Director, Demand Generation

How the work is divided

We are specific about this because you should know what you can count on and what you will be held to.

Fuzzy boundaries are how these roles fail, and we would rather you see ours before you apply.

• You get a data layer that someone else is accountable for building. Attribution, lead routing, the scoring model build, and reporting are owned and resourced by Revenue Operations. Demand Gen defines qualification criteria, signals and business requirements; RevOps owns technical implementation, routing, data integrity and reporting. You will specify what you need and hold them to it, and you will not be graded on infrastructure you did not build.
• Sellers and their leadership are accountable for their half. Speed to first touch, cadence compliance, and win rate belong to the sales organization and are measured there. You are accountable for what enters the funnel and what it costs.
• You get real budget and real authority. Channel mix inside your envelope is your call, and you direct our paid media and SEO agencies rather than routing through anyone. If bringing things in house save budget and allow reallocation to other areas of demand, that’s a choice as well.
• You get partners on positioning, enablement, and pricing. Product marketing, our enablement lead, and our pricing owner carry those. You will push on all three and you are not responsible for delivering them.

Your first ninety days

We are hiring for outcomes in the first quarter, not an assessment and diligence period. By day ninety, we expect the demand engine to be producing the qualified volume and sales-accepted opportunities required to support our Q1 2027 pipeline goals. Inherent in this is baseline operations, such as a qualified-lead definition in production with our history restated under it, a follow-up service level agreed with sales, a measurable step up in the rate at which qualified leads become accepted opportunities, the first cross-sell motion live and producing pipeline, a published cost per accepted opportunity by channel, and at least one channel you have recommended we stop funding. You will also deliver a demand plan for the following year with a monthly number you are willing to sign your name to.

That is an aggressive first quarter.

It is achievable because the diagnostic work is already done.

You will not start from a blank page; you will start from a documented set of findings and a mandate to act on them.

We will share that analysis with you as part of a case study workshop in the process.

We currently have an outside agency under management as well as a fractional demand generation boutique firm.

You’ll have resources and support from day 1 and we’re looking for you to direct these resources immediately.

Your first year

Our operating plan is underwritten by a conversion rate we intend to reach and do not yet hold. Closing that gap is the job, and it is the reason this role exists rather than a request for more leads. Success in year one means conversion holds where the plan needs it or we know precisely why it cannot and what the plan should say instead, marketing sources meaningful payments and cross-sell pipeline, every dollar of program spend has a channel and a cost per outcome attached, and next year's budget is set from evidence you produced rather than a benchmark someone borrowed.

The team around you

You will work most closely with our Revenue Operations lead on data and definitions, with the sales organization on handoff and follow-up, and with product marketing on content and positioning.

You will direct our paid media agency and our SEO vendor.

We also have a fractional demand generation advisor helping through the rebuild and an engineer prototyping AI-assisted inbound and personalization with us.

When you arrive you will inherit the work already in flight and, within your first month, tell us how you want it divided.

We would rather you shape it immediately.

What we are looking for

• You have personally built demand generation in a high-volume, lower-price-point motion, not only run a channel inside an established machine. You can name the funnel you built, the numbers before and after, and the decisions you made.
• You are AI-forward in practice, not in theory. You use modern AI tooling in your daily work to research segments, build and test messaging, prototype scoring and signal models, personalize sequences at a scale a small team could not reach manually, and compress the cycle from idea to live campaign. We will ask you to show us, and we care as much about where you decided the tool was wrong as where it worked.
• You are fluent in unit economics. Cost per qualified opportunity, customer acquisition cost, and payback are how you think, not terms you have heard.
• You have designed cadence and sequence, not just campaigns. You have opinions about touch counts, timing, and how far to push personalization before it stops working.
• You can write. Offers, emails, and pages that convert, in your own voice and at speed.
• You have worked with imperfect data and shipped anyway, while pushing to make it better.
• You have run a motion into an existing customer base, not just net-new acquisition. Lifecycle, in-product, and partner-assisted plays are familiar.
• You can tell a seller the truth about lead quality and take the same honesty back.
• Experience selling to churches, faith-based organizations, nonprofits, or another values-driven buyer is a real advantage. It is not required if the rest is strong.