Director, Demand Generation

About Airlock Digital Airlock Digital is a global leader in application control and allowlisting. We seek to empower every organization to run only what they trust and operate free from malware and ransomware. Location: Denver, CO Who Are We? Airlock Digital is a global leader in application control and allowlisting. We seek to empower every organization to run only what they trust and operate free from malware and ransomware. With rapid growth across Australia, North America, and EMEA. We are committed to our core values, respect, determination, and integrity. We support a diverse and expanding global customer base. At Airlock, we pride ourselves on being a team of humble, collaborative, and driven professionals who support one another and share a passion for cybersecurity. What We Are Looking For We’re looking for a strategic, analytical, and results-driven Director of Demand Generation to lead Airlock Digital’s global demand generation strategy and growing team. You will translate company and marketing goals into integrated programs that build awareness, generate qualified demand, and support at least 3x pipeline coverage. Your remit will span both new-logo acquisition and growth within our existing customer base. You will develop and optimize the right mix of digital advertising, paid search, SEO, account-based marketing, events, and other relevant channels to achieve our pipeline and revenue goals. This is both a strategic and operational leadership role. You will set the direction, establish priorities, manage budgets and resources, and ensure high-quality execution. You will use data to evaluate program performance, identify opportunities, and continually optimize our channel mix, processes, and investment. The ideal candidate has deep B2B SaaS technology experience, a strong command of the full lead lifecycle, and a track record of partnering with Sales to improve lead management, conversion and pipeline performance. You will also help Airlock Digital adopt practical AI capabilities that make our demand-generation programs more efficient, personalized, and effective. Key Responsibilities Translate company growth targets and marketing goals and objectives into a comprehensive, measurable demand generation strategy. Build integrated plans designed to generate qualified demand and support at least 3x pipeline coverage. Establish clear audience, geographic, channel, and campaign priorities based on business goals and market opportunity. Balance short-term pipeline generation with longer-term market development and account engagement. Drive Integrated Campaigns and Programs Develop full-funnel, integrated, multi-channel campaigns for priority segments, buyer personas, regions, and target accounts. Partner with Product Marketing and Content to develop compelling campaign themes, messaging, and conversion paths. Ensure programs are executed effectively, on schedule, on budget, and in alignment with brand and business priorities. Manage agency and vendor relationships where appropriate, holding partners accountable for performance and value. Own Pipeline Performance and Optimization Establish campaign goals, forecasts, performance benchmarks, and reporting frameworks tied to pipeline and revenue outcomes. Partner with Marketing Operations to monitor and analyze metrics across the funnel, including engagement, conversion, cost per lead, customer acquisition cost, sourced and influenced pipeline, velocity, and return on investment. Regularly communicate program performance, insights, risks, and recommendations to Marketing, Sales, and company leadership. Use data to optimize campaigns, channel mix, audience targeting, budget allocation, and follow-up strategies. Build a disciplined testing and experimentation practice that continually improves conversion and program effectiveness. Strengthen the Lead Lifecycle Define and continually improve lead lifecycle stages, scoring, routing, nurture, handoff, and follow-up processes. Partner closely with Sales / Revenue Operations and Marketing Operations to establish shared definitions, service-level expectations, and feedback loops. Identify and resolve friction across the buyer journey, from initial engagement through sales acceptance and opportunity creation. Ensure marketing and sales teams have visibility into lead status, campaign engagement, and pipeline progression. Improve nurture and re-engagement programs to maximize conversion across the prospect and customer database. Advance Account-Based Marketing Develop and scale Airlock Digital’s account-based marketing strategy in partnership with Sales and Customer Success. Define target-account tiers, buying groups, engagement strategies, plays, and measurement standards. Create coordinated plans across advertising, content, events, outbound support, and sales activation. Measure account engagement, pipeline progression, and revenue impact to continuously refine the ABM approach. Build AI-Enabled Demand Generation Capabilities Stay current on evolving demand generation practices, technologies, buyer behaviors, and market trends. Identify practical opportunities to incorporate AI into audience research, campaign development, personalization, content adaptation, testing, analytics, and optimization. Establish responsible processes for using AI while maintaining quality, accuracy, brand consistency, data privacy, and human oversight. Evaluate emerging tools based on their ability to improve efficiency, performance, scalability, and ROI. Lead and Develop the Team Lead, coach, and develop a growing demand generation team, establishing clear goals, responsibilities, and performance expectations. Create a culture of accountability, collaboration, experimentation, and continuous improvement. Assess team capabilities and identify the talent, processes, tools, and external resources needed to support growth. Partner effectively across Sales, Revenue Operations, Product Marketing, Content, Customer Success, and company leadership. Manage the demand generation budget and allocate resources based on expected business impact Required Skills & Qualifications Bachelor’s Degree in Marketing or a related discipline. 10+ years of B2B technology marketing experience, with significant experience in demand generation for a SaaS business. 5+ years of experience leading, coaching, and developing demand generation or integrated marketing teams. Proven success creating and executing demand generation strategies that deliver measurable pipeline and revenue results. Deep experience across digital advertising, paid search, SEO, account-based marketing, events, nurture programs, and integrated campaigns. Strong understanding of B2B SaaS buying journeys, funnel mechanics, lead lifecycle management, attribution, and pipeline economics. Demonstrated ability to translate company goals into clear strategies, operating plans, forecasts, and performance targets. Strong analytical skills and the ability to turn complex performance data into actionable insights and investment decisions. Experience partnering with Sales and Revenue Operations to improve lead handoffs, follow-up, conversion, and pipeline progression. Working knowledge of modern marketing automation, CRM, intent, advertising, analytics, and reporting platforms. Practical understanding of AI and its application across demand generation strategy, execution, measurement, and optimization. Strong budget management, prioritization, project management, and vendor management skills. Excellent written, verbal, presentation, and stakeholder-management skills. A proactive, adaptable leadership style suited to a fast-growing environment where processes and capabilities continue to evolve. Bonus Points Experience marketing cybersecurity, infrastructure, IT, or other complex technical solutions. Experience supporting demand generation across multiple regions, including North America, Australia, and EMEA. Experience developing and scaling an account-based marketing program. Familiarity with HubSpot and its use across marketing automation, CRM, lead management, and reporting. Experience building multi-touch attribution and pipeline-reporting frameworks. Demonstrated success using AI-enabled tools to improve marketing productivity and performance. What We Offer We don’t think money is everything, but we know it is an important part of your decision to apply for a role. Additional factors considered in extending an offer include responsibilities of the job, education, location, experience, knowledge, skills, abilities, and internal equity, alignment with market data, or applicable laws. At Airlock Digital we offer a wide range of benefits to our eligible team members. Our benefit programs vary by location and can include: Medical, dental, and vision insurance 401K Plan with 4% Company Match Life and Disability Programs Paid Parental Leave Paid time off and Paid Holidays Volunteer and Birthday Time off Home Office Allowance Our Commitment We believe in supporting our team members both personally and professionally. Named one of the USA’s Greatest Places to Work in 2024 and 2025, we value flexibility, trust, and a work environment that empowers our team to do their best work. #J-18808-Ljbffr