Growth and Demand Generation Manager

We're looking for a Growth & Demand Generation Manager to own our demand engine end-to-end and build a predictable, scalable pipeline for Shelf. This is not a "run the playbook" role. This is a role for someone who creates the playbook, wires it together with automation and AI, and has strong startup experience.

You will own momentum across the entire funnel — awareness, engagement, lead creation, pipeline acceleration, and revenue impact. You will automate everything that can be automated, experiment constantly, challenge assumptions, and bring new growth opportunities to life. If you thrive in fast-moving environments, love shipping ideas quickly, and get energy from seeing direct impact on the business, this role is for you.

We want a growth hacker who operates like a one-person growth engineering team: someone who blends creativity, data, automation, and grit. Someone who reaches for Zapier, n8n, Clay, and AI tooling before reaching for headcount. Someone who rolls up their sleeves, moves fast, and takes real ownership of outcomes.

• Own the entire demand generation engine — from first touch to qualified pipeline.
• Design and execute strategies that drive consistent inbound and outbound lead flow.
• Take full accountability for pipeline impact and contribution to revenue.
• Maintain constant momentum across the funnel by identifying and removing bottlenecks, and automating anything that slows velocity.

• Architect and operate a connected marketing stack using tools like Clay, HockeyStack, Zapier, n8n, Lemlist, and Pardot to automate lead enrichment, routing, scoring, and nurture.
• Build and maintain the MarOps workflows that move leads through the funnel — lead scoring, routing, nurture, and sales handoff — improving conversion rates and reducing time-to-contact.
• Use AI and automation to compress cycle times — faster list building, faster personalization, faster handoffs, faster reporting.
• Build workflows that let a small team move like a big one: data flowing automatically between CRM, enrichment, outbound, attribution, and analytics with minimal manual touch.
• Treat the stack as a product you're always shipping to — identify friction, automate it away, measure the lift.

• Develop and execute multi-channel demand generation programs that drive awareness, engagement, and conversion across digital, events, and content marketing.
• Own and optimize paid and organic channels including email, content syndication, search, social, partnerships, and community to fuel inbound pipeline growth.
• Launch and refine account-based marketing (ABM) strategies — powered by enrichment and intent data — to engage high-value accounts and drive meaningful conversations with target buyers.

• Experiment with creative, unorthodox approaches and tools to demand gen — if there's a standout way to drive impact, we want you to find it.
• Bring fresh ideas to the table every day and move quickly from idea → test → learn → iterate.
• Treat everything as an experiment: measure results, double down on what works, and stop what doesn't.

• Partner closely with Sales, Marketing, and Product to create compelling messaging and content that resonates with technical audiences.
• Help shape campaigns and narratives that create tension, speak to real customer pain, and genuinely serve our audience — delivering real value while still driving pipeline impact.

• Analyze and report on campaign and funnel performance, ensuring we're investing in high-impact initiatives.
• Own website conversion rate optimization and traffic to ensure our digital presence drives real engagement and pipeline growth.
• Build dashboards and insights (HockeyStack or equivalent) that make performance clear, visible, and actionable across the business.
• Deliver clear, regular reporting to marketing, sales, and leadership — translating funnel data into decisions, not just charts.

• Bring urgency and energy to the role — you don't wait for direction, you create it.
• Operate with a founder's mindset: resourceful, accountable, and relentlessly focused on impact.
• Take pride in going above and beyond to drive results.

• A track record of Startup Experience 
• Experience owning pipeline, not just contributing to activity.
• Hands-on fluency with marketing automation and workflow tools — Zapier, n8n, Clay, HockeyStack, Lemlist, Pardot/HubSpot/Marketo, or equivalents. You've built multi-step workflows, not just used templates.
• Comfort using AI tools (LLMs, agents, enrichment APIs) to accelerate research, copy, list-building, and reporting — and an instinct for what should be automated vs. done by hand.
• A data-driven mindset, with experience in marketing analytics, attribution, and funnel optimization.
• A creative, unorthodox approach to demand generation — you test fast and iterate often.
• Strong cross-functional collaboration skills, especially with sales, product marketing, and engineering teams.
• A true "get it done" operator who thrives in fast-paced, scrappy startup environments.
• If based in New York City, you are comfortable with the expectation to be in the NYC office three days per week.

Quality: We hold an uncompromising standard for craftsmanship. Everything you produce should be exceptional and thoughtfully executed.

Momentum: Progress matters. We expect continuous forward movement and proactive ownership of outcomes.

Accountability: Everyone takes responsibility beyond their job description. Clear expectations and candid feedback are core to how we operate.

Hard Work: We are building something difficult and meaningful. That requires sustained effort, commitment, and mutual support.

Learning Agility: Curiosity, humility, and continuous learning are essential in a rapidly evolving space.

Adapt and Thrive: Discomfort is part of growth. We embrace change and see challenges as opportunities.

Win Together: We succeed as a team. Candor, trust, and collective ownership define how we work.