Director of Demand Generation

Director Of Demand Generation

Ministry Brands is looking for a Director of Demand Generation to join our growing team! Ministry Brands is a leading provider of SaaS operational management systems, payments platforms, digital engagement tools and background screening solutions for faith-based, non-profit and for-profit organizations. We serve more than 95,000 customers as a trusted partner in digital transformation and enablement – advancing missions, driving efficiencies, and building engaged communities for more than four decades. The diverse and real-world experiences of our team members serving their communities makes us stronger together and enhances our ability to advance digital transformation for the greater good.

The following locations in the Southeast region are approved remote working locations for this role: Georgia, Tennessee, North Carolina, South Carolina, Alabama, Mississippi, and Florida.

Position Overview

You are responsible for building and operating the pipeline engine of the business, directly accountable for how marketing drives pipeline, conversion, and revenue.

The Director of Demand Generation is a strategic and hands-on leader who owns and operates a high-performing demand engine across acquisition and expansion. This is a player-coach role where you will set strategy, lead a team, and directly execute critical functions, most notably Performance Marketing in partnership with our agency.

You will integrate Demand Generation, Performance Marketing, Lifecycle Marketing, and Customer Marketing into a unified system that drives predictable, scalable growth across new logo and customer expansion.

What You Own

You are accountable for building and operating a demand generation system that drives pipeline, improves conversion, and accelerates revenue growth.

You own both strategy and execution across:

• Demand Generation (portfolio-aligned)
• Performance Marketing (direct ownership and execution)
• Lifecycle Marketing (eCommerce and expansion journeys)
• Customer Marketing (expansion enablement and strategic customer plays)
• Agency Partnerships (as an extension of your team)

You own how campaigns, always-on demand, lifecycle, and customer marketing work together as a unified system to drive growth across the full funnel.

What You'll Do

Demand Generation Strategy & Revenue Ownership

• Define and own the demand generation strategy aligned to revenue targets, portfolio priorities, and GTM initiatives
• Build integrated programs that drive pipeline across both new logo acquisition and customer expansion
• Ensure demand generation is aligned to the full funnel (lead → opportunity → closed-won )
• Partner with Product Marketing to activate positioning and messaging in-market
• Ensure demand generation operates as a core driver of revenue, not just lead volume

Lead & Scale the Demand Engine

• Lead and develop a team across demand gen, lifecycle, and customer marketing
• Establish clear ownership, workflows, and accountability across each function
• Build a scalable demand engine that balances campaigns, always-on programs, and lifecycle motions
• Ensure all functions operate in alignment to maximize pipeline and conversion performance

Execution

• Lead from the front, stepping into execution when needed to ensure performance, speed, and quality
• Directly own and execute Performance Marketing, working closely with the agency to plan, launch, and optimize campaigns
• Guide campaign development, targeting, channel strategy, and optimization efforts
• Ensure all programs are built to drive measurable pipeline, conversion, and revenue outcomes

Demand & Channel Ownership

Demand Generation (Pipeline Creation)

• Own pipeline creation tied to strategic priorities and GTM teams across new logo and customer expansion
• Plan and execute integrated campaigns aligned to portfolio and revenue goals
• Ensure coordinated execution across all channels and functions
• Continuously test, optimize, and scale high-performing programs

Performance Marketing (Always-On Acquisition)

• Own always-on demand generation and paid media strategy and execution
• Work directly with the agency as an extension of your team to drive performance
• Optimize acquisition efficiency across paid channels, conversion paths, and targeting
• Drive consistent, scalable pipeline with strong ROI and CAC performance

Lifecycle Marketing (eCommerce & Expansion Journeys)

• Own lifecycle strategy across eCommerce, onboarding, engagement, and expansion journeys
• Drive SaaS and digital product growth through conversion optimization and repeat purchase behavior
• Ensure lifecycle programs increase customer lifetime value and expansion revenue
• Align lifecycle efforts to both acquisition and customer growth goals

Customer Marketing (Expansion & Strategic Plays)

• Own customer expansion enablement and strategic sales-led customer marketing initiatives
• Support Sales with targeted campaigns that drive upsell, cross-sell, and account growth
• Partner with Customer Success to improve engagement, retention, and long-term value
• Build programs that turn existing customers into a scalable growth channel

Agency & Partner Management

• Own agency strategy, scope, and performance as an extension of your team
• Ensure agencies are aligned to pipeline, efficiency, and revenue outcomes
• Hold partners accountable to performance metrics, optimization, and ROI
• Integrate agency work seamlessly into the broader demand generation system

Cross-Functional Collaboration

• Partner with Product Marketing to bring positioning and messaging to market
• Work with Content Marketing to ensure campaigns are supported by high-performing content
• Collaborate with Marketing Intelligence to measure performance and optimize programs
• Align with Sales and SDR teams on pipeline quality, follow-up, and conversion

How You Operate

• Run weekly pipeline and campaign performance reviews
• Continuously test and optimize across channels and programs
• Drive quarterly planning aligned to revenue targets and GTM priorities
• Use data and insights to refine strategy and improve performance

What You'll Be Measured On

Pipeline & Revenue Impact

• Predictable, scalable pipeline creation aligned to revenue targets
• Contribution to closed-won revenue and overall business growth
• Pipeline velocity and progression through the funnel

Conversion & Funnel Performance

• Improvements in conversion rates (lead → opportunity → closed-won )
• Reduction in sales cycle length through better engagement and nurture
• Effectiveness of programs in driving progression and outcomes

Channel & Program Performance

• Performance of paid media, campaigns, and lifecycle programs
• Efficiency metrics including CAC, ROI, and cost per pipeline
• Scalability of always-on and campaign-based programs

Customer Growth & Expansion

• Upsell and cross-sell performance
• Customer engagement and expansion metrics
• Contribution of lifecycle and customer marketing to revenue

Team Performance

• Ability to operate as a high-performing, aligned demand engine
• Speed to market and execution quality
• Continuous optimization and performance improvement

Cross-Functional Impact

• Effectiveness of partnerships across PMM, Content, Sales, and Lifecycle
• Alignment to GTM priorities and revenue goals
• Contribution to overall marketing performance and efficiency

What Success Looks Like

• Pipeline is predictable, scalable, and clearly tied to marketing investment
• Strong alignment across campaigns, lifecycle, and customer marketing
• High-performing always-on programs driving efficient growth
• Improved conversion across the funnel and shorter sales cycles
• Clear visibility into performance and the ability to scale what works

Who You Are

• Strategic leader who understands how demand generation drives revenue
• Hands-on operator who can execute when needed