Demand Generation Lead

About Refold
Enterprise integrations are still built by hand, one customer at a time, by a human supply chain of consultants. We think that's the last big software category that hasn't been automated — and we're automating it.
Refold is the AI integration delivery layer. Our agents build, test, deploy, and maintain integration workflows inside our customers' own products, white-labeled, up to 90% faster. Trained on millions of real-world contexts across SAP, Oracle, Workday, NetSuite, and Salesforce, we turn integration work that used to take quarters into days — and then keep it running, because the agents detect failures and repair mappings themselves.
Traction: 30+ paying enterprise customers, 1,500+ active users, 10M+ API calls processed daily, seven-figure ARR. Customers include Incorta, Kantata, Coupa, Naehas, OvationCXM, and Zycus. The results are the pitch: Kantata ships integrations 75% faster with 8x delivery capacity; Incorta cut time-to-go-live by 70% and recovered 8,000+ engineering hours; Naehas went from 3–5-month builds to 90% faster delivery.
Refold was founded by Jugal Anchalia and Abhishek Kumar, who have been featured in Forbes 30 Under 30. We've raised $6.5M led by Eniac Ventures (early investors in Airbnb & Uber) and Tidal Ventures, with Better Capital, Ahead VC, Karman Ventures, Z21 Ventures, and Titan Ventures participating.
We're assembling a founding team of people who learn fast, raise the bar, and shape the company from day one. Demand gen has changed. In the AI era, the person who owns the pipeline number also builds the system that produces it: signals, scoring, and AI agents decide which accounts we talk to, when, and why, and the demand gen lead writes that software. That is how this seat works at Refold. You'll inherit an engine that already runs in production, and your job is to make it produce more.

Key Responsibilities

Own the number
Carry the target: Discovery calls, demos, and sourced pipeline are yours across every motion: outbound, events, inbound, and ABM. You set the quarterly plan, forecast against it, and answer for the gap
Lead the BDR team: Five BDRs report to you. You hire, coach, and set their targets, and you decide who they contact, in what order, and with what message across calls, email, and LinkedIn
Run outreach end to end: The weekly action list each rep works from is your product, and so is its hit rate. When meetings drop, you find out whether the problem is the list, the message, or the execution, and you fix it
Own the number in motions you don't run: Events, inbound, and ABM are executed by other teams. You set the pipeline target for each with them, supply the target lists and follow-up, and hold the combined number
Fix the leaks: Track conversion from first conversation through demo and proof of concept, find where good accounts stall, and fix the handoff with the AEs
Report the truth: Publish the weekly demand gen update the whole GTM team runs on. Snapshot and cohort views, built from CRM stage history, that change decisions
Manage the budget: Programme spend and per-vendor credit budgets. Every tool earns its place by the job it does, and you retire the ones that stop earning it
Build the engine
Maintain the GTM system: A production codebase runs our signals, account scoring, and AI sales agents. You are its maintainer: you write the code, ship it, deploy it, and get paged when it breaks. Nobody else builds it for you
Ship every day: Small, working changes go to production daily. The people using what you build sit next to you and will tell you the same afternoon whether it works
Build and tune the agents: Account research, battle cards, drafted outreach, demo briefs, and handoff notes are generated by AI agents the team uses daily. You write the prompts and tools, run the evals, and gate anything before it reaches a rep or a prospect
Run the data platform: A warehouse of several thousand target accounts is the source of truth, with the CRM on top. Keep ingest healthy, roll-ups fresh, and the two in sync
Build the signal layer: Website visitors, intent data, job changes, hiring, funding, LinkedIn engagement, and event attendance. Decide which signals matter, wire them in, and prove they predict meetings
Keep the ICP executable: Our tiering and scoring rubric is code, and every classification must trace back to it. Tune it against closed-won and closed-lost deals each quarter
Stay at the frontier: B2B outreach and inbound are changing every quarter. Know what the best teams are doing now, test it here within weeks, and keep only what moves the number
Make it reliable: Scheduled jobs, alerts, data-quality audits, and deploys that verify themselves. If a rep opens an empty list on Monday morning, that's yours
Role Information
Reports to: Head of Marketing
Manages: A team of 5 BDRs and all demand gen numbers
Works closest with: The AEs, Field Marketing, Product Marketing, GTM Operations, and the founders
Audience: CTOs, CPOs, VPs of Product, and VPs of Professional Services / Delivery at sales-led software companies
Stack: HubSpot, a Postgres warehouse, Python services on cloud infrastructure, enrichment and intent vendors, and coding agents for the AI layer
Time split: 50% running the number, 50% building
Location: San Francisco Bay Area, in office
Your First 90 Days
By day 30: You publish the weekly demand gen update and the BDR action lists yourself, and you've shipped your first fix to production
By day 60: You deploy and operate the GTM system without help, and you've changed at least one thing about targeting that shows up in the meeting rate
By day 90: The next quarter's demand gen plan and number are yours, written by you and signed off by the founders
Required Skills & Abilities
You've carried a pipeline number: 5–10 years in demand gen or growth at B2B SaaS, with at least one stretch where the meetings and pipeline target was yours alone
You've built AI agents a team uses: Not a demo or a side project. Agents that sellers or marketers rely on in their daily work, and you can show them to us
You ship code every day: Claude Code, coding+deployment and SQL in production, deployed by you. You're as comfortable in a terminal as in a CRM, and a coding agent is already part of how you work
You've shipped something other people use: A tool, product, or internal system with real users, that works, and that you kept working after launch
You know the state of the art: You can explain what has changed in B2B outreach and inbound in the last twelve months, what you've tested yourself, and what you'd stop doing
You've led outbound: You've managed or closely directed BDRs, and you can tell from the call data what's going wrong
Account-based instinct: You've sold into a small, named market with long cycles and several stakeholders per deal, where list quality matters more than volume
Funnel-literate and a clear writer: You reason in cohorts and conversion rates, and a founder, a BDR, and an engineer can each read your update once and know what to do
High ownership: No ops team, no data team, no agency. You'll debug the pipeline at night and present the forecast in the morning, and that's the appeal
Presence matters: Based in the SF Bay Area and working from our office
Nice to Have
Sold to technical or enterprise-software buyers, or worked in the ERP and integration ecosystem (SAP, Oracle, NetSuite, Workday, Salesforce)
Been the first growth or GTM hire at a seed or Series A company
Founded a company or built a product from zero
Deep CRM API experience: custom properties, stage history, association models
Run events, ABM advertising, or inbound programmes yourself
Why do you want to work here?
Impact: Fast-growing seed-stage company ($6.5M from Eniac Ventures & Tidal Ventures) with early Fortune 500-scale deployments and real, quantified customer outcomes
Speed: You inherit a GTM system that already runs in production, so your first quarter goes into improving it instead of building the basics
Ownership: The number, the team, and the machine are all yours. This is demand gen done the way the best teams will run it in two years, and you get to do it now
Compensation:
$180,000 - $210,000 (Annually)
Equal Employment Opportunity
We're a small, fast-growing team, and we're intentional about building an inclusive culture from day one. We welcome teammates of all backgrounds and don't discriminate based on gender, ethnicity, sexual orientation, religion, civil or family status, age, disability, or race. If you're excited by our mission, you belong here.