Role Description
The Head of Demand Generation is responsible for leading BriteCap’s top‑of‑funnel acquisition strategy and execution across paid media, SEO, content, and conversion optimization. This role manages all performance marketing activities with a clear mandate: generate qualified inbound demand that converts to funded small‑business loans.
This position requires a hands-on operator with direct experience in small‑business lending, MCA, or SMB fintech. The ideal candidate understands category‑specific CPL benchmarks, has built compliant acquisition funnels, and has a track record of driving measurable pipeline impact — not just lead volume.
The Head of Demand Generation will assume ownership of active paid campaigns immediately. Initial priorities include:
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A full audit of channel performance
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Implementation of a structured testing roadmap
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Optimization of landing pages and funnel conversion paths
The role is accountable for channel‑level analytics, budget efficiency, and continuous improvement of acquisition performance.
Key Responsibilities
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Paid Acquisition
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Paid Media Management — Assume full ownership of BriteCap’s paid acquisition programs across Google Ads, Microsoft Ads, Meta, LinkedIn, display, retargeting, and SMB-focused ad networks.
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Campaign Audit & Optimization — Conduct a comprehensive audit of all active campaigns; implement structured optimization across creative, audience strategy, bidding, and landing page alignment prior to scaling spend.
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Testing Framework — Establish and maintain a disciplined test-and-learn cadence to improve efficiency and conversion performance across channels.
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Affiliate & Comparison-Site Channels
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Affiliate Channel Development — Build BriteCap’s presence within the comparison-site and affiliate ecosystem (e.g., Lendio, NerdWallet, Fundera) from the ground up.
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Partner Negotiation — Negotiate placements, pricing structures, and lead-delivery terms to ensure channel profitability and predictable volume.
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Attribution & Quality Management — Monitor lead quality, validate attribution, and integrate partner performance into unified reporting alongside owned channels.
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SEO & Top-of-Funnel Content
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SEO Strategy Ownership — Lead SEO end-to-end, including keyword strategy, content planning, technical SEO, and link-acquisition initiatives.
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Content Development — Build a content engine designed to rank for high-intent SMB lending and working-capital queries.
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Conversion-Oriented Assets — Collaborate with product and credit teams to develop calculators, qualification tools, and other lead-generation assets that drive meaningful application volume.
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Landing Pages & Conversion Rate Optimization
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Funnel Ownership — Manage the full click-to-application journey, ensuring alignment between ad creative, landing pages, and application flow.
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CRO Execution — Continuously test and refine landing-page copy, layout, form length, and UX elements to improve conversion rates and maximize return on paid spend.
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Channel Analytics & Reporting
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Performance Measurement — Develop and maintain channel-level reporting tied to core lending metrics, including cost-per-lead, cost-per-qualified-application, cost-per-funded-loan, and ROAS.
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Weekly Reporting — Deliver weekly insights on channel performance, optimization priorities, and recommended budget allocation.
Qualifications
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Bachelor's degree in Marketing, Communications, Digital Media, Analytics, IT, or related field (or equivalent practical experience).
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5+ years in B2B/SMB performance marketing, demand gen, or growth marketing.
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Direct experience in small business lending, MCA, working capital, or closely adjacent SMB fintech.
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Proven track record hitting cost-per-funded-loan or cost-per-qualified-app targets in a regulated, high-CPC category.
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Hands-on operator — comfortable directly in Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, and GA4.
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HubSpot fluency at a user level (campaigns, UTM tracking, conversion reporting).
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Strong analytical chops — you build your own dashboards, you don’t wait for an analyst.
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Existing relationships with comparison-site/affiliate partners in SMB lending.
Skills/Attributes
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Performance Marketing Expertise — Deep understanding of paid acquisition channels, bidding strategies, audience segmentation, and funnel mechanics.
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Lending-Category Knowledge — Familiarity with SMB lending or MCA acquisition economics, compliance requirements, and industry-specific conversion benchmarks.
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Analytical Rigor — Ability to interpret channel-level data, build dashboards, and translate insights into actionable optimization plans.
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SEO & Content Competency — Experience developing keyword strategies, content briefs, and technical SEO improvements that drive organic demand.
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CRO Mindset — Strong grasp of landing-page testing, UX principles, and conversion-rate optimization methodologies.
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Hands-On Execution — Comfortable operating directly in ad platforms, analytics tools, and CMS environments without reliance on agency or team support.
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Test-and-Learn Discipline — Structured approach to experimentation, including hypothesis development, measurement, and iteration.
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Partner & Vendor Management — Ability to negotiate, manage, and evaluate affiliate and comparison-site partners for quality and ROI.
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Cross-Functional Collaboration — Skilled at working with product, credit, compliance, and operations teams to align acquisition strategy with business requirements.
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Communication Clarity — Strong written and verbal communication skills, with the ability to present performance insights and recommendations to leadership.
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Problem-Solving Orientation — Proactive approach to diagnosing funnel issues, identifying root causes, and implementing solutions quickly.
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Ownership & Accountability — Operates with a high degree of autonomy, takes responsibility for outcomes, and consistently drives toward measurable performance goals.
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Adaptability — Comfortable navigating a fast-moving environment, shifting priorities, and evolving acquisition strategies.
