📍 New York · Full-time · From April 2026
Who we are
Formance is building the financial infrastructure for the hybrid economy, the world where money moves across fiat, crypto, and every payment rail in between. Our unified ledger gives digital asset companies, vertical SaaS platforms, and regulated financial institutions the speed, flexibility, and compliance-grade trust they need to build money movement products without compromise.
We're a YC S21 company backed by a $21M Series A led by PayPal Ventures and top-tier investors. Customers include leading crypto exchanges, neobanks, payment platforms, and fintech infrastructure companies. Our market is expanding fast, product-market fit is real, deals are closing at record pace, and retention is strong. Today our pipeline is fully organic — it's time to accelerate.
This role is the opportunity to build demand generation from the ground up: create the playbook, experiment across channels (events, email, ABM, ads, gifting, and more), and build the machine that takes us from Series A to the next level. You'll be at the coalface with a specific focus on AEO/SEO and paid, with room to experiment in partnerships, customer marketing, and PLG distribution.
We're looking for someone who thinks about demand generation with a point of view, will thrive in a hyper-growth environment, and loves working collaboratively within a team that troubleshoots together, shares learnings, and wins together.
What you'll own
This is a full-ownership IC role. You own the Inbound SQL number. You orchestrate two top-tier agencies, build the in-house demand gen muscle, and are the operator accountable for marketing's pipeline contribution.
Lead generation
Build the machine. Design and implement Formance's inbound lead generation infrastructure from the ground up, building repeatable and scalable acquisition motions for our core ICPs.
Own the channels. Own and manage ad spend across relevant paid channels (LinkedIn, Google, Reddit, X), AEO/SEO, online events, and ABM plays.
Campaign architecture. Build the campaign calendar. Define channel mix and budget allocation. Launch new channels as the data supports them (X, Reddit, crypto-native placements).
Agency orchestration. Run relationships with external providers on paid and AEO/SEO. Drive accountability, evaluate performance, generate results.
Explore and test. :scaleNew channels, messaging, personas you run the tests, read the signal, and or kill fast.
Operations
Marketing-sales partnership. We frame GTM as one revenue engine, from first expression of interest to expansion. Create the feedback loop that pushes sales on lead follow-up and pulls feedback on lead quality: both directions, every week.
Conversion optimization. Introduce and optimize lead conversion mechanisms across multiple surface areas (website, content, email, etc.).
Reporting and attribution. Own the marketing performance report. Ensure the lead generation funnel is tracked end-to-end: UTMs, attribution, lead scoring, CRM integration, conversion tracking.
Who you are
Must-haves
4-7 years of demand generation experience at a fast-growth B2B SaaS company (Series A to mid-stage growth) in a technical product environment.
Owned multiple channels end-to-end: paid, SEO/content, email, and ABM.
SQL-oriented thinking. You measure yourself on pipeline contribution, not impressions or MQL volume. You can walk through a funnel model.
Analytical chops. Self-sufficient with a spreadsheet. You know your way around HubSpot and the ad platforms. Funnel models, LTV/CAC, cohort analysis — you know how to get the numbers and tell the story behind them.
Technical audience fluency. You've marketed a technical product to engineers or developers. You understand why marketing to developers is different from marketing to generic B2B buyers.
Early-stage adaptability. You've worked at a Series A-B and thrived in ambiguity. You can execute campaigns hands-on while building the foundations of our demand gen strategy.
Communication and presence. You can run a weekly marketing meeting, present data with a point of view, and bring up a challenge.
Nice-to-haves
Fintech or crypto experience: you've marketed to fintech, crypto, or payments buyers
PLG / self-serve funnel experience: you've run demand gen for a product with a self-serve or freemium motion
Open source / developer community exposure: you understand how OSS projects drive top-of-funnel and community-led growth
What we offer
Competitive salary and equity package.
Excellent medical, dental, and vision insurance
Unlimited PTO with a 20-day minimum
401k plan with employer matching
Direct access to founders and a flat, high-trust team culture
A front-row seat to building the financial infrastructure layer of the internet
Compensation
Base salary: $150-190K
Target bonus: 20% of base, tied to quarterly pipeline MBOs
Formance is the programmable core ledger that unifies fiat and digital assets. Build financial flows without compromise. Track funds across payment rails and omnibus accounts. Trusted for regulatory-grade tracability and auditability.
Key team members
Dave Armin
William Hubbard
Vengatesh Ganesan
Akash Khan
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