Senior Program Manager, Demand Generation

Relativity; Kansas; Hybrid; USD 128,000 - 192,000; Full time

Job summary

Relativity, the leading legal data intelligence company, has integrated Gavel and now seeks a solo marketer to own demand generation for Gavel Workflows and Gavel Exec. This hybrid role drives trials and demos, owns strategy, tech stack, channels, and reporting.

You will build a playbook and partner with leadership to optimize pipeline, CAC, ACV, and LTV across both products. You will also lead content, SEO, and automation initiatives, collaborating with engineering and data teams to translate

Qualifications

• 7–10 years in demand generation, growth marketing in a B2B SaaS company.
• Solo or near-solo marketer who owned strategy and outcomes, not just execution.
• Hands-on paid ownership: managed campaigns, budget and bid decisions, conversion tracking.
• Strong HubSpot proficiency across sequences, workflows, lifecycle management, and reporting.
• Experience designing and executing SEO or content programs with measurable pipeline impact.
• Comfortable working cross-functionally with engineering and data teams to build marketing infrastructure and translate data into investment recommendations.
• AI fluency: uses AI tools to build automations, produce content, analyze data, and move faster than a team of one.
• Strong written communication: writes copy, briefs, and strategic recommendations.

Responsibilities

• Define the demand generation strategy across both products and own the outcomes: trials, demos, CAC, ACV, LTV.
• Own and optimize paid search and paid social campaigns across Google Ads, Microsoft Ads, Meta, LinkedIn, Reddit, and OpenAI.
• Advise leadership on funnel health, channel ROI, and investment prioritization.
• Identify, build, and run experiments and big bets to drive step-change growth, from hypothesis to execution and reporting.
• Own our Webflow site: strategy, page edits, CMS updates, and new page launches.
• Define and drive the SEO and AEO content strategy, including the competitor comparison hub and LLM citation visibility program.
• Run editorial operations for two founder Substacks and bi-weekly newsletters.
• Oversee contractors for SEO/AEO execution and social content production.
• Own HubSpot as the system of record: contact management, lifecycle stages, routing logic, and lead flow.
• Design and build onboarding, nurture, sales, and marketing email sequences across both products.
• Partner with sales and customer success on pipeline content, outbound sequences, competitive assets, and retention communications.
• Maintain and evolve the marketing attribution model, including cross-functional work with engineering to connect pre-signup session data to revenue outcomes.
• Translate data from BigQuery, Looker, HubSpot, GA4, and Google Sheets into clear recommendations for leadership.
• Own the full martech stack and build AI workflows and automations across your workflow.

Skills

Content Strategy

Demand Generation

HubSpot CMS

Marketing Attribution

SEO

Paid Search

Sales Enablement

AI in Marketing

Job description

Job Overview

Gavel has been acquired by Relativity, the leading legal data intelligence company. Gavel currently operates as a standalone product line within Relativity, offering two products: Gavel Workflows, a legal document automation platform for law firms, and Gavel Exec, an AI contract review and drafting tool for in‑house legal teams and transactional attorneys.

Posting Type

Hybrid

This role owns all inbound demand generation and marketing‑led outbound for both products, driving free trials and demo requests across the full funnel. In the near‑term, you will be the only dedicated marketer on the Gavel team: building and running the playbook. You will own the strategy, the tech stack, the channels, and the reporting, and you will advise the CEO and cross‑functional leadership on where to invest and why. This is a high‑autonomy role for someone who has operated as a solo marketing function before, thinks in systems, and holds themselves accountable to pipeline and revenue outcomes.

Role Responsibilities

Demand Generation and Pipeline

• Define the demand generation strategy across both products and own the outcomes: trials, demos, CAC, ACV, LTV
• Own and optimize paid search and paid social campaigns across Google Ads, Microsoft Ads, Meta, LinkedIn, Reddit, and OpenAI
• Advise leadership on funnel health, channel ROI, and investment prioritization
• Identify, build, and run experiments and big bets to drive step‑change growth, from hypothesis to execution and reporting

Website, Content, and SEO

• Own our Webflow site: strategy, page edits, CMS updates, and new page launches
• Define and drive the SEO and AEO content strategy, including the competitor comparison hub and LLM citation visibility program
• Run editorial operations for two founder Substacks and bi‑weekly newsletters
• Oversee contractors for SEO/AEO execution and social content production

CRM, Email, and Lifecycle

• Own HubSpot as the system of record: contact management, lifecycle stages, routing logic, and lead flow
• Design and build onboarding, nurture, sales, and marketing email sequences across both products
• Partner with sales and customer success on pipeline content, outbound sequences, competitive assets, and retention communications

Analytics, Attribution, and Operations

• Maintain and evolve the marketing attribution model, including cross‑functional work with engineering to connect pre‑signup session data to revenue outcomes
• Translate data from BigQuery, Looker, HubSpot, GA4, and Google Sheets into clear recommendations for leadership
• Own the full martech stack and build AI workflows and automations across your workflow

What We Are Looking For

• 7 to 10 years of experience in demand generation, growth marketing, or a closely related role at a B2B SaaS company
• Demonstrated experience as a solo or near‑solo marketer who owned strategy and outcomes, not just execution
• Hands‑on paid ownership: you have managed campaigns, made budget and bid decisions, and understood conversion tracking at a technical level
• Strong HubSpot proficiency across sequences, workflows, lifecycle management, and reporting
• Experience designing and executing SEO or content programs with measurable pipeline impact
• Comfortable working cross‑functionally with engineering and data teams to build marketing infrastructure and translate data from BigQuery, Looker, HubSpot, GA4, and spreadsheets into investment recommendations
• AI fluency: you use AI tools as a core part of how you work to build automations, produce content, analyze data, and move faster than a team of one should be able to
• Strong written communication: you write copy, briefs, and strategic recommendations regularly and well

Preferred Qualifications

• Experience with AEO, LLM citation optimization, or AI‑driven search visibility programs
• Familiarity with BigQuery or data warehouse tools for marketing attribution
• Experience in legaltech, legal operations, or selling to law firms or in‑house legal teams
• Experience building and owning a martech stack from the ground up

Relativity is committed to competitive, fair, and equitable compensation practices. This position is eligible for total compensation which includes a competitive base salary, an annual performance bonus, and long‑term incentives. The expected salary range for this role is between $128,000 and $192,000. The final offered salary will be based on several factors, including but not limited to the candidate's depth of experience, skill set, qualifications, and internal pay equity. Hiring at the top end of the range would not be typical, to allow for future meaningful salary growth in this position.

Required Skills

• Content Strategy
• Demand Generation Strategy
• HubSpot CMS
• Marketing Attribution
• Marketing Research Strategy
• Paid Search Marketing
• Sales Enablement
• Search Engine Optimization (SEO)