Demand & Partnership Lead

About Sett

Sett is building agentic AI that helps mobile game studios systematically discover winning UA creatives. We're not here to make the creative process "easier" - we're here to make it systematic. Our platform rapidly creates and tests diverse video and playable ad concepts at scale, turning creative from a bottleneck into fuel for continuous exploration.

Founded by two lifelong friends who saw studios struggle with one of the most burning challenges in mobile gaming - making content that truly wins - we built technology that reshapes how teams move from idea to hit. What once took months now takes days, with a foundation of experimentation and learning.

We're backed by Bessemer Venture Partners, F2 and other leading investors and serving some of the biggest game studios in the world. But we're still a small team, which means every hire has outsized impact.

The Role

We need someone who can build and capture demand and build relationships - someone who sees these as two sides of the same coin. As Sett's first Demand & Partnership Lead, you'll own both the pipeline generation engine and the strategic partnerships that accelerate our growth in the mobile gaming ecosystem.

This is not a "run ads and write reports" role. This is a builder position for someone who wants to architect systems that generate qualified pipelines while simultaneously forging strategic alliances that expand our market reach and establish Sett as the category leader in AI-powered UA creative performance.

You'll report to the Head of Marketing and work cross-functionally with sales, product, and leadership to drive revenue through both direct demand generation and partnership-led channels.

Demand Generation 

Build the pipeline machine:

• Design and execute multi-channel demand generation campaigns that systematically generate qualified opportunities for our sales team
• Own the full funnel: from awareness plays that position Sett as the category leader to bottom-funnel conversion campaigns that drive demos and trials
• Develop and optimize our presence across paid channels (LinkedIn, Reddit, YouTube, display), organic channels (SEO, content syndication), and emerging platforms where mobile gaming professionals spend time
• Create and manage ABM programs targeting high-value studios and decision-makers with personalized campaigns
• Design nurture programs that move prospects through the buyer journey - from awareness to consideration to decision
• Work closely with content marketing to develop high-converting assets: eBooks, case studies, webinars, interactive tools, and thought leadership that addresses real pain points in UA creative production
• Own and manage the website as a product from A-Z, including managing our website development partner

Master the metrics:

• Own pipeline targets, conversion rates, CAC, and ROI metrics
• Build dashboards and reporting systems that provide visibility into what's working and what's not
• Conduct regular performance analysis and optimization across all channels
• Implement attribution modeling to understand the true impact of marketing touchpoints
• Test everything - messaging, creative, channels, audiences - and scale what works

Leverage technology:

• Own our marketing tech stack optimization (HubSpot, analytics platforms, enrichment tools)
• Build automated workflows that scale our lead nurturing and qualification
• Implement advanced AI-powered tools and agentic workflows to accelerate content creation, data analysis, and campaign optimization
• Integrate demand gen systems with partnerships platforms for co-marketing campaign execution

Partnerships 

Build the ecosystem:

• Identify, recruit, and activate strategic partners across multiple categories:
• Channel partners: agencies, consultancies, and service providers who work with mobile game studios
• Technology partners: complementary platforms in the mobile gaming martech stack (ad networks, MMPs, creative tools, analytics platforms)
• Strategic alliances: relationships with key industry players, communities, and influencers
• Develop partner programs with clear value propositions, enablement materials, and incentive structures
• Create scalable frameworks for partner onboarding, training, and ongoing engagement

Drive partner-led revenue:

• Own pipeline contribution targets from partnership channels
• Execute co-marketing campaigns, joint webinars, content collaborations, and event partnerships
• Enable partners to position, sell, and advocate for Sett effectively
• Build partner sales plays and materials that make it easy for partners to drive opportunities
• Manage partner attribution and performance tracking

Build relationships that matter:

• Become a recognized face in the mobile gaming partnerships ecosystem
• Attend industry events, represent Sett at conferences, and build relationships with key decision-makers
• Negotiate partnership agreements that create mutual value
• Act as primary point of contact for strategic partners, ensuring strong relationships and communication
• Identify emerging opportunities in the market and proactively pursue high-impact partnerships

Non-Negotiables:

• 3-5 years of experience in B2B SaaS marketing, with a proven track record in both demand generation and partnership development
• Demonstrated success driving measurable pipeline growth through paid, organic, and partnership channels
• Experience in the mobile gaming industry, ad tech, or MarTech is strongly preferred - you understand the ecosystem, the buyers, and the channels
• Data-driven with strong analytical chops - you can dive into Salesforce, Google Analytics, and attribution platforms to understand performance and optimize relentlessly
• Hands-on executor - you're comfortable building campaigns yourself, not just managing agencies or vendors
• Excellent communicator - you can write compelling copy, build persuasive decks, and represent Sett externally with confidence
• Startup mentality - you thrive in ambiguity, move fast, and don't wait for perfect conditions to start executing

What Makes You Exceptional:

• You believe we are not alone in the universe
• You've built demand generation programs from scratch or taken them from 0 to 1
• You have existing relationships in the mobile gaming or UA ecosystem
• You've successfully launched and scaled partner programs that drove significant revenue
• You're comfortable with technical concepts and can speak credibly about agentic AI, automation, and creative performance
• You've worked at a high-growth B2B SaaS company and understand what it takes to scale
• You have experience with marketing automation platforms and partnership management tools
• You understand the difference between lead generation and demand generation - and know how to balance both
• You can build landing pages, write copy, analyze data, and negotiate partnership agreements
• You're scrappy and resourceful - you find creative solutions when budgets are tight
• You measure twice, cut once - you design experiments thoughtfully and learn quickly from results

Our "No Bullshit" Principles

We're building a brand that's refreshingly direct in an industry full of buzzwords and empty promises. Here's what that means for this role:

• We measure what matters: Vanity metrics don't cut it. We care about pipeline, conversion rates, and revenue - not just impressions and clicks
• We move fast: Perfection is the enemy of progress. We ship, learn, iterate
• We're honest with partners: We build relationships based on mutual value, not smoke and mirrors
• We challenge conventional wisdom: If everyone in UA is doing something one way, we ask "why?" and often find a better approach
• We're direct: We say what we mean, we don't waste time with corporate BS, and we expect the same from our team

If this resonates with you, you'll fit right in.