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)