Director, Demand Generation
About The Position
The Director, Demand Generation, North America, leads the strategy and execution of demand generation programs to acquire new leads and customers and improve conversion rates across the funnel. The role develops integrated campaigns to increase engagement, optimize lead quality, and accelerate pipeline creation for LRN’s solutions across North America. Working across Sales, Marketing, Revenue Operations, agency partners, and regional marketing leaders, the Director builds scalable, data-driven, buyer-intent-led programs and guides BDR resources to coordinate marketing with inbound and outbound efforts. The role manages a multi-channel budget, monitors campaign and funnel performance, reports on ROI, and drives continuous improvement.
Requirements
- 8–10 years of experience in B2B demand generation or growth marketing, including 3+ years leading regional integrated and ABM programs.
- Proven success optimizing B2B funnel performance metrics, such as MQL conversion and lead-to-meeting rate.
- Experience collaborating with and guiding BDR or SDR teams to improve conversion efficiency.
- Deep expertise with marketing automation and CRM platforms, such as HubSpot and Salesforce.
- Experience running ABM campaigns, paid media, SEO/SEM, and content-driven demand generation.
- Experience managing agency partners and cross-regional and cross-functional stakeholders.
- Experience in B2B SaaS, enterprise software, and/or technology industries.
- Strong familiarity with North American enterprise buyer journeys.
- Experience working in a global marketing organization and collaborating with regional counterparts.
Responsibilities
- Develop and own the North America demand generation strategy for new business acquisition and conversion improvement across funnel stages.
- Manage a multi-channel budget.
- Lead integrated, multi-channel campaigns across digital, paid media, content syndication, email, nurture sequences, remarketing, webinars, PR, and in-person events.
- Build ABM campaigns that advance marketing-qualified accounts toward sales readiness and provide timely insights to Sales.
- Develop persona-driven campaigns using Sales customer insights and Product roadmaps, aligned with vertical priorities and regional objectives.
- Partner with Sales and Revenue Operations to gather pipeline insights, define target segments, lead goals, and conversion metrics, and maintain funnel accountability.
- Build assets, workflows, and sequences with Marketing Operations to drive engagement and response.
- Optimize paid media performance with agency partners.
- Guide BDRs to improve lead follow-up, qualification consistency, and MQL-to-SQL conversion rates.
- Coordinate pre-event, event, and post-event initiatives with the Marketing Events Manager.
- Analyze funnel performance and velocity, identify drop-off points, and develop initiatives to increase conversion efficiency with Marketing Operations.
- Define and implement lead handoff, feedback-loop, and performance-tracking processes between marketing and SDR teams.
- Conduct A/B testing, message optimization, and channel performance analysis to refine acquisition and conversion outcomes.
- Monitor funnel metrics, including impressions, CTR, MQL-to-SQL rate, and SQL-to-Opportunity rate, and provide actionable recommendations.
- Report on performance and ROI and drive continuous improvement initiatives.
- Share best practices and insights across the global marketing organization.
Benefits
- Flexible PTO, US public holidays, and sick time
- Medical, dental, and vision benefits
- 401(k) with employer match
- Life insurance and short-term and long-term disability benefits
- Health and wellness reimbursements
- Health savings and flexible spending accounts
- Employee Assistance Plan
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
