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)
#J-18808-Ljbffr
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)
#J-18808-Ljbffr