Demand Generation Lead

Role Overview

As the Demand Generation Lead, you will own paid media as Addi’s merchant acquisition engine, rebuilding the SMB inbound top of funnel to drive sales and revenue growth. You will work with the sales team to define lead quality and volume, and use data to drive decision-making. The role requires a strong understanding of paid acquisition, performance marketing, and funnel measurement.

What You Will Do

Your responsibilities will include restoring paid inbound lead volume, significantly reducing cost per acquired merchant, and raising paid lead form completion. You will also build one measured funnel from impression to first origination, and open new acquisition channels beyond Google and Meta.

Why It Might Be a Fit

The ideal candidate will have proven experience owning a paid acquisition number and moving it, with a strong background in performance marketing, paid acquisition, and demand generation. They will be able to state the starting value, ending value, and specific changes that moved a named metric, and have hands-on ability to run performance channels.

Requirements

• 5 to 8 years of experience in performance marketing, paid acquisition, or demand generation
• Proven experience owning a paid acquisition number and moving it
• Hands-on ability to run performance channels
• Ability to audit an account and find configuration errors
• Full-funnel measurement, not just cost per lead
• Ability to connect ad spend to qualified lead, approval, signed account, and first transaction
• Ability to set up or audit tracking (GTM, GA4, UTMs, CRM attribution)
• Basic SQL or ability to work directly with a warehouse and dashboards
• Ability to design geo holdouts or on/off tests and separate real lift from what organic would have brought anyway
• Ability to explain an attribution model to a non-technical stakeholder and defend a result that contradicts expectations
• Ability to negotiate scope and fees with agencies and partners
• Ability to work with sales feedback on lead quality to change targeting, not to defend the campaign
• Ability to run creative and landing tests and name what won and why
• Ability to use AI fluency daily for creative variants, audience research, campaign QA, and reporting

Benefits

• Competitive compensation
• Meaningful ownership
• Benefits that go beyond the basics to support growth

Tagged as: Attribution Modeling, Google Analytics, SQL