Demand Generation Lead

Full Time · Reports to Founder

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UpsellPlus helps ambitious Shopify brands grow revenue and profit across product pages, cart, checkout and post-purchase.

More than 300 brands use our products across millions of monthly orders. Our core customers are Shopify Plus and larger Shopify brands doing approximately $5M–$50M in annual ecommerce revenue, particularly in beauty, health, supplements, food, apparel and home.

We are a founder-led, capital-efficient SaaS company with a strong product, real customers and a clear opportunity: build a repeatable acquisition engine beyond organic Shopify App Store demand.

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We are hiring a hands-on demand-generation operator to personally generate qualified pipeline and new customers.

The mandate is deliberately focused:

• Build and operate a scalable outbound engine
• Grow qualified acquisition through Shopify App Store Ads
• Improve conversion from first touch to paid customer
• Measure every channel through pipeline, MRR and fully loaded CAC
• Find bottlenecks, remove them and keep moving

This is not a strategy-only role. You will personally configure the tools, source accounts, write campaigns, launch ads, inspect results and improve the funnel.

Your work will be measured by qualified opportunities, paying ICP customers, retained new MRR and CAC payback, not by content volume, impressions, clicks or decks produced.

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Within your first 90 days, you will build a demand-generation engine capable of producing approximately:

• Five outbound-sourced customers per month
• Two to three App Store-sourced customers per month
• At least seven total new ICP customers per month
• Approximately $2,500 in new MRR per month
• Fully loaded CAC payback below 12 months, targeting eight months

You will also establish clean attribution and a weekly funnel covering:

• Channel activity
• MQLs
• Sales-accepted leads
• SQLs
• Qualified pipeline
• Paying customers
• New and retained MRR
• Media CAC
• Fully loaded CAC

These are starting targets based on our current customer economics. You will replace assumptions with measured conversion data and improve the model as the engine matures.

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1. Outbound demand generation

Build and operate the outbound system end-to-end:

• Define and continuously improve account and contact targeting
• Source, enrich, deduplicate and verify ICP account lists
• Configure domains, mailboxes, authentication and sequencing infrastructure
• Protect sender reputation and monitor deliverability
• Develop signal-based campaigns around competitor use, missing capabilities, technology changes and commercial opportunities
• Write and test messaging, sequences and calls to action
• Scale sending capacity when economics and deliverability support it
• Route positive responses and qualified opportunities correctly
• Track every lead from source through pipeline and revenue

You do not treat removable operating constraints as fixed. If capacity, tooling or process blocks the target, you determine the cost and risk, recommend the solution and execute it.

2. Shopify App Store acquisition

Own paid and organic acquisition inside the Shopify ecosystem:

• Launch and optimize Shopify App Store Ads
• Segment campaigns by keyword, intent, geography and merchant profile
• Measure CPC, click-to-install, qualified-install and install-to-paid conversion
• Connect campaigns to actual merchant quality, starting MRR and retention
• Improve listing copy, screenshots, video, positioning and conversion
• Run structured experiments and scale campaigns only when economics support it
• Monitor competitors, ranking changes and category demand
• Improve review volume and velocity without compromising review quality or platform rules

The objective is not inexpensive installs. It is qualified, retained customers at viable CAC.

3. Conversion and campaign assets

Create or coordinate the assets needed to convert demand:

• Landing pages and campaign-specific pages
• Competitive and alternative pages
• ICP-specific messaging and use cases
• Merchant audits, benchmarks and commercial tools
• Retargeting and conversion-support campaigns
• Sales collateral for qualified opportunities

You will write and ship. You will not wait for a separate content team to turn every idea into an asset.

4. Attribution and growth economics

Own the measurement system:

• Maintain source-level attribution from first touch through paid customer
• Build and maintain dashboards for funnel conversion, pipeline, MRR and CAC
• Separate outbound, paid and organic channel economics
• Report both media-only CAC and fully loaded CAC
• Analyze cohort quality, starting ARPA and 30/60/90-day retention
• Model capacity and budget requirements before scaling
• Replace assumptions with actual data as soon as it becomes available
• Surface problems early, with a recommendation and proposed action

You will have access to Shopify, Google Analytics, campaign platforms and our internal data. Where access is missing, you ask for it clearly once and then own the analysis.

5. Weekly operating cadence

Every week, you will report:

• What entered the funnel
• What advanced
• What converted
• What did not work
• What you stopped
• What you learned
• What you are changing next

We care about trajectory and learning speed, but activity without commercial progress is not success.

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You are a strong fit if you:

• Have built a B2B SaaS or ecommerce-technology demand-generation engine before
• Have personally run cold outbound at meaningful scale
• Understand domains, mailbox infrastructure, authentication, list quality and deliverability
• Have managed paid acquisition through to customers and revenue
• Can write sharp campaign copy without relying on a separate copywriter
• Understand MQL, SAL, SQL and pipeline definitions—and do not manipulate them to improve reporting
• Think fluently in CAC, ARPA, payback, conversion and retention
• Are comfortable working directly with a founder and operating with high autonomy
• Can move between strategy, spreadsheets, copy, campaign tools and customer conversations
• Treat goals as design constraints, not suggestions
• Distinguish genuine hard constraints from bottlenecks that can be removed
• Prefer taking ownership over explaining why the current setup cannot work

Experience in the Shopify ecosystem is strongly preferred. Experience marketing to ecommerce leaders, Shopify agencies or consumer brands is highly valuable.

This role is not for you if

• You primarily want to advise while other people execute
• You need a large team before you can ship
• You report traffic, rankings or campaign activity without connecting them to pipeline and revenue
• You treat the existing tool stack, budget allocation or campaign structure as fixed
• You wait until the end of a quarter to explain why a target was missed
• You are uncomfortable being held accountable for commercial outcomes
• You want a broad brand-marketing or executive-management role

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We are remote-first, with the option to work with the founder in New York City.

We move quickly, communicate directly and expect people to own their domain. You will have the authority to make day-to-day marketing decisions within agreed budgets and risk limits.

Your job is not to ask the founder what task to do next. Your job is to understand the commercial target, build the system required to reach it and bring forward only the decisions that genuinely require founder input.

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Please include:

• Your LinkedIn profile and resume
• One demand-generation system you personally built
• The starting situation, budget and constraints
• What you personally executed
• Funnel results from activity through pipeline and revenue
• What failed and what you changed
• An example of a bottleneck you removed instead of accepting
• A brief explanation of how you would approach your first 30 days at UpsellPlus

Generic applications and strategy decks without quantified outcomes will not be considered.

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