Summary of Qualifications

•         Expertise in developing and owning demand generation strategy across digital, events, account-based marketing (ABM), and partner channels
•          Proven ability to design and execute integrated multi-channel campaigns that drive qualified leads and new customer acquisition
•         Strong analytical skills in optimizing lead-to-opportunity conversion rates and pipeline contribution reporting
•         Experience collaborating closely with Sales, BDR, and cross-functional teams for seamless handoffs and opportunity creation
•         Leadership in managing large-scale campaigns—email, webinars, paid media, content syndication—and event/trade show operations
•         Advanced knowledge of campaign attribution, tracking, and closed-loop reporting best practices
•         Skill in building targeted acquisition programs for market penetration and net-new customer growth
•         Ability to refine ideal customer profiles (ICPs), personas, and messaging in partnership with product marketing
•         Experience collaborating with Customer Success to maximize customer expansion and retention through lifecycle programs

Position Summary

The Senior Marketing Director, Demand Generation & Customer Acquisition, is responsible for driving pipeline growth and revenue impact through innovative demand generation programs, multi-channel campaigns, and customer acquisition strategies. This role leads the strategy, execution, and optimization of global marketing initiatives to generate high-quality leads, accelerate pipeline, and support sales in achieving revenue targets.

This position reports directly to the CRO, BDR leadership, and cross-functional teams to deliver measurable impact across the funnel.

Key Responsibilities

Demand Generation & Pipeline Growth

- Develop and own the demand generation strategy across digital, events, ABM, and partner channels.
- Design and execute integrated campaigns that generate qualified leads and drive new customer acquisition.
- Establish and optimize lead-to-opportunity conversion rates, with clear reporting on pipeline contribution.
- Partner with Sales and BDR teams to ensure seamless handoff, follow-up, and opportunity creation.

Campaign & Program Execution

- Manage large-scale multi-channel campaigns, including email, webinars, paid media, and content syndication.
- Lead account-based marketing (ABM) programs for strategic accounts and verticals.
- Drive event operations and trade show strategy, ensuring ROI and pipeline creation from every investment.
- Implement best practices for campaign attribution, tracking, and closed-loop reporting.

Customer Acquisition & Experience

- Build targeted acquisition programs to expand market penetration and drive net-new customer growth.
- Partner with product marketing to refine ICPs, personas, and messaging for conversion optimization.
- Collaborate with Customer Success on lifecycle programs to maximize expansion and retention.

Leadership & Optimization

- Lead, coach, and develop a high-performing team focused on measurable outcomes.
- Drive continuous improvement through A/B testing, funnel analysis, and performance optimization.
- Own key KPIs: Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), pipeline contribution, campaign ROI, and customer acquisition cost (CAC).

Qualifications

- 10+ years of progressive B2B marketing experience, with at least 5 years in enterprise software/SaaS demand generation.
- Proven track record of building and executing demand gen strategies that deliver measurable pipeline growth.
- Strong expertise in marketing automation, CRM, ABM platforms, and analytics tools (e.g., HubSpot, Marketo, Salesforce, 6sense, Demandbase).
- Deep understanding of buyer journeys, lead management, and pipeline dynamics.
- Excellent leadership skills with experience managing and scaling teams.
- Strong analytical mindset with the ability to translate data into actionable insights.
- Exceptional communication and cross-functional collaboration skills.