Demand Generation Manager

Footprint; New York (NY); On-site; USD 110,000 - 170,000; Full time

Benefits offered by this job

Equity

Free meals

Wellness stipend

Unlimited PTO

Health/dental/vision insurance

Job summary

Footprint is building an agentic marketing platform for compliance that powers demand generation across the funnel. The role leads paid acquisition, SEO, lifecycle marketing, and measurement to drive pipeline with senior banking and fintech buyers.

You’ll own campaigns, build multi-channel programs, and craft assets that reflect a sophisticated, technical audience. This is a hands-on, fast-moving role in the NY market.

Qualifications

• 4–6 years in demand generation, growth marketing, or performance marketing.
• Proven track record driving top-of-funnel growth via paid and email programs.
• Strong project management and ability to juggle multiple programs.
• Hands-on experience building campaigns in LinkedIn and Google Ads.
• Experience creating pipeline reporting and multi-touch attribution.
• Experience marketing to a B2B audience with long sales cycles.
• Comfort with AI tools for analysis, drafting, and automation.
• Excellent written communication for briefs and analyses.

Responsibilities

• Lead paid acquisition across LinkedIn and Google Ads.
• Build SEO, content, and technical site improvements to capture inbound demand.
• Design and optimize lifecycle and email journeys.
• Drive funnel performance from ad click to booked meetings.
• Build measurement and attribution in analytics platforms.
• Manage the demand-gen budget and report to leadership.
• Collaborate with sales to ensure smooth lead handoff.

Skills

Demand generation

Growth marketing

Performance marketing

Email marketing

Project management

LinkedIn Ads

Google Ads

SEO

AEO

Tools

HubSpot

LinkedIn Campaign Manager

Google Ads

Framer

Job description

Footprint is the agentic platform that learns your compliance program and runs it end to end.

Compliance teams at banks and fintechs are drowning in financial crimes investigations. Transaction volumes are surging, regulators keep raising the bar, and the work still runs on manual review queues stitched together from legacy vendors. Percy, our agentic system, learns each team's procedures and makes the same calls their analysts would: clearing false positives, escalating real risk, writing the case narrative, and documenting every decision for audit. It cuts review workloads by 70%+.

The harder problem is underneath. Every investigation is grounded in the data sources compliance teams already trust, and every case commits to an organizational memory that compounds — so a pattern one analyst caught in March surfaces automatically in October, across KYC, EDD, sanctions, and monitoring. Whether the team is five analysts or 500, they share one brain. Every memory carries provenance. Agents propose; humans approve. That's four years of identity infrastructure sitting under the agent, and it's the part nobody can bolt on later.

We're backed by QED, Index, and Box Group, and trusted by FDIC- and OCC-regulated banks plus fintechs like Bilt, Nuvei, and MoonPay. We 5x'd revenue last year. The team is small, senior, and ships fast.

The Role

Footprint's marketing has been built from the top of the funnel down. Brand, field events, and product marketing came first, because in a new category the name buyers trust is the one they call. That work is now in motion: a new brand, a Series B, and a full calendar of industry events across the US and Europe.

That changes what the rest of the funnel has to do. A compliance leader meets us at a conference, then goes looking: Google, LinkedIn, and AI assistants like ChatGPT, before they ever book time with sales. Each of those moments either gets captured and nurtured into pipeline or gets lost. Paid search, paid social, SEO and AEO, and lifecycle email have no full-time owner today. That's this role.

You’ll build these programs from the first campaign, and you’ll inherit one real problem on day one: we invest heavily in events and brand, and we can't yet tie each one to the pipeline it produced. Closing that gap is yours. Our audience is sophisticated and discerning, so every touchpoint - an ad, an email, a landing page - has to reflect that with creativity, originality, and elegance.

We build AI agents for a living, and we expect demand gen to run that way too. You’ll work in tools like Claude and Clay every day, and when a task repeats, you’ll build the agent or automation that does it.

You’ll report directly to our VP of Marketing, Elisabeth Falvey.

What You’ll Own

• Paid acquisition. Strategy, budget, and execution across LinkedIn and Google, plus whichever channels earn a test. Our buyers are a narrow, senior audience at banks and fintechs, so targeting and creative do more work than spend. You run the campaigns yourself and decide where the next dollar goes

• Search, SEO, and AEO. Build the pages, content, and technical fixes that make Footprint the answer when a compliance leader searches for, or asks an AI assistant about, clearing an alert backlog or automating a compliance program. You set the roadmap and work with the team that builds our site to ship it

• Lifecycle and email. Design the journeys from first touch to sales conversation: nurture tracks, webinar and content programs, and re-engagement. You build them, test them, and rewrite them until they convert. Post-event follow-up belongs to our events team, and you'll have a say in it

• Funnel performance. Own conversion from ad click to landing page to booked meeting. Find where qualified buyers drop off and fix it, working with design on campaigns and pages that hold up in front of a skeptical audience

• Measurement and attribution. Build the reporting and attribution framework with analytics, starting in HubSpot, so we can say what each channel, campaign, and event contributed to pipeline. That includes brand and field programs that drive halo instead of last-click

• Budget, reporting, and sales alignment. Manage the demand gen budget and present performance and plans to leadership on a regular cadence. Run the feedback loop with sales and post-sales so targeting, messaging, and lead handoff keep getting better

Tools

HubSpot · LinkedIn Campaign Manager · Google Ads · Framer

Hands-on depth in the ad platforms matters most. The rest you can pick up.

Must-Have

• 4–6 years of experience in demand generation, growth marketing, or performance marketing - ideally in SaaS, fintech, regtech, or AI

• Proven track record of driving top of funnel growth through paid and email programs

• Outstanding project management ability - you can juggle multiple programs at different stages without dropping the ball

• You’ve personally built and tuned campaigns in LinkedIn and Google Ads, without an agency doing the hands-on work

• You’ve built pipeline reporting or attribution that leadership used to make budget decisions, and you have a view on multi-touch, self-reported, and incrementality approaches

• You’ve marketed to a B2B audience with long sales cycles, where qualified pipeline is the number that counts

• You use AI tools in your daily work to pull analysis, draft and test creative, and ship pages faster, and you can show what changed because you did

• You write well: briefs, ad copy, and analyses someone else can act on

Nice-to-Have

• Experience marketing to banks or to compliance and risk buyers. They’re a small, skeptical audience, and knowing how they evaluate vendors shortens your ramp

• An SEO or AEO program you built from the ground up. Search is a channel we’re building now, so prior reps here count for a lot

• Experience measuring events and field programs alongside paid. Events are a large part of our marketing investment, and connecting them to pipeline is one of this role’s first problems

Who You Are

• You thrive in fast-paced environments and are energized, not exhausted, by ambiguity

• You are an owner - self-directed, resourceful, and comfortable making decisions without a playbook

• You care about craft - the details matter to you, from ad copy to the follow-up email

• You are curious about AI, financial regulation, and the infrastructure that makes modern finance work

• You are collaborative, organized, and genuinely kind to the people you work with

Success Looks Like

• 90 Days: Paid and lifecycle programs are live and on a steady test cadence, and sales can see which campaigns produced which meetings. Demand gen questions get routed to you

• 1 Year: Demand gen is a predictable source of qualified pipeline with a known cost per opportunity by channel, and we can say what our events and brand investment returned

Why Join Footprint

• Massive impact, fast: You’ll work on projects that shape company direction, not analysis that gets shelved.

• Own meaningful work: From day one, you’ll have direct ownership over strategic initiatives that drive the business forward.

• Real growth opportunity: Promotion timelines depend on performance: the harder you work, the quicker you’ll get promoted.

• Winning team and culture: We’re a fast-moving, no-BS team that likes to win (and have fun doing it).

Benefits

• Generous compensation and equity packages

• Free lunch and dinner (after 7pm)

• Monthly wellness stipend

• Unlimited PTO

• Fully covered health, dental, and vision insurance

• The chance to help shape the future of internet identity and financial crime prevention