Lead demand generation at Truv by building strategies for awareness to revenue conversion, managing a marketing team, and optimizing marketing impact through analytics.
About Truv
Truv empowers mortgage lenders, banks, credit unions, and government agencies to make faster, smarter verification decisions through consumer-permissioned income and employment data. By integrating with payroll systems and financial platforms, Truv reduces verification costs up to ~60–80% and offers real-time transparency and regulatory compliance.
Role Overview
Demand Generation at Truv isn’t just about filling the funnel—it’s about building the machine that turns awareness into revenue, and spotting the next opportunity for growth.
As our Head of Marketing, you’ll lead all demand generation efforts, balancing two key priorities:
Run the Engine – Build and scale always-on programs that ensure Truv is consistently in front of in-market buyers and turning interest into pipeline.
Find the Next Stair Step of Growth – Design strategic campaigns that generate new spikes in demand, unlock expansion, and open up new customer segments.
You’ll be both the architect and operator of this engine, collaborating cross-functionally with Sales, Product, and Customer Success while leading a growing marketing team.
Key Responsibilities
- Full-Funnel Demand Generation: Craft multi-channel strategies (ABM, paid media, content, webinars, events, partnerships, email, SEO) that scale both field and digital revenue pipelines.
- PLG Strategy & Execution: Drive self-serve onboarding, trial sign‑ups, usage-based growth, and product-qualified leads conversion. Build cadence and channels to accelerate free-to-paid conversion.
- Messaging & Positioning: Collaborate with Product Marketing to refine Truv’s positioning—highlighting real-time data, borrower empowerment, GSE alignment, and efficiency in lending workflows.
- Cross-Functional Collaboration: Align marketing with Sales, Product, RevOps, and Customer Success to optimize funnel flows from awareness to revenue.
- Analytics & Optimization: Monitor critical KPIs: MQLs, PQLs, SQLs, conversion rates, CAC, ROI, and leverage data to continually iterate and scale marketing impact.
- Team Leadership & Enablement: Build, mentor, and scale a high-performing team across demand, product marketing, content, and growth engineering.
- Budgeting & Forecasting: Manage marketing budgets, forecast pipeline impact, and deliver transparent results to executive leadership.
Must-Have Qualifications
- 10+ years experience in B2B SaaS marketing, including leading demand generation and PLG initiatives.
- Proven track record scaling marketing motion from early-stage inbound pipeline to enterprise and self-serve revenue growth.
- Hands-on experience with PLG playbooks—driving growth with usage-based models, onboarding flows, and conversion optimization.
- Deep expertise in marketing tech stack: CRM (Hubspot), MQL/PQL scoring, automation tools (Clay, Pipedream), analytics dashboards.
- Strong analytical mindset; proven experience in data-driven funnel optimization and attribution modeling.
- Exceptional leadership skills with a history of building cross-functional teams and enabling SDR/BDR alignment.
- Experience marketing fintech or verification solutions to financial institutions or lending verticals preferred.
Preferred Skills
- Platform-builder mindset—scaling repeatable GTM processes.
- Experience running ABM programs targeting enterprise lenders and credit unions.
- Familiarity with compliance and income-verification regulations (e.g., DU/AIM).
- Ability to craft persuasive messaging that resonates across buyer personas (e.g. compliance, operations, lending executives).
Benefits
- Competitive equity package
- Health, dental, and vision insurance
- 401(k)
- Flexible vacation policy
- Fully remote
- High-impact role with significant independence and clear growth trajectory
- Opportunity to shape the future of financial data access
Top Skills
Automation Tools (Clay
Crm (Hubspot)
Pipedream)
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