What you'll be doing:

In this role, you'll be the founding owner of demand generation at Basis. You'll build the programs, experiments, and operating rhythms that turn market interest into qualified net-new pipeline across accounting firms and in-house finance teams, with the opportunity to extend the motion into expansion demand as the function scales.

You'll own full-funnel demand programs from strategy through execution: defining target audiences, testing offers, launching campaigns, improving conversion paths, building webinar and lifecycle motions, and scaling the channels that produce high-quality opportunities. This is not an MQL-volume role. We're looking for someone who cares about pipeline quality, sales readiness, and learning quickly which messages, audiences, and motions create real demand.

You'll work closely with the Head of Marketing, PMM, Content, Marketing Ops, Sales, BDRs, Partnerships, and Events to connect Basis's category narrative to measurable pipeline. Your job is to make the demand engine work: the campaigns, conversion paths, follow-up motions, handoffs, and feedback loops that turn the right prospects into real sales conversations.

You'll be hands-on from day one. That may mean building campaigns yourself, managing an agency or contractor, orchestrating AI-enabled workflows, pulling insights from HubSpot/Salesforce and campaign data, rewriting landing page copy, pressure-testing nurture flows, or sitting with BDRs to understand why a campaign is or is not converting. As we scale, you'll turn what works into repeatable playbooks and help shape how the demand generation function grows.

This is a high-ownership role for someone who wants to build the demand engine at a fast-moving AI company selling into sophisticated, high-trust markets. You'll need strong B2B demand generation instincts, technical curiosity, and the ability to operate well in ambiguity.

Location: NYC, Flatiron office. In-person team.

What you'll bring:

• 4-6 years of experience in B2B demand generation, growth marketing, revenue marketing, or a related role, ideally in high-growth software, AI, fintech, data, security, automation, or another technical product environment
• A track record of building and running full-funnel campaigns that create qualified pipeline, not just top-of-funnel activity
• Strong experimentation instincts across audiences, offers, messaging, landing pages, lifecycle campaigns, paid/inbound programs, webinars, and account-based motions
• Experience partnering closely with Sales and BDR/SDR teams to improve campaign follow-up, handoff quality, meeting conversion, and pipeline feedback loops
• Fluency with marketing and revenue tools such as HubSpot, Salesforce, Google Analytics, ad platforms, enrichment tools, attribution/reporting systems, or similar platforms
• Analytical judgment: you can use funnel data, campaign performance, and qualitative sales feedback to decide what to scale, fix, or stop
• Technical aptitude and curiosity; you do not need to come from AI or accounting, but you should be able to learn complex products quickly and market credibly to sophisticated buyers
• Bachelor's degree or equivalent practical experience
• Ability to work in office in Manhattan 5 days per week

What we'd love to see:

• Pipeline Ownership: Examples of programs you built that created measurable qualified pipeline, sales meetings, opportunities, or revenue
• Inbound Demand Depth: Experience improving conversion from organic, paid, content, webinar, website, and lifecycle demand into qualified sales conversations
• Sales Partnership: A history of working closely with BDRs, AEs, or RevOps to improve lead quality, follow-up, routing, and conversion
• Offer and Campaign Creativity: Experience testing sharp campaign concepts, reports, guides, calculators, workshops, webinars, executive briefings, or other offers that moved prospects from interest to action

What Success looks like in this role:

• Pipeline Quality: Demand programs generate qualified opportunities with the right accounting firm and in-house finance buyers, not just lead volume
• Repeatable Demand Engine: Basis has a clear operating rhythm for campaign planning, launch, measurement, experimentation, and iteration
• Conversion Momentum: Campaigns, landing pages, webinars, nurture, and follow-up motions steadily improve the path from interest to sales conversation
• Sales Alignment: BDRs and AEs have a tight feedback loop with marketing, clear campaign context, and follow-up motions that help them convert demand into pipeline
• Channel Learning: We know which audiences, messages, offers, and channels are working, and we have a clear plan for scaling the best-performing motions
• Cross-Functional Leverage: PMM, Content, Marketing Ops, Partnerships, Events, and Sales are connected through a demand generation owner who turns company priorities into measurable pipeline programs

Benefits at Basis

We offer a competitive and thoughtful benefits package designed to support your physical, mental, and financial well-being:

• Health & Wellness: Premium Medical, Dental, and Vision coverage; Life Insurance; and 6 coaching & 6 therapy sessions through Spring Health.
• Time off: Unlimited PTO + 12 paid company holidays.
• In-Office Perks: Daily meal stipends, a fully stocked kitchen, and $300 toward your custom desk setup.
• Financial Benefits: Pre-tax commuter benefits and 401(k) retirement plan
• Team Culture: Monthly office activities and frequent optional team happy hours.
• Parental Leave