powered campaign automation using tools like Clay, Make, n8n, LLM prompts, and AI creative tools to scale enrichment, personalization, and campaign execution
- Owning web performance and conversion rate optimization, continuously testing landing pages, messaging, and user experiences
- Leading lifecycle nurture and funnel optimization to improve segmentation, messaging, and conversion across the MQL → SQL → Opportunity pipeline
- Co-owning integrated campaign strategy and pipeline performance with the SVP of Marketing, aligning paid, search, content, and distribution channels
- Driving performance creative strategy in partnership with Creative and agencies
Requirements:
- 6+ years in Demand Generation or Growth Marketing at a high-growth B2B SaaS or enterprise AI startup
- Proven track record of testing and integrating cutting-edge AI software into campaign operations; deep technical fluency with modern tools (Clay, Make/n8n, LLM prompts, AI creative suites)
- Track record of owning qualified enterprise pipeline numbers and managing paid digital budgets end-to-end
- Strong experience managing paid performance, conversion rate optimization, and automated email nurture streams
- Fluency in CAC, payback periods, multi-touch attribution, and CRM/MAP reporting (Salesforce, HubSpot, Marketo)
- Ability to work cross-functionally with Product Marketing, Creative Directors, and Sales teams
- Demonstrated curiosity, collaboration, and focus on impact
