Head of Demand Generation & Growth
Liberate, San Francisco, CA, United States
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
- 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:
- stage‑based objection handling
- Partner with Customer Marketing on advocacy/referrals/expansion signals, while keeping Growth accountable for lifecycle performance where appropriate
- Own the annual/quarterly campaign calendar and execution across:
- multi‑touch outbound support (messaging + sequences; SDRs execute within Sales)
- 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:
- channel performance and conversion rates
- account coverage and engagement
Key responsibilities
- Own plan + pacing for:
- opportunities sourced
- Build channel strategy across:
- LinkedIn (air cover, retargeting, Conversation Ads where appropriate)
- web conversion (CRO)
- paid search (brand + limited non‑brand)
- Partner deeply with Product Marketing on:
- 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:
- Marketing‑sourced pipeline ($)
- Marketing‑influenced pipeline ($)
- Total pipeline contribution to company targets
- SQLs and SQOs created (and conversion rates)
- Meeting acceptance rates for Tier 1 outreach
- Stage conversion improvements (SQL→SQO→Closed) in partnership with Sales
- Spend pacing vs plan and ROI by channel
Tools & stack (you’ll help run)
- Clay and enrichment workflows; intent (e.g., RB2B)
- ABM/personalization tools as needed (co‑owned with Ops)