Senior Director, Demand Generation

Position Overview

The Sr. Director, Demand Generation is responsible for the strategy, development, execution, and measurement of marketing programs and initiatives that generate qualified leads, pipeline and bookings for InvoiceCloud’s enterprise and mid-market segments. Primary responsibilities in this role include building and developing a high-performing team; leading the creation and execution of strategic marketing plans and initiatives; driving alignment with sales leadership; and making data-driven investment decisions based on key performance metrics.

Key Responsibilities

• Strategic Demand Generation: Develop and own the overall demand creation strategy, including analyzing customer segments, market opportunities, and sales data to develop high-impact campaigns that fuel our bookings and new logos growth. Determine the ideal mix of digital marketing, ABM, content, events and other marketing programs to maximize impact.

• Performance Analysis and Optimization: Use data-driven insights to continually assess and optimize campaign performance, ensuring maximum ROI and effectiveness. Forecast, measure, and adjust campaigns throughout the course of the plan, and be responsible for knowing campaign effectiveness KPIs and working through opportunity statuses, sales cycle, attribution, and more. Create and maintain strategic analysis metrics, working closely with the Sales Ops team.

• Team Leadership and Development: Lead a high-performing demand generation, partner marketing and marketing ops team, providing guidance, mentorship, and professional development opportunities. Make decisions on when to use external agencies vs. resourcing in-house.
• Cross-Functional Collaboration: Develop strong relationship with Sales teams to ensure alignment and integration of demand generation efforts with overall business goals. Work with sales leadership to ensure that qualified leads are assigned, pursued and tracked through the sales funnel. Actively connect with Product and Content Marketing to ensure alignment to messaging and provide a feedback loop for content assets.

• Product and Market Knowledge: Develop a deep understanding of our products, prospects, partner network, and client needs, market opportunities, and competitive threats and positioning, and apply this knowledge to demand generation strategies and tactics.

• Demand Budget Ownership: Own the overall demand generation budget, ensuring adherence to budget targets, and working through prioritization and allocation of resources to maximize ROI and achieve growth targets.

Requirements

• Experience: 10-15 years of experience in B2B demand generation for the tech or SaaS industry. 5+ years of experience building and executing go-to-market plans across direct and indirect channels. A background in digital payments and the Utilities and/or Insurance sectors a plus.

• Leadership: Proven experience hiring, leading, and managing high-performing demand generation teams.

• Travel: Willingness to travel up to 20%

• Skills:
• Track record of success developing integrated marketing campaigns and executing programs to achieve sales goals, particularly for the enterprise segment
• Ability to collect and synthesize quantitative and qualitative data, recognize trends, measure performance and influence leaders based on data analysis.
• High level of discipline, attention to detail, and ability to meet deadlines in a fast-paced environment, managing multiple projects while still maintaining a high level of accuracy
• Strong knowledge of marketing automation platforms (Marketo) and CRM systems (Salesforce), ABM (6Sense), as well as emerging AI platforms (e.g. Clay, TOFU, Profound, Conversica,etc.
• Proficiency in data analysis and reporting tools, focusing on metrics that drive decision-making
• Excellent communication and presentation skills with ability to effectively influence and communicate cross-functionally with senior levels of management
• Demonstrated experience working with sales leadership to communicate programs and align goals
• Knows how to work closely in teams, develop strong cross-functional and executive relationships
• Outstanding problem solver who can work through highly ambiguous challenges.