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Senior Director, Demand Generation



Marketing & Communications, Sales & Business Development
United States
Posted on Thursday, June 27, 2024
SQUIRE is the leading business management system designed for the needs of barbers, shop owners, and their communities. We believe the pursuit of artistry and autonomy should not be restricted by the complexities of running a business. With SQUIRE, we provide custom-branded tools, resources, and guidance to help barbers of all stages and experience levels attract and retain more customers, efficiently manage their shop operations, and increase their revenue.
Founded in 2015, SQUIRE is trusted by barbers in 3,000+ shops in more than a thousand cities around the globe. From streamlined booking and opening new shops to real-time earning dashboards and building lasting customer relationships, SQUIRE supports shop owners in seamlessly bridging the gap between their personal craft and business goals. SQUIRE enables barbers everywhere to unlock their full potential both as artists and as entrepreneurs.
For more information, please visit getsquire.com or download the SQUIRE app from the App or Play Store.
SQUIRE is looking for a strategic, experienced marketing leader to build a robust demand generation function to drive scaled growth across our business. This role will be responsible for setting our global demand generation strategy, growing a best-in-class demand generation team, and overseeing the maturation of the underlying marketing operations needed to deliver high performing programs. You will work closely with our Sales and RevOps leadership teams to optimize existing revenue opportunities and unlock new paths of growth.
Songe LaRon - Founder & CEO


  • Develop and implement a multi year demand generation strategy aligned with overall marketing and growth objectives
  • Work cross functionally with Sales, Product, Finance, RevOps and Operations teams to align demand generation strategy and drive strong performance
  • Develop strategy and serve as leader in establishing a strong marketing technology stack and tracking technology to support demand generation and ongoing marketing efficiency
  • Analyze marketing data, digital marketing and demand generation performance to identify areas for improvement and optimization and optimal revenue extraction
  • Work closely with the RevOps and Finance team to improve attribution, forecast, and report on ROI, and communicate results to leadership with actionable insights
  • Determine investment strategy and growth breakdown between Sales-led high-value customers and our high-volume, lower-margin PLG customer acquisition strategies and define operations for lead routing and actioning
  • Plan and execute demand generation and scaled acquisition campaigns across all key marketing channels to generate high-quality customers
  • Establish KPIs and metrics for demand generation initiatives in alignment with our commercial, sales and finance teams
  • Collaborate with RevOps to determine ICP and refine GTM strategy for optimal revenue generation.
  • The duties and responsibilities outlined above are not a comprehensive list and additional tasks may be assigned from time to time based on business needs.


  • 7+ years experience demand generation and customer growth strategy with a focus on scaled B2B acquisition
  • Demonstrated ability to work effectively across sales, marketing, product, revenue operations and finance to align GTM strategy and optimize growth outputs
  • Experience standing up Demand Generation function in a high-growth scale-upExperience developing growth strategies against multi-segment acquisition paths (namely sales and PLG)
  • Excellent analytical skills and deep understanding of marketing data, attribution and tracking
  • Hands-on experience in standing up scalable marketing tech stacks that drive ongoing marketing performance and efficiency
  • Strong business acumen with a proven ability to craft demand generation strategies that are in alignment with product roadmaps and marketing and sales strategy
  • Experience establishing the attribution and performance measurement frameworks to assess the effectiveness and efficiency of marketing
  • Experience bridging B2B demand generation programs with scaled product-led growth initiatives
- Base Salary ($170,000 - $200,000) + Bonus (20%)
- New hire stock grant
- 100% employer paid medical, dental, and vision insurance for you and your dependents
- 401K plan with company contribution
- Generous PTO and Parental Leave policies
Interview Accommodations
SQUIRE is committed to working with and providing reasonable assistance to individuals with physical and mental disabilities. If you are an individual with a disability requiring an accommodation to apply for an open position, please email your request to recruiting@getsquire.com and someone on our team will respond to your request.
EEO Provision
SQUIRE provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.
Pay Transparency Nondiscrimination Provision
SQUIRE will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information.