Director of Marketing - Demand Generation

Role Description

OPSWAT is hiring a Director of Marketing to own demand generation for a defined set of MetaDefender® platform solutions: Peripheral Media Protection, Data Diodes & Secure Gateways, and OT & Cyber Physical Systems. This is a pipeline-accountable role. You’ll build and run integrated campaigns that produce qualified leads, progress opportunities through the funnel, and contribute measurable revenue attribution across both demand creation and demand capture programs.

You’ll work closely with digital, product marketing, field, and sales to keep campaigns aligned to buyer motion.

What You’ll Own

• Pipeline Generation: Design and execute multi-channel demand programs targeting buyers across critical infrastructure verticals including energy, manufacturing, defense, and technology. Own the campaign mix: email, SEM (Search Engine Marketing), paid media, ABM (Account-Based Marketing), industry review sites, and third-party sponsorships, and optimize relentlessly against cost-per-pipeline and influenced revenue targets.
• Demand Creation: Build programs that generate net-new interest from buyers who aren’t actively in-market yet. This includes paid social, targeted content plays, vertical-specific campaigns, and account-based motions designed to move cold accounts into pipeline.
• Full-Funnel Coverage: Build nurture tracks and retargeting sequences tied to buyer stage and solution fit. Campaigns must move prospects through the funnel, not just generate impressions.
• Performance Optimization: Interpret campaign and pipeline data to identify what’s working, what isn’t, and where to shift investment. Work closely with Marketing Operations on reporting and attribution and use those insights to drive continuous improvement across programs.
• AI-Augmented Campaign Execution: Apply generative AI and intent-based personalization tools to increase campaign velocity and targeting precision. This is a core part of how this team operates.
• Cross-Functional Alignment: Partner with Product Marketing on messaging for advanced malware prevention, zero-day threats, and compliance positioning. Partner with Field Marketing and Sales to ensure outbound sequences and campaign handoffs are operationally tight.

Qualifications

• 10+ years of B2B demand generation experience, ideally in cybersecurity or adjacent technology sectors.
• Proven track record across both demand creation and demand capture. You’ve built pipeline from cold, not just harvested in-market intent.
• Experience running multi-channel campaigns against technical buyer personas in OT (Operational Technology), ICS (Industrial Control Systems), and IT security environments.
• Comfortable working with campaign and pipeline data to draw insights and optimize programs. You don’t need to build the dashboards, but you need to know what the numbers mean.
• HubSpot and CRM fluency required; familiarity with 6sense or similar ABM platforms preferred.
• Cybersecurity industry experience is a strong plus.

Benefits

• Direct ownership of GTM demand programs for high-priority OPSWAT solution areas.
• Full access to a modern, AI-forward tech stack and the autonomy to run experiments.
• Executive visibility into pipeline performance and campaign impact.
• The chance to do demand gen that matters. OPSWAT’s customers protect critical infrastructure that the world depends on.

Company Description

OPSWAT, a global leader in IT, OT, and ICS critical infrastructure cybersecurity, delivers an end-to-end platform that gives public and private sector organizations and enterprises the critical advantage needed to protect their complex networks, secure their devices, and ensure compliance. Over the last 20 years, our commitment to innovative technology has earned the trust of more than 1,700 organizations, governments, and institutions globally, solidifying our role in protecting the world’s critical infrastructure and securing our way of life.