Open Role

Demand Gen / Growth Marketing Lead

As the Growth Lead, you'll be responsible for driving qualified pipeline, self-serve revenue, and audience engagement. This role is ideal for a rising star in marketing or ops who wants to build a growth "machine" from scratch.

Hi 👋 I’m Adam, co-founder and CEO at Keyplay and analyst at PeerSignal.org. I’m excited to open this position because we've been growing nicely with inbound and I see a huge opportunity ahead. Take a look at the details below, fill out this form if you would like to apply, or email adam@keyplay.io with any referrals!

About the role:

Location: Hybrid 2-3 days in Bellevue, WA. Remote US considered.
Salary Range: $100-160K/year

As Growth Lead, you'll be responsible for qualified pipeline, self-serve revenue, and audience engagement.
As the first marketing hire in an early-stage startup, you’ll be a growth generalist, driving strategy, building systems, and executing across multiple GTM motions. You will be expected to roll-up your sleeves and do the work (campaign design, writing, operations) while also overseeing the process. You will have a budget to allocate to programs and vendors (including paid media) in order to achieve your goals, but you will be a FT team of one to start.

Objectives that you’ll own:

  • Increase qualified pipeline. We have grown with 100% inbound leads so far. You’ll be responsible for growing the qualified pipeline by identifying and launching new programs and channels (e.g. automated outbound, paid media, influencer programs), and building an effective demand generation system. You’ll be starting from scratch to set up metrics, tools, and systems.
  • Build the PLG / self-serve business. We are in the early stages of building a self-serve motion around our List Builder product. You’ll be responsible for optimizing the full funnel from acquisition to purchase.
  • Audience growth & engagement. We own and operate PeerSignal.org, our media & content brand. You’ll be responsible for audience growth and engagement. You will also work with the CEO to evolve PeerSignal’s strategy in support of Keyplay’s long-term goals.

You could be a great fit if:

  • You are a system builder. You won’t publish gated eBooks or do one-off campaigns. You’ll build creative growth & demand gen programs.
  • You’ve executed growth and/or demand gen in the past — for a SaaS company, project, or otherwise.
  • You’re well versed in the latest tools and playbooks for B2B GTM including LinkedIn Ads, automated outbound (Clay, Smartlead, etc), GPT & AI, and the modern CRM stack.
  • You enjoy studying B2B sales & marketing. You’re excited to be a marketer for mar-tech, serving other GTM leaders.
  • You have excellent analytical skills.
  • You can write effectively and enjoy writing. You won’t be doing all the writing, but we need you to practice the craft and set a high bar.
  • You love early stage ambiguity, autonomy, uncertainty, and upside. This is the ground-floor. It's not for everyone.
  • You’re a curious learning machine. You are eager to develop new skills and deeper domain understanding.

🔑 Apply for this role here 🔑

About Keyplay

If you are looking for a true early stage environment, this is a rare opportunity to build something from the ground floor. Keyplay was founded by Adam Schoenfeld and Andrew Rothbart in 2022. We’re a 5-person team today, growing patiently and sustainably.

We are are solving an age-old sales & marketing problem: The ideal customer profile (ICP). Everyone knows it’s important, but most companies still struggle to define their ICP, select the right accounts, and track the relevant signals. Keyplay is the way to find, pick, and track your ideal accounts.

We have an amazing group of early customers, a growing base of 2,000+ users, and an audience of 18K+ reading our content on PeerSignal.org. Our customers include fast-growing SaaS companies like Iterable, Mutiny, Ashby, Hackerrank, Gainsight, Semgrep, Assembled, Secureframe, and User Evidence. You can see some of their positive reviews on G2.

We raised a $3M seed in late 2022, led by Mark Sugarman at MHS capital. Our investors include GTMFund (Max and Scott), Evening Fund (Kat and Rapha), Ascend.vc (Kirby), Elissa Fink (former Tableau CMO), Aaron Bird (former SVP Marketo), and several other SaaS operators.

You won’t see a lot of fancy posters or culture decks, but we’re trying to get the basics right and create an environment for all of us to do our best work. In our mind a great environment has a few necessary conditions:

  • People tell the truth and do honest work. Munger said this well: “You want to deliver to the world what you would buy if you were on the other end.”
  • It’s clear that everyone works for the customer. According to Peter Drucker: “The purpose of business is to create and keep a customer.”
  • Results matter, but learning & improving in the pursuit matters just as much. Here’s Josh Waitzkin: “The key to pursuing excellence is to embrace an organic, long-term learning process, and not to live in a shell of static, safe mediocrity.”
  • Everyone cares deeply, but makes space to smile or laugh. Larry King ftw: “What you are doing is nice, and it can be important, and it can have meaning, and it can move people, but it ain't the end of the world.”

Each new team member (that’s you!) will help shape the culture and define our operating principles.


Keyplay provides equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, genetics, sexual orientation, gender identity, or gender expression. We are committed to a diverse and inclusive workforce and welcome people from all backgrounds, experiences, perspectives, and abilities.

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