Director of Demand Generation, Digital Marketing

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

📋 Description

• Oversee the demand generation strategy and roadmap for all brands.

• Foster qualified pipeline growth and enhance new ARR.

• Build, lead, and nurture a high-achieving demand generation team.

• Manage the web presence and conversion surfaces, with the Web Developer reporting directly to you.

• Design and implement A/B and multivariate testing for landing pages, campaigns, and conversion pathways.

• Enhance qualified pipeline through GEO/SEO strategies, engaging content, and multi-channel demand campaigns.

• Collaborate with Sales leadership on messaging, targeting, lead quality, pipeline, and conversion goals.

• Ensure acquisition efficiency across brands and funnels, utilizing LTV-to-CAC as the investment benchmark.

• Develop data-driven reporting standards and convert web analytics and campaign performance into executive insights.

• Lead the transition from sales-led to product-led growth by creating self-service acquisition and conversion paths.

• Initiate demand programs for mid-market and larger clients.

• Establish the foundation for measurement and attribution, including reliable tracking, definitions, and reporting standards.

• Work closely with Product, Product Marketing, and Finance on pricing and packaging strategies as well as executing demand-side pricing changes.

• Manage competitive positioning in paid channels and maintain discipline in acquisition payback.

• Collaborate with Product Marketing on positioning, messaging, industry-specific conversion paths, and campaign feedback.

• Work together with Lifecycle & Customer Marketing on demand handoff, retention, and expansion alignment.

⛳️ Requirements

• 7+ years of B2B marketing experience leading demand generation in both sales-led and product-led environments.

• 3+ years of experience in people leadership.

• Proven success in building and developing high-performing marketing teams.

• Demonstrated experience managing revenue and efficiency metrics such as ARR contribution and CAC in a high-growth setting.

• Technical expertise in marketing automation, CRM platforms (preferably HubSpot), and web analytics tools like GA4.

• Ability to align marketing programs with sales objectives effectively.

• Experience in developing a self-service motion that complements the sales team rather than competes with it.

• Strong history of identifying funnel friction and executing pragmatic, measurable improvements.

• Direct experience in creating or scaling a self-service/product-led acquisition strategy within a previously sales-led organization.

• Experience in positioning and generating demand for new audiences, particularly mid-market and enterprise buyers.

• Proven ability to build funnels, content, and channels that target mid-market and enterprise clients.

• Significant contribution to pricing and packaging decisions, along with leading go-to-market execution for pricing changes.

• Experience establishing or revamping marketing measurement and attribution frameworks.

• Proven track record in running demand generation across multiple brands or business units.

• Advanced knowledge of SEO-informed content strategies and pipeline generation tactics.

• Familiarity with AI-driven outbound tools and workflows, such as Clay, Apollo, and enrichment/automation platforms.

• Practical understanding of conversion-focused UX principles and funnel optimization techniques.

• Commercial fluency in pricing, packaging, and monetization strategies.

• Understanding of product-led growth mechanics, including self-service onboarding, in-product conversion, and sales handoffs.

🏝️ Benefits

• Health benefits.

• Flexible paid time off.

• Parental leave.

• Fertility and adoption assistance.

• 401(k).

• Educational reimbursement.

• Reasonable accommodations during the application and interview process.

• Option to request an alternative evaluation process or opt out of automated assessment steps due to regional regulations.