Director of Demand Generation

What you’ll be doing:

Pipeline Strategy & Ownership

• Own pipeline targets across segments (e.g., Enterprise, Commercial)

• Translate company revenue goals into demand generation plans

• Allocate budget across programs, channels, and segments based on performance

• Direct agency and vendor partners (media buying, campaign execution) to pipeline outcomes, not activity

Team Leadership & Operating Model

• Lead and develop a team of campaign managers and specialists

• Establish a pod-based model with clear segment ownership

• Drive accountability for pipeline outcomes vs. activity metrics

Sales Alignment

• Partner closely with Sales and SDR leadership on:

  • Pipeline targets and coverage

  • Lead quality and conversion

  • Feedback loops on campaign performance

• Ensure tight alignment on ICP, messaging, and priorities

Full-Funnel Optimization

• Oversee performance across the entire funnel: Acquisition → Lead → Opportunity → Pipeline

• Own the handoff points explicitly — where demand gen ends and lifecycle/SDR ownership begins — so leads and pipeline don't stall at the seams

• Identify and remove bottlenecks in conversion

• Drive alignment between acquisition and lifecycle strategies

Performance Management & Analytics

• Define and track core metrics: pipeline generated, CAC/efficiency, conversion rates by stage

• Partner with RevOps to close tracking and attribution gaps (e.g., ad platform → MAP → CRM sync issues) that distort the numbers

• Lead weekly/monthly performance reviews focused on business outcomes, not activity

Experimentation & Growth

• Build a culture of testing and continuous improvement

• Prioritize experiments that drive pipeline and conversion lift

• Scale what works, cut what doesn't

About You:

• 8+ years in B2B marketing, with strong demand gen experience

• Proven ownership of pipeline or revenue targets

• Experience leading cross-channel, full-funnel programs

• Strong track record partnering with Sales

• Analytical mindset with ability to translate data into action

Bonus:

• Experience evolving a digital or campaign team into a demand gen org

• Familiarity with lifecycle marketing and funnel optimization

• ABM or segment-based marketing experience, Demandbase experience highly desired

• Experience managing outside growth agencies