The Role

We're looking for a B2B GTM Manager to own top-of-funnel: turn institutional CRE owner prospects in our target markets into booked meetings and engaged pipeline. Operator first, manager second - build the playbook, run the plays, measure everything, then scale what's working.

You'll be the resident expert on our Ideal Customer Profile (ICP) - institutional commercial real estate owners - and the person accountable for filling the pipeline with qualified opportunities. You'll own the full funnel from first cold touch to qualified meeting, working closely with Sales to ensure alignment and impact.

What You'll Own

• A quarterly target for qualified meetings booked and pipeline sourced into ICP accounts.
• Lumen's outbound engine, end-to-end - list building, sequencing, copy, send, iterate. Cold calling included: define the scripts, make calls yourself, and set up AEs to make them as well.
• The campaign calendar - briefs, creative, audience targeting, launch, optimization, post-mortems.
• Account-Based Marketing programs for tier-1 institutional prospects - multi-channel, multi-touch, measurably tied to pipeline.
• The marketing tech stack - HubSpot ownership for campaign execution, lead scoring, attribution, and pipeline reporting; sequencer, enrichment, intent data, and ABM tooling.
• AI-assisted SDR (AISDR) programs - execute and optimize for scalable outreach where it can extend the team's reach without diluting message quality.
• The measurement stack - channel ROI, cost per meeting, cost per opportunity, conversion rates by stage and segment. A weekly scorecard everyone reads.

Where you'll be a critical collaborator

With Sales (Operations and Account Executives): Run tight feedback loops on outbound campaigns, lead routing, handoff SLAs, meeting quality scoring, and message-market fit signal. Translate market insights and campaign learnings into actionable sales intelligence. Partner on sales enablement materials - marketing owns the artifact; you bring the messaging and the data.

With Marketing leadership: Plan and execute multi-channel top-funnel programs across outbound email, LinkedIn, paid search and social, events and conferences, webinars, partnerships, content syndication, and ABM. Test relentlessly - new channels, new lists, new ICP cuts, new offers. Manage outside vendors, agencies, and contractors; bring work in-house when it's cheaper or better. Partner on positioning, ICP definition, and territory strategy as the funnel teaches us what resonates.

About you

• ~5-7 years in B2B growth, lead gen, GTM, ABM, or sales development with demonstrated growth and increasing scope of responsibility
• Operator first: you write the email, build the list, set up the sequence, run the ads, pull the report. Manager second: you can hire, brief, and direct help once volume demands it.
• Comfortable selling to sophisticated institutional buyers - long sales cycles, multiple stakeholders, complex products. CRE, climate tech, proptech, financial services, or B2B SaaS backgrounds are most relevant.
• Numbers-native: lives in a dashboard, makes decisions from data, can build the dashboard if it doesn't exist.
• Expert-level CRM proficiency: we use HubSpot but any comparable marketing automation platform will translate; familiarity with AI-powered SDR tools and modern outbound stacks.
• Strong written instinct: outbound copy, ad copy, landing pages, sales enablement.
• High agency: you are self-directed and comfortable setting your own priorities to drive outcomes
• Resourceful with a budget but rigorous with attribution.

Nice to have

• Deep knowledge of commercial real estate, particularly institutional owners and operators.
• Experience standing up an ABM program from scratch in an early-stage or high-growth environment.
• Background in cold calling and outbound sales development as well as marketing.
• Working knowledge of Hubspot, data enrichment tools, and attribution platforms.

Why Lumen

• Work that matters - every rooftop we convert accelerates decarbonization at scale.
• High ownership, early on - you'll have real impact from day one, not years from now.
• A team that moves fast and values clear thinking over politics or hierarchy.
• Competitive salary, benefits, and equity participation.
• A culture that embraces technology, including AI - we use new tools actively and encourage you to do the same.
• Room to grow - we promote from within and invest in the development of our team.

Compensation & Benefits

Salary Range: $110,000 - $145,000 base salary; variable performance-based bonus

Final compensation will be determined based on experience, skills, and geographic location

Benefits include:

• Comprehensive health, dental, and vision insurance
• 401(k) plan
• Flexible PTO
• Remote work flexibility
• Professional development budget
• Equipment and home office stipend
• Mission-driven work accelerating the clean energy transition

How to apply

Send a resume and a brief note about why you're excited about this role. We're especially interested in:

• An ABM or demand-gen program you've built from scratch and the pipeline impact it produced
• Your experience with commercial real estate or a similarly complex B2B sale
• A campaign you ran that moved the needle, and what you learned from one that didn't
• How you think about marketing technology and the right level of investment for the stage