Job Description

Summary of Qualifications

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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

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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

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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.

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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.

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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.

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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

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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.