Demand Generation Manager

Demand Generation Manager — Full-Time, Remote

• Company: Smith.ai
• Location: Remote – work from home anywhere in the U.S.
• Reports to Paid Acquisition Manager
• Availability: Full-Time

About Smith.ai:

Smith.ai is a 24/7 customer engagement platform. We bring together the best North America-based receptionists with our proprietary AI technology to help SMBs run more productive, professional, and profitable operations.

Far more than an “answering service” or “call center” we’re revolutionizing the way small to medium-sized businesses respond to new and existing clients. We deliver more qualified leads, happier clients, improved marketing ROI, and far better work/life balance, all while reducing the time internal staff spends on routine tasks and chores like answering calls, scheduling appointments, and collecting payments.

Our clients say we’re their “secret to business growth and client happiness” and their “single best business decision.” Learn more about us at https://smith.ai, and read our client reviews on TrustPilot and Clutch.

About the role:

This demand generation manager role is a unique opportunity, as it sits in the Marketing team, but is primarily focused on driving new applicants for our virtual receptionist and sales outreach representative roles. This means working hand-in-hand with both the Marketing and Talent Operations (Hiring) teams to drive high-volume, high-quality applicants into the hiring funnel.

This manager will operate as the primary team member responsible for top-funnel recruitment, and will manage the budget for advertising spend across paid search, social, display, job boards, and influencers. The market for applicants spans North America, so the role requires fluency in both English and Spanish.

The manager will work together with the Marketing, Design, and Talent Operations teams to execute on paid sponsorships, retargeting, email marketing, and other campaigns. The manager must be able to masterfully build bilingual campaigns, provide clear direction to contributing teams like copy, web, and graphic design, and launch programs on time and on budget, but also track, monitor, and analyze such campaigns, maintaining optimal performance across all channels for a blended acquisition cost within an affordable range. Two main metrics this role is responsible for are cost per application and cost per hire.

Success in this role hinges upon the manager’s ability to juggle multiple projects, maintain a keen eye for detail, approach paid channels with an “owner’s” mindset, and possess a flexible attitude to adjust campaigns to focus on new personas, geos, and outlets that have the greatest likelihood to impact the pace and quality of the hiring motion.

The ideal candidate will see themselves as a steward and advocate of Smith.ai and will endeavor to show off Smith.ai as a desirable employer to the right audience through the most effective lenses. The candidate will get potential job applicants excited about the opportunity to work for an innovative company from the comfort of their own home, and for the career paths Smith.ai opens to them. The candidate understands what details matter most to Smith.ai’s best-performing agents, and can effectively communicate those to attract new applicants who share the same values, in English and Spanish.

The ideal candidate:

• Is a problem-solver at heart. They are able to meet applicants where they already are, and also where the competition hasn’t even started looking. It’s part “advertising analyst” and part “creative marketer.”
• Is innovative and clever, but they also know the first step is establishing a solid baseline, and that comes with nearly endless testing and iterating to optimize for campaign performance. They are not easily bored with campaign optimization; the tweaks are fun and exciting, and even give an endorphin rush.
• Finds the applicants’ questions before they are asked, and uses ad copy, creative, and landing pages to deliver upfront answers to the most pressing questions that either block the funnel or enable optimal flow-through, enabling hiring teams to kick off conversations from new applicants on the right foot.
• Has had primary responsibilities including: PPC campaign creation and optimization, KW analysis, campaign audits, market research, short-form copy (bonus points for long-form and landing-page copy), and A/B testing (of copy, design, funnel, etc.).
• Has worked collaboratively with Marketing and Design teams to produce content for demand generation, and has worked with engineering and web teams to ensure the lead funnel captures and moves leads through to sales with minimal loss.
• Has demonstrated strengths in managing advertising and paid media projects and working collaboratively with others involved in projects, whether they are the owner or not. They make it a priority to possess a clear understanding of their specific role in a project, and seek to eliminate ambiguity when it comes to “who-owns-what” within a given project where there are multiple stakeholders, internal or external.
• Is driven by checklists and deadlines, and isn’t afraid to take the first “stab” at formulating new plans for taking a project from concept to execution.
• Loves the trenches and is never afraid to roll up their sleeves to join their team or another team on a project. You pitch in eagerly and see yourself in service to the company’s objectives.

Responsibilities:

The manager will maintain and develop, working closely with Marketing, Design, and Talent Operations (Hiring), the complete demand generation program for agent applicants across North America.

They will develop campaigns that support growth objectives, which often means supplying thousands of applicants weekly.

They will own campaign launches, often serving as project manager to ensure all moving parts work together smoothly. They will leverage market research, applicant and new-hire surveys, competitor analysis, and other resources to gain insights, to identify areas of refinement and expansion, and to garner exposure to the right audiences who are ready to work.

The manager will come to Smith.ai already comfortable with the myriad logistics that paid marketing campaigns involve. They will be comfortable developing and executing launch plans. They will understand how to evaluate platforms that may expose and promote Smith.ai as a superior remote workplace, what makes one more worthwhile than another, and how to make a case to leadership to invest in new initiatives with these brands.

They are always mindful of how the brand is portrayed and protected, and keenly aware of the “Smith.ai Way” when it comes to communicating about our open roles, keeping a close watch on verbiage, tone, accuracy, and candor.

Qualities:

• Great work ethic: You're a self-starter with excellent follow-through. You prioritize work, so your output closely aligns with business goals and objectives.
• Analytical: You’re driven to focus paid acquisition marketing “bandwidth” and budgets wisely on the best-performing channels - and the specific products and features - most likely to maximize qualified lead generation, capture, and revenue growth.
• Proactive: You’ve got an, "I'll find the answer before I ask for it" mindset. You’re 5 steps ahead of the team, thinking about which new channels, industries, marketplaces, and mediums to expand into, to generate new exposure to target audiences.
• Positive, flexible attitude: You're able to adapt to the changing priorities of a startup.
• Multitasker: You can juggle and prioritize many projects at once.
• Copywriter and editor: You like to write concise, effective copy for your campaigns, and you know how to adjust your writing for different audiences and industries, as leads’ motivations to use receptionist and chat services do vary. You're detail-oriented and catch errors that others miss that might set expectations improperly for a product or service.
• Eager to learn: You're hungry for new responsibilities and thrive when you push yourself.
• Highly organized, thanks to technology: You are highly effective at using organizational systems (like Slack, Google Suite, Excel/Sheets, ClickUp, Notion, etc.) to collaborate, track, and deliver on key business outcomes. You have mastered the most essential paid acquisition systems, including AdWords, Facebook Ads, keyword research tools (like Ahrefs), and more.

Experience, skills & background:

• Bilingual in English and Spanish. Fluency must be native, or close to it.
• 3-5 years of professional advertising and paid acquisition work focused on B2C or B2SMB, preferably for startups or small, fast-growing companies where you had broad, demanding responsibilities and successfully juggled several campaigns at once, largely independently.
• Experience managing multi-layered demand generation programs that required close coordination with other teams, like Design and Web, and a keen understanding of logistics and funnel-flow.
• Exceptional written and verbal communication skills with the ability to adjust messaging for a diverse range of target audiences and to align with our brand tone.
• Bachelor's degree or higher
• Excellent references from both coworkers and managers
• Agency experience strongly preferred.
• Experience in supply-side recruitment marketing preferred.

Working at Smith.ai:

If you're looking for a growing startup that focuses on data-driven execution, Smith.ai is the place for you! We’re laser-focused on our mission of helping small and medium businesses succeed. We strive to test, learn, and improve, continuously developing our solutions, our operations, and our team members. Our executive team brings together leadership from companies that know small businesses: Google, Intuit, and Home Depot.

We are an equal opportunity employer and believe diversity makes teams better and that discrimination based on race, gender, or anything else is self-defeating.This is a full-time position with a salary of $75,000 - $90,000 per year. In addition to salary, you are eligible for equity and a competitive benefits package that includes medical, dental, vision, life insurance, 401k, and PTO.

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