Demand Generation Director
Posted on Apr 6, 2021 by 4over
The Director, Demand Generation is responsible for delivering higher revenue and bookings growth to implement, manage, and measure demand generation programs. The incumbent owns and is responsible for planning, execution, and results analysis, guiding and upskilling marketing and sales teams to ensure that the results meet expectations. This role utilizes a measured and outcome-based approach to drive growth.
DUTIES AND RESPONSIBILITIES
Produces and fully owns all demand generation plans aligned with company objectives, leveraging and building on past results, activities, and lessons (successes and failures).
Responsible for meeting the number of marketing qualified leads required to support our high growth: Optimize lead creation, qualification, and conversion to opportunities for the sales team. Ensure successful follow through of qualified opportunities, and review and regular analysis of missed opportunities.
Builds and owns lead nurturing programs to add to and accelerate pipeline using HubSpot and other internal tools as needed - and demonstrates/coaches others on how and why these programs are effective.
Leads build out of lead lifecycle in partnership with sales.
Establishes and tracks measurable response rates, conversion rates, and ROI for all programs, and proactively analyze campaigns and programs to assure they meet business objectives.
Responsible for defining audience targets for campaigns based on existing personas and journeys, builds a plan to grow and maintain the lead and contact database.
Analyses the existing personas and journey information to assess if the leads reached are converting and appropriate, and recommends ongoing changes based on this analysis.
Leads and team to integrates demand generation principles across the business including website, content marketing, online advertising, nurture campaigns, social media, blogs, and events.
Manages 1 direct report.
Accountable for weekly/monthly/quarterly reporting of demand generation activities and results to marketing and sales teams and provides clear next steps and improvements.
EXPERIENCE AND QUALIFICATIONS
Education, Licenses, and Certifications:
Bachelor's degree in communications, liberal arts, marketing, or any other related field.
Minimum 10 years of experience in leading, developing and executing successful demand generation programs for B2B business, delivering growth and increasing ROI.
Minimum 7 years of experience leading demand generation programs across short E-commerce sales cycles.
Experience championing demand generation and collaborating with marketing and sales colleagues as internal customers and providing coaching and expert guidance in this area.
Critical Knowledge, Skills, and Abilities Requirements:
Strong office software knowledge (Word, Excel, PowerPoint, etc.).
Demonstrated proficiency and hands-on experience with Marketo and NetSuite.
Ability to manage others, contribute individually, and manage outside vendors as needed.
Resourceful self-starter who can work both independently and collaboratively; able to accomplish projects with little supervision.
Strong project and time management skills; comfortable with frequent change and short lead times
Ability to work successfully with some ambiguity, some weekends/non-standard hours.
Strategic thinker who is also willing to roll up their sleeves and execute the details.
Strong collaborator who can work successfully across stakeholders.
Possess high professionalism and poise and remains composed in high-stress situations.
Ability to demonstrate successful prioritization and simultaneous management of multiple initiatives.
Strong organizational skills, detail-oriented, responsible, self-directed, with the ability to work effectively in team environments.
Strong verbal and written communication skills.
Experience in e-commerce, information technology, or related field a plus.
ADDITIONAL REQUIREMENTS OR INFORMATION
Although duties are typically performed during normal business hours, occasional off-hours work may be required to meet customer and/or business needs.
Position may require occasional travel as needed.