Director, B2B Demand Generation/CRM Strategy

Material•Los Angeles, CA

10d•Hybrid

About The Position

We drive intelligent growth for ambitious businesses and leading brands. Customer understanding is more potent and drives greater value when insights go to work directly within marketing and experience priorities. To give our clients that advantage, we put an insights-driven operating system at the core of our design, go-to-market and digital experience solutions. Material clients make smarter growth choices because they can see clearly how and when to take the shots that count. Together, we connect consumer intelligence with customer demand generation to build lasting, profitable relationships. We work across B2B and B2C categories to design and deliver modern marketing systems that drive measurable impact. This includes supporting demand generation, CRM, and go-to-market effectiveness. We value a strong understanding of customer lifecycles -- bringing a perspective on how audiences evolve over time, how touchpoints and nurture strategies can be orchestrated across channels, and how those interactions contribute to measurable business outcomes, particularly within complex B2B environments. We are seeking a highly capable B2B Demand Generation leader to join Material and drive demand strategy and execution across key clients. This role will play a critical part in building and orchestrating modern, full-funnel demand engines—particularly in complex B2B environments with long sales cycles and multi-stakeholder buying journeys. This is a hands-on, leadership role ideal for someone who can both think strategically and execute programs across demand generation, CRM strategy, and account-based marketing.

Requirements

5–10 years of experience in B2B demand generation
Proven experience working in complex B2B environments with long sales cycles and multiple stakeholders
Strong expertise in both CRM strategy (segmentation, lifecycle design, contact strategy) and CRM operations (systems, data, automation)
Hands-on experience with account-based marketing and multi-channel campaign execution
Familiarity with marketing technology ecosystems (e.g., Salesforce, Marketo, HubSpot, Demandbase, 6sense)
Strong analytical and problem-solving skills with a focus on measurable outcomes
Strategic thinker who can connect marketing efforts to business impact
Comfortable operating as both a strategist and a doer
Strong collaborator across client teams, especially Sales and Marketing
Structured, data-driven, and highly accountable
Able to navigate ambiguity and build new capabilities

Nice To Haves

Experience working in a consulting, agency, or multi-client environment is a plus

Responsibilities

Develop and execute end-to-end demand generation strategies aligned to client growth objectives
Define target audiences, buying groups, and priority accounts in partnership with client stakeholders
Drive full-funnel performance across awareness, engagement, conversion, and pipeline
Design and implement ABM programs for enterprise and high-value accounts
Partner with client sales teams to orchestrate personalized, multi-touch engagement strategies
Establish account prioritization frameworks and track account progression
Lead CRM strategy for clients, including segmentation, lifecycle design, and contact strategy
Define how CRM supports demand generation, lead nurturing, and long-term customer value
Ensure CRM is structured to enable personalization, measurement, and scalable growth
Foundational understanding of CRM systems, with ability to see strategy through to execution
Partner with internal & marketing operations teams to optimize CRM systems (e.g., Salesforce) and MAP platforms (e.g., Marketo, HubSpot)
Oversee lead scoring, routing, and database health
Ensure seamless integration across data sources, channels, and reporting systems
Experienced working with CDP system for audience automations
Ability to see across the entire campaign system to suggest optimized channel mix based on connectivity between CRM and Media
Ensure consistency of messaging and experience across touchpoints
Experience in guiding clients toward automated experiences for personalized communication (including dynamic audience and content orchestration)
Build and refine lead management frameworks, including scoring, routing, and nurturing
Design lifecycle programs that move prospects through extended consideration cycles
Continuously improve lead quality and conversion rates
Serve as a trusted partner to client marketing and sales teams
Facilitate alignment across stakeholders to ensure shared goals and accountability
Translate strategy into actionable plans and measurable outcomes
Define KPIs and reporting frameworks tied to pipeline and revenue impact
Use data, testing, and insights to continuously optimize performance
Leverage tools such as intent data and analytics platforms to improve targeting and efficiency