Demand Generation Manager

Remote, India · Marketing to US buyers

Location: Remote in India, on our India payroll.

Hours: Roughly 2pm to 11pm IST, so you overlap with our US sales team. See the section on hours.

Level: Individual contributor. No direct reports. Around 4 to 6 years in B2B demand generation.

Pay: Competitive cash, a real equity grant.

Apply: [email protected]. Instructions at the bottom. We only read applications that answer the questions.

Recruiters and agencies: we are hiring directly for this one. Anything you send gets the same seven questions.

What we do

SimpleTherapy is a digital physical therapy company. Members get personalised exercise programmes they can do at home, which relieves pain and cuts what employers spend on musculoskeletal care. We sell to US employers and health plans, and to the brokers and benefits consultants who advise them.

We also own two smaller product lines that came out of the same movement science. 3motionAI does movement capture and ergonomic risk assessment for industrial buyers, scored against NIOSH, REBA and OSHA frameworks. ProPlayAI does biomechanics for sports organisations.

We are a late-stage company and going public is the direction we are working toward, though there is a lot of work between here and there. This is the first demand generation hire on our India team, so a lot of how the function works is still yours to decide.

Who buys from us

Everything we sell goes to an organisation. Nobody here is marketing to consumers.

Brand and Who Decides:

- SimpleTherapy: Self-insured employers. HR and total rewards leaders, benefits managers, plus the brokers and consultants who shortlist vendors for them. Also health plans.
- 3motionAI: EHS, safety, operations and risk leaders at industrial and enterprise companies.
- ProPlayAI: Sports organisations - teams, academies, coaching staff.

Three audiences, three sets of objections, one set of machinery. You build the machinery.

You will not give all three equal attention, and we don't expect you to. SimpleTherapy is where most of the revenue is and where most of your time should go. We will agree the split with you before you start, so you are not left guessing.

What the job actually is

Some plain description of scope, because the mismatch between what a JD promises and what the job contains is why these hires go wrong.

Our US team works the conferences, the booths, and the direct relationships with consultants. That work has to happen in a room and you will not be in the room. What you own is everything digital that reaches those same buyers, plus the content, the sequences, the reporting and the operations that make the in-person work convert better.

You are writing for Americans in a specific industry. US benefits buying has a vocabulary and an annual rhythm of its own, and the people in it have sat through a lot of vendor pitches. Experience marketing to Indian companies or to SMBs does not carry over cleanly.

Nobody reports to you, but you aren't alone. We have designers and a brand strategy associate on staff who can take on the polished, permanent pieces: the design system, brand-level assets, the collateral that has to look right for a long time. What they aren't is a demand gen creative team on tap, and their queue has product work in it too.

So the day to day still runs through you. You'll write the emails, put the landing pages together, build the sequences, set up the workflows and pull your own numbers. We expect you to use AI tools heavily for this. Generating and styling a working asset takes an hour now, so queueing for one rarely makes sense. Save the design team for the pieces that need real craft or that have to last.

On measurement, one thing worth saying up front. Most of our deals arrive through brokers, consultants and RFP cycles, so marketing here influences and enables far more than it sources. We will not judge you on a sourced-pipeline number you can't control. We will judge you on whether sales trusts your leads, uses your content and gets better meetings because of you.

Hours

You need live hours with our US sales team. Pipeline reviews, campaign planning, lead handoff, the occasional call you should sit in on. In practice that means starting around 2pm IST and finishing around 11pm. Your mornings are your own.





This is the thing that makes people leave roles like this, usually around month four. If a permanently shifted day doesn't fit your life, please don't apply. We'd rather you rule yourself out now. Everything else about how you work is flexible: where you sit, how you structure the day, when you take leave.

What you'll be doing

Generating and supporting pipeline

- Account-based programmes against target employer and broker lists. You pick the targets, write the plays, run them.
- Paid LinkedIn and search aimed at perks, HR, EHS and sports buyers.
- Sequences, lists and messaging that make our sales team's outbound land better.
- Marketing to brokers and consultants as an audience of their own. They can't buy from us but they can keep us off a shortlist, and nobody is currently talking to them.

Content for a committee

- Whitepapers, ROI and cost-avoidance models, clinical outcome summaries, case studies.
- Webinars end to end. Promotion, the event itself, and the follow-up sequence afterwards.
- One-pagers, objection handling, competitive positioning, RFP content.
- SEO and website content built around how benefits and safety people actually search.

Events

- Campaigns before a conference to fill our team's calendar, and sequences afterwards that get replied to.

Operations and measurement

- CRM hygiene, lead scoring, routing, and an MQL definition agreed with sales in writing. We don't have one. Getting one adopted would be a real win.
- Attribution you can defend when someone in a pipeline review disagrees with it.
- Reporting a CEO can read in two minutes.

What we need from you

- Four to six years in B2B demand generation, with results you can put numbers to. Pipeline, deal sizes, cycle lengths.
- Real experience selling into US organisations. Healthcare, benefits, insurance, HR tech or enterprise SaaS. We'll ask to see work.
- Enterprise buying committees. Several personas, long cycles, procurement, a champion who has to win an internal argument. SMB self-serve marketing is a different craft and it doesn't transfer.
- Marketing ops depth. HubSpot, Marketo, Pardot or similar, wired into a CRM. Scoring and attribution you built yourself, not something you inherited and kept running.
- Enough data literacy to pull your own numbers and defend a model when someone pushes back.
- Writing. Most of this job is writing, in fluent natural English, for a US professional audience.
- AI tools in your daily work, specifically for producing and styling marketing assets. We use them across the company and we expect you to lean on them hard instead of queueing for design. We'll ask what you've made yourself, not what you've read about.
- The judgment to know when something needs a designer and when it doesn't. You will also be working alongside a brand function, which means your copy will sometimes come back as off-voice. We expect you to argue your case and then live with where it lands.

Useful but not required

- US employer benefits, health plan or insurance marketing. This is the rarest thing on our list and the hardest to teach.
- Broker or channel marketing.
- Industrial, EHS or safety marketing.
- Sports or athletic performance marketing.
- Working under regulated-data constraints.

Why this might be worth your time

You'd be the first person doing this here, which means the function looks like whatever you build. Nobody will hand you a playbook and nobody will make you follow one.

You'd also have design and brand support, which is unusual for a first demand gen hire. Most people in this seat are making everything themselves with no eye on it. Here you can hand the pieces that need craft to people who do it properly.

The equity is real. We quote it separately from cash at offer and explain what it is worth today, how it is taxed, and what would have to happen for it to be worth more. We would rather you priced it honestly than optimistically.





You will learn an industry that most marketers never touch. US benefits buying is genuinely complicated, and once you understand it that knowledge is worth something wherever you go next.

And you can see from this posting how we think. We'd rather tell you the constraints up front than sell you a version of the job that doesn't exist.

One constraint worth knowing about

Some SimpleTherapy properties handle protected health information, which limits where advertising and analytics tags can go and means new martech gets a compliance review before it touches those pages. Our marketing site and B2B campaigns run a normal stack, so this rarely gets in your way. But putting a tag on everything and sorting it out later isn't something we can do.

How we hire

Two to three weeks, four steps:

Step 1: Application - CV, links, seven questions. Twenty-five minutes or so.

Step 2: Time boxes Exercise - A short timeboxed task using a realistic funnel.

Step 3: Two conversations - One with the hiring manager about the exercise, one with our US sales lead.

Step 4: Offer - References and background checks alongside.

How to apply

Email [email protected], subject line Demand Generation — [Your Name].

1. Your CV.

2. At least one link to B2B work you did for a US audience. A landing page, a whitepaper, a webinar, a nurture sequence, a campaign write-up. If it's all behind an NDA, say so in a line and describe it instead.

3. Answers to the seven questions below, in the email or attached.

4. Anything else you think helps.

We don't review applications without the answers. It takes about twenty-five minutes and we read every one that includes them.

About using AI to write your answers

Go ahead if you want to. We use these tools every day and banning them here would be odd. What we need is for the substance to be yours, with numbers from work you actually did. We ask follow-up questions on every answer, and a generic answer falls apart quickly under one.

Don't send us

- Anything confidential from a current or former employer. Target lists, pipeline data, internal dashboards, screenshots.
- Real customer or personal data of any kind, in any example.

The seven questions

Specifics beat polish. Numbers, names of things, what went wrong. That's what we're reading for.

Q1. Pipeline you generated

Describe one demand programme you owned. What did it target, what did it produce in qualified pipeline or opportunities, over what period and at what spend? What was the typical deal size and sales cycle? Then tell us the part of it that didn't work.

around 150 words

Q2. A buying committee you sold into

For something you marketed to organisations: who was in the buying committee? Name the personas. Who championed it, who blocked it, what did each of them care about? How did your campaigns differ between them?

around 130 words

Q3. A disagreement with sales

Sales told you your leads were bad. What turned out to be true, how did you find out, and what changed afterwards in the campaigns, the scoring or the definitions?

around 120 words

Q4. Marketing to US organisations

What's one thing about how US companies buy that surprised you, or that you got wrong at first? The calendar, procurement, the objections, the role brokers and consultants play. Link some US-audience work if you have it.

around 120 words

Q5. Something you shipped without waiting

Tell us about something you built and shipped yourself instead of briefing it out. You wrote it, made it, launched it, measured it. What was it, what part were you worst at, and what's the smallest team you've worked in?

around 120 words

Q6. Something overrated

Name a popular demand gen tool, channel or practice you think is overrated, and say why from experience. Disagreeing with us is fine. We'd rather know what you actually think.

around 80 words

Q7. Practicalities

Notice period. Expected annual CTC. Your city. Confirmation that you're in India and able to work here. The largest annual programme budget you've personally managed. And a clear yes or no on whether a 2pm to 11pm IST day works for you.

short answers

SimpleTherapy is an equal opportunity employer. We assess people on merit and don't discriminate on any protected basis. We use application data only for this hiring process and delete it if we don't proceed.

Work Location: In person

📌 Demand Generation Manager (India)
🏢 SimpleTherapy
📍 India