Principal Demand Generation Lead
Location: Remote (US), EST/CST time zones
Remote: 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. (Yep, we think BIG.) 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, the largest HR organization out there!) 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.
What We Need
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, partnering with a content/events specialist on execution when that support is in place, and rolling up your sleeves yourself when it isn't.
What You'll Do
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. You will own how these metrics are defined, tracked, and reported within Hubspot, and building them early will enable near-term reporting on your success with driving contacts from awareness to meeting booked.
Optimize the Infrastructure: Maintain and iterate on the systems and campaign tracking that run the marketing engine, so 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 our existing backlog and assets to surface what a prospect needs to see next, not just what's easiest to produce
Decide which channels reach more of the right audience and drive leads to the team, including LinkedIn (organic and paid), Google search, AI-driven channels, channel partnerships, and paid webinars, and own the strategy behind them
Partner with the Website Marketing Manager on the ownership of Clasp's B2B web presence (clasp.com/employers) with the goal of building traffic and conversion
Actively solicit content and campaign ideas from across the team, treat them as testable hypotheses rather than finished plans, and run fast experiments to see what actually moves pipeline, doubling down on what works and killing 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
What You'll Need
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 is 90% individual-contributor work today, and results, not title, are what 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 rather than letting it run on habit, 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
What We Give In Return
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.
Salary
The salary range for this position is competitive and will be commensurate with the candidate's experience, qualifications, and industry knowledge, ranging between $150,000 to $180,000. In addition to the base salary, we offer an attractive equity component as part of our compensation package, providing an opportunity for eligible employees to share in the success and growth of our company. We are committed to offering competitive compensation and benefits packages to attract and retain top talent.
Closing
If you are a highly driven individual with a passion for technology, and you thrive in a dynamic and fast-paced environment, we want to hear from you! Join us in revolutionizing the workforce solution industry and making a meaningful impact on businesses worldwide. Apply now to be a part of our growing team!
We are committed to creating a diverse and inclusive workplace where all employees feel valued, respected, and empowered to contribute their unique perspectives and talents. Clasp is an equal opportunity employer and prohibits discrimination and harassment of any kind. We embrace diversity and are dedicated to providing equal employment opportunities to all individuals regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other characteristic protected by law.
5+ years B2B demand generation with 2+ years building a demand engine at an early-stage startup; hands-on HubSpot experience, funnel metrics, ABM, paid and organic channels, content and analytics.
Key Responsibilities
- driving leads
- owning strategy
- measuring performance
Skills & Tools
HubSpot, LinkedIn, Google
Job Details
- Category: Marketing
- Seniority: Senior Level
- Commitment: Full Time
- Workplace: Remote — United States
- Salary: USD 150,000 – 180,000 / year
- Languages: English
Benefits
- Retirement plan
About Clasp
A mission-driven startup connecting employers, educational institutions, and learners using accessible education financing to improve access to career pathways. — Industry: Information Technology