Director, Demand Generation

About Rocketlane

Rocketlane is redefining how professional services teams operate. With the launch of Nitro, our AI platform for Professional Services and Delivery teams, we've introduced agents (like the Migration Agent, Documentation Agent, Workforce Agent, and Signals) that fundamentally change what PS teams can accomplish. Nitro doesn't just automate work; it shows what's possible when AI is built into the fabric of how services are delivered.

We're not chasing the crowded install base. We're creating a new category, and we need someone who knows how to make a market believe in something before it's obvious.

The Role

This is not a playbook-execution job.

The traditional demand gen toolkit (Google Ads, webinars, event sponsorships) won't build the market we need. Our buyers (VPs of Professional Services) don't convert from a gated white paper. They convert when they see something that makes them think: "I had no idea that was possible."

Your job is to make them see it.

You'll own the full demand strategy for Nitro: discovering new channels before they're saturated, producing content that earns attention in an age where attention is the scarcest resource, and building a repeatable engine for channel exploration, not channel management.

You run experiments, not campaigns. You find channels, you don't inherit them.

What You'll Own

Market Education & Category Creation

• Build the narrative around what AI-native professional services looks like, using Nitro's Migration Agent and other agents as proof points

• Create content (especially visual/video) that shows possibilities, not just features

• Make VP PS the audience that forwards your stuff to their peers

Channel Experimentation

• Design a structured test-and-learn system to identify emerging, non-obvious demand channels: dark social, niche communities, LinkedIn creator plays, short-form video, practitioner-led content

• Kill failing experiments fast; scale winners before they become crowded

• Maintain an active "channel hypothesis backlog" and always be running the next test

Pipeline Creation

• Drive qualified pipeline into sales through a mix of inbound pull and targeted ABX for high-value PS leader accounts

• Partner closely with Sales to calibrate ICP, signal quality, and follow-up sequencing

• Own the funnel metrics that matter: awareness velocity, ICP engagement, pipeline influenced, sales cycle acceleration

Brand in Market

• Position Rocketlane as the definitive voice in AI-for-PS, not just a tool vendor

• Build an external presence for Rocketlane's founders and subject-matter experts as trusted voices in the PS community

The Profile We're Looking For

The 2026 Demand Leader Is Different

The old model (hire someone who managed $5M in Google Ads and ran quarterly webinars) is broken. The attention economy has made buyers immune to that playbook. We're looking for someone who has shown a consistent pattern of finding channels before they peak, extracting outsized value, and moving on before they become noise.

You've got at least 2 big wins under your belt. Not "contributed to growth." You drove something: a new channel that wasn't in the plan, a campaign that became the company's signature move, a GTM motion that others later tried to copy. You can tell the story in 60 seconds and back it up with numbers.

You have a framework for finding and killing ideas fast. A hypothesis backlog, a bias for cheap tests, and a ruthless ability to read signal from noise early. You've killed your own ideas before leadership told you to.

You live in the attention economy. You understand why a 90-second LinkedIn video from a practitioner can outperform $50k in paid ads. You've used dark social, community seeding, and creator distribution, not because you read about them, but because you've run them.

You've marketed something people didn't know they needed. Category creation, new product category, or a feature set that required explaining the problem before selling the solution. You know what it feels like to market upstream of demand.

You're a builder, not just a manager. At our stage, the Head of Demand Gen writes copy, tests ads themselves, gets on calls with practitioners to understand the persona, and ships things without a full team behind them.

You execute with a high quality bar. You have taste and judgment for what great looks like. When you back an idea or hypothesis, you do it justice ensuring there's real confidence that it's been explored to its fullest potential, not just checked off the list.

Must-Have Experience

• 7-12 years in demand generation (B2B SaaS preferred, but strong B2C candidates with a track record of channel experimentation and audience building are equally welcome), with at least 2 stints where you were a key driver of measurable growth inflection

• Demonstrated ability to discover and exploit new/underused channels, with specific examples from at least 2 different companies (the same channel trick twice doesn't count)

• Experience marketing to senior buyers (VP / C-suite) in enterprise or mid-market B2B

• Proven track record with content-led or video-led demand motions, not just paid search

• Hands-on experience with modern GTM tooling: Clay, HubSpot or equivalent, LinkedIn paid, intent data, influencer marketing, attribution approaches for dark social

• Strong creative judgment: you can brief a video, write a hook, and know when something will land

Nice to Have

• Marketed an AI product, especially one that required educating the market on new possibilities rather than competing on features

• Experience at a company that grew through a "show don't tell" motion (demo-led, video-first, or practitioner-community-led)

• Background in or exposure to the PS / consulting / implementation world

• Built UGC or customer-voice content programs

• Managed a small team or agency pod while also being personally hands-on

What We Won't Hire

• Someone who optimizes existing channels exceptionally well but hasn't created demand from new ones

• A "demand gen operator" whose primary skill is campaign setup and reporting

• Anyone whose answer to "how do you find new channels" is "I read industry reports and benchmark against competitors"

• Someone who needs 6 months to develop a strategy before testing anything

What Success Looks Like

90 days: You've run 3-5 channel experiments, identified 1-2 high-signal channels to double down on, and have a clear point of view on how Rocketlane Nitro should show up in market.

6 months: A repeatable demand motion is live. VP PS leaders in ICP accounts know Rocketlane and associate us with what AI-native PS looks like. Pipeline from non-traditional channels is measurable and growing.

12 months: Rocketlane is the brand that VP PS professionals cite when talking about AI transforming their function. You've built a channel playbook others would try to replicate.

Why This Role Is Special

• You'll be working directly with the founders, with no 3-layer approval chains

• You have a real product story to tell. Nitro's Migration Agent is genuinely new. The possibilities aren't marketing spin; they're real

• You'll have budget and latitude to experiment, not just optimize

• This is a category-creation moment. The person who builds this playbook writes the case study that others reference for years

Why join us?

At Rocketlane, we’re all about building a great product and a great place to work. Here’s why you’ll actually look forward to Mondays:

• Impact and ownership: You won’t just be another cog in the machine; here, you’re more like a turbocharged engine part. Bring your ideas, make them happen.

• Work with the best: We’re a team of passionate, quirky, and ridiculously talented people. Come for the work, stay for the memes.

• Celebrate wins: Whether we’re hitting major milestones or celebrating new funding, we like to mix it up. From rap videos to team outings, we believe in celebrating big.

• Learn and grow: We’re all about learning—and we’re not just talking about the latest SaaS trends. You’ll grow your career, pick up new skills, and maybe even learn to love Excel (or at least tolerate it).

• Flexibility and balance: While we love collaborating in the office five days a week, we know everyone has their own rhythm. That’s why we offer flexibility around hours—so you can bring your best energy, whether you’re an early bird or a night owl. Pajamas optional (at least outside the office).
  
  Rocketlane is an equal opportunity employer. We celebrate diverse perspectives and are committed to building a team where everyone can do their best work.