Freelance Growth Marketing Lead

About Toloka

At Toloka AI we create data that powers leading GenAI models and innovations. We work with frontier labs, big tech, renowned AI startups, enterprises and non-profit research organizations worldwide. We use a combination of Experts + Crowd + Tech Platform to teach AI models to reason and evaluate their efficacy and safety. We have experts in more than 50 different domains —from doctors and lawyers to physicists and engineers—and boast one of the most diverse global crowds, representing over 100 countries and speaking 40+ languages. We are a well-funded startup with an enviable portfolio of clients including Anthropic, Amazon, Microsoft, Poolside, Recraft, and Shopify. Recently, we secured strategic investment led by Bezos Expeditions and Nebius Group with participation from Mikhail Parakhin, CTO of Shopify and board advisor to leading GenAI companies, who now serves as our Chairman of the Board. Our remote-first team is globally distributed around the world: USA, UK, the Netherlands, Czech Republic, Serbia, and more.

About the position

We are looking for a hands-on demand generation leader to own and scale Toloka’s pipeline engine. This is a GTM role that sits at the intersection of marketing and sales: you will turn a clearly defined Ideal Customer Profile into qualified, sales-ready pipeline through multi-channel campaigns, modern marketing tooling, and tight alignment with our sales and SDR teams. You will own the numbers that matter, which are MQLs, SQLs, meetings booked, and influenced pipeline. You will build the systems, run the experiments, and partner daily with sales to make sure marketing inputs convert into revenue outcomes. This is a builder role for someone who is comfortable going 0 to 1 and then scaling what works.

What you’ll do

• Demand generation and campaigns: Plan, build, and run integrated demand generation campaigns across inbound, outbound, paid, email, events, and AI search surfaces. Own the full funnel from first touch to SQL, optimizing for conversion at each stage rather than vanity metrics. Design and run a continuous experimentation program (messaging, audiences, channels, offers) and scale the winners. Build account-based marketing (ABM) programs for priority accounts in partnership with sales.
• ICP definition and audience targeting: Define, refine, and maintain the Ideal Customer Profile and buyer personas in partnership with sales and leadership. Translate the ICP into precise targeting across channels, lists, and segments. Use firmographic, intent, and engagement data to prioritize the accounts and segments most likely to convert. Continuously test and sharpen segmentation as the market and product evolve.
• Sales alignment: Act as the connective tissue between marketing and sales, aligning on definitions, handoff criteria, SLAs, and shared goals. Partner closely with SDRs and AEs so that marketing-generated demand is followed up well and converts efficiently. Run regular pipeline and funnel reviews with sales, and close the loop on lead quality and conversion. Equip the sales team with the campaigns, content, and context they need to convert demand into deals.
• Marketing tooling and automation: Own the demand generation tech stack (CRM, marketing automation, enrichment, intent, outbound, and analytics tools). Build and maintain campaign workflows, lead scoring, routing, and nurture sequences. Use AI-driven automation to scale personalization, content distribution, and campaign operations. Ensure clean data, accurate attribution, and reliable reporting across the funnel.
• Measurement and reporting: Own demand generation reporting and dashboards: pipeline created, pipeline influenced, cost per SQL, conversion rates, and ROI by channel. Report on performance to leadership and use the data to reallocate spend and effort toward what works.

What we're Looking For

• Must-have: 6+ years in demand generation, growth marketing, or GTM marketing, ideally in B2B SaaS or technology, with a track record of building pipeline. Demonstrated 0 to 1 experience building or significantly scaling a demand generation function. Strong command of the full funnel: inbound, outbound, ABM, performance marketing, SEO, and email. Proven ability to define an ICP and translate it into targeting and campaigns that convert. Hands-on experience running marketing tooling end to end (CRM, marketing automation, enrichment, outbound, analytics). A close working relationship with sales and SDR teams, with a shared-pipeline mindset rather than a leads-over-the-wall mindset. Data fluency: comfortable owning conversion metrics, attribution, and experiment design. Clear, measurable results to point to, for example improvements in conversion rates, SQL volume, or pipeline generated.
• Nice-to-have: Experience marketing to technical or AI/ML audiences, foundation-model labs, or enterprise AI teams. Familiarity with emerging discovery surfaces (AEO and GEO) alongside traditional SEO. Experience building and leading small cross-functional teams (marketing plus SDR). Comfort using generative AI tools to scale content and campaign operations.