Head of Demand Generation

HEAD OF DEMAND GENERATION

Hey, I'm Ari Bixhorn https://www.linkedin.com/in/aribixhorn/, and I lead marketing at Outpost. I'm looking for a senior, analytical, borderline-obsessive demand gen marketer to build the demand engine behind a new category of supply chain automation.

THE SCOOP ON OUTPOST

The supply chain runs on shared infrastructure. Air cargo flows through airports, ocean freight through seaports, and rail through intermodal terminals. Yet trucking, which moves more than 70% of US freight, has never had this critical infrastructure. It runs on an inefficient patchwork of private lots, terminals, and truck stops.

Outpost is building the infrastructure that trucking never had. We own and operate a nationwide network of shared truck terminals, https://outpost.us/truck-terminals/ and we build the technology platform https://outpost.us/gate-automation/ that automates them.

That last part is why this role exists.

When we deployed our tech across our own facilities, it slashed our operating costs by 70%, improved our security, and gave us visibility into every vehicle entering and exiting. Soon, our enterprise customers started asking if we could deploy our tech at their distribution centers, warehouses, and truck terminals.

So last August, we launched Outpost Gate Automation https://outpost.us/news/outpost-launches-automated-gate-system-ags/, and in May, we released the second generation of the platform https://outpost.us/news/outpost-launches-second-generation-gate-automation-platform/.

Our technology replaces inefficient manual processes with computer vision and AI voice agents that

• Identify trucks, trailers, license plates, and container seals
• Interact with drivers in their native language
• Decide which vehicles get in and out
• Integrate with customers' existing infrastructure

Outpost Gate Automation has only been in market for about a year, and yet our customers already include the nation's largest fleets, manufacturers, shippers, and third-party logistics providers.

What’s cool from a marketing perspective is that we’ve generated this momentum before even building a real demand engine. Some of our largest opportunities came to us inbound, and when we’ve shown up at conferences or dropped news beats, we get a spike in opportunities. The product-market fit is there, and now I’m looking for you to build the demand engine that accelerates our growth.

THE SCOOP ON THIS JOB

You'll be Outpost's first demand gen marketer, tasked with building the function from the ground up. It's a senior-level role based on the judgment and autonomy required to be successful, and it reports to me, based at our Austin, TX headquarters.

Your mission is to turn our target account list into pipeline. You'll build and run the multi-channel engine that reaches our target buyers (security, operations, and IT leaders at large fleets, shippers, manufacturers, and 3PLs), converts their interest into demos, and delivers marketing-sourced pipeline we can measure and predict.

Here's what you'll be responsible for

• Campaign strategy and execution: You'll build and run multi-channel campaigns across email, various ad platforms, direct mail, and other channels against our target account list, owning the full cycle from audience building and sequence design through launch and optimization.
• Tiered account motions: You'll run personalized ABM plays against our top-tier accounts and automated, always-on coverage across the rest of the list.
• Campaign content: You'll produce campaign assets (emails, ad creative, landing pages, one-pagers, and follow-up content) built from our positioning and messaging.
• Conference pipeline: You'll own pipeline gen for our conference calendar: pre-event target matching and meeting booking in partnership with our sales team, onsite lead capture and guerrilla marketing, and post-event follow-up.
• Budget and channel mix: You'll manage the paid demand gen budget, measure channel performance, cut what underperforms, and scale efforts that drive conversion.
• Funnel reporting: You'll report monthly on funnel performance against our targets and adjust the plan based on what the data says.

You'll work beside our head of product marketing, who owns the positioning and messaging your campaigns are built on, and our head of revenue operations and marketing operations, who runs our systems, forecasting, and reporting infrastructure. You'll also work directly with our gate automation sales team and company leadership.

THREE REASONS YOU WANT THIS JOB

• The breadth of ownership: As our first demand gen marketer, you'll own the full cycle of our target account list, the channel mix, budget, and scorecard metrics. You'll make the calls on what we kill vs. scale as we hone in on the optimal mix for driving top-line revenue growth.
• The frenetic pace: You will never have a boring day at Outpost. We move quickly, embrace the chaos of a fast-growing startup, and learn as we go.
• The team: You'll join a group of people who are not only wicked smaht and driven, but also down-to-earth and collaborative.

FIVE THINGS I NEED FROM YOU

1. Enterprise B2B demand gen experience. I'll expect you to have 7+ years in demand generation, growth marketing, or ABM for enterprise technology, with hands-on experience running named-account campaigns across email and ad platforms: audience building, sequence design, and A/B testing. I’m looking for someone fluent in HubSpot or similar CRM, who can run the demand function independently.
2. Data chops. You don't need to be a data scientist, but you’ll be living in the funnel maths. You’ll be expected to know our cost per engaged account, cost per demo, and conversion by channel, and these will inform what you scale and what your next A/B tests will be. We’re also early adopters of all things AI, and you'll use it daily to build audiences, draft campaign variants, automate your reporting, and analyze funnel performance.
3. Event marketing chops. Conferences are a key channel for this business, and I’ll be looking for you to maximize their value through a mix of data-driven pre/post-event campaigns and creative onsite experiences that attract relevant buyers and differentiate us from the horde of other exhibitors.
4. The ability to GSD. I'm looking for an execution machine who can get a lot of stuff done on their own and who isn't afraid to roll up their sleeves to crank out high-quality work.
5. A genuine interest in what we do. You don't need a logistics background, but you do need to find the supply chain and applied AI interesting because you'll be living industrial gates, facilities, and operations every day.

There's one other thing I need from you: an awesome attitude. I'm looking for someone who shares my passion for what we're building, who stays optimistic in the face of tough business challenges, who's comfortable with what they do and don't know, and who knows how to detach from the day-to-day madness of the job and have fun with the team.

Sound like this might be you? Then I look forward to chatting.

– Ari Bixhorn (in/aribixhorn https://www.linkedin.com/in/aribixhorn/)

Outpost is an Equal Opportunity Employer and Prohibits Discrimination of Any Kind.