Head of Demand Generation

411locals; United States; Remote; USD 150,000 - 230,000; Full time

Benefits offered by this job

100% Remote

Job summary

411locals is seeking a hands-on Head of Demand Generation to own the inbound engine for SMBs in the home service industry. You will craft, price, and launch high-converting offers, build funnels, and drive a steady pipeline of qualified leads directly to the sales team.

You will manage pricing strategy, landing pages, and ad campaigns with AI-assisted workflows to accelerate testing and scale winning programs, while collaborating with CRO and phone sales to close opportunities.

Qualifications

• At least 5+ years hands-on experience building inbound digital marketing engines.
• Proven track record packaging commercial offers for B2B/SMB buyers.
• Strong data-driven approach to optimizing ROAS and lead flow.

Responsibilities

• Own the end-to-end inbound engine from pricing to landing pages and ad execution.
• Design and optimize hyper-targeted SMB offers and campaigns.
• Build high-volume inbound qualified leads for the sales team (CRO/phone sales).
• Lead AI-enabled workflows to generate ad copy and campaign calendars.

Skills

Inbound marketing

Demand generation

Pricing strategy

Campaign design

Data-driven optimization

Tools

ChatGPT

Claude

Funnel-building platforms

Landing page builders

Performance analytics

Job description

Head of Demand Generation (SMBs, Home Service Industry) I Competitive Base + Performance-Tied Revenue Share II Remote

Why Consider This Role?

This role offers true building autonomy. As our Head of Demand Generation, you will have complete ownership over crafting, packaging, and launching high-converting inbound engines for specific SMB trade verticals (such as paid media advertising for contractors and home services). Instead of managing external agencies or sitting in strategic advisory meetings, you will directly architect irresistible commercial offers, build conversion funnels, and drive qualified top-of-funnel leads straight to our closing team.

The Mandate

We are looking for a battle-tested, hands-on Head of Demand Generation to act as the primary architect of our inbound customer acquisition engine.

Reporting directly to executive leadership, you will turn our core digital advertising services into tailored commercial packages for high-value SMB verticals. You will own the full inbound campaign lifecycle—from pricing strategy and offer hooks (e.g., trial offers, performance guarantees) to landing page creation and ad execution—delivering a high-volume pipeline of qualified SMB leads directly into the hands of our outbound sales team.

What You Will Own

1. Niche Commercial Packaging & Offer Strategy

Vertical Offer Design: Package core digital services into hyper-targeted, irresistible offers for specific SMB trade niches (e.g., concrete contractors, home services).

Pricing & Positioning Mechanics: Develop high-converting pricing tiers, positioning frameworks, and promotional campaign hooks that resonate with small business owners.

2. Inbound Pipeline & Funnel Architecture

End-to-End Funnel Building: Design, build, and optimize complete inbound acquisition engines, including landing pages, digital ad campaigns, and campaign creative.

Top-of-Funnel Lead Engine: Generate a predictable, high-volume flow of qualified inbound sales inquiries, handing warm leads directly to our CRO and phone sales team to pitch and close.

3. AI Automation & Rapid Experimentation

Daily AI Workflows: Deploy modern AI tools (ChatGPT, Claude) to rapidly generate ad copy, build campaign calendars, refine positioning, and iterate messaging.

Data-Driven Optimization: Monitor cost per qualified opportunity, lead conversion rates, and campaign return on ad spend (ROAS) to continuously scale winning campaigns.

What We Expect

Proven GTM Execution: 5+ years of hands-on experience building inbound digital marketing engines, packaging commercial offers, and driving B2B/SMB customer acquisition.

Quantifiable Lead Output: A documented track record of launching niche commercial offers that resulted in high-volume, qualified inbound lead flow.

Technical & AI Proficiency: Daily expertise using modern AI workflows, funnel-building platforms, and performance marketing analytics.

High-Ownership Builder: An operator who builds, writes, sets up tracking, and executes directly—without relying on sub-teams or external agencies.

Why Top Talent Makes the Move

Pure Building Autonomy: Full freedom to design, test, and deploy inbound campaigns without agency friction or slow approval layers.

Direct Revenue Impact: Clear, visible ownership where your campaigns directly power the sales pipeline and commercial growth.

Competitive Compensation: Competitve base salary plus performance bonuses tied directly to qualified inbound lead volumes.

100% Remote: Flexible, asynchronous workflow designed for high-performing builders.