Director of Demand Generation

Location

Palo Alto, CA

Job Description

We are seeking a data-driven and strategic Director of Demand Generation to build and scale our pipeline generation engine. As a key member of our marketing team you will design and execute integrated demand generation programs that fuel our rapidly growing sales organization, targeting Department of Defense and Intelligence Community customers. This role requires a unique blend of enterprise B2B marketing expertise and understanding of complex government sales cycles.

Responsibilities

• Build and Scale Pipeline Generation Engine: Design, implement, and optimize a multi-channel demand generation strategy that consistently delivers qualified pipeline for our DoD and IC sales teams, with clear attribution to revenue outcomes.
• Drive Integrated Campaign Execution: Lead end-to-end campaign development across digital channels, events, ABM, email, and field marketing, ensuring alignment with sales priorities and government buyer behavior.
• Partner with Sales Leadership: Work closely with sales leadership to understand territory plans, account priorities, and pipeline gaps, translating sales needs into targeted marketing programs that accelerate deal velocity.
• Own Marketing Qualified Lead (MQL) and Sales Accepted Lead (SAL) Metrics: Establish and achieve aggressive pipeline targets, optimizing lead quality, conversion rates, and time-to-opportunity across the funnel.
• Execute Account-Based Marketing (ABM) Programs: Design and implement targeted ABM strategies for priority accounts and buying committees within DoD and IC agencies, partnering with sales on account selection, personalized engagement, and pipeline acceleration.
• Build and Lead High-Performing Demand Generation Team: Recruit, develop, and manage a world-class demand generation team, establishing clear performance metrics, coaching team members, and making difficult personnel decisions to maintain excellence.
• Leverage Marketing Technology Stack: Optimize and expand use of marketing automation, CRM, ABM platforms, and analytics tools to drive efficiency, personalization, and measurement across demand generation programs.
• Collaborate Cross-Functionally: Partner with Product Marketing, Content Marketing, and Sales teams to ensure alignment on messaging, lead routing, and closed-loop reporting. Translate content and positioning from Product Marketing into high-performing demand generation campaigns.
• Develop Government-Optimized Programs: Build demand generation programs tailored to government procurement cycles, security clearance requirements, and the unique buying behaviors of defense and intelligence agencies.
• Report on Pipeline Performance: Deliver regular reporting to executive leadership on pipeline generation, campaign ROI, cost per opportunity, and contribution to revenue, with clear recommendations for optimization and investment.

Qualifications

• 10+ years of demand generation experience in B2B enterprise software, with a proven track record of building pipeline generation programs that scale from $50M to $150M+ ARR.
• Account-Based Marketing expertise required: Demonstrated success designing and executing ABM programs targeting complex buying committees in large enterprise accounts.
• Team leadership experience required: Proven track record of hiring, developing, and managing high-performing demand generation teams, including making difficult personnel decisions to maintain team excellence.
• Strong analytical and data-driven mindset: Expertise in marketing attribution, funnel optimization, A/B testing, and ROI analysis.
• Marketing technology proficiency: Experience with marketing automation platforms (e.g., Marketo, Pardot, HubSpot), CRM systems, ABM tools (6sense, Demandbase), and analytics platforms.
• Government sector marketing experience preferred: Understanding of Department of Defense and/or Intelligence Community buying processes, procurement cycles, and stakeholder ecosystems is a strong plus but not required.
• Excellent communication skills: Ability to translate complex campaign strategies into clear business outcomes for executive audiences, and articulate customer needs to internal marketing and product teams.