Principal Demand Generation Lead

About Smart Access

Smart Access is the AI execution layer for supply chains. We're a Frontline Execution Platform that helps the world's largest warehouses, manufacturers, and logistics operations close the gap between defined standards and actual frontline behavior. Our system connects standards, observations, coaching, and intelligence into a single execution loop that drives consistent, measurable performance on the floor.

We work with operational leaders, frontline supervisors, safety teams, and continuous improvement leaders to systematically close the execution gap — the distance between what standards say should happen and what actually happens. As supply chains adopt AI, Smart Access is positioned to become the operational intelligence layer that AI agents rely on to drive frontline action.

The Company just closed a Series A funding round, marking a significant milestone in its growth journey. This is a pivotal moment to join; the team is lean, the trajectory is steep, and the roles being hired now will be foundational to how Smart Access scales. If you thrive in a high-ownership, high-impact environment and want to help build something from the ground up, this is the opportunity

Role Summary

The Principal Demand Generation Lead owns the execution of the company’s top-of-funnel and pipeline generation programs.

This is a highly hands-on, individual contributor role focused on building and executing integrated demand generation campaigns that drive qualified pipeline in a targeted enterprise sales environment (e.g., large retailers, distribution and logistics operators such as Walmart and Costco).

The role is execution-oriented and ideal for a strong “builder/doer” who can move quickly, run campaigns directly, partner effectively with SDRs, and improve funnel conversion performance across the customer acquisition lifecycle.

This role spans campaign execution, paid acquisition, account-based marketing (ABM), funnel optimization, reporting, and marketing technology implementation, with accountability for pipeline creation, conversion efficiency, and marketing-sourced revenue contribution.

Key Responsibilities

1) Pipeline Generation & Campaign Execution

• Build and execute integrated demand generation campaigns across channels
• Own top-of-funnel pipeline generation programs and supporting metrics
• Execute campaigns across:
• Paid media (Google, LinkedIn, retargeting)
• Content-led inbound
• Account-based marketing (ABM)
• Events and partner events
• SDR-aligned outbound initiatives
• Build campaigns tailored to enterprise buying groups and target accounts

2) Funnel Performance & Conversion Optimization

• Own and optimize:
• MQL → SQL conversion rates
• Funnel velocity and lead quality
• Partner closely with SDR leadership and SDR teams to improve:
• Lead qualification consistency
• Pipeline generation performance
• Follow-up effectiveness
• Funnel progression

3) Paid Acquisition & Digital Programs

• Manage and optimize paid acquisition programs
• Monitor campaign performance and conversion metrics across channels
• Make data-driven optimization decisions to improve:
• Conversion rates
• Cost per lead (CPL)
• Pipeline efficiency
• Marketing-attributed pipeline

4) Reporting, Attribution & GTM Infrastructure

• Build and scale reporting and attribution capabilities
• Track and report on:
• Pipeline generated
• Funnel conversion rates
• Campaign performance
• CPL and pipeline efficiency metrics
• Marketing-sourced and influenced revenue
• Help establish scalable GTM infrastructure and operational processes
• Partner with RevOps and Finance on reporting alignment

5) Technology Stack & Automation

• Help evaluate, implement, and optimize the demand generation technology stack, including:
• CRM platforms
• Marketing automation tools
• Paid acquisition and analytics platforms
• Data enrichment tools
• Leverage AI tools and automation to accelerate execution, experimentation, and campaign optimization

6) Cross-Functional Collaboration

• Partner closely with SDR leadership and SDR teams
• Collaborate on:
• Messaging and positioning
• Landing pages
• Conversion strategy
• Funnel definitions and reporting consistency

Candidate ProfileExperience

• 4–7+ years in Demand Generation, Growth Marketing, or Pipeline Generation roles
• Proven experience executing demand generation campaigns in B2B software environments
• Experience supporting enterprise or complex B2B sales motions preferred
• Experience with paid media platforms, including Google and LinkedIn
• Experience partnering closely with SDR organizations

Core Capabilities

• Strong execution mindset with the ability to move quickly and independently
• Deep understanding of funnel metrics and conversion reporting
• Hands-on campaign execution experience across multiple channels
• Comfortable operating as a high-output individual contributor
• Strong analytical and optimization skills
• Ability to balance speed, experimentation, and operational discipline

Working Style

• Builder/doer mentality
• High sense of urgency and execution velocity
• Data-driven and results-oriented
• Collaborative and low-ego
• Comfortable in fast-moving, evolving environments

Success Metrics (First 6–12 Months)

• Increased pipeline creation and funnel velocity
• Improved MQL → SQL conversion rates
• Higher-quality engagement with enterprise target accounts
• Improved campaign attribution and reporting visibility
• Scalable integrated campaign execution motion established
• Measurable contribution to marketing-sourced pipeline and revenue

Why This Role Matters

This role helps establish a scalable and measurable demand generation engine capable of supporting enterprise pipeline growth. Success in this role will strengthen alignment between Marketing, SDRs, and Sales, improve pipeline efficiency, enhance reporting visibility, and accelerate revenue generation in a targeted enterprise sales motion.

Nice-to-Have Experience

• Account-based marketing (ABM) campaign experience
• Experience supporting logistics, supply chain, warehouse, or enterprise retail environments
• Experience using AI tools for campaign optimization, targeting, or workflow automation