Head of Demand Generation at Guideline, Inc.

Head of Demand Generation 

About Guideline:

Guideline is reinventing retirement benefits by offering a modern 401(k) built for today’s workforce. Our mission is for everyone to arrive at a secure retirement. Since we were founded in 2015, Guideline has become one of the top three largest 401(k) providers in the country. Today, over 50,000 businesses and one million people trust Guideline with their retirement savings. 

About the role:

We’re looking for a seasoned, data-driven demand generation expert to lead our acquisition strategy at Guideline. With a proven track record of driving impactful cross-channel programs, you’ll have an opportunity to establish and scale a growth function from the ground up. 

This role oversees our direct channels, including paid digital, events, sponsorships, and out-of-home. With a builder’s mindset, the ideal candidate thrives in fast-paced, startup environments — and is able to both think strategically while getting into the details to drive quality execution. As a player-coach, you’ll manage a team and multiple agencies, while establishing a foundation that drives results.

You’ll also work closely with finance, marketing leadership, and marketing ops to hone campaign attribution and drive CAC efficiency. Both relationships and data driven, you’ll partner closely with sales to ensure leads are activated throughout the funnel. The ideal candidate will have experience in B2B demand generation, a passion for creating campaigns that resonate with our buyers, and a deep understanding of the sales process.

What you’ll work on: 

• Develop and stand-up a cross-channel demand gen function at Guideline — pulling together an integrated, impactful campaign strategy
• Establish performance KPIs, metrics, and analytics for all programs and report out to key stakeholders across the business
• Partner with sales, RevOps, and MarketingOps to iterate on our lead scoring system to ensure we’re defining and activating quality leads throughout the funnel
• Find and test new opportunities for growth, including webinars, influencers, affiliates, and sponsorships
• Own and elevate our event strategy to ensure we’re attending the right events and activating opportunities throughout the funnel 
• Partner with lifecycle to find activation opportunities within our demand base
• Develop and manage budgets and forecasts, optimizing initiatives for impact on the bottom-line
• As the in-house acquisition expert, partner with cross-functional business owners to establish growth strategies for the key markets we serve along with emerging product areas
• Lead and elevated our integrated, seasonal campaigns across all cross-functional owners 
• Build a testing strategy for digital performance marketing and CRO 
• Manage and coach a team of functional owners and agencies including paid digital, events, and out-of-home

What we’re looking for:

• At least 7 years of experience in a B2B demand gen or growth role, with at least 2 years of experience managing a team
• Ability to thrive in an agile, fast-paced startup environment 
• Excellent project management skills, with the ability to prioritize competing initiatives for themselves and their team to drive the largest impact for the business
• Proficiency in Salesforce, Looker,  and marketing automation tools 
• Demonstrated success in developing and executing multi-channel marketing strategies that have driven significant revenue growth (SEM, social, email, affiliate, partner, direct mail, out-of-home)
• Passion for translating company strategy into actionable campaigns and tactics 
• Results-oriented with experience using qualitative and quantitative metrics with a focus on revenue, conversion, sales, and other marketing goals.

The tech you’ll be working with: 

• Looker 
• Salesforce 
• Amplitude 
• Google Analytics 
• Optimizely 
• Marketing automation platforms, (e.g. SFMC, Marketo, Iterable)

More About Guideline

Everyone should have a simple, affordable way to save for retirement. At Guideline, our plans are low cost and highly automated. This makes it easy for companies to offer a valuable benefit—and easy for people to invest in their financial future with confidence.

Compensation
At Guideline, we believe compensation should be fair and equitable. We take a data-driven approach to set our compensation bands; the successful candidate’s starting pay will be determined based on job-related skills, experience, qualifications, and work location. We are always evaluating our pay zones to be as competitive as possible, so keep in mind these may be subject to change in the future.

Please speak with a recruiter for additional information regarding our tier locations and compensation philosophy.

• Metro+
• The base salary range for this position is $185,000-$205,000 annually.

• Metro
• The base salary range for this position is $170,000-$190,000 annually.

• National  
• The base salary range for this position is $170,000-$190,000 annually.

In addition to base salary, this position is eligible for equity in the form of Incentive Stock Options (ISOs).

At Guideline, base salary is just one component of the overall Total Rewards package offered to employees.  All employees are offered comprehensive benefits and perks to help support you and your family.

• Flexible time off in addition to company holidays — We observe the NYSE Holiday Calendar
• 401(k) with matching contributions — We use our own platform and match 100% of the first 3% contributed, and 50% of the next 2% (for a max employer contribution of 4%)
• 100% employer-paid healthcare, vision, and dental insurance for employees and 70% coverage for dependents
• Opt-out credit if all three plans are waived
• Eligibility to participate in Health Savings Account and Flexible Spending Accounts
• Disability and life insurance options
• Mental health benefits, including therapy and coaching through Modern Health, for employees and their dependents
• Paid parental leave for birthing and non-birthing parents
• 1 - month sabbatical after 5 years of employment
• Annual learning and development stipend — We reimburse approved professional development expenses, up to $750 per employee per year.

Guideline provides equal employment opportunities to all employees and applicants for employment without regard to race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.  Additionally, Guideline participates in the E-Verify program in certain locations, as required by law.

Guideline is an equal opportunity employer. Applicants in need of special assistance or accommodation during the interview process can reach out to [email protected].

Guideline is committed to protecting the privacy and security of the personal information of our applicants. Please refer to Guideline's Privacy Policy for information about our privacy and security practices.