Director, Demand Generation

About The Role We are looking for a Director of Demand Generation to build and lead an always-on, signal-driven demand engine that grows marketing led pipeline and revenue, with a clear mandate to make inbound our primary source of pipeline. We see a leader who moves the function beyond forms and MQLs to real-time detection of in-market accounts and buying groups, who creates website traffic, converts that into pipeline, and who uses modern tooling to operate demand generation faster, smarter, and at greater scale than we do today. The ideal candidate pairs deep demand generation and marketing operations experience with a GTM engineering mindset: someone who designs executable workflows, is fluent in modern signal and orchestration tools, and ties every dollar of activity to pipeline and revenue conversion against our ideal customer profile (ICP). Key Responsibilities Make inbound our primary pipeline source. Own the strategy to shift the pipeline mix from outbound to inbound over time, growing website-sourced and inbound pipeline into the dominant driver of revenue. Build and lead an always-on, signal-based demand engine. Detect in-market accounts and buying groups using first, second, and third-party intent data, and trigger real-time activation rather than relying on forms and MQLs alone. Own website conversion. Turn more site traffic into qualified pipeline through conversion rate optimization and Qualified (Piper AI SDR and conversational experiences), in close partnership with the Content and Web teams. Champion AI across the function. Use AI to automate enrichment, audience building, personalization, follow-up, research, and reporting, freeing the team to focus on strategy and high-value accounts. Own AI discoverability. Ensure Wind River is found, retrieved, and cited by AI search and LLM assistants (ChatGPT, Gemini, AI overviews) through structured, RAG-ready content, because buyers now research with AI before they ever reach our site. Operate as a GTM engineer. Design and run AI-executable workflows and orchestration across the martech stack, building repeatable systems instead of one-off campaigns. Own and modernize the marketing technology stack, including Marketo, Salesforce, DemandBase, Qualified, and Clari. Use DemandBase for enrichment, intent, and account prioritization, and evolve the stack with modern signal, ABM, and orchestration tools. Orchestrate multi-channel execution around account signals and ICP priorities, not calendar-based campaign volume. Weight investment toward inbound (SEO and AI discoverability, organic content, website conversion, webinars), and use paid and outbound to support pipeline rather than carry it. Partner with RevOps and Sales to make Clari shared full-funnel infrastructure for marketing, not just sales. Use it for marketing-sourced and influenced pipeline visibility, stage-by-stage conversion, and forecasting marketing’s contribution to revenue, and tap conversation intelligence for voice-of-customer and competitive messaging. Measure outcomes, not activity. Report on inbound-sourced pipeline, buying-group influence, website conversion, conversion through every stage of the funnel, and AI discoverability. Automate scorecards and Tableau dashboards, and run experiments with clear success and kill criteria. Partner with sales operations to define SLAs and optimize lead-to-account routing and follow-up. Align cross-functionally with Sales, Product Marketing, Industry Marketing, Partner Marketing, and the Content and Web teams to focus demand generation on the highest-value opportunities. Lead, coach, and upskill a team of 5 including demand generation specialists and managers and marketing operations. Qualifications 10+ years in B2B demand generation, digital, or growth marketing, with at least 5 years in a leadership role. Proven track record of influencing pipeline and revenue growth in complex, multi-stakeholder B2B sales cycles, ideally by growing inbound and website-sourced pipeline. Demonstrated use of AI and signal-based tools in demand generation: intent data, ABM platforms (preferably DemandBase), enrichment tools (DemandBase and ZoomInfo), website conversion tools (Qualified or similar), and AI content and workflow tools. Comfort prompting and applying AI to GTM workflows. Deep expertise in marketing automation (Marketo preferred), CRM (Salesforce), and digital advertising platforms. Experience using a revenue platform such as Clari for full-funnel pipeline analytics and marketing attribution. Track record improving website conversion and inbound demand through SEO, CRO, and organic content. Understanding of AI and LLM discoverability and how buyers research through AI assistants and AI overviews. GTM engineering mindset: workflow design, systems thinking, data modeling, and a bias for automation over added headcount. Strong analytical skills and the ability to turn data into decisions that improve conversion and pipeline contribution. Experience aligning with sales operations on SLAs and lead handoff. Ability to collaborate across product marketing, industry marketing, partner marketing, content and web, sales, and Aptiv. Excellent leadership, project management, and stakeholder communication skills, with a bias for execution and results. Why Join Us? Build a modern, AI-first, inbound-led demand engine and shape how a market leader in intelligent systems goes to market. Lead a high-impact team in a fast-moving, collaborative marketing and sales organization. Influence strategy and execution at a leadership level, with visibility across Wind River and Aptiv. Competitive compensation, benefits, and career growth. APPLICANT PRIVACY NOTICE Your privacy is of the utmost importance to us. At Wind River, we strictly adhere to all applicable data privacy laws. Please review Wind River's Applicant Privacy Notice, which can be found here. Wind River is an Equal Opportunity Employer with a commitment to diversity. We prohibit discrimination based on race, color, religion, gender, national origin, age, disability, veteran status, marital status, pregnancy, gender expression or identity, sexual orientation or any other legally protected status. Compensation The salary range for this role’s listed grade level is between $200,000-230,000 + 25% annual bonus incentive. Salary ranges are determined through interviews and a review of the education, experience, knowledge, skills, location, and abilities of the applicant, and equity with other team members. Employees in this role are also eligible for the following benefits in accordance with the terms of the Company's plans: health, dental, vision insurance, life insurance, flex time off, eligibility to enroll in 401k, and 12 paid holidays. Privacy Notice - Active Candidates: Aptiv is an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, gender identity, sexual orientation, disability status or any other characteristic protected by law. #J-18808-Ljbffr Aptiv