Director of Demand Generation

GC AI is the legal intelligence platform built for in-house legal teams and companies. Your decisions shape the product, your impact is immediate, and you own your work from day one.

More than 2,100 companies run their legal work on GC AI, including 300+ public companies, 75+ unicorns, and teams at Nestlé, Hitachi Digital, Lockheed Martin, Miro, Bass Pro Shops, Riot Games, SKIMS, Liquid Death, Vercel, TIME, and Post Holdings. The platform holds an 80 NPS, more than double the B2B SaaS industry average, reinforcing GC AI as the leading legal AI platform for companies of all sizes.

GC AI has doubled ARR in six months. We won #1 Highest Customer Satisfaction at the 2026 SaaS Awards. Our investors include Scale Venture Partners, Northzone, Sound Ventures, and Guillermo Rauch, CEO of Vercel.

You’ll define how things get built, not follow someone else’s playbook. Six principles guide how the team works:

📈 1% Better Every Day: small, compounding improvements across everything you ship.

❤️‍🔥 Customer Obsession: start with the customer and work backward.

🚀 Ship Today: bias toward action and iteration over perfection.

🧗 Find a Way: resourcefulness and ambition over constraint.

🤝 Care: be direct, like an honest friend, even when it’s uncomfortable.

🎯 Own It: full accountability, proactive communication, and attention to detail.

About The Role

In-house lawyers find GC AI in ways most SaaS companies would envy. They take our AI classes, meet us at tradeshows and upscale events, watch our webinars, read our newsletter, join our Slack community, listen to CZ and Friends , and tell their general counsel friends. Then they start a trial, buy seats, and bring their whole team (and increasingly, their colleagues outside legal). That flywheel works. Now we need someone to turn it into a predictable, scalable pipeline engine that reaches the next several thousand legal teams, from fast-growing startups to Fortune 500 companies.

We are hiring our Director of Demand Generation to own GC AI's pipeline number. You will build and run the programs that create qualified opportunities across self-serve, mid-market, enterprise, and expansion motions. You will also build the team, systems, and operating rhythm to scale them. You'll partner daily with Sales, our SDR team, Revenue Operations, Marketing Operations, Product Marketing, Brand, and Customer Success.

This role reports to the CMO and combines strategic leadership with hands-on execution. You'll set the plan in the morning and ship the campaign in the afternoon.

What You'll Do

Own the Pipeline Number

Own marketing-sourced and marketing-influenced pipeline targets, with full accountability for volume, quality, and velocity

Build the demand plan with Sales, including pipeline coverage targets by segment and a clear channel-level forecast

Report weekly on pipeline, conversion, and spend efficiency to leadership; run a regular pipeline review with Sales leadership

Lead the Demand Generation Team

Hire, mentor, and develop demand generation marketers as the function grows

Set the operating rhythm, quality bar, and playbooks for the next stage of growth

Build the Full-Funnel Engine

Build segmentation and tiered account-based programs for enterprise and strategic accounts, coordinated with Sales and SDR plays

Design and run integrated campaigns end-to-end: audience, offer, landing page, copy, paid amplification, nurture, sales follow-up, and post-campaign analysis

Define demand generation KPIs

Partner with Marketing Operations, RevOps, and GTM Engineering on processes and attribution so every program connects pipeline and revenue

Orchestrate pipeline efforts across teams

Collaborate with field marketing to drive pipeline from tradeshows and executive events

Partner with the digital acquisition leader on paid strategy and budget across channels

Work with our partners on co-marketing, integrations, launches, and joint programs

Work closely with our sellers on account selection, messaging, sequencing, and follow-up

Partner with Customer Success on expansion campaigns

What You'll Bring

8+ years in B2B demand generation, growth, or performance marketing, including 2+ years leading a team or function at a high-growth software company

A record of owning a pipeline number and hitting it, and you can walk us through the numbers behind every decision

Experience managing a meaningful paid budget (seven figures annually) and showing the pipeline it produced

Experience running demand across both product-led (trial, self-serve) and sales-led motions, from mid-market to enterprise

Strong analytical and measurement chops across attribution, experimentation, funnel conversion, and unit economics; you build your own dashboards rather than wait for them

Hands-on fluency with HubSpot and plus modern GTM tools

AI-native operator: you actively use AI in your own work and can describe specific campaign, targeting, creative, or reporting workflows you've automated or compressed

Experience marketing to skeptical, sophisticated buyers. Selling to lawyers, legal ops, finance, or security leaders is a strong plus

Excellent writing and an eye for creativity that converts

High-growth startup experience

Clear ownership, accountability, and follow-through

Nice to Have

Experience in legal tech or selling to in-house legal teams

Experience scaling an education-, community-, or webinar-led funnel

Experience supporting an SDR/BDR function in partnership with Sales

A Note On Pace

We’re building something new in a once-in-a-generation shift in technology and the legal industry, so we move at a relentless pace. We expect urgency, ownership, and good judgment even when things aren’t perfectly clear. If you need structure and consensus to do your best work, this isn’t the right place for you. If you thrive in ambiguity and growth, work with intensity, and want real responsibility, keep reading. We’re excited to meet you.

How We Work Together

GC AI is a distributed company with team members across North America, and soon Europe. We believe that because our business is AI, human connection matters more, not less. We invest in bringing people together through our hub model: regular coworking sessions, customer dinners, team and company offsites. If you’re in a location without an office, expect up to 10% travel (and more for customer-facing roles).

Team members in the San Francisco Bay Area and Provo, UT (within 50 miles of the office) work together on Tuesdays, Wednesdays, and Thursdays. As we grow, we plan to establish permanent offices in more hub cities , and we will look to our team members to help build that in-person culture. We currently hire across the United States and Canada.

Perks & Benefits

We proudly offer the following benefits for our full-time employees:

• 🏥 Medical, Dental & Vision — Comprehensive coverage for you and your family
• ❤️ Life & Disability Insurance — Added protection when you need it most
• 💰 Retirement Plan — Plan and save for your future
• 👶 Parental Leave — Time to focus on what matters most
• 📚 Continuous Development — Up to $3,000/year for job-related learning & development
• 🍽️ In-Office Meals — DoorDash credits for breakfast, lunch & dinner
• 🌴 Paid Time Off — 15 PTO days + 5 sick days , with opportunities to accrue more
• 🎉 Company Holidays — 15 company holidays + 3 additional “Me Days”
• 💻 Home Office Setup — $500 for new hires to build out their workspace
• 📱 Cell Phone Reimbursement — $50/month toward your phone bill
• 🚚 Relocation Support — Assistance to help make your move easier

Equal Opportunity Employment

GC AI is an equal opportunity employer that supports workplace diversity and does not discriminate on the basis of race, color, religion, gender identity/expression, national origin, age, military service eligibility, veteran status, sexual orientation, marital status, physical or mental disability, or any