Demand Generation Lead

Institutional Fabric for the Digital Asset Market Founded in 2018, Talos provides institutional-grade trading technology for the global digital asset market, powering many of the major players in the crypto ecosystem. Our mission is clear: to advance the mass adoption of digital assets by seamlessly connecting institutions to the digital asset ecosystem. We are committed to building the most innovative and trusted platform in the world, supporting the entire trading lifecycle. At Talos, you’ll find an environment that champions kindness and respect, values diverse perspectives, and upholds inclusivity at every turn. We believe every member of our team brings invaluable insights and abilities that drive Talos forward. In our pursuit of excellence, we foster a culture of trust, integrity, collaboration, and mutual growth. We are a tight-knit yet globally distributed team of highly experienced engineers and business leaders, with hubs in New York, London, Singapore, and Cyprus. You’ll be part of a hybrid-friendly environment where your unique talents and insights will play a crucial role in building something extraordinary. 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. Learn More About Talos Check out these videos and links to learn more about Talos and our culture! Spotlight Article: Talos Snapshot by DRW Podcast: 2023 episode with co-founders Anton & Ethan Website: Explore Talos: Products, Investors, Team & More Case Studies: Real world examples of client solutions Awards: Talos Wins Hedgeweek Global Digital Assets Award 2024 Culture: Award-winning, Forbes-listed, low-attrition team Andreessen Horowitz re: Talos: "The company best suited to drive institutional adoption is one that understands traditional capital markets deeply and is forward-thinking enough to fully grasp the promise of crypto. Talos is that company." Benefits You will also enjoy a comprehensive array of competitive benefits, regardless of your location, within our warm, welcoming, and ambitious company culture. Some of our benefits include: Retirement plan contributions Unlimited Vacation + a PTO bonus: Employees that take 15 days of vacation, with 5 days being consecutive, receive a $2000 USD bonus. Bonus and stock ownership Medical, dental, and vision insurance Paid parental leave for 20 weeks, after 1 year of service Global offsites and team outings A one-time stipend towards at-home office set-up for all employees A wellness credit of $50 accrued monthly, to go towards things like gym memberships, ski-passes, and work out classes. A lunch credit of $25 USD towards lunches for days in-office Donation matching up to $100 USD annually Other in-office perks: Catered lunches on Tuesdays, snacks, and drinks Check out other open positions listed on our website! Talos is proud to be an Equal Opportunity employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. Talos is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process. If you need any assistance or accommodations due to a disability, please let us know at View email address on click.appcast.io. To protect the interests of all parties, Talos Trading, LLC and its affiliates (“Talos”) strongly discourage submission of unsolicited resumes from any source other than directly from a candidate. Talos will NOT pay fees, commissions or compensation of any kind (“Fees”) for any placement or hire resulting from the receipt of an unsolicited resume. Talos will consider any candidate for whom an Agency has submitted an unsolicited resume to have been referred by the Agency free of any charges or fees and Talos reserves the right to contact, interview, and hire the candidate directly. Agencies, search firms, recruitment firms and similar organizations (“Agencies”) must obtain advance written approval from Talos’s internal recruiting team to submit resumes, AND must sign a valid fully executed placement agreement with Talos in order to be eligible to receive any Fees from Talos. Talos will not pay a Fee to any Agency that does not have such agreement in place. By submitting a resume without a signed agreement, you acknowledge and accept these terms. © Talos Trading, View email address on click.appcast.io By submitting your application and pursuing job candidacy, you consent to the processing of your personal information in connection with our Applicant & Employee Privacy Notice.