Senior Program Manager, Demand Generation

## Senior Program Manager, Demand Generation Apply remote type:
Product Management locations:
Illinois:
Kansas:
Colorado:
Montana:
Michigan time type:
Full time posted on:
Posted Todayjob requisition :
26-0307
*** Posting Type
*** Hybrid
* ** Job Overview
*** Gavel has been acquired by Relativity, the leading legal data intelligence company. Gavel currently operates as a standalone product line within Relativity, with two products:
Gavel Workflows, a legal document automation platform for law firms, and Gavel Exec, an AI contract review and drafting tool for in-house legal teams and transactional attorneys.
This role owns all inbound demand generation and marketing-led outbound for both products, driving free trials and demo requests across the full funnel. In the near-term, you will be the only dedicated marketer on the Gavel team: building and running the playbook. You will own the strategy, the tech stack, the channels, and the reporting, and you will advise the CEO and cross-functional leadership on where to invest and why.
This is a high-autonomy role for someone who has operated as a solo marketing function before, thinks in systems, and holds themselves accountable to pipeline and revenue outcomes.
*** Job Description and Requirements
***** Role Responsibilities
**** Demand Generation and Pipeline
*** Define the demand generation strategy across both products and own the outcomes: trials, demos, CAC, ACV, LTV
* Own and optimize paid search and paid social campaigns across Google Ads, Microsoft Ads, Meta, Linked In, Reddit, and OpenAI
* Advise leadership on funnel health, channel ROI, and investment prioritization
* Identify, build, and run experiments and big bets to drive step-change growth, from hypothesis to execution and reporting
** Website, Content, and SEO
*** Own our Webflow site: strategy, page edits, CMS updates, and new page launches
* Define and drive the SEO and AEO content strategy, including the competitor comparison hub and LLM citation visibility program
* Run editorial operations for two founder Substacks and bi-weekly newsletters
* Oversee contractors for SEO/AEO execution and social content production
** CRM, Email, and Lifecycle
*** Own Hub Spot as the system of record: contact management, lifecycle stages, routing logic, and lead flow
* Design and build onboarding, nurture, sales, and marketing email sequences across both products
* Partner with sales and customer success on pipeline content, outbound sequences, competitive assets, and retention communications
** Analytics, Attribution, and Operations
*** Maintain and evolve the marketing attribution model, including cross-functional work with engineering to connect pre-signup session data to revenue outcomes
* Translate data from Big Query, Looker, Hub Spot, GA4, and Google Sheets into clear recommendations for leadership
* Own the full martech stack and build AI workflows and automations across your workflow
** What We Are Looking For
*** 7 to 10 years of experience in demand generation, growth marketing, or a closely related role at a B2B SaaS company
* Demonstrated experience as a solo or near-solo marketer who owned strategy and outcomes, not just execution
* Hands-on paid ownership: you have managed campaigns, made budget and bid decisions, and understood conversion tracking at a technical level
* Strong Hub Spot proficiency across sequences, workflows, lifecycle management, and reporting
* Experience designing and executing SEO or content programs with measurable pipeline impact
* Comfortable working cross-functionally with engineering and data teams to build marketing infrastructure and translate data from Big Query, Looker, Hub Spot, GA4, and spreadsheets into investment recommendations
* AI fluency: you use AI tools as a core part of how you work to build automations, produce content, analyze data, and move faster than a team of one should be able to
* Strong written communication: you write copy, briefs, and strategic recommendations regularly and well
** Preferred Qualifications
*** Experience with AEO, LLM citation optimization, or AI-driven search visibility programs
* Familiarity with Big Query or data warehouse tools for marketing attribution
*…