# General Manager, Lead Generation

**Company:** [System1](https://hotfix.jobs/companies/system1)
**Location:** Los Angeles, CA
**Role:** Business Operations
**Experience:** 7+ years
**Skills:** Lead Generation, Performance Marketing, Go-to-Market Strategy, P&L Management, Financial Modeling, Business Operations, Team Building, Unit Economics, Strategic Planning, Cross-Functional Collaboration
**Posted:** 2025-10-22

> Founding General Manager building a new lead generation business from scratch with full ownership of strategy, operations, P&L, and team. Requires 7+ years in lead gen/performance marketing plus proven experience scaling early-stage ventures to profitability.

## Job Description

## Strategy & Vision
- Define and execute the complete go-to-market strategy for a lead generation business
- Identify target verticals, pricing models, and competitive positioning
- Build financial models and set ambitious but achievable growth targets
- Make all key strategic decisions on product direction and market approach

## Business Operations
- Operationalize every aspect of the business from the ground up—sales, operations, technology implementation, vendor relationships, compliance, and more
- Design scalable processes and systems before you have a team to run them
- Manage full P&L responsibility with targets for profitability and growth
- Establish metrics, reporting frameworks, and operational dashboards

## Team Building & Leadership
- Recruit and build your team as the business scales and warrants investment
- Define roles, responsibilities, and organizational structure from scratch
- Create a culture of accountability, experimentation, and rapid iteration
- Develop your future leaders as the business grows into a substantial organization
- Scale from solo contributor to managing a team that could quickly become significant in size

## Product & Market Development
- Shape product strategy based on market feedback and competitive landscape
- Work with existing engineering and tech teams to leverage company infrastructure
- Identify and evaluate partnership opportunities (supply and demand side)
- Iterate quickly based on what's working and what's not

## Experience
- 7+ years in lead generation, performance marketing, or related digital businesses
- Proven track record building or scaling businesses from early stage (ideally $0-$10M+ revenue)
- Deep understanding of lead gen economics: CPL, CPA, margin structures, quality metrics
- Experience managing P&L and achieving profitability targets
- Background in both strategy formulation and hands-on execution

## The Operator Mentality
- Comfortable with ambiguity and building when there's no roadmap
- Can do the work yourself before you have a team to delegate to
- Move fast, make decisions with incomplete information, and course-correct quickly
- Worn multiple hats before—you're not afraid of work outside your job description
- Think like an owner, not just an operator

## Skills That Matter
- Strategic thinking with the ability to see around corners and anticipate market shifts
- Financial acumen—you can build models, understand unit economics, and make data-driven decisions
- Strong network in the lead generation ecosystem (buyers, sellers, technology providers)
- Excellent communication skills for securing buy-in from leadership and cross-functional partners
- Technical fluency to work effectively with engineering and product teams

## The Intangibles
- Entrepreneurial fire—you're energized by building, not just managing
- Resilience and grit—you've failed before and learned from it
- High bias for action—you'd rather test and learn than analyze forever
- Creative problem-solver who finds unconventional solutions
- Self-awareness to know when to ask for help or bring in expertise

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