Founding Demand Generation Lead

About Clasp

Clasp is an innovative, venture-backed startup dedicated to transforming access to education and career pathways. Our platform connects employers, educational institutions, and diverse talent to drive mutual success by leveraging accessible education financing. Recognized as a Forbes Fintech 50 company and honored for social impact and innovation, Clasp is reshaping workforce development and economic mobility.

Position Overview

We are seeking a Founding Demand Generation Lead to establish and manage our lead generation engine. This role involves creating the strategy, metrics, tactics, and channel management for driving lead conversion and qualified meetings. Initially, this position will be approximately 90% individual contributor work, with potential growth towards a player-coach leadership role. The role demands hands-on execution and partnership with content and events specialists.

Key Responsibilities

• Develop and execute Clasp's end-to-end demand generation strategy, covering awareness to booked meetings through paid, organic, ABM, and partnership channels.
• Implement and manage tracking of demand funnel metrics within HubSpot, including MAL, MQL, SQL, and Customer Acquisition Cost (CAC). Build dashboards, define attribution models, and deliver actionable insights to leadership.
• Continuously optimize marketing infrastructure and campaign tracking to ensure clean, attributable data from campaign launch through closure.
• Lead thought-leadership initiatives such as white papers, reports, blogs, videos, webinars, and content partnerships to generate demand effectively.
• Evaluate and manage marketing channels, including LinkedIn (organic and paid), Google search, AI-driven channels, partnerships, and paid webinars, deciding on channel strategy and investment.
• Collaborate with the Website Marketing Manager to enhance Clasp's B2B web presence focused on employer engagement, improving traffic and conversions.
• Solicit and test marketing ideas rapidly, leveraging data to reinforce effective tactics and discontinue underperforming ones.
• Create a documented feedback loop with Sales regarding lead quality for ongoing improvements.
• Operate with strong initiative and accountability in a lean startup environment, proactively identifying and resolving risks or performance issues.

Required Qualifications

• Minimum 5 years of B2B demand generation experience, including at least 2 years developing demand engines from scratch at Series B or earlier startups.
• Proven ability to independently execute demand generation with a lean team and readiness to lead as the function expands.
• Experience defining funnel stages and metrics independently without relying on existing frameworks.
• Track record of owning lead volume targets with transparency on performance, including misses and corrective actions.
• Hands-on proficiency with HubSpot for configuring lead scoring, attribution, and campaign tracking; ability to explain implementations clearly.
• Experience in setting channel and content strategy, making data-driven decisions on budget allocation and channel effectiveness.

Preferred Qualifications

• Experience marketing to healthcare or HR enterprise buyers (CHROs, VPs of Talent Acquisition, HR executives) or related clinical enterprise audiences.

Desired Personal Attributes

• Proactive problem solver who acts without waiting for direction and communicates transparently with leadership, especially around challenges.
• Outcome-driven mindset focusing on qualified lead impact over activity, rapidly iterating programs and utilizing AI tools to maximize efficiency.
• Consistently exceeds targets, viewing them as a baseline rather than a limit.
• Innovative thinker who challenges conventional approaches with data and reasoning, embracing fresh ideas and constructive debate.

Compensation and Benefits

• Competitive salary in the range of $150,000 to $180,000, commensurate with experience and qualifications.
• Equity participation offering an opportunity to share in the company's success and growth.
• Comprehensive health benefits including medical, dental, and vision coverage.
• 401(k) retirement savings plan.
• Commuter benefits and a flexible Paid Time Off policy.
• Opportunities for professional growth within a dynamic, fast-paced team environment.

Additional Information

This is a fully remote role based in the United States, primarily aligned with EST or CST time zones, and requires occasional travel less than 20%. Clasp is an equal opportunity employer committed to diversity, inclusion, and providing a workplace that values all employees regardless of personal characteristics protected by law.