Director, Demand Generation

Workato • Palo Alto, CA

192d • $185,000 - $240,000

About The Position

The Director, Demand Generation – Commercial Segment is responsible for developing and executing integrated marketing strategies to drive pipeline and revenue growth. This role owns the planning and execution of events, field marketing, multi-channel campaigns, sales plays, and paid advertising programs targeting commercial accounts. You will collaborate closely with sales, product marketing, and digital teams to deliver measurable results.

Requirements

• 8+ years of B2B demand generation experience, with at least 3 years in a leadership role.
• Proven track record of building and scaling demand generation programs for commercial or mid-market segments.
• Deep expertise in events, field marketing, integrated campaigns, sales plays, and paid media.
• Strong analytical skills and experience with marketing automation, CRM, and analytics platforms (e.g., Marketo, Salesforce, Google Analytics).
• Experience in SaaS or technology industry preferred.

Nice To Haves

• Excellent collaboration, communication, and project management skills.

Responsibilities

• Develop and own the demand generation strategy for the commercial segment, aligning with company goals and sales objectives.
• Lead, mentor, and grow a high-performing team focused on pipeline creation and acceleration.
• Design and execute multi-channel campaigns (email, webinars, content syndication, ABM, etc.) to generate and nurture leads.
• Partner with product marketing to craft compelling messaging and offers for commercial buyers.
• Own the strategy and execution of in-person and virtual events, including trade shows, field events, and executive roundtables.
• Collaborate with sales to deliver impactful field marketing programs that drive engagement and conversion.
• Develop and operationalize sales plays in partnership with sales leadership, enabling reps with targeted assets and programs.
• Track and optimize sales play performance to maximize pipeline impact.
• Oversee paid media strategy (search, social, display, retargeting) to drive awareness and demand in the commercial segment.
• Manage agency and vendor relationships to ensure effective execution and ROI.
• Define KPIs, track performance, and report on campaign effectiveness, pipeline contribution, and ROI.
• Continuously test, analyze, and optimize programs for maximum impact.

Benefits

• Variable pay based on performance.
• Benefits and perks including equity.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Number of Employees: 501-1,000 employees