Director, Demand Generation

This is a fully remote position, open to applicants in United States.

📋 Description

• Take charge of WEKA's comprehensive campaign engine: overseeing the campaign calendar, drafting campaign briefs, planning launches, managing content, and conducting post-campaign retrospectives — from initial concept through pipeline impact.

• Develop multi-channel campaign frameworks that integrate paid media, email/nurture efforts, webinars, content syndication, events, and organic/social strategies into a cohesive launch — rather than disjointed, channel-specific pushes.

• Convert WEKA's vertical ABM cluster model (NeoCloud, Life Sciences, FinServ, Manufacturing, Sovereign) into scalable, repeatable campaign playbooks for each cluster, ensuring consistent structure, messaging, timing, and measurement for effective launches.

• Proactively identify and initiate campaigns for new verticals/clusters as WEKA's Ideal Customer Profile (ICP) evolves.

• Implement a structured campaign operating rhythm — including briefings, creative/content requests, quality assurance, launches, mid-flight optimizations, and retrospectives — in collaboration with Product Marketing, Field Marketing, and Corporate Marketing.

• Balance ongoing cluster campaigns with targeted 1:1 account strategies for essential must-win accounts, discerning when to apply each approach.

• Manage the campaign performance narrative: analyzing which campaigns are effective, understanding the reasons, and determining what to scale, pause, or discontinue.

• Oversee the paid media strategy and budget as a vital component of the overall campaign mix — encompassing paid social (LinkedIn, etc.), search, programmatic, content syndication, and retargeting efforts.

• Manage agency partnerships and enforce performance SLAs (cost-per-MQL, pipeline contribution, CARR influence) — including renegotiating or replacing underperforming partners.

• Construct and defend the media mix model: detailing how budget allocations flow across clusters, campaigns, and funnel stages.

• Collaborate with Marketing Operations to ensure accurate tracking, UTM discipline, and the integrity of platform-to-CRM data.

• Own the demand generation contribution to marketing-sourced and marketing-influenced pipeline against quarterly and annual objectives.

• Operate within WEKA's multi-touch attribution framework (Bizible/Salesforce, transitioning towards W-Shaped/Full-Path) to report sourced versus influenced CARR by campaign and cluster.

• Collaborate with RevOps/Sales on lead routing, SLAs, and funnel conversion — diagnosing and addressing leaks between MQL, SAL, and SQL.

• Enhance our scoring methodologies beyond individual leads — developing and refining buying-group mapping and MQA (Marketing Qualified Account) scoring to evaluate cluster campaigns based on account-level engagement rather than solely on single-contact MQLs.

• Work alongside RevOps/Sales on lead routing, SLAs, and funnel conversion — identifying and remedying leaks between MQL, SAL, and SQL, and extending this discipline to MQA-to-SQA conversion as buying-group scoring is implemented.

• Deliver campaign-level ROI analysis (e.g. cost per sourced dollar, influenced CARR ratio) during monthly and quarterly business reviews.

• Build, lead, and nurture a demand generation team (including campaign managers and paid media specialists).

• Collaborate closely with Field Marketing, Partner Marketing, Product Marketing, and Corporate Marketing to ensure that every campaign is integrated across channels and not merely a standalone paid initiative.

• Represent demand generation and the campaign roadmap in GTM Council and pipeline reviews with Sales leadership.

⛳️ Requirements

• A minimum of 8 years in B2B demand generation, including at least 3 years at a Director level overseeing integrated campaign strategy end-to-end — from calendar, briefs, and launch to retrospectives — rather than just channel execution.

• Demonstrated ability to design and execute multi-channel campaigns that integrate paid media, nurture, webinars/events, and content syndication into a unified program.

• Direct experience managing vertical or segment-based ABM campaigns at scale (beyond just 1:1 account strategies) — capable of discussing the design of a cluster campaign playbook, not just its execution.

• Extensive hands-on experience with paid media: LinkedIn, Google Ads, programmatic, content syndication — including agency management and SLA enforcement.

• Strong expertise in marketing attribution and pipeline reporting (Salesforce, Bizible or equivalent multi-touch attribution, Marketo/HubSpot).

• Familiarity with infrastructure, storage, data platforms, or AI/ML tooling — experience in enterprise or usage-based B2B tech is strongly preferred (similar companies include VAST Data, Pure Storage, NetApp, Nutanix, Cohesity, DDN, Hammerspace, Qumulo, Databricks, Snowflake).

• A proven track record of transforming ambiguous, high-growth marketing organizations into disciplined, campaign-driven demand engines.

• Comfortable presenting campaign performance and pipeline ROI directly to sales and executive stakeholders.

🏝️ Benefits

• WEKA is dedicated to fostering a diverse, inclusive, and authentic workplace.

• We are an equal opportunity employer that prohibits discrimination and harassment of any kind.