Director of Demand Generation

Role Description

The way enterprise buyers research, evaluate, and purchase has fundamentally changed — peer trust, dark funnel research, AI-assisted discovery, and committee-driven decisions now define the journey. The companies that win in this environment are the ones designing their go-to-market for how buying actually works today. That’s the opportunity in front of you: architect a modern demand generation system from a strong foundation, with the autonomy to shape strategy and the backing to execute it. You’ll own the full demand engine — inbound, outbound, brand-influenced demand, and the team that powers it — with a direct line to leadership and a true seat at the strategy table.

What Will You Do?

• Own the Demand Generation Strategy
  • Develop a comprehensive view of our funnel, channel mix, martech stack, and team capabilities, and bring a clear strategic point of view within your first 30 days.
  • Design a modern demand generation system that balances inbound (organic search, content, brand), outbound (Growth Manager-led account engagement), and emerging channels (dark funnel, community, partner amplification, AI discoverability).
  • Deploy ABX as a precision tactic — applied to the right ICP segments at the right time as part of a broader channel strategy.
  • Own pipeline contribution targets and the metrics framework that tracks them honestly: real pipeline.
  • Manage relationships with our paid media agency, web developer, and other 3rd parties as needed.
• Lead and Enable the Growth Manager Team
  • Directly manage and develop our established Growth Manager (SDR) team through coaching, skill development, and performance management.
  • Equip Growth Managers with high-quality sequence infrastructure, messaging playbooks, and account targeting frameworks.
  • Partner closely with Sales leadership on ICP, territory coverage, handoff criteria, and pipeline quality feedback loops.
• Grow the Content and Inbound Engine
  • Develop a content strategy grounded in organic discoverability and buyer education that builds authority across the full buyer journey.
  • Work with our content team to align investment with where buyers actually research: peer communities, analyst coverage, LinkedIn, and AI-assisted search.
  • Apply a modern point of view on content gating — treating distribution and trust as strategic levers alongside lead capture.
• Drive Brand and Market Presence
  • Contribute to brand positioning work that makes NovoEd recognizable and authoritative in enterprise L&D.
  • Develop earned and owned media strategies (thought leadership, executive voice, analyst relationships, co-marketing) that build category presence over time.
  • Partner with the VP of Marketing on campaign narrative and integrated campaign execution.
• Partner on Systems and Data
  • Partner with Revenue Operations — who own the martech stack (Salesforce, HubSpot, ZoomInfo, LinkedIn Sales Navigator, Gong Engage, PathFactory) — to optimize systems for demand generation impact.
  • Define the requirements: attribution models, reporting views, and dashboards that give leadership an honest view of pipeline health and channel contribution.
  • Collaborate with RevOps on lead routing, lifecycle stage definitions, scoring models, and data quality standards that support the demand engine.

Qualifications

• 7+ years of B2B SaaS demand generation experience, with at least 2 years in a senior or leadership role.
• Demonstrated experience building or scaling a demand generation function.
• Direct experience managing SDR/BDR teams, including enablement, sequencing, and performance management.
• Strong command of modern demand generation theory: buyer-driven journeys, dark funnel dynamics, intent signals, pipeline velocity, and multi-touch attribution.
• Fluency across the full channel mix — paid, organic, outbound, events, email.
• Data literacy: comfortable pulling your own reports, building dashboards, and telling the pipeline story in numbers.
• Track record of building pipeline and program revenue in an enterprise (deal size $100K+, long sales cycle) environment.
• A team player - we’re a small, all-hands-on-deck kind of team who work closely and collaboratively to meet our goals.
• Excellent communication and organization skills that enable you to succeed in a fast-paced, team-based environment.

Requirements

• Experience in EdTech, HR Tech, or enterprise SaaS with complex buying committees and multiple stakeholder personas.
• Hands-on experience with HubSpot, Salesforce, ZoomInfo, and at least one ABX/intent platform (6sense, Demandbase, PathFactory, or similar).
• Experience managing or contributing to brand and thought leadership programs alongside demand generation.
• Familiarity with AI’s impact on organic search and content discoverability, and how to adapt content strategy accordingly.

Benefits

• A collaborative work environment.
• Fun remote social events.
• Annual in-person all-company meeting.
• Paid Parental Leave.
• Flexible vacation days.
• Comprehensive health care coverage.
• Phone, internet & work-from-home reimbursements.

Hiring Process

• To Apply: Submit a resume and a brief note (3–5 sentences) on what you think most B2B demand gen teams are getting wrong right now.
• Step 1: After you apply, a recruiter may reach out to you for an introductory call.
• Step 2: If your background is a match for the role, we will reach out to schedule a phone interview.
• Step 3: If you continue through the process, you will participate in virtual interviews with a total of 3–7 people, depending on the seniority of the role.

Director of Demand Generation Pay Range

$160,000 - $165,000 USD