Senior Demand Generation Manager

About Us: At Parafin, we’re on a mission to grow small businesses. Small businesses are the backbone of our economy, but traditional banks often don’t have their backs. We build tech that makes it simple for small businesses to access the financial tools they need through the platforms they already sell on. We partner with companies like DoorDash, Amazon, Worldpay, and Mindbody to offer fast and flexible funding, spend management, and savings tools to their small business users via a simple integration. Parafin takes on all the complexity of capital markets, underwriting, servicing, compliance, and customer service for our partners. We’re a tight-knit team of innovators hailing from Stripe, Square, Plaid, Coinbase, Robinhood, CERN, and more — all united by a passion for building tools that help small businesses succeed. Parafin is backed by prominent venture capitalists including GIC, Notable Capital, Redpoint Ventures, Ribbit Capital, and Thrive Capital. Parafin is a Series C company, and we have raised more than $194M in equity and $340M in debt facilities. Join us in creating a future where every small business has the financial tools they need. About the Position We are looking for a Senior Demand Generation Manager to grow Parafin’s enterprise B2B pipeline. You will drive marketing qualified leads and work in close partnership with Sales, influencing key decision makers across our target account list. Because Parafin serves multiple audience segments with different contexts, buying triggers, and decision makers, this role calls for a strategic, account-based marketing (ABM) approach: deeply understanding who we’re talking to, how to reach them, and what will make them want to engage. You will audit and optimize what’s working today, build new programs from scratch, and test your way to a repeatable motion in collaboration with Sales. This is a high-impact role reporting to the Head of Marketing, working cross-functionally with Sales, Product, and BizOps. What You’ll Be Doing: Audience and segment development: Work from Sales’ target account list as your foundation. Develop a deep understanding of who the decision-makers are within those accounts, what they care about, and how to reach them. Build targeted, account-based marketing programs where accounts warrant it, and identify opportunities Sales may not yet have on their radar. Paid media: Own a paid media program with a channel-agnostic approach. You’ll start with what’s working and follow your audience and the data wherever they actually are. Manage budget and targeting with rigor, test into new channels with discipline, and always be able to answer whether it’s working. High-touch and curated programs: Own the programs designed to open doors and move specific accounts. This includes intimate events like executive dinners and roundtables, as well as other deliberate, account-specific tactics like direct mail and gifting. Quality over quantity: the goal is to show up in ways that are hard to ignore for the right people. Prior experience with these formats is a plus, but not required. What matters is good judgment, attention to detail, and the willingness to own it end-to-end. Performance analysis: Develop a clear read on what’s working and not across channels and across the funnel. Proactively report on trends, channels, and pipeline performance so Marketing and Sales teams have clear visibility into what’s driving results and where there are gaps. Messaging and market feedback: Be the connective tissue between what’s landing in market and what Sales is hearing in conversations, sharing signals in both directions so our messaging improves over time. You’re not responsible for building a sales enablement library, but be willing to create a talking point or one-pager when a clear need surfaces. What We’re Searching For: Proven demand gen practitioner with 5+ years of B2B experience and a clear track record of driving MQLs and contributing to the pipeline, not just running campaigns, but delivering measurable results. A self-starter who takes ownership of their work and drives initiatives forward proactively and independently. You don’t wait to be told what to do, you see what needs to happen and make it happen. A segment-first thinker who understands account-based marketing: you can map a complex buyer landscape, develop differentiated approaches for different audiences, and execute ABM programs without needing a fully built infrastructure to do it. Hands-on paid media experience across B2B channels. You’re not tied to any one platform or approach. You follow your audience and optimize spend based on where it’s actually driving results. Analytical mindset: You use data to understand what’s working, own pipeline reporting with confidence, and form clear hypotheses from funnel metrics. Test-and-learn mentality and builder instincts: You’re comfortable working without a playbook, always thinking about what to try next, and energized by the pursuit of fig