Head of Demand Generation - SLG

SaaS Labs, Inc; Bengaluru; On-site; INR 4,000,000 - 6,500,000; Full time

Job summary

SaaS Labs, Inc. in Bengaluru is seeking a Head of Demand Generation to architect and own the pipeline engine across SMB, Mid-Market, and Commercial segments.

You’ll partner with CROs, BDR leads, and regional sales managers to deliver a measurable demand motion and a sourced pipeline target. You'll build the outbound engine, optimize CAC, and drive integration-ready campaigns that account executives can execute.

Qualifications

• Built demand generation programmes from scratch in a lean, high-growth environment.
• 8+ years of professional experience in B2B SaaS demand generation and growth marketing.
• Experience running field events end to end and measuring sourced pipeline.
• Managed a demand budget with accountability for spend efficiency and ROI.
• Collaborated with sales, RevOps, and product teams to align motion across orgs.
• Familiarity with attribution wiring across funnel using HubSpot/Salesforce.

Responsibilities

• Own sourced pipeline across SMB to Commercial, setting targets and motion.
• Scale outbound engine with ICP segmentation and intent-led targeting.
• Drive PLG-to-SLG motion converting self-serve into sales opportunities.
• Translate revenue goals into campaigns BDRs and AEs can execute.
• Run field events end to end with follow-up and pipeline measurement.
• Build partner-led demand through co-marketing and resellers.
• Use RevOps data to drive decisions and ensure spend accountability.

Skills

Demand generation

Growth marketing

ABM

Campaign planning

Pipeline management

CAC optimization

Tools

HubSpot

Salesforce

Job description

Why this role exists

Most demand gen functions optimize for leads. We're building JustCall's demand engine to optimize for pipeline - sourced, qualified, and ready for Sales to close. As we scale from $40M to $100M ARR, the difference between winning and stalling is whether Marketing can generate demand that converts, not just traffic that looks good in a dashboard.

We need a Head of Demand Generation who can sit across the table from a CRO, a BDR lead, or a regional sales manager - and walk out with a campaign plan, a sourced pipeline target, and a motion that AEs can actually execute against. Someone who builds the outbound engine, and treats CAC efficiency as a personal metric.

What you'll actually do

• Own sourced pipeline across SMB, Mid-Market, and Commercial segments - setting targets, building the motion, and being accountable for what enters the funnel.

• Build and scale the outbound engine through ICP segmentation, account scoring, and intent-led targeting - in tight partnership with BDRs and Sales.

• Drive the PLG-to-SLG motion - converting high-intent self-serve users into sales opportunities without disrupting the product-led flywheel.

• Translate revenue goals into integrated campaigns that BDRs and AEs can execute effectively - not just marketing initiatives that look good in isolation.

• Run field events end to end - speaker selection, venue, pre-event outreach, post-event follow-up, and sourced pipeline measurement.

• Build partner-led demand as a scalable growth channel - co-marketing, integration partner activation, and reseller enablement.

• Use RevOps data to drive decisions and execution - wiring attribution cleanly and making spend accountability non-negotiable.

What we're looking for

• Built demand generation programmes from scratch in a lean, high-growth environment - you're a builder, not an inheritor of mature playbooks.

• 8+ years of professional experience in B2B SaaS demand generation and growth marketing.

• Run field events end to end - from speaker selection to post-event Sales follow-up and sourced pipeline measurement.

• Managed a demand budget with full accountability for spend efficiency, CAC, and pipeline ROI.

• Operated in B2B SaaS selling to sales, revenue ops, or customer-facing teams - you understand the pain JustCall solves.

• Worked with HubSpot, Salesforce, or equivalent - and know how to wire attribution cleanly across the funnel.

Edges that help

• You've run ABM programmes with coordinated outbound, field, and digital touches across named accounts.

• You've operated in a competitive SaaS category - UCaaS, CCaaS, Sales Engagement, or adjacent - and know how to win mind-share in a crowded market.

• You've localised demand programmes across multiple geos without losing strategic coherence.

• You've built partner-led demand - co-marketing, integration partner activation, or reseller enablement - as a meaningful pipeline source.

• You've used intent data platforms - 6sense, Bombora, G2 Buyer Intent - to sharpen outbound and ABM prioritisation.

How we work

• Outcomes over activity. We measure demand gen impact by sourced pipeline, CAC efficiency, and conversion to closed revenue - not MQLs generated.

• High ownership from day one - you'll build the demand engine, not inherit a finished one.

• Fast cycles, real ambiguity, and the expectation that you bring both creative instinct and analytical rigor to every campaign.

The bigger picture

JustCall is SaaS Labs' flagship product - used by 6,000+ businesses across 70+ countries to run their customer conversations. We're backed by Peak XV and Base10 Partners, have crossed $40M ARR, and are building toward $100M with the team, the product, and the infrastructure to get there.

If this is the role you've been waiting to find - let's talk.

SaaS Labs takes pride in being an equal opportunity employer. We believe diverse teams build better products, which is why we're committed to making hiring or any employment decision regardless of race, colour, religion, national origin, age, sex, marital status, ancestry, disability, genetic information, veteran status, gender identity, sexual orientation, or any other characteristic.