Director of Demand Generation, Digital Marketing

Job Description:

• Own demand generation strategy and roadmap across all brands
• Drive qualified pipeline and new ARR growth
• Build, lead, and develop a high-performing demand generation team
• Own the web estate and conversion surface, with the Web Developer as a direct report
• Design and execute A/B and multivariate testing across landing pages, campaigns, and conversion paths
• Scale qualified pipeline through GEO/SEO strategy, content, and multi-channel demand campaigns
• Partner with Sales leadership on messaging, targeting, lead quality, pipeline, and conversion objectives
• Own acquisition efficiency across brands and funnels using LTV-to-CAC as the investment guardrail
• Establish data-driven reporting standards and translate web analytics and campaign performance into executive insights
• Lead the shift from sales-led to product-led growth by building self-service acquisition and conversion paths
• Drive up-market demand programmes for mid-market and larger customers
• Build the measurement and attribution foundation, including reliable tracking, definitions, and reporting standards
• Partner with Product, Product Marketing, and Finance on pricing and packaging strategy and demand-side execution of pricing changes
• Own competitive positioning in paid channels and manage acquisition payback discipline
• Collaborate with Product Marketing on positioning, messaging, industry-specific conversion paths, and campaign feedback
• Collaborate with Lifecycle & Customer Marketing on demand handoff, retention, and expansion alignment

Requirements:

• 7+ years of B2B marketing experience leading demand generation across both sales-led and product-led motions
• 3+ years of people leadership experience
• Track record of building and developing high-performing marketing teams
• Proven experience owning revenue and efficiency metrics, such as ARR contribution and CAC, in a high-growth environment
• Technical proficiency with marketing automation, CRM platforms (HubSpot preferred), and web analytics tools such as GA4
• Ability to align marketing programmes with sales objectives
• Experience building a self-service motion that complements rather than competes with the sales team
• Strong track record of diagnosing funnel friction and implementing pragmatic, measurable improvements
• Direct experience building or scaling a self-service/product-led acquisition motion inside a previously sales-led company
• Experience positioning and generating demand for new audiences, including mid-market and enterprise buyers
• Experience building funnels, content, and channels to reach mid-market and enterprise buyers
• Material contribution to pricing and packaging decisions and leadership of go-to-market execution for a pricing change
• Experience building or rebuilding a marketing measurement and attribution implementation
• Experience running demand generation across multiple brands or business units
• Advanced understanding of SEO-informed content strategy and pipeline generation
• Familiarity with AI-powered outbound tools and workflows, such as Clay, Apollo, and enrichment/automation platforms
• Practical knowledge of conversion-focused UX principles and funnel optimization methodologies
• Commercial fluency in pricing, packaging, and monetisation
• 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