Director of Demand Generation
About The Position
The Director of Demand Generation will be responsible for finding and converting early adopters of AI in the benefits industry, specifically targeting Fortune 2000 employers. This role involves owning the target account strategy, defining early adopter profiles, and designing and executing account-level plays. The position requires a hands-on approach to personalized messaging, sales and SDR activation sequences, 1:few content, and LinkedIn ABM. The role also includes owning paid search and capture strategy, and building the demand engine for events like executive dinners, roundtables, trade shows, and webinars. The Director will collaborate with specialist peers in field/experiential marketing and partner marketing, and work closely with sales leadership to drive pipeline within named accounts. A key aspect of the role is designing AI-powered agents to scale demand generation functions like account research and message generation.
Requirements
- 8+ years in B2B demand generation
- At least 3 years running account-based programs against enterprise targets
- Demonstrated experience building custom agents or automations
- Judgment about where AI belongs in a demand engine and its personalization/quality thresholds for Fortune 2000 buyers
- Track record of building and converting named account lists with results in pipeline and revenue terms
- Experience running integrated demand programs end to end, including audience-building, promotion, and follow-up for events, executive dinners, and webinars
- Experience selling into large, complex buying committees (Fortune 2000 or equivalent) with long sales cycles
- Hands-on fluency running LinkedIn ABM campaigns (matched audiences, account list targeting, budget management)
- Hands-on fluency with HubSpot and ABM/intent platforms (6sense, Demandbase, Clay, or similar)
- Strength as both strategist and operator
- Collaborative operating style suited to a team of specialist peers
- Tight working relationship with sales, including shared account plans and accountability
- Early-stage startup experience, with comfort building the system while running it
Nice To Haves
- Experience operating alongside partner-led or channel-influenced GTM motions
- Familiarity with benefits, healthcare, or HR tech buyers
- Experience marketing AI products to enterprise buyers
- A history of standing up account scoring or intent-signal programs from scratch
Responsibilities
- Own the target account strategy and direct pipeline generated against it.
- Define the profile of early adopters and assemble/pressure-test the shortlist of target accounts.
- Design and execute account-level plays, including personalized messaging, orchestrated sales and SDR activation sequences, 1:few content, and LinkedIn ABM.
- Own the paid search and capture strategy to intercept buyers searching for solutions.
- Build and manage the demand engine for events such as executive dinners, roundtables, trade shows, and webinars.
- Collaborate with field and experiential marketing on account-based plays and demand generation around events.
- Coordinate with partner marketing on shared accounts and align plays and sequencing.
- Support sales on account selection, engagement plans, and progression, equipping SDRs and AEs with messaging and triggers.
- Define and measure the account-based scoreboard, focusing on engagement, penetration, velocity, and pipeline within named accounts.
- Design AI agents to scale demand generation functions like account research, signal monitoring, buying committee mapping, message variant generation, and campaign QA.
- Review, refine, and stand behind all output associated with the demand generation function.
- Adapt strategies and toolsets as the company scales.
Benefits
- AI-native benefits intelligence platform
- AI agent Carly for personalized employee benefits guidance
- AI agent Ava for benefits leaders to handle operational workload and provide insights
- Work 4 days a week in the office (one day remote)
- Creative support and agency budget
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
