Principal Demand Generation Lead

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 http://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