Director of Demand Generation

About the Role

The Director of Demand Generation will own paid media strategy and campaign performance across our client portfolio. You will work directly with founders and executive teams to understand their business goals, market, ICP, positioning, offer, and sales motion. From there, you will build account-level demand generation strategies, establish realistic KPIs and benchmarks, and determine how founder-led content and paid media can work together to generate qualified meetings and pipeline. LinkedIn will be the primary paid channel, with an emphasis on turning our clients' best organic content and thought leadership into high-performing paid campaigns. This is a hands-on leadership role. You will initially build and manage campaigns yourself while also creating the systems, reporting standards, playbooks, and team structure required to scale the function. Client Services will own the overall client relationship. The Director of Demand Generation will own paid media strategy and performance.

Responsibilities

• Build client demand generation strategies based on industry, ICP, business model, offer, sales cycle, and revenue goals
• Translate business goals into paid media plans, campaign KPIs, benchmarks, and testing roadmaps
• Own strategy and outcomes across LinkedIn paid media
• Build and manage campaigns hands-on within LinkedIn Campaign Manager
• Partner with content and creative teams to turn founder-led content into effective paid campaigns
• Develop strategies across Thought Leader Ads, retargeting, lead generation, and other LinkedIn campaign formats
• Evaluate performance across the full funnel, from impressions and engagement through qualified meetings, opportunities, and pipeline
• Diagnose whether underperformance is driven by targeting, messaging, creative, offer, budget, conversion, or sales follow-up
• Develop testing roadmaps across audiences, creative, messaging, offers, landing pages, and campaign structure
• Lead demand generation onboarding, strategy sessions, monthly reporting, and the paid media portion of client QBRs
• Build practical attribution and reporting frameworks for B2B sales cycles
• Create repeatable workflows, dashboards, benchmarks, and campaign playbooks
• Identify opportunities to expand into additional paid channels where appropriate
• Help hire and lead future paid media and demand generation specialists
• Partner with Client Services and Operations to support retention, expansion, scalability, and healthy margins

Requirements

• 5+ years of experience in B2B demand generation, paid media, performance marketing, or a related field (VC-backed tech experience preferred)
• Demonstrated ownership of paid media strategy and performance outcomes
• Experience building demand generation strategies across multiple clients, products, or markets
• Strong understanding of B2B funnel economics, pipeline measurement, attribution, and conversion
• Deep hands-on experience with LinkedIn Campaign Manager
• Experience managing meaningful paid media budgets and making allocation decisions based on performance
• Strong understanding of LinkedIn targeting, campaign objectives, bidding, creative formats, retargeting, and optimization
• Experience setting goals and benchmarks when historical data is limited
• Ability to connect platform metrics like CTR, CPC, and CPL to downstream metrics like qualified meetings, opportunities, and pipeline
• Strong analytical judgment and the ability to move beyond surface-level platform metrics
• Experience developing structured experimentation programs across audiences, creative, messaging, and offers
• Experience presenting strategy and results to founders, executives, or senior clients
• Ability to move comfortably between high-level strategy and hands-on campaign execution
• Strong written and verbal communication skills
• Agency experience is preferred

Technical Fluency

Experience with the following is highly valuable:

• LinkedIn Campaign Manager
• LinkedIn Thought Leader Ads
• CRM, attribution, and reporting tools
• HubSpot or similar CRM platforms
• Google Analytics
• Claude Code; Codex
• ChatGPT and Claude
• Zapier, n8n, and related automation tools
• APIs and low-code systems
• Additional paid channels such as Google Ads and Meta Ads

What Success Looks Like

In your first six months, you will:

• Stand up Compound’s LinkedIn paid media arm
• Establish a repeatable strategy for turning client content into paid demand generation campaigns
• Build benchmarks and testing frameworks across our client portfolio
• Build a repeatable motion for client reporting and QBRs
• Establish reporting that connects paid media investment to qualified meetings and pipeline
• Create the processes and playbooks required to scale paid media across our client roster
• Identify subsequent hires for the Demand Generation function

Over time, you will build and lead a dedicated Demand Generation practice within Compound, expanding the team and potentially the channel mix as the function grows.

Pay

$120–150K base salary plus a meaningful performance-based bonus tied to clearly defined benchmarks across client outcomes, practice performance, and the successful development of the Demand Generation function.

Core Values

• Quality: At Compound, we obsess over quality. Quality work solves all of our business problems. When we do great work for clients…they stay longer and they send us referrals. It’s also fun to do great work. Creatives on our team don’t view their work as a chore. They love the craft. They have an innate desire to get better at it.
• Speed: At Compound, we operate with speed. Working at an early-stage company—especially an agency—is not a "chill" work environment. There are a lot of moving pieces. Clients expect work done well and on time. The right people for our team are excited by this.
• Ownership: At Compound, we take ownership. When you take ownership, you make everyone’s job easier. When your teammates take ownership, they make your life easier. If everyone takes ownership over their respective tasks—everything runs more smoothly. A sign you’d be a great fit for Compound if working with people who don’t exemplify these values drives you insane. You don’t understand how someone couldn’t be obsessed with quality. Slow turnaround times make you question everything. Passing the blame makes you want to pull your hair out.