Demand Generation Lead

Demand Generation Lead

Talos sells complex infrastructure to institutional financial services buyers – heads of trading, CTOs, COOs, and heads of digital assets at global banks, prime brokers, asset managers, and retail brokerage platforms. These are long sales cycles with multiple stakeholders, and buyers respond to credibility and relevance more than volume.

The Demand Generation Lead will own the full funnel – from building awareness through thought leadership campaigns and audience-specific advertising, to capturing interest with high-conversion gated assets like playbooks, RFP kits, and demo content, to nurturing prospects through segmented email sequences and intelligent retargeting, through to delivering qualified leads to the sales team with the context and scoring logic they need to convert. The role sits at the intersection of campaign strategy, channel execution, content organization, and sales collaboration – translating Talos's product positioning into targeted programs, and converting market signals into timed, relevant outreach.

This is a high-agency role. There is no established playbook to inherit – you will build one. You'll identify the highest-leverage programs, make the case for them, execute without waiting for direction, and hold yourself accountable to pipeline outcomes. Much of what you accomplish will depend on influence rather than authority: getting content, design, and sales aligned behind a shared agenda, and earning the trust of teams whose collaboration you need but cannot direct. Strong messaging judgment, analytical discipline, and an understanding of how institutional buyers evaluate vendors will matter as much as technical marketing proficiency.

Responsibilities

Campaign strategy

• Design demand generation programs end-to-end – from audience definition and asset planning through distribution, nurture, and handoff to sales – aligned to the buyer journey for Talos's core ICP segments: global banks, institutional brokers, asset managers, hedge funds, retail brokers, and neobanks.
• Build and run account-based marketing plays targeting named accounts, coordinating across paid, email, content, and event channels.
• Develop event-driven programs tied to industry conferences, turning pre- and post-event engagement into qualified pipeline.
• Manage co-marketing programs with strategic partners that extend Talos's reach into adjacent buyer communities.

Channel execution

• Own execution across paid social (LinkedIn), Google, display, email marketing, and marketing automation workflows, including audience segmentation, A/B testing, and ongoing optimization.
• Build and manage nurture sequences that move prospects from first touch through to sales-ready status, using behavioral signals to deliver the right content at the right time.
• Work with sales associates and sales directors to develop campaign kits, retargeting sequences, and account-specific outreach playbooks that give reps the context to have relevant conversations.

Segmentation and personalization

• Design programs tailored to specific ICP segments and personas – heads of trading, CTOs, heads of digital assets, prime services and custody teams, compliance and risk leads – rather than broad-market campaigns.
• Develop persona-specific landing pages, gated assets, and ad creative that reflect each buyer's operational context.
• Translate Talos product capabilities – advanced trading and portfolio technology, white label solutions, and data products – into campaign messaging that connects solutions to each segment's day-to-day priorities.

Content mapping

• Conduct a structured audit of Talos's existing content across all products and media types – reports, case studies, product overviews, webinars, sales decks, demo videos, and more – to build a clear inventory of campaign-ready assets organized by segment, persona, funnel stage, and topic.
• Use the content inventory to identify gaps – segments, personas, or funnel stages with insufficient coverage – and translate those gaps into a prioritized content creation brief for future campaigns. This ensures demand generation programs are built on what exists rather than blocked by what doesn't.

Funnel optimization and analytics

• Own the interpretation and recommendations layer of pipeline reporting – MQL to SAL to SQL conversion rates, cost per qualified lead by channel and segment, campaign-influenced pipeline, and channel ROI. Work closely with the GTM Engineer to align on attribution models and funnel metric definitions; translate that data into spend decisions and recommendations to leadership on what to scale and what to cut.
• Diagnose conversion issues across landing pages, ad creative, forms, and lead routing; partner with design and content to test and implement fixes.
• Define and manage lead scoring logic with RevOps and sales, ensuring MQLs are routed with enough context for the sales team to follow up effectively.

Signal-driven timing

• Work with Sales and RevOps to monitor intent signals – hiring activity, leadership changes, funding events, platform launches, content engagement – and build programs that launch outreach when target accounts are in motion.
• Develop rapid-response playbooks for high-signal moments so Talos enters a buyer's consideration set when their readiness is highest.

Cross-team collaboration and influence

• Work closely with content, design, and product marketing to ensure every campaign is on-brand and built for an institutional audience. This role has no direct reports and no authority over adjacent teams – progress depends on building trust, sharing context, and making it easy for others to say yes.
• Partner with Sales to share campaign performance data, gather feedback on lead quality, and align programs to quarterly pipeline targets.
• Partner closely with the GTM Engineer on the systems layer of demand generation – including audience segmentation inputs, Marketo workflow logic, UTM and tracking standards, and signal-based trigger programs.
• Contribute to organic and emerging channel strategies that strengthen Talos's presence among buyers researching digital asset infrastructure – including SEO, AEO (answer engine optimization for AI-driven search), content syndication, and LinkedIn organic. Stay current on how institutional buyers are using AI tools to research vendors and ensure Talos has a credible presence in those surfaces.

Qualifications

Required

• 4 to 6 years of demand generation or growth marketing experience in B2B SaaS or fintech, with direct accountability for pipeline metrics – not just marketing activity. You have built programs from scratch, not inherited them, and you can point to specific outcomes you drove.
• High agency: a track record of identifying what needs to happen, building the plan, and seeing it through. You're comfortable operating without close oversight, and you take ownership of outcomes rather than tasks.
• Demonstrated experience running ABM programs targeting named accounts in financial services or enterprise technology, with measurable pipeline outcomes.
• Fluency in paid social (LinkedIn Campaign Manager in particular), Google Ads, and programmatic display, with experience managing real budgets and optimizing for pipeline quality.
• Hands-on experience with marketing automation platforms (Marketo strongly preferred), including building workflows, configuring lead scoring, and pulling campaign attribution reports.
• Working knowledge of Salesforce – comfortable pulling reports, interpreting pipeline data, and understanding how leads are routed and tracked, but not expected to own workflow configuration or system administration.
• Strong messaging judgment – the ability to take a complex product value proposition and sharpen it into campaign copy that a senior financial services buyer would find relevant and credible.
• Analytical discipline: comfortable in dashboards, capable of building attribution models, and confident making spend decisions from data.
• Experience working in close partnership with sales associates, sales directors, and regional sales leads, including sequencing, messaging alignment, and follow-up strategy, not just lead handoff.
• Comfortable operating with ambiguity. You can set your own agenda, prioritize without being told, and move programs forward without needing a fully formed brief. When something isn't working, you diagnose it and change course.

Preferred

• Experience marketing to institutional financial services audiences – banks, prime brokers, asset managers, hedge funds, or broker-dealers – with an understanding of how procurement, compliance, and risk factor into buying decisions.
• Familiarity with digital asset markets, crypto infrastructure, or institutional trading technology – or a track record of getting up to speed quickly in a technical domain.
• Experience with intent data platforms such as 6sense or Bombora, using signal data to prioritize account targeting and time outreach.
• Background at a company with a high-ACV, long-cycle enterprise sales motion selling into regulated industries.
• Working knowledge of SEO and AEO fundamentals and content distribution strategy in a B2B context.