Director, Demand Generation

Airlock Digital•Colorado, United States, CO

2d•Onsite

About The Position

Airlock Digital is seeking a strategic, analytical, and results-driven Director of Demand Generation to lead its global demand generation strategy and growing team. This role involves translating company and marketing goals into integrated programs that build awareness, generate qualified demand, and support pipeline coverage. The position spans new-logo acquisition and growth within the existing customer base, utilizing a mix of digital advertising, paid search, SEO, account-based marketing, and events. It is a strategic and operational leadership role requiring budget management, resource allocation, and data-driven optimization of channel mix, processes, and investments. The ideal candidate will have deep B2B SaaS technology experience, a strong understanding of the full lead lifecycle, and a proven track record of partnering with Sales to improve lead management and pipeline performance. The role also involves adopting AI capabilities to enhance demand-generation programs.

Requirements

Bachelor’s Degree in Marketing or a related discipline.
10+ years of B2B technology marketing experience, with significant experience in demand generation for a SaaS business.
5+ years of experience leading, coaching, and developing demand generation or integrated marketing teams.
Proven success creating and executing demand generation strategies that deliver measurable pipeline and revenue results.
Deep experience across digital advertising, paid search, SEO, account-based marketing, events, nurture programs, and integrated campaigns.
Strong understanding of B2B SaaS buying journeys, funnel mechanics, lead lifecycle management, attribution, and pipeline economics.
Demonstrated ability to translate company goals into clear strategies, operating plans, forecasts, and performance targets.
Strong analytical skills and the ability to turn complex performance data into actionable insights and investment decisions.
Experience partnering with Sales and Revenue Operations to improve lead handoffs, follow-up, conversion, and pipeline progression.
Working knowledge of modern marketing automation, CRM, intent, advertising, analytics, and reporting platforms.
Practical understanding of AI and its application across demand generation strategy, execution, measurement, and optimization.
Strong budget management, prioritization, project management, and vendor management skills.
Excellent written, verbal, presentation, and stakeholder-management skills.
A proactive, adaptable leadership style suited to a fast-growing environment where processes and capabilities continue to evolve.

Nice To Haves

Experience marketing cybersecurity, infrastructure, IT, or other complex technical solutions.
Experience supporting demand generation across multiple regions, including North America, Australia, and EMEA.
Experience developing and scaling an account-based marketing program.
Familiarity with HubSpot and its use across marketing automation, CRM, lead management, and reporting.
Experience building multi-touch attribution and pipeline-reporting frameworks.
Demonstrated success using AI-enabled tools to improve marketing productivity and performance.

Responsibilities

Translate company growth targets and marketing goals and objectives into a comprehensive, measurable demand generation strategy.
Build integrated plans designed to generate qualified demand and support at least 3x pipeline coverage.
Establish clear audience, geographic, channel, and campaign priorities based on business goals and market opportunity.
Balance short-term pipeline generation with longer-term market development and account engagement.
Develop full-funnel, integrated, multi-channel campaigns for priority segments, buyer personas, regions, and target accounts.
Partner with Product Marketing and Content to develop compelling campaign themes, messaging, and conversion paths.
Ensure programs are executed effectively, on schedule, on budget, and in alignment with brand and business priorities.
Manage agency and vendor relationships where appropriate, holding partners accountable for performance and value.
Establish campaign goals, forecasts, performance benchmarks, and reporting frameworks tied to pipeline and revenue outcomes.
Partner with Marketing Operations to monitor and analyze metrics across the funnel, including engagement, conversion, cost per lead, customer acquisition cost, sourced and influenced pipeline, velocity, and return on investment.
Regularly communicate program performance, insights, risks, and recommendations to Marketing, Sales, and company leadership.
Use data to optimize campaigns, channel mix, audience targeting, budget allocation, and follow-up strategies.
Build a disciplined testing and experimentation practice that continually improves conversion and program effectiveness.
Define and continually improve lead lifecycle stages, scoring, routing, nurture, handoff, and follow-up processes.
Partner closely with Sales / Revenue Operations and Marketing Operations to establish shared definitions, service-level expectations, and feedback loops.
Identify and resolve friction across the buyer journey, from initial engagement through sales acceptance and opportunity creation.
Ensure marketing and sales teams have visibility into lead status, campaign engagement, and pipeline progression.
Improve nurture and re-engagement programs to maximize conversion across the prospect and customer database.
Develop and scale Airlock Digital’s account-based marketing strategy in partnership with Sales and Customer Success.
Define target-account tiers, buying groups, engagement strategies, plays, and measurement standards.
Create coordinated plans across advertising, content, events, outbound support, and sales activation.
Measure account engagement, pipeline progression, and revenue impact to continuously refine the ABM approach.
Stay current on evolving demand generation practices, technologies, buyer behaviors, and market trends.
Identify practical opportunities to incorporate AI into audience research, campaign development, personalization, content adaptation, testing, analytics, and optimization.
Establish responsible processes for using AI while maintaining quality, accuracy, brand consistency, data privacy, and human oversight.
Evaluate emerging tools based on their ability to improve efficiency, performance, scalability, and ROI.
Lead, coach, and develop a growing demand generation team, establishing clear goals, responsibilities, and performance expectations.
Create a culture of accountability, collaboration, experimentation, and continuous improvement.
Assess team capabilities and identify the talent, processes, tools, and external resources needed to support growth.
Partner effectively across Sales, Revenue Operations, Product Marketing, Content, Customer Success, and company leadership.
Manage the demand generation budget and allocate resources based on expected business impact.