Enterprise Demand Generation Lead

Responsibilities

• Take a campaign from positioning brief to activation across paid, ABM, events, lifecycle, and web, so the same story lands everywhere it needs to.
• Own a marketing-sourced pipeline target and continuously improve the engine behind it, optimizing for CAC, conversion, velocity, and pipeline efficiency.
• Connect acquisition, field, ABM, lifecycle, intent, and Sales activation into a coherent journey, identifying and fixing the gaps where demand gets lost.
• Create the system that turns the demand we already generate across events, paid, organic, content, and our website into engaged accounts and future pipeline.
• Understand what creates pipeline, turn what works into scalable playbooks, and build the processes and operating cadence that make performance increasingly predictable quarter over quarter.
• Build visibility into pipeline creation, CAC, conversion, velocity, account progression, and channel performance. Surface insights, develop hypotheses, and use data to determine where we invest and what we improve.
• Build tight feedback loops, shared account activation criteria, and clear handoffs so Marketing and Sales operate as one system around the accounts most likely to buy.

Requirements

• Deep experience in enterprise B2B demand generation, with meaningful time spent selling into mid-market and enterprise buyers.
• You’ve owned or directly contributed to a meaningful pipeline number. You can quantify the opportunities, pipeline, and revenue your work generated and understand what it means to be accountable for a commercial outcome.
• You’re a full-funnel systems thinker. You can diagnose whether the real constraint is audience, engagement, conversion, nurture, account activation, Sales follow-up, or something else entirely.
• You understand modern B2B demand architecture. You’re fluent in lifecycle stages, nurture, routing, attribution, and funnel instrumentation.
• Creative range: you’ve shipped B2B campaigns a consumer brand would have been happy to run, and you can show what they did to pipeline.
• Experience with a category that had to be explained before it could be sold; demand creation, not only demand capture.

Preferred

• Experience marketing to finance and accounting buyers
• Experience with HubSpot, Clay, and an AI-native ABM stack
• Experience marketing AI or agentic products
• Fluency with the modern go-to-market stack and with AI in your daily workflow

The role

As Maxima’s Demand Generation Lead, you’ll build the system that turns demand into repeatable pipeline. You’ll own the full funnel, from first engagement through qualified opportunity, and bring together our account-based, campaign, field, and lifecycle motions into one connected demand engine.

The mandate has two halves. Capture the demand that already exists for financial close and accounting automation, where buyers know the category and are actively looking. And create demand for a category they don’t yet have a name for: agentic accounting. As our deals move toward six-figure contracts, the engine has to be built for an enterprise buyer rather than tuned for a mid-market one.

Our audience is controllers and senior accounting leaders at mid-market and enterprise companies. They’re pressed for time, allergic to hype, and responsible for some of the highest-stakes workflows in the business. The marketing that reaches them has to be rigorous, and it shouldn’t be boring.

This role is for someone who has seen great demand generation up close. You think beyond channels and campaigns to the system underneath them: how accounts become engaged, how intent gets recognized, how prospects are nurtured, how Sales gets activated, and how all of it translates into pipeline.

If you’ve helped build a demand engine that works and you want to own one outright, this is your next move.

Own account-based marketing

Build and run ABM programs that engage our target accounts and the full buying group inside them, from account selection through activation.

Experiment with rigor

Try things across channels, messaging, audiences, and formats. Measure against ICP impressions, ICP visitors, and ICP pipeline. Cut what doesn’t work quickly and triple down on what does.

Partner across Marketing

Work closely with Product Marketing, Brand, Content, Corporate Marketing, and Customer Marketing to turn our strongest messaging, creative, thought leadership, and customer proof into demand.

What we're looking for

You’ve built or scaled a repeatable demand engine, not just successful campaigns. You understand how acquisition, field, ABM, lifecycle, intent, and Sales activation work together to create pipeline quarter after quarter.

Real depth in ABM and integrated campaigns: account identification, fit and intent signals, buying committees, multi-channel activation, and the operations underneath them.

You’re creative and commercially minded in the same breath. You think naturally in pipeline, CAC, conversion, velocity, and revenue, and you use those metrics to make fast, informed decisions about what to kill and what to scale.

You’re obsessed with demand generation and all of its flavors, and you want this to be the role where you own it end to end.

Enterprise B2B experience specifically; consumer and product-led growth are different disciplines and do not substitute.

You’ve seen what excellent looks like. We’re not looking for someone building demand generation for the first time. We want someone who has helped build something great and wants to bring that experience, judgment, and ambition to Maxima.

Where and how you'll work

This role is based in our San Mateo office. We value in-person collaboration and are in office four to five days a week.

Why join Maxima

The work.

Agentic accounting is a category being defined right now, and Maxima is one of the companies defining it. The product does the accounting work itself, so what you build, sell, or deploy shows up in a customer's books

The people.

Founders who ran the finance org at Rubrik and built the close systems at Twitter and Netflix. Engineers from Robinhood, Glean, Google, Netflix, and Meta. Controllers and accountants on the team who have closed books themselves. Small teams in San Mateo and Toronto that work in the same room, say what they think, and hold a high bar

The benefits.

Competitive salary, 401(k) for US employees, unlimited PTO, lunch in the office, and commuter benefits

The process.

A person reads every application, and we tell you where you stand at every stage

A note on AI

We build AI and we expect you to use it. Use it to research us and to prepare. In live conversations we want your own thinking in your own words, and if you use AI on a take-home exercise, tell us where it helped.

Equal opportunity

Maxima is an equal opportunity employer. We do not discriminate on the basis of race, color, ethnicity, ancestry, national origin, religion, sex, gender, gender identity, gender expression, sexual orientation, age, disability, veteran status, genetic information, marital status, or any other legally protected status. If you need an accommodation at any point in the process, tell us and we will arrange it.