Director, Demand Generation

KPA•Lafayette, CO, FL

6d•$150,000 - $180,000

About The Position

The Director, Demand Generation owns KPA’s demand strategy and marketing’s contribution to lead pipeline and revenue. Reporting to the Chief Marketing Officer, the role sits on the marketing leadership team and leads the demand team and agency partners. The mandate is to make the funnel measurable, build a repeatable engine, and scale it. The Director will remain hands-on while primarily driving results through the demand model, people, and strategic decisions. The role sets KPA’s multi-year demand vision and go-to-market model, including plans, targets, budget, channel mix, and capacity. It owns marketing-sourced and influenced pipeline and revenue targets, forecasting, investment cases, funnel definitions, attribution, and business reporting. The Director also establishes the measurement and technology roadmaps, defines an operating model for AI in demand generation, and develops account-based and client expansion strategies in partnership with Sales, Client Success, Product, and other teams. Success is measured by pipeline against the company plan, a trusted funnel across commercial functions, and an increasingly efficient growth engine with a clear rationale for investment and ongoing testing. The role develops a lean team, beginning with the Manager, Demand Generation and Marketing Operations Manager, and directs agency partners. This is primarily a sedentary workstation role involving extended computer use and frequent verbal and written communication. Occasional travel is required as needed.

Requirements

10–15 years of progressive B2B demand generation or growth marketing experience, ideally in SaaS or technology.
At least 3 years leading a team or function.
Demonstrated experience building and scaling a demand function, including setting strategy, designing the model, implementing it, and hiring the team.
Experience owning a pipeline target and its budget and defending them before a CFO, executive team, or board.
Bachelor’s degree in marketing, communications, business, or a related field, or equivalent practical experience.
Expertise in go-to-market strategy, segmentation, motion design, channel mix, CAC, payback, pipeline coverage, and investment decisions.
Expertise in revenue planning and measurement, including reverse-funnel planning, forecasting, funnel governance, and attribution methodology and its limitations.
Experience designing organizations, hiring, coaching managers, and directing agencies.
A track record of applying AI and automation to marketing workflows for measurable gains, with judgment to define team-wide strategies and safeguards.
Working knowledge of HubSpot, Marketo, Pardot, or a similar marketing automation platform, and Salesforce, sufficient to set roadmaps, make changes, and audit the stack.
Working knowledge of paid search and social, SEO and visibility in AI answer engines, ABM and intent platforms, events, and lifecycle programs, sufficient to direct managers and agencies.

Nice To Haves

Experience in automotive retail, fleet, insurance, EHS, HR, or another regulated B2B category.
Demand generation experience for a multi-product portfolio sold to the same buyer.

Responsibilities

Define KPA’s demand generation vision and multi-year strategy and turn it into an aligned annual plan covering targets, budget, channel mix, and capacity.
Design the go-to-market model by segment and motion, including single-rooftop dealers, multi-rooftop groups, fleet and adjacent segments, new-logo acquisition, account-based marketing, and expansion.
Own and codify the company demand playbook, including plays, stage definitions, and Marketing, Sales, and Client Success handoffs and service levels.
Partner with Product Marketing and Product to ensure each launch has a pipeline plan.
Own marketing-sourced and influenced pipeline and revenue targets and forecasts, and report performance candidly.
Own the demand budget and develop reverse-funnel models, scenarios, and defensible returns for channels, agencies, events, and technology.
Represent marketing performance to the executive team and board with supportable data.
Set funnel definitions and attribution practices with Revenue Operations and Sales, align the organization, and maintain governance.
Shift measurement toward true net-new demand and communicate the effects of changes to leadership.
Define business reporting for pipeline, velocity, CAC, CPL, and payback by segment, motion, and program, and establish a roadmap for a business intelligence layer.
Develop the multi-year plan for team structure, hiring, in-house versus agency capabilities, and capability deployment.
Set the marketing technology roadmap with Marketing Operations and Revenue Operations, including stack requirements, consolidation, and retirement decisions.
Establish the AI operating model for demand generation, including use cases, human review, and safeguards for accuracy, claims, brand voice, and data handling.
Set account-based strategy for consolidating multi-rooftop groups, including tiering, named-account coverage with Sales, and coordinated marketing and SDR activity.
Build the client expansion strategy with Sales and Client Success.
Work with Product, Product Marketing, Consulting, and Revenue Operations to turn KPA field and incident data into quantified market proof.
Develop and retain the demand team, set ownership and performance expectations, and lead the Manager, Demand Generation and Marketing Operations Manager.
Direct agency partners with the CMO by setting briefs and targets, assessing outcomes, and deciding which capabilities to bring in-house.
Build a productive partnership with Sales leadership so pipeline reviews function as working sessions.