Principal Demand Generation Lead

Location: Remote (US), EST/CST time zones. Fully remote, some travel required <20%.

About Us

Clasp is a venture-backed, mission-driven startup transforming access to education and career pathways. We are revolutionizing the way employers attract and retain critical talent, while simultaneously tackling the student debt crisis. Our innovative platform meaningfully connects employers, educational institutions, and diverse talent to drive mutual benefit, using accessible education financing as the thread. We like to think of ourselves as more than a fintech; we're a catalyst for economic mobility. A Forbes Fintech 50 company, portfolio company of SHRM (Society of Human Resource Management), and recipient of “18 most promising startups in healthcare” by Business Insider, Clasp is driven by our commitment to social impact and innovation. We are reshaping the future of the workforce one opportunity at a time. Join us on our journey to give power to learners and unlock fulfilling careers that drive positive change in their communities and beyond.

About the Role

Clasp is hiring a Founding Principal Demand Generation lead to build and own our lead generation engine from the ground up: the strategy, the metrics, tactics, and the channels that drive it. This is a builder's seat, roughly 90% hands-on individual-contributor work today, with room to grow into a player-coach role as the function scales. You'll define how we measure and convert leads into meetings, decide which channels earn our attention, and set the thought-leadership agenda that fuels inbound demand.

Responsibilities

• Drive Qualified Sales Leads, and Measure Performance
  • Own Demand Strategy: Design and drive Clasp's full-funnel demand generation strategy, from awareness through meetings booked, across paid, organic, ABM, and partnership channels.
  • Instrument the Funnel: Own the tracking and reporting of Clasp's demand funnel metrics inside HubSpot: MAL, MQL, SQL and CAC. Build the dashboards, define the MQL-to-meeting attribution, and bring actionable insight to leadership. Define, track, and report these metrics within HubSpot to enable near-term reporting on success.
  • Optimize the Infrastructure: Maintain and iterate on the systems and campaign tracking that run the marketing engine, ensuring every campaign has clean, attributable data from launch through close. Report lead-volume attainment and meeting-conversion against target with full transparency, including when results fall short and why.
• Channel & Content Strategy
  • Drive Content Demand: Lead Clasp's thought-leadership agenda (white papers, reports, blog, video), webinars, and content partnerships, starting with existing assets to surface what a prospect needs to see next.
  • Decide Channels: Determine which channels reach the right audience and drive leads, including LinkedIn (organic and paid), Google search, AI-driven channels, channel partnerships, and paid webinars. Own the strategy behind them.
  • Partner on Web Presence: Work with the Website Marketing Manager to own Clasp's B2B web presence (clasp.com/employers) with the goal of building traffic and conversion.
  • Run Experiments: Actively solicit content and campaign ideas from across the team, treat them as testable hypotheses, and run fast experiments to see what moves pipeline. Double down on what works and kill what doesn't.
• Cross-Functional Partnership
  • Build a documented feedback loop with Sales on lead quality.
  • Operate with high agency and a roll-up-your-sleeves mentality in a lean, early-stage environment. Surface risks and performance gaps proactively, with a diagnosis and a proposed fix, before being asked.

Requirements

• Must Have
  • 5+ years in B2B demand generation, including at least 2 years building a demand engine from zero at a Series B-or-earlier startup.
  • Demonstrated ability to operate as the sole hands-on marketing hire on a lean team, while being ready to direct a second team member's execution as the function grows. This role is 90% individual-contributor work today, and results, not title, will earn the people-leadership piece.
  • You defined the funnel stages and metrics yourself; you did not inherit someone else's playbook.
  • Proven ownership of a lead-volume target, with the numbers to back up attainment, misses included. You can state the number, the target, and exactly what drove the gap.
  • Hands-on experience configuring lead scoring, attribution, and campaign tracking inside HubSpot. You can walk through exactly how you built it, not just how you read someone else's dashboard.
  • A track record of setting channel and content strategy rather than executing someone else's brief: you decided where to spend, cut what didn't work, and can quantify the impact of the calls you made.
• Clasp Multiplier Traits
  • High agency: builds and fixes things without waiting to be told, and tells leadership the truth about what's working and what isn't, especially when it's bad news.
  • Obsessed with efficiency and outcomes: measures the work by qualified lead impact, not activity, kills what isn't working fast, and leverages AI tooling to maximize speed and effectiveness.
  • Delivers beyond expectations: treats targets as a floor, not a ceiling.
  • Brings fresh ideas and challenges assumptions: pushes back on channel, messaging, and process decisions with data and reasoning, rather than defaulting to consensus or precedent.
• Nice to Have
  • Experience marketing to healthcare/HR enterprise buyers (CHROs, VPs of TA, HR execs) or adjacent enterprise/clinical audiences.

Benefits

• Competitive cash and equity compensation
• Health benefits (health, dental, & vision)
• 401k
• Commuter benefits
• Flexible PTO policy
• Opportunities to grow and perform in a fast-paced environment alongside a stellar team

Pay

The salary range for this position is $150,000 to $180,000, commensurate with the candidate's experience, qualifications, and industry knowledge. In addition to the base salary, we offer an attractive equity component as part of our compensation package.