Director of Demand Generation

Forge•Newton, MA

19h•Hybrid

About The Position

This role is responsible for owning pipeline generation across the full funnel, from lead acquisition through qualification. The Director of Demand Generation will scale and optimize core acquisition channels, including referrals, paid search, radio, and SEO. They will also identify, test, and expand into new growth channels, including content, partnerships, influencer, and emerging AI search platforms. The role involves hiring and partnering with freelancers, consultants, and agencies while maintaining deep ownership internally. A key responsibility is to build and execute campaigns that create consistent demand throughout the year and protect against seasonal dips. Additionally, the role involves developing compelling messaging, writing and publishing high-quality content, and ensuring brand voice consistency. In terms of Revenue Operations, the Director will own HubSpot as the central source of truth for sales and pipeline performance, improve attribution, lead routing, reporting, and funnel visibility, and build dashboards for business insights. Continuous optimization of systems, workflows, and tools powering growth is also expected. For Sales Enablement, the Director will own and optimize lead movement through HubSpot, identify and fix funnel friction, and optimize tools, workflows, and automations to help sales move faster and close more. Partnering closely with Sales and RevOps to improve lead flow, pipeline visibility, and conversion is crucial, with the ability to support deals directly when needed. The role also includes managing a small internal marketing team and external agency partners, and collaborating closely with Sales, Revenue Operations, Finance, and Leadership. The Director will make a case for, hire, and work effectively with external freelancers.

Requirements

Know the difference between general marketing and true demand generation.
Obsessed with pipeline, conversion, CAC, and channel performance.
Care about results, not just activity.
Comfortable setting the strategy as well as executing it.
Able to zoom out to build the roadmap, then zoom in to write the ad copy and launch the campaign.
Deep expertise in B2C demand generation, growth marketing, or performance marketing.
Highly proficient in HubSpot, including workflows, reporting, attribution, and automation.
Comfortable writing copy, launching campaigns, and building dashboards yourself.
Experience managing freelancers, agencies, or contractors.
Strong understanding of SEO, content marketing, and conversion optimization.
Analytical, resourceful, and highly accountable.
Thrives in fast-moving, ambiguous startup environments.

Nice To Haves

Experience in home services, HVAC, clean energy, or other high-consideration consumer categories.
Strong hands-on experience managing paid search, especially Google Ads.
Experience marketing rebate-driven or regulated products.
Familiarity with AI-driven marketing tools and emerging search platforms.

Responsibilities

Own pipeline generation across the full funnel, from lead acquisition through qualification.
Scale and optimize our core acquisition channels, including referrals, paid search, radio, and SEO.
Identify, test, and expand into new growth channels, including content, partnerships, influencer, and emerging AI search platforms.
Hire and partner with freelancers, consultants and agencies where it makes sense, while maintaining deep ownership internally.
Build and execute campaigns that create consistent demand throughout the year and protect us from seasonal dips.
Develop compelling messaging that differentiates Forge.
Write and publish high-quality content, including blog posts, landing pages, and campaign assets, with support from our content team.
Ensure every campaign reflects a clear, consistent brand voice.
Own HubSpot as the central source of truth for sales and pipeline performance.
Improve attribution, lead routing, reporting, and funnel visibility.
Build dashboards and reporting that help the business understand what's working and where to invest next.
Continuously optimize the systems, workflows, and tools that power growth.
Own and optimize how leads move through HubSpot, including routing, lifecycle stages, and sales workflows.
Identify friction in the funnel and fix it—especially anything slowing down speed-to-lead or follow-up.
Optimize the tools, workflows, and automations that help sales move faster and close more—whether that’s a better deck, a new follow-up sequence, or fixing something broken in HubSpot.
Partner closely with Sales and RevOps to improve lead flow, pipeline visibility, and conversion.
Jump in where needed to support deals and help the team win.
Manage and mentor a very small internal marketing team and manage external agency partners.
Collaborate closely with Sales, Revenue Operations, Finance, and Leadership.
Make a case for, hire, and work effectively with external freelancers.