Demand Generation Lead

We live in a world that runs on physical industries like energy, logistics, and manufacturing. These sectors are essential to our economy and daily lives, yet they are held back by inefficiencies, fragile legacy systems, and decades-old ways of working. This is not just a business problem; it is a societal one. When grids fail, supply chains stall, or factories falter, entire economies are disrupted. These companies face unique, complex challenges that typical software was never designed to solve. Cogna was founded to change this. Our mission is to give critical industries their own AI-powered Software Factory: a way to build and deploy bespoke digital tools that solve pressing operational challenges.

Since our launch in May 2023, we have seen incredible customer traction and revenue growth. We are backed by leading VCs, including Notion Capital and Hoxton Ventures, and we are building a world-class team to take on one of the most important challenges of our time. Tackling challenges at this scale takes people who are curious, adaptable, and motivated by impact. If our mission resonates with you, we encourage you to apply, even if your experience doesn’t match every requirement. We are committed to building a diverse team that reflects the industries and societies we serve.

Overview

We are looking for a Growth Marketing Lead to build the demand engine to drive the next phase of growth at Cogna. You will turn strategic prospects into active pipeline through integrated ABM programs, demand generation, and relentless experimentation, working closely with Sales to drive qualified opportunities and revenue growth.

What you’ll do

• Design and execute multi-tier account-based marketing programs targeting physical industry companies.
• Build sophisticated account plays combining digital, field marketing, and personalized outreach to engage C-suite buyers and operational leaders.
• Own the demand waterfall from target account identification through opportunity creation.
• Work with Sales to develop account intelligence frameworks, define clear progression metrics, and drive pipeline velocity and deal quality.
• Execute high-impact field programs including executive roundtables, industry conferences, and Assembly Bootcamp events.
• Turn these into pipeline-generating machines with systematic pre/post-event engagement.
• Build sophisticated digital programs leveraging intent data and firmographic insights to identify and engage in-market accounts across online channels.
• Function as a true partner to Sales—co-own pipeline targets, participate in account planning, and own the handoff from marketing-generated interest to sales-qualified opportunities.
• Deploy and optimize cutting-edge GTM tools for data enrichment, personalization, and campaign automation.
• Stay at the forefront of marketing technology and constantly test new channels and tactics.
• Build the tech stack, processes, and team that enable scalable, measurable demand generation.
• Demonstrate clear marketing ROI and optimize budget allocation dynamically.

What we’re looking for

• Proven expertise in enterprise ABM strategy and execution, with ability to design multi-tier account plays that penetrate C-suite buyers in complex B2B environments.
• Strong field marketing skills with experience planning and executing executive events, industry conferences, and customer programs that generate qualified pipeline.
• Deep technical proficiency with modern GTM tools including ABM platforms (6sense, Demandbase), data enrichment tools (Clay, Apollo, ZoomInfo), and marketing automation systems.
• Strong analytical skills with ability to define demand metrics, analyze campaign performance, and optimize budget allocation based on ROI.
• Excellent cross-functional collaboration skills, particularly with Sales.
• Strategic thinker with a bias toward experimentation.
• Strong project management abilities with capacity to manage multiple integrated campaigns simultaneously in a fast-paced, high-growth environment.
• Excellent communication and presentation skills, with ability to articulate complex strategies to leadership and influence across the organization.
• Willingness to travel as needed for industry events, customer meetings, and field marketing programs.