Head of Demand Generation & Growth

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

• Account-based growth (ABM) for named accounts

Operate ABM across three tiers of accounts with 5–7 enriched contacts per account Build a repeatable play system: targeting → air cover → multi-touch activation → conversion → nurture → acceleration Align daily/weekly with Sales and SDR leadership on account priorities and execution

• 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)

• Lifecycle nurture and pipeline acceleration

Own nurture and lifecycle programs that move buyers through long enterprise cycles

persona-based nurture stage-based objection handling re-engagement + recycling Partner with Customer Marketing on advocacy/referrals/expansion signals, while keeping Growth accountable for lifecycle performance where appropriate

• Campaign orchestration (always-on + big bets)

Own the annual/quarterly campaign calendar and execution across

multi-touch outbound support (messaging + sequences; SDRs execute within Sales) paid air cover + retargeting landing pages + conversion experiences content offers (POVs, proof cards, ROI tools) event follow-up conversion sprints (in partnership with Head of Events)

• 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

pipeline pacing vs targets channel performance and conversion rates account coverage and engagement

Key responsibilities

Own plan + pacing for

pipeline coverage opportunities sourced pipeline influenced

Build channel strategy across

LinkedIn (air cover, retargeting, Conversation Ads where appropriate) email nurture + scoring (HubSpot) web conversion (CRO) paid search (brand + limited non-brand) intent/data (RB2B + enrichment workflows)

Partner deeply with Product Marketing on

message-market fit 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

Pipeline Marketing-sourced pipeline ($) Marketing-influenced pipeline ($) Total pipeline contribution to company targets Pipeline coverage ratio (forward-looking) Funnel SQLs and SQOs created (and conversion rates) Meeting acceptance rates for Tier 1 outreach Stage conversion improvements (SQL→SQO→Closed) in partnership with Sales Efficiency Cost per SQL / cost per SQO (as applicable) Spend pacing vs plan and ROI by channel Tools & stack (you’ll help run) HubSpot (campaigns, nurture, scoring, reporting) Clay and enrichment workflows; intent (e.g., RB2B) ABM/personalization tools as needed (co-owned with Ops) Paid media platforms (LinkedIn, Google)