Demand Generation Lead

Demand Generation Lead San Francisco (FiDi), on-site · Reports to the Head of Revenue · $160K–220K base + equity

About Rec Think about the last time you tried to book a tennis court. Or sign your kid up for a swim lesson. Or find an open rec league that actually fits your schedule. You probably ended up on a website that looked like it was built in 2003, or even worse, filled out a piece of paper. $3T is spent on recreation globally, and it's built on a completely fragmented system that's largely untouched by technology. At Rec (recreation.ai), we're using AI to change that: reimagining how the world plays, participates in community, and gets active. Our vision is simple: more recreation for everyone. We sit at a rare intersection, a consumer product loved by everyday players and an enterprise platform trusted by the organizations that power recreation. We're a small team with firepower. Our founders were among the first few hundred at Uber, then led teams at The Athletic and MasterClass. The rest of the team combines builders from Google, Microsoft, Strava, Hipcamp, and Airbnb. People join Rec for two reasons: you want to build AI that gets people back in the real world, and you want to work with really smart people.

About the Role Rec is looking for a Demand Generation Lead who is equal parts strategist and operator. Reporting to the Head of Revenue, this person will own the strategy and execution of how Rec creates demand across municipal Parks and Recreation and emerging Private Rec markets. Rec is an AI-native vertical software company serving the recreation space. Our platform helps teams manage programs, facilities, memberships, payments, schedules, communications, reporting, and AI workflows from one modern system. We are growing quickly, and our ambition is bigger than replacing legacy recreation software. We are building the platform that helps communities expand access to local recreation. This role is about turning that ambition into a repeatable demand engine: multi-channel programs that consistently produce qualified pipeline for Sales. The right leader will understand that Rec's core Parks and Rec motion is not broad lead generation. It is a high-consideration, relationship-driven sale where reputation, proof, references, events, and timing matter. This person should be fluent in ABM, target-account activation, and market-based growth: creating awareness before buying processes begin, putting Rec's positioning and partner proof in front of the right accounts at the right time, and helping Rec build credibility in the markets that matter most. At the same time, Rec is expanding into private recreation segments such as facilities, camps, sports organizations, instructors, and other recreation operators. This will require fast testing, sharp segmentation, clear offers, and disciplined learning about where demand is strongest. This person should bring strong fluency in modern B2B marketing systems, including AI-enabled workflows that improve campaign execution, account research, personalization, and sales follow-up. This is a hands-on leadership role. Rec does not need someone who only manages agencies or speaks in abstract brand language. We need someone who can create strategy, build the operating system, execute with urgency, inspect performance, and translate marketing activity into qualified pipeline, stronger sales conversations, and market momentum. How we split the work: You'll work alongside our Product Marketing Lead, who owns positioning, messaging, competitive strategy, pricing and packaging input, and the proof and enablement assets Rec goes to market with. You own the demand engine and the channels. They own the story it carries. If you want to own both, this isn't the seat.

What You'll Own

• Strategy and hands-on execution: Set Rec's demand generation strategy and execute it day to day. Build the campaigns, systems, and operating cadence needed to turn market demand into qualified pipeline.

• Demand generation and pipeline development: Drive awareness and generate high-quality pipeline in close partnership with Sales. Build programs that support both the core Parks and Rec business and emerging private recreation opportunities. Own the channel mix (paid search and social, email nurture, webinars, events and conferences, partner and referral programs, SEO/AEO) and the full funnel from first touch to sales-accepted opportunity.

• ABM and target-account activation: Develop account-based and market-based programs that help Rec create awareness, credibility, and sales momentum with the organizations and segments that matter most.

• Modern marketing systems and AI workflows: Operate confidently inside HubSpot and the broader modern B2B marketing stack. Use AI-enabled workflows to improve account research, personalization, campaign execution, SEO/AEO, sales follow-up, and performance analysis.

• Marketing operations and measurement: Ensure marketing data, attribution, segmentation, and workflows are reliable enough to support decision-making without relying on a dedicated ops hire. Build reporting that connects marketing activity to pipeline, conversion, and revenue outcomes.

• Team and vendor leadership: Build and lead a small, high-performing demand generation function. Identify where contractors, agencies, or outside vendors can extend capacity, and manage those relationships for speed, quality, and measurable output.

• Budget and ROI management: Own the demand generation budget. Make disciplined tradeoffs across campaigns, channels, vendors, and tools, and report performance in terms that hold up under executive and board scrutiny.

• Cross-functional partnership: Partner closely with Sales, Product Marketing, Product, Customer Experience, and Executive Leadership to ensure marketing is aligned with company priorities, product direction, partner needs, and revenue goals.

Who You Are

• 5+ years of B2B SaaS demand generation experience, including leadership roles in high-growth companies, with a track record of driving measurable pipeline and revenue impact.

• Proven success balancing strategic thinking with hands-on execution in lean, fast-moving organizations.

• Deep experience building demand generation programs, pipeline development motions, and campaign systems that produce qualified opportunities, not just activity. You've personally run multi-channel programs across paid, email, events, webinars and content syndication, and you know your funnel conversion rates cold.

• Experience with ABM, target-account activation, or high-consideration sales motions where marketing must work tightly with Sales to influence complex buying processes.

• Hands-on proficiency with HubSpot or similar marketing automation / CRM systems. HubSpot certification is a plus. Strong curiosity for AI-powered GTM technologies and next-generation tools across SEO/AEO, intent, attribution, personalization, and campaign execution.

• Strong understanding of marketing measurement, attribution, forecasting, budgeting, and ROI analysis.

• Exceptional written and verbal communication skills, with the ability to influence executives and cross-functional partners.

• Experience building high-performing teams and effectively leveraging agencies, contractors, and vendors to extend capacity.

• You partner well with a peer who owns the narrative. The best demand leaders we've worked with are relieved, not threatened, when someone else owns positioning.

Our Values

• Be Relentless. Move fast. Own it. Ship real value early and often.

• Win Together. Speak up, go beyond the boundaries of your role. That's how we win.

• Take Pride. Treat this like it's yours — because it is.

Pay & Benefits

• Compensation: $160,000–220,000 base + meaningful equity (final offer will be based on your background, experience and skillset)

• Benefits: Flexible PTO, top-tier health/dental/vision, and a 401(k) plan to support your future.

• Work location: San Francisco, on-site (FiDi)