Demand Generation Specialist Role Specification

Contract  ·  20 hrs/week  ·  Remote

About ControlTheory

ControlTheory builds AI-powered observability tools for engineering teams shipping AI-generated code. Our commercial product Dstl8 delivers emergent observability – automatically surfacing novel behaviors and anomalies in production before they become incidents. Our supporting open-source terminal log analysis tool Gonzo has 2,000+ GitHub stars across 30+ countries.

We target engineering-led companies where teams are shipping AI-generated code faster than their observability can keep up.

The Role

We are looking for a senior demand generation contractor to optimize and accelerate our marketing operations and pipeline creation infrastructure. This is a hands-on execution role for a confident, experienced contributor. We need someone who can build, run, and optimize the systems that turn our ICP awareness into meetings and deals.

You will work directly with the founders (CEO, CPO) and alongside sales and SDR functions. This is a foundational role – you will help build up and refine the playbook, not inherit one.

HubSpot & Marketing Operations

• Audit and optimize our HubSpot instance – contact properties, lifecycle stages, deal pipeline, and lead scoring
• Set up full attribution tracking from first touch to opportunity, including UTM capture from paid and organic sources
• Build and maintain nurture workflows for installs, newsletter subscribers, and demo requests
• Create dashboards and weekly reporting on pipeline metrics: MQLs, SQLs, demo requests, sequence performance

Outbound Sequences, LinkedIn & Apollo

• Sharpen and build up our Apollo outbound sequences – email + LinkedIn, multi-touch, technically credible copy that does not read as AI-generated
• Manage and optimize our current lead list through Apollo and HubSpot – segment by role, company size, and tool stack
• Set up deliverability infrastructure: domain warming, SPF/DKIM/DMARC, inbox rotation, bounce monitoring
• A/B test subject lines, messaging angles, and CTAs – report results weekly

Programmatic SEO Content Operations

• Coordinate production of targeted landing pages across key content clusters
• Fill out page briefs using our template – AI-assisted for structural sections, human-written for technical differentiation sections
• Work with our web team to ensure pages are published correctly with schema markup, HubSpot form embeds, and internal linking
• Monitor organic performance and flag pages that need updating based on traffic and conversion data

Newsletter & Content Distribution

• Build and launch a bi-weekly newsletter targeting developer and dev leader personas – practical AI observability content, not product marketing
• Repurpose blog posts, product updates, and founder insights into newsletter content
• Manage list segmentation and send scheduling in HubSpot

Paid Ads

• Propose program, set up, test and manage programs that could include Reddit, Google Ads and LinkedIn Ads 
• Budget ownership: manage media spend, optimize toward demo requests and Gonzo installs
• Provide weekly reporting on CPL, CPC, and conversion rates

Developer Community & Awareness

• Monitor and surface relevant threads across key developer communities – flagging opportunities for founder engagement
• Draft responses to high-value technical threads for founder review and posting – you write, he publishes; the voice stays authentic
• Identify and evaluate sponsorship opportunities: newsletters (e.g. TLDR DevOps, Console, Bytes), podcasts targeting engineering leaders, and developer-focused Slack/Discord communities
• Research and track relevant meetups, developer conferences, and AI coding events – maintain a calendar of opportunities with lead times and costs
• Coordinate targeted content initiatives: identify high-traffic developer questions on community forums where Gonzo or Dstl8 is a credible answer, and brief founders on where to engage

SDR & Sales Coordination

• Own the marketing-to-sales handoff  –  define MQL criteria, set up HubSpot task triggers for SDR follow-up, and ensure no lead falls through the cracks
• Brief the SDR on priority accounts and inbound buying signals  –  page visits, email opens, form fills  –  so outreach is timed and contextualized

What We’re Looking For

Required

• 3+ years in B2B SaaS demand generation or marketing operations, ideally at a developer tools or infrastructure company
• Hands-on HubSpot experience – you can build workflows, write lists, configure properties, and read attribution reports without help
• Apollo or equivalent outbound sequencing tool experience – you’ve built sequences that actually get replies from technical buyers
• Familiarity with deliverability best practices – you know what SPF/DKIM/DMARC are and have managed sender reputation
• Comfortable writing for a technical audience – you can write a cold email to a VP of Engineering that doesn’t read as corporate or AI-generated
• Self-directed with low need for hand-holding – this is a contractor role, not a managed employee relationship
• Startup experience – you’re comfortable building from scratch, don’t need established playbooks, and can operate without a marketing team around you

Strong Plus

• Experience marketing developer tools, observability, or infrastructure products to engineering audiences
• Familiarity with programmatic SEO – you understand cluster architecture, thin content risk, and schema markup
• Google Ads and/or LinkedIn Ads campaign management experience
• LinkedIn Sales Navigator experience with a track record of InMail-sourced pipeline
• Understanding of AI dev tools, developer communities, or observability concepts (you don’t need to be an engineer, but you need to hold/create/curate a credible conversation about these topics)

Working Arrangement

How to Apply

Send a short note (not a cover letter) to jobs@controltheory.com covering:

• What B2B SaaS demand gen work you’ve done that’s most relevant to this role
• A sequence you’ve built that you’re proud of – who was the ICP, what was the approach, what were the results
• Your honest assessment of where your HubSpot depth starts and stops
• Availability and rate expectation

We’ll respond within 3 business days. No recruiters.

ControlTheory is an equal opportunity employer. We evaluate candidates based on demonstrated ability to do the work.