B2B Demand Generation Leader
Posted Updated
Description
About airSlate
airSlate is a global SaaS technology company that develops no-code workflow automation, electronic signature, and document management solutions. Our award-winning products - SignNow, pdfFiller, DocHub, altaFlow, Instapage, and US Legal Forms - serve over hundreds of millions of users and more than one million customers worldwide, helping organizations of every size digitize processes, improve efficiency, and transform how they work.
We’re in an exciting phase of growth and transformation, with teammates in more than 20 countries across three continents and main hubs in the United States, Poland, Ukraine and Philippines.
At airSlate, we’re building value for customers and a culture where growth and innovation go hand in hand. We’re looking for people eager to shape products, scale a company, and thrive in a fast-moving environment.
As our first B2B Demand Generation Leader, you'll build the function from the ground up: define the strategy, choose the tech stack, and create the repeatable pipeline machine that scales signNow and AltaFlow B2B revenue. You'll inherit an existing sales motion, established brands, and a self-service customer base of millions - your job is to accelerate what's already working, not prove a concept.
This is a greenfield mandate with a real commercial foundation beneath it. If you've built before, you'll know how rare that combination is.
Salary range: $180,000/yr — $220,000/yr
What you'll work on:
- Build and lead airSlate’s B2B demand-generation function and team across the portfolio, initially prioritizing SignNow and AltaFlow.
- Design and execute integrated ABM, lead-generation and nurture programs for SMB, mid-market and selected enterprise buyers.
- Jointly set MQL, sourced-pipeline and funnel-conversion targets with Sales, RevOps and each BU, and own delivery against them.
- Define and continually improve target-account selection, qualification, lead scoring, routing, handoff and follow-up SLAs with Sales and RevOps.
- Partner with GTM Leaders, PMMs and Campaign Strategy to translate ICP, positioning and business priorities into campaigns and sales-ready assets.
- Instrument attribution and report conversion from demand source through sales-accepted opportunity; optimize by campaign, source, segment and product.
- Assess current people, processes and technology; redeploy and hire talent as appropriate, and build repeatable operating cadences with Marketing Ops, Data and the CIO.
Requirements:
- 8–12+ years in B2B demand generation, including direct experience building and scaling a function from an early stage; B2B SaaS experience required.
- Demonstrated record of producing measurable sourced pipeline for sales-assisted SMB/mid-market motions through ABM, lead generation and nurture.
- Proven ability to operate as a peer to Sales and RevOps and to define, defend and improve MQL criteria, scoring, routing, handoffs, SLAs and pipeline commitments.
- Hands-on builder and people leader who can personally design and run programs before the team is fully staffed, then recruit, coach and scale the organization.
- Strong command of modern MarTech/RevOps systems, attribution and funnel analytics; able to partner on stack and data architecture without depending entirely on others.
- Comfortable in a multi-product, multi-BU environment with differing GTM motions; PLG-to-sales-assisted experience strongly preferred.
- Strong customer and market orientation, executive communication and fluent English; U.S. location preferred, or Western Europe with meaningful U.S. customer exposure and Eastern Time overlap. Regular travel expected.
- Bachelor’s degree or equivalent relevant professional experience. Document/workflow software experience is a plus.
What we offer
Flexible working environment - Our teams operate across the globe. We value in‑person collaboration in our hubs, but we also embrace remote and hybrid working. You can work from one of our offices in the United States, Poland, Romania or Ukraine, or remotely from many countries.
Competitive compensation and stock options - We offer salaries that reflect local market conditions and experience, plus a performance-based bonus system and stock options so you share in the company’s growth.
Professional growth and learning - We invest in your development through courses, conferences, and access to learning resources. We encourage career growth and internal mobility, supporting teammates who want to explore new opportunities within airSlate.
Health and well‑being - We provide comprehensive benefits tailored to each country, including health coverage, wellness programmes and access to fitness options. We also dedicate quarterly company-wide Mental Health Days, when everyone takes time off to rest and recharge.
Family‑friendly culture - Family life is part of who we are, and we embrace it in many forms. From flexibility for parents to our airSlate Junior Club for kids, to company-wide family days and our pet-friendly approach, we’re committed to making work and life easier to balance.
Giving back - We support charitable initiatives around the world through the airSlate Care programme. Our current focus includes humanitarian aid in Ukraine and other regions, matching employee donations and supporting causes chosen by our teams.
Open communication - We encourage transparent dialogue at all levels. From team discussions to company-wide Q&A sessions with our CEO, we make sure everyone has the chance to be heard and to influence how we grow.
It is airSlate's policy to comply with all applicable equal employment opportunity laws by making all employment decisions without unlawful regard or consideration of any individual’s race, religion, ethnicity, color, sex, sexual orientation, gender identity or expressions, transgender status, sexual and other reproductive health decisions, marital status, age, national origin, genetic information, ancestry, citizenship, physical or mental disability, veteran or family status or any other basis protected by applicable national, federal, state, provincial or local law. airSlate's policy prohibits unlawful discrimination based on any of these impermissible bases, as well as any bases or grounds protected by applicable law in each jurisdiction. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. airSlate is pleased to provide such assistance and no applicant will be penalized as a result of such a request. Pursuant to relevant law, where applicable, airSlate will consider for employment qualified applicants with arrest and conviction records.
Read our Recruitment Privacy Notice to Learn how we process your personal information.
Skills
As published by lever · 10 questions · 3 written answers
Basics
Resume/CV, Full name, Email, Phone, Current location, Current company, LinkedIn URL, Twitter URL, GitHub URL, Portfolio URL, Other website, What is your age range?, I identify my ethnicity asSelect all that apply, What gender do you identify as?
Short answers (1)
- What are your salary expectations?
Pick from a list (6)
- I have read and understood airSlate's Recruitment Privacy Notice optional
- For the recruitment process, we use Metaview, a tool for recruitment feedback that connects to the call and records a video. We ask for your consent for using this tool during your recruitment process. The video would be used exclusively by airSlate and would not be shared with anyone outside airSlate. Upon your request, we will delete it.
- Pay Period optional
- Currency optional
- What was the typical annual contract value (ACV) of the customers you were generating demand for in your most recent role?
- Have you ever built a B2B demand generation function from scratch — meaning joined a company or business unit where no structured demand gen program existed before you?
Written answers (3)
- Do you require any reasonable adjustments or accommodations during the recruitment process? optional
- In your most impactful demand gen role: what was the monthly inbound volume when you started, and what did you take it to?
- What was the outbound motion when you joined that same role - volume, structure, or lack thereof? What did you build or change, and what was the measurable outcome?