Director, Demand Generation & Lifecyle Marketing

K2 Services•Chicago, IL

5d•$115,000 - $120,000

About The Position

We are seeking a Director of Demand Generation & Lifecycle Marketing to lead and scale our B2B demand generation and lifecycle marketing strategy within a professional services environment. This role is responsible for building a predictable, scalable marketing demand generation and client retention program by guiding prospects and accounts through long, complex buying journeys—from first touch through sales engagement and expansion. This is a senior, hands‑on role for a marketer who understands how professional services buyers evaluate risk, credibility, and expertise, and who knows how to design and execute full‑funnel and post‑lead lifecycle programs that drive pipeline, velocity, and long‑term value.

Requirements

7–10+ years of B2B marketing experience, with strong experience in professional services (consulting, advisory, legal, accounting, financial services)
Proven success building pipeline through long, multi‑stakeholder buying cycles
Deep, hands‑on expertise with HubSpot (Marketing Hub + CRM) or similar CRM systems such as Salesforce, etc.
Strong understanding of:
Paid search (Google Ads / AdWords)
Paid social (especially LinkedIn)
Email drip, nurture, and lifecycle marketing
Funnel and lifecycle attribution
Highly analytical and comfortable being measured on pipeline and engagement outcomes
Confident working with senior stakeholders and client‑facing leaders

Responsibilities

Own the end‑to‑end demand generation strategy for a professional services sales model
Design and execute integrated campaigns that support long buying cycles, multiple stakeholders, and high‑consideration decisions
Build marketing lists through a mix of: Paid media, Content‑led demand, Thought leadership amplification Events, webinars, and field‑supported programs
Partner closely with Sales and Practice Leaders to align campaigns with priority industries, service lines, and strategic initiatives
Own strategy and execution for Google Ads / AdWords, including: High‑intent keyword and service‑line targeting, Retargeting and account‑based audience development, Conversion‑focused landing pages Manage paid social advertising, with a strong emphasis on LinkedIn
Understand how to position expertise, credibility, and trust through paid channels rather than transactional offers
Optimize spend based on downstream performance, including pipeline creation and sales engagement
Own the full lifecycle marketing strategy, from first touch through opportunity creation and ongoing engagement
Design and maintain email drip and nurture programs tailored to: Long consideration cycles, Multiple buyer personas, Different service lines and industries
Build lifecycle journeys that move prospects from: Awareness → Education → Trust → Sales readiness
Segment audiences by: Industry and account, Role/persona, Service interest, Buying stage and intent signals
Continuously improve engagement, MQL‑to‑SQL conversion, pipeline acceleration, and re‑engagement of stalled opportunities
Serve as the primary marketing owner of HubSpot for all demand and lifecycle marketing activity
Own and optimize: Lifecycle stages and definitions, Lead scoring and qualification frameworks, Campaign tracking and attribution, Automation workflows and routing logic, CRM data hygiene and governance
Ensure HubSpot supports complex buyer journeys common in professional services, not just simple lead capture
Partner closely with Sales to ensure smooth handoffs and clear visibility into prospect engagement
Build and maintain dashboards to track: Funnel and lifecycle progression, Engagement by stage, persona, and service line
Analyze where prospects stall or drop off and adjust lifecycle programs accordingly
Use insights to refine: Messaging, Channel mix, Timing and cadence of outreach
Bring clarity and discipline to marketing’s impact in a relationship‑driven sales environment
Work closely with Sales and Operations to: Align lifecycle programs with active pursuits and strategic accounts
Support priority growth initiatives and service offerings
Reinforce credibility and expertise throughout the buyer journey
Understand how lifecycle marketing supports trust‑building, not just lead generation
Help modernize and scale demand while respecting the nuances of consultative selling