Demand Generation Specialist Role Specification

ControlTheory; United States; Remote; USD 83,000 - 152,000; Part time

Job summary

ControlTheory seeks a senior demand generation contractor to optimize marketing operations and pipeline infrastructure. This hands-on role builds and runs systems turning ICP awareness into meetings and deals, collaborating with founders, sales, and SDR teams.

You will shape the playbook, own attribution, nurture programs, and outbound initiatives across HubSpot, Apollo, SEO content, newsletters, and paid ads, while delivering weekly pipeline metrics.

Qualifications

• 3+ years in B2B SaaS demand generation or marketing operations, ideally at a developer tools or infrastructure company.
• Hands‑on HubSpot experience – you can build workflows, write lists, configure properties, and read attribution reports without help
• Apollo or equivalent outbound sequencing tool experience – you’ve built sequences that actually get replies from technical buyers
• Familiarity with deliverability best practices – you know what SPF/DKIM/DMARC are and have managed sender reputation
• Comfortable writing for a technical audience – you can write a cold email to a VP of Engineering that doesn’t read as corporate or AI‑generated
• Self‑directed with low need for hand‑holding – this is a contractor role, not a managed employee relationship
• Startup experience – you’re comfortable building from scratch, don’t need established playbooks, and can operate without a marketing team around you

Responsibilities

• Audit and optimize HubSpot instance – contact properties, lifecycle stages, deal pipeline, and lead scoring
• Set up full attribution tracking from first touch to opportunity, including UTM capture from paid and organic sources
• Build and maintain nurture workflows for installs, newsletter subscribers, and demo requests
• Create dashboards and weekly reporting on pipeline metrics: MQLs, SQLs, demo requests, sequence performance
• Sharpen and build up Apollo outbound sequences – email + LinkedIn, multi-touch, credible copy
• Manage and optimize lead list through Apollo and HubSpot – segment by role, company size, tool stack
• Set up deliverability infrastructure: domain warming, SPF/DKIM/DMARC, inbox rotation, bounce monitoring
• A/B test subject lines, messaging angles, and CTAs – report results weekly
• Coordinate production of targeted landing pages across content clusters
• Fill out page briefs using our template – AI-assisted for structural sections, human-written for differentiation
• Work with web team for proper publishing with schema, embeds, and internal linking
• Monitor organic performance and flag pages for updates based on data
• Build and launch bi-weekly newsletter – practical AI observability content
• Repurpose blog posts and product updates into newsletter content
• Manage list segmentation and send scheduling in HubSpot
• Propose, set up, test and manage ads programs (Reddit, Google, LinkedIn)
• Own budget reporting on CPL, CPC, conversions
• Monitor developer communities for engagement opportunities
• Draft responses to high-value threads for founder posting
• Identify sponsorship opportunities and events
• Track meetups and conferences – calendar with costs
• Coordinate content initiatives with founders for credible engagement
• Own marketing-to-sales handoff – define MQL criteria, triggers, and SDR briefings
• Brief SDR on priority accounts and inbound signals

Skills

3+ years B2B SaaS demand generation

Tech audience writing

Self-directed

Startup experience

Tools

HubSpot

Apollo

LinkedIn Sales Navigator

Deliverability best practices

Job description

We are looking for a senior demand generation contractor to optimize and accelerate our marketing operations and pipeline creation infrastructure. This is a hands‑on execution role for a confident, experienced contributor. We need someone who can build, run, and optimize the systems that turn our ICP awareness into meetings and deals.

Contract·20 hrs/week·Remote

About ControlTheory

ControlTheory builds AI-powered observability tools for engineering teams shipping AI-generated code. Our commercial product Dstl8 delivers emergent observability – automatically surfacing novel behaviors and anomalies in production before they become incidents. Our supporting open-source terminal log analysis tool Gonzo has 2,000+ GitHub stars across 30+ countries.

We target engineering‑led companies where teams are shipping AI-generated code faster than their observability can keep up.

Tagline: Move Fast – Understand Faster |Website: controltheory.com|Open source: github.com/control-theory/gonzo

The Role

We are looking for a senior demand generation contractor to optimize and accelerate our marketing operations and pipeline creation infrastructure. This is a hands‑on execution role for a confident, experienced contributor. We need someone who can build, run, and optimize the systems that turn our ICP awareness into meetings and deals.

You will work directly with the founders (CEO, CPO) and alongside sales and SDR functions. This is a foundational role – you will help build up and refine the playbook, not inherit one.

What You’ll Do

HubSpot & Marketing Operations

• Audit and optimize our HubSpot instance – contact properties, lifecycle stages, deal pipeline, and lead scoring
• Set up full attribution tracking from first touch to opportunity, including UTM capture from paid and organic sources
• Build and maintain nurture workflows for installs, newsletter subscribers, and demo requests
• Create dashboards and weekly reporting on pipeline metrics: MQLs, SQLs, demo requests, sequence performance

Outbound Sequences, LinkedIn & Apollo

• Sharpen and build up our Apollo outbound sequences – email + LinkedIn, multi-touch, technically credible copy that does not read as AI-generated
• Manage and optimize our current lead list through Apollo and HubSpot – segment by role, company size, and tool stack
• Set up deliverability infrastructure: domain warming, SPF/DKIM/DMARC, inbox rotation, bounce monitoring
• A/B test subject lines, messaging angles, and CTAs – report results weekly

Programmatic SEO Content Operations

• Coordinate production of targeted landing pages across key content clusters
• Fill out page briefs using our template – AI-assisted for structural sections, human‑written for technical differentiation sections
• Work with our web team to ensure pages are published correctly with schema markup, HubSpot form embeds, and internal linking
• Monitor organic performance and flag pages that need updating based on traffic and conversion data

Newsletter & Content Distribution

• Build and launch a bi‑weekly newsletter targeting developer and dev leader personas – practical AI observability content, not product marketing
• Repurpose blog posts, product updates, and founder insights into newsletter content
• Manage list segmentation and send scheduling in HubSpot

Paid Ads

• Propose program, set up, test and manage programs that could include Reddit, Google Ads and LinkedIn Ads
• Budget ownership: manage media spend, optimize toward demo requests and Gonzo installs
• Provide weekly reporting on CPL, CPC, and conversion rates

Developer Community & Awareness

• Monitor and surface relevant threads across key developer communities – flagging opportunities for founder engagement
• Draft responses to high‑value technical threads for founder review and posting – you write, he publishes; the voice stays authentic
• Identify and evaluate sponsorship opportunities: newsletters (e.g. TLDR DevOps, Console, Bytes), podcasts targeting engineering leaders, and developer‑focused Slack/Discord communities
• Research and track relevant meetups, developer conferences, and AI coding events – maintain a calendar of opportunities with lead times and costs
• Coordinate targeted content initiatives: identify high‑traffic developer questions on community forums where Gonzo or Dstl8 is a credible answer, and brief founders on where to engage

SDR & Sales Coordination

• Own the marketing‑to‑sales handoff–define MQL criteria, set up HubSpot task triggers for SDR follow‑up, and ensure no lead falls through the cracks
• Brief the SDR on priority accounts and inbound buying signals–page visits, email opens, form fills–so outreach is timed and contextualized

What We’re Looking For

Required

• 3+ years in B2B SaaS demand generation or marketing operations, ideally at a developer tools or infrastructure company
• Hands‑on HubSpot experience – you can build workflows, write lists, configure properties, and read attribution reports without help
• Apollo or equivalent outbound sequencing tool experience – you’ve built sequences that actually get replies from technical buyers
• Familiarity with deliverability best practices – you know what SPF/DKIM/DMARC are and have managed sender reputation
• Comfortable writing for a technical audience – you can write a cold email to a VP of Engineering that doesn’t read as corporate or AI‑generated
• Self‑directed with low need for hand‑holding – this is a contractor role, not a managed employee relationship
• Startup experience – you’re comfortable building from scratch, don’t need established playbooks, and can operate without a marketing team around you

Strong Plus

• Experience marketing developer tools, observability, or infrastructure products to engineering audiences
• Familiarity with programmatic SEO – you understand cluster architecture, thin content risk, and schema markup
• Google Ads and/or LinkedIn Ads campaign management experience
• LinkedIn Sales Navigator experience with a track record of InMail‑sourced pipeline
• Understanding of AI dev tools, developer communities, or observability concepts (you don’t need to be an engineer, but you need to hold/create/curate a credible conversation about these topics)

Working Arrangement

Hours 20 hours/week. Flexible schedule – we care about output, flexible on working hours but some overlap with Central US (Austin) will be required.

Rate Depends on experience and tool stack depth.

Contract Month‑to‑month to start. We expect this to be a 6–12 month engagement with potential to convert.

Location Fully remote. Slack connected. Weekly 30‑min check‑in with founder.

Tools provided HubSpot (existing), Apollo (existing), Sales Navigator (if needed)

Reporting to Bob Quillin, CEO/Founder