Demand Generation Manager

Proper is a quickly growing startup that values your skills, voice, and happiness. We’re a team of developers, designers, engineers, accountants, CPAs, project managers, and creatives from all over the world. But we’re also surfers, hikers, Sichuan-eaters, photographers, artists, world travelers, meme lovers, and life-havers. Together, we provide the most technologically advanced property accounting services in the world - and we think that’s pretty epic. We’re proud to be creating something new that improves people’s lives while working together in a culture of collaboration, respect, communication, joy, and personal growth. Read more about what we do at Proper.ai We’re proud to create something new that improves people’s lives while working together in a culture of collaboration, respect, communication, joy, and personal growth. The Demand Generation Manager is the architect of Proper AI’s inbound and paid pipeline engine. This person replaces our paid media agency and takes ownership of planning, executing, and optimizing campaigns that generate qualified pipeline from paid channels, retargeting, landing pages, and nurture flows. They are both analytical and creative — equally comfortable writing ad copy and analyzing CAC by channel. They bring performance marketing in-house, create structure for continuous testing, and ensure every marketing dollar contributes to measurable pipeline. They will partner closely with Sales, SDRs, RevOps, and Finance to drive predictable growth, reduce CAC, and improve payback time. Responsibilities • Strategic . Build the internal demand generation strategy across all paid channels with clear pipeline and CAC targets. . Develop an experimentation roadmap to continuously test creative, audiences, and offers. . Align campaigns with sales plays and company goals (e.g., AP automation, timeliness, accuracy). . Build reporting infrastructure with RevOps to connect marketing activity to pipeline and revenue. • Tactical . Plan, launch, and optimize campaigns in Google Ads, LinkedIn, and Meta. . Develop landing pages and lead capture flows; implement lead nurture sequences. . Analyze channel performance weekly; reallocate budget based on CAC and payback data. . Maintain and document a running experiment backlog and report learnings bi-weekly. . Partner with SDRs to ensure follow-up on MQLs within SLA (<1 hour for hand-raisers). . Collaborate with SEO/Content (when hired) to unify paid and organic messaging themes. Skills and Competencies • Paid Acquisition: Expert in managing and optimizing campaigns across Google, LinkedIn, Meta, and retargeting. Comfortable with multi-channel attribution. • Conversion Rate Optimization (CRO): Able to build/test landing pages (Webflow, HubSpot CMS, Unbounce), run A/B tests, and interpret results statistically. • Analytics & Attribution: Fluent in HubSpot, GA4, Looker Studio (or similar BI). Can connect the dots from spend to pipeline and report CAC, payback, SQLs, and pipeline contribution. • Marketing Automation: Proficient in building workflows, nurturing leads, and managing UTMs and lifecycle stages within HubSpot. • Experiment Design: Crafts hypotheses, sets control groups, documents learnings. Comfortable with SQL/Sheets analysis. • Copywriting & Messaging: Writes sharp, persona-specific ad copy with clear offers and CTAs that align to funnel stage. • Budget Management: Allocates spend by ROI. Rebalances weekly across channels to optimize CAC and payback. • Cross-Functional Collaboration: Partners with Sales and SDRs on lead quality feedback, and with RevOps on routing and dashboard integrity. Proper is proud to be an equal opportunity employer committed to creating a diverse environment to work by offering the same opportunities to all applicants regardless of gender, sexual orientation, race, color, religion, disability, national origins, marital status, or other characteristics. We base our talent search exclusively on competencies, abilities and potential. Apply tot his job