Demand Generation Manager at Propel

Abu Dhabi, Abu Dhabi, United Arab Emirates

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Not SpecifiedCompensation

Mid-level (3 to 4 years), Senior (5 to 8 years)Experience Level

Full TimeJob Type

UnknownVisa

Technology, PropTech, Accounting, SaaSIndustries

Requirements

Expert in managing and optimizing campaigns across Google, LinkedIn, Meta, and retargeting; comfortable with multi-channel attribution
Able to build/test landing pages (Webflow, HubSpot CMS, Unbounce), run A/B tests, and interpret results statistically (CRO)
Fluent in HubSpot, GA4, Looker Studio (or similar BI); can connect spend to pipeline and report CAC, payback, SQLs, and pipeline contribution (Analytics & Attribution)
Proficient in building workflows, nurturing leads, and managing UTMs and lifecycle stages within HubSpot (Marketing Automation)
Crafts hypotheses, sets control groups, documents learnings; comfortable with SQL/Sheets analysis (Experiment Design)
Writes sharp, persona-specific ad copy with clear offers and CTAs that align to funnel stage (Copywriting & Messaging)
Allocates spend by ROI; rebalances weekly across channels to optimize CAC and payback (Budget Management)
Partners with Sales and SDRs on lead quality feedback, and with RevOps on routing and dashboard integrity (Cross-Functional Collaboration)

Responsibilities

Build the internal demand generation strategy across all paid channels with clear pipeline and CAC targets
Develop an experimentation roadmap to continuously test creative, audiences, and offers
Align campaigns with sales plays and company goals (e.g., AP automation, timeliness, accuracy)
Build reporting infrastructure with RevOps to connect marketing activity to pipeline and revenue
Plan, launch, and optimize campaigns in Google Ads, LinkedIn, and Meta
Develop landing pages and lead capture flows; implement lead nurture sequences
Analyze channel performance weekly; reallocate budget based on CAC and payback data
Maintain and document a running experiment backlog and report learnings bi-weekly
Partner with SDRs to ensure follow-up on MQLs within SLA (<1 hour for hand-raisers)
Collaborate with SEO/Content (when hired) to unify paid and organic messaging themes

Skills

Demand Generation

Paid Media

Performance Marketing

Ad Copywriting

CAC Analysis

Campaign Optimization

Retargeting

Landing Pages

Nurture Flows

A/B Testing

Experimentation

Reporting

RevOps

Sales Alignment

Propel

Mobile app for managing social benefits

About Propel

Propel focuses on improving access to social welfare resources for low-income Americans through its mobile app, Providers. This app allows users to easily check their EBT balances without needing to call a customer service number, making it more convenient for them to manage their benefits. Additionally, Providers offers personalized deals, such as coupons and resources, to help users save money, as well as job postings that cater to various schedules, from temporary gigs to full-time positions. Propel distinguishes itself from competitors by specifically targeting the needs of low-income individuals who are often neglected by traditional tech solutions. The company's goal is to enhance the user experience of America's safety net and to raise awareness about critical issues like Medicaid churn, ensuring that users can navigate these challenges effectively.

New York City, New YorkHeadquarters

2014Year Founded

$85.6MTotal Funding

GRANTCompany Stage

Consumer Software, Social ImpactIndustries

51-200Employees

Benefits

Generous vacation policy

Unlimited sick days

Medical, dental, & vision coverage

401k with employer match

16 weeks parental leave

New tech tools

Remote first

Risks

Competition from new fintech startups may erode Propel's market share.

Changes in EBT and SNAP policies could affect Providers app functionality.

Reliance on partnerships poses risks if key partners withdraw or change terms.

Differentiation

Propel's Providers app offers instant EBT balance-checking, unlike traditional methods.

Providers app integrates job postings, aiding users in finding suitable employment opportunities.

Propel addresses Medicaid churn, helping users navigate post-pandemic healthcare challenges.

Upsides

Partnership with Papa Murphy's enhances user engagement through tailored offers.

Real-time payment tools integration could improve users' financial health.

Free tax filing services increase user retention and attract new users.

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