Director, Demand Generation

KPA•Lafayette, LA

5d•$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 director sits on the marketing leadership team and leads the demand team and agency partners. The role establishes a company-wide go-to-market model and demand playbook, then builds the measurement, team, technology, and operating capabilities needed to scale it. The team is lean, so the director remains hands-on while focusing primarily on the model, people, and strategic decisions. Success is measured by pipeline performance against the company plan, a trusted funnel across commercial functions, and an increasingly efficient growth engine. The director defines multi-year demand strategy and annual plans, including targets, budgets, channel mix, and capacity. The role owns marketing’s sourced and influenced pipeline and revenue targets, forecasting, budget, and investment case, and presents performance to executive leadership and the board. In partnership with Sales, Client Success, Revenue Operations, Product Marketing, and Product, the director sets funnel definitions, attribution and reporting standards, segment-specific go-to-market motions, account-based and expansion strategies, and launch pipeline plans. The role also plans the future team and capability build-out, sets the marketing technology roadmap, establishes an operating model and guardrails for AI in demand generation, leads agency partnerships, and develops a small team. The position is primarily sedentary at a workstation, 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 and implementing the model, and hiring the team.
Experience owning a pipeline target and its supporting 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, and pipeline coverage.
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 the judgment to establish strategy and guardrails for a team.
Strong working knowledge of marketing technology such as HubSpot, Marketo, Pardot, or similar, and Salesforce, sufficient to set the roadmap, 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.
Ability to communicate a data-backed strategy to audiences including dealer principals, sales leaders, and board members.
Intellectual honesty and candor when reporting performance and discussing ambiguous attribution.
Ability to develop leaders and build a team whose members can grow beyond their current roles.
Comfort working in an environment where many needed capabilities are not yet established.
Ability to express and defend a point of view constructively.

Nice To Haves

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

Responsibilities

Define KPA’s demand generation vision and multi-year strategy, and translate it into an aligned annual plan with targets, budget, channel mix, and capacity.
Design segment-specific go-to-market models and determine the appropriate plays and expected returns for 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, funnel-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 marketing-influenced pipeline and revenue targets, forecasts, and reporting, including candidly communicating shortfalls.
Own the demand budget and build investment cases, reverse-funnel models, and scenarios that justify spending across channels, agencies, events, and technology.
Represent marketing performance to executive leadership and the board with defensible data.
Set funnel definitions and attribution approaches with Revenue Operations and Sales, align the organization, and hold teams accountable to the standards.
Shift measurement toward true net-new demand and define reporting for pipeline, velocity, CAC, CPL, and payback by segment, motion, and program, along with a roadmap to a BI layer.
Develop a multi-year plan for team structure, hiring sequence, agency versus in-house capabilities, and deployment of new capabilities.
Set the marketing technology roadmap with Marketing Operations and Revenue Operations, including plans for scaling, consolidation, and retirement of tools.
Define the AI operating model for demand generation, including use cases, human oversight, and guardrails for accuracy, claims, brand voice, and data handling.
Lead account-based strategy for consolidating multi-rooftop groups, including tiering, named-account coverage with Sales, and coordinated marketing and SDR motions.
Build an expansion strategy with Sales and Client Success to grow coverage among existing clients.
Partner across Product, Product Marketing, Consulting, and Revenue Operations to turn field and incident data into measurable market proof.
Develop and retain the demand team, beginning with the Manager, Demand Generation and Marketing Operations Manager; set clear ownership, targets, and execution standards.
Direct agency partners with the CMO by setting briefs and targets, evaluating outcomes, and deciding which work should move in-house.
Build a productive partnership with Sales leadership so pipeline reviews function as working sessions.