Principal GTM Engineer

About Reforge

Reforge is evolving to empower product teams beyond education. Alongside expert training, we now offer AI-powered tools designed to help teams ship high-quality software faster. With two innovative tools already launched and more on the way, we combine cutting-edge software with the earned insights of the world’s top practitioners. Join us as we shape the future of product management!

OUR OPERATING VALUES

Our operating values are opinionated on purpose. We don’t aim to be everything to everyone. Their distinctness is meant to be used as a common set of threads that bond us together on our mission. We use our values to operate, solve problems, make decisions, evaluate/reward team members, and determine who and how we hire. You can see our full set of values and the decisions behind them.

• ⛴️ Delivering value to customers is all that matters.
• 🔂 Maximize the pace of improvement.
• ⚡️ Small teams do bigger things.
• 🧠Think like an underdog.
• ⚙️ Be a problem-solving machine.

About This Role

I (Brian) am the Founder and CEO of Reforge. I'm looking for a Principal GTM Engineer to help architect and execute the go-to-market engine that will transform how we bring our AI product suite to market.

In the past year, we’ve launched four AI-native tools for product teams, and now it's time to accelerate our GTM engine to match. While nearly everyone in our target market knows Reforge for education, only a fraction know we now offer software that's already being used by NY Times, eToro, HubSpot, Autodesk, and Toast.

This is your chance to build a GTM engineering from scratch with extraordinary assets at your disposal: a beloved brand, 100K+ alumni network, 320K+ owned contacts, 1M annual website visitors, tens of millions of social impressions, and the deepest product management content library in existence - all sitting largely untapped for outbound.

The right person will be obsessed with building intelligent GTM systems, have zero hesitation diving into using AI to do new things that weren’t possible before, and see the opportunity to leverage our unique assets in ways no one has done before.

As part of this role, you will be integrated into our community of technology leaders that helped build companies like OpenAI, Canva, Slack, Clay, Notion, LinkedIn, Facebook, Spotify, Eventbrite, Atlassian, and more.

WHY THIS ROLE IS UNIQUE

• Greenfield Opportunity - Build the GTM engine from scratch with complete autonomy and a clear vision for what modern outbound should look like
• Unprecedented Assets - Leverage the most valuable warm audience in product management: 100K+ product leaders who already love us, just waiting to discover our software
• Multi-Product Strategy - Orchestrate GTM across four distinct products with different buying motions (PLG and enterprise), creating compound effects between them
• Technical GTM Revolution - Combine creative content, data, and AI to build the best sophisticated warm outbound motion in our space
• World-Class Network - Work directly with leaders who've scaled companies from startup to IPO, with immediate access to our expert network

Who You'll Work With

• Brian Balfour (CEO) - You'll work directly with me, Founder and CEO, who built growth at HubSpot and has deep GTM expertise
• Tom Willerer (COO) - Partner with our COO, former CPO of Opendoor and Coursera, on strategic GTM initiatives
• Will Georges (Dir of Data) - Collaborate closely to build the data infrastructure powering your GTM systems
• Sales Team - Enable and amplify our whale hunters with intelligent lead routing, enrichment, and engagement tools

What You'll Own

You'll partner with our Dir of Data and sales team to implement end-to-end creative systems that identify data signals, create compelling outreach, engage our target audience, and convert our massive warm audience into sales pipeline.

Example Projects In Your Portfolio

• Warm Outbound Architecture - Design and implement multi-touch campaigns that activate our 100K+ alumni, 320K+ contact database, and website + social traffic using our deep content library for hyper-personalized outreach
• Intent Detection Systems - Create and own the intent tech stack to identify buying signals across our education customers, website visitors, and content engagement to trigger targeted outbound
• Product-Led Sales Engine - Create workflows that identify high-value users in our PLG products (Research/Build) and orchestrate their journey to enterprise products (Insights/Launch)
• AI-Powered Personalization - Leverage our 1,000+ hours of exclusive content to generate personalized sales materials, case studies, and outreach that speaks directly to each prospect's challenges
• Own A Pipeline Number - Own a pipeline generation number across our products.
• Data, Reporting, and Optimization - Continuously analyze what's working, automatically optimize campaigns, and surface insights that drive strategic decisions

Skills & Experience We Are Looking For

• You've built GTM systems that generated $10M+ in pipeline, with a track record of creating outbound motions from scratch

• Technical implementation skills - comfortable with APIs, automation platforms (Clay, n8n, Zapier), data tools, and modern sales stack

• You likely check one of these boxes:

• 5+ years building growth/GTM systems at a B2B SaaS company, bonus if for products that have both PLG and sales-led motions

• Former founder or early GTM hire who's built the playbook from zero to scale

• Growth engineer who's obsessed with the intersection of code, data, and revenue

• Systems thinker who sees GTM as an engineering problem to be solved with elegant, scalable solutions

• Autonomous operator with strong opinions on modern GTM, backed by experience and results

• Excited by the challenge of activating a warm audience that doesn't yet know we have exactly what they need

Benefits

The internal mission of Reforge is to create an environment where you create the best work of your career. In order to do that we offer:

• Remote-first & Flexible - Everyone does their best work in different environments. We operate as a distributed-first team and offer financial support that enables you to create the schedule and environment that fits to you. We also ask that every employee block off 2-3 hours of daily “deep work,” ensuring that you always have uninterrupted time and can keep a schedule that enables you to do your best work.

• Top-tier Healthcare -

• Medical - Choice of PPO 500, PPO 250, or HDHP 3300 with a max coverage of 100% of premiums for employees and 70% for dependents.

• Dental & Vision - 99% of premiums for employees, and up to 70% for dependents.

• Health Savings Account - For those that choose to enroll in the HDHP, includes semi-monthly company paid contributions.

• Competitive Compensation - Salary + equity package aligned with top-tier tech companies.

• 401(k) - We offer the opportunity for you to contribute to a 401k directly from your paycheck.

• Flexible PTO - Having plentiful “off the grid” time is a key to doing your best work. We offer flexible PTO. Take time when you need it. Everyone must take at least 10 days per year, and we highly encourage more.

…and much more

Compensation

We have built a data-driven compensation philosophy at Reforge, with the intent of enabling all employees to do their best work. When setting compensation for each role, we use bands that include a target salary; on occasion we will extend an offer above or below the target if the skills presented in the interview process show spikes or peaks—but this is rare, and the highest likelihood is that your offer will be at target.

The target salary for this role is $$150,000 - $225,000.

Equity is also included and will be discussed during the interview process.

OUR COMMITMENT TO DIVERSITY, EQUITY, AND INCLUSION

At Reforge, we believe that diverse teams build better products—and a better future. We're committed to creating an environment where people of all backgrounds, identities, and experiences can thrive.

This Means

• Proactively seeking out diverse talent and reducing bias in our hiring process
• Fostering a culture of inclusion where every voice is heard and valued
• Continually learning and evolving our practices as we grow

We know that building an equitable workplace is an ongoing effort, not a one-time initiative. We're committed to doing the work—and to holding ourselves accountable along the way.

If you’re excited about this role but don’t meet every single qualification listed, we still encourage you to apply. We believe skills can be developed and potential can’t always be captured on a resume.