We're launching a new lead generation business to diversify our revenue streams beyond Google. This is a true startup opportunity within an established company—you'll be building from absolute zero: no revenue, no team, no playbook. We're looking for an entrepreneurial leader to serve as the founding GM of this business line, with full ownership to define strategy, build operations, and scale to profitability.
Think of this as being a CEO of your own company, but with the backing of our existing technology infrastructure, financial resources, and organizational support. If you've ever wanted to build something from scratch while having enterprise-level resources at your disposal, this is it.
This position is an onsite role requiring you to work in our headquarters located at 4235 Redwood Ave. Los Angeles, CA 90066.
What You'll Own
Strategy & Vision:Define and execute the complete go-to-market strategy for a lead generation businessIdentify target verticals, pricing models, and competitive positioningBuild financial models and set ambitious but achievable growth targetsMake all key strategic decisions on product direction and market approachBusiness Operations:Operationalize every aspect of the business from the ground up—sales, operations, technology implementation, vendor relationships, compliance, and moreDesign scalable processes and systems before you have a team to run themManage full P&L responsibility with targets for profitability and growthEstablish metrics, reporting frameworks, and operational dashboardsTeam Building & Leadership:Recruit and build your team as the business scales and warrants investmentDefine roles, responsibilities, and organizational structure from scratchCreate a culture of accountability, experimentation, and rapid iterationDevelop your future leaders as the business grows into a substantial organizationScale from solo contributor to managing a team that could quickly become significant in sizeProduct & Market Development:Shape product strategy based on market feedback and competitive landscapeWork with existing engineering and tech teams to leverage company infrastructureIdentify and evaluate partnership opportunities (supply and demand side)Iterate quickly based on what's working and what's not
Who You Are
Experience:7+ years in lead generation, performance marketing, or related digital businessesProven track record building or scaling businesses from early stage (ideally $0-$10M+ revenue)Deep understanding of lead gen economics: CPL, CPA, margin structures, quality metricsExperience managing P&L and achieving profitability targetsBackground in both strategy formulation and hands-on executionThe Operator Mentality:You're comfortable with ambiguity and building when there's no roadmapYou can do the work yourself before you have a team to delegate toYou move fast, make decisions with incomplete information, and course-correct quicklyYou've worn multiple hats before—you're not afraid of work outside your job descriptionYou think like an owner, not just an operatorSkills That Matter:Strategic thinking with the ability to see around corners and anticipate market shiftsFinancial acumen—you can build models, understand unit economics, and make data-driven decisionsStrong network in the lead generation ecosystem (buyers, sellers, technology providers)Excellent communication skills for securing buy-in from leadership and cross-functional partnersTechnical fluency to work effectively with engineering and product teamsThe Intangibles:Entrepreneurial fire—you're energized by building, not just managingResilience and grit—you've failed before and learned from itHigh bias for action—you'd rather test and learn than analyze foreverCreative problem-solver who finds unconventional solutionsSelf-awareness to know when to ask for help or bring in expertise
Why This Role is Unique
True Ownership: You're not inheriting someone else's strategy or fixing a broken business—you're creating from scratchResource Backing: Unlike a traditional startup, you have access to enterprise technology, legal, finance, and operational supportSpeed to Market: Leverage existing infrastructure to move faster than you could at a standalone startupUpside: Build something valuable with the resources of an established company and the autonomy of a founderCareer Acceleration: Successfully building a new business line positions you for senior executive roles (VP, C-suite)
Reporting & Organizational Context
Reports to: President & COOCross-functional Partnerships: Engineering, Finance, Legal, Compliance, existing business unit leadersDirect Reports: You'll build your team as needed (initially 0, scaling to 5-10+ over first 18 months)
What We Have To Offer:
Competitive salary + bonus + equityGenerous PTO + 11 company holidaysOpen sick time100% covered Medical, Dental, Vision for employees401k with matchHealth & Dependent Care Flex Spending Account Paid professional developmentLeadership & growth opportunitiesVirtual company and team building events
The U.S. base salary range for this full-time position is $220,000 - $280,000 + bonus + equity + benefits. Our salary ranges are determined by role, level, and location. The range displayed on each job posting reflects the minimum and maximum target for new hire salaries for the position across all US locations. Within the range, individual pay is determined by work location and additional factors, including job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary range for your preferred location during the hiring process. Please note that the compensation details listed in U.S. role postings reflect the base salary only, and do not include bonus, equity, or benefits.
System1’s headquarters is located in Marina del Rey, CA with an additional office in Bellevue, WA.
Employees near office locations are returning to the office.
Equal Employment Opportunity:
System1 provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.
