Director of Demand Generation

UFS LLC

About The Position

We are a growing company of passionate, talented, and driven individuals who care deeply for one another and our clients. As a senior leader on the Marketing team, the Director of Demand Generation is responsible for developing, executing, and optimizing a comprehensive demand generation strategy that drives pipeline growth, accelerates revenue, and deepens engagement with community banks and credit unions across the United States. This role owns the full-funnel strategy—from awareness through conversion—leveraging data-driven insights, marketing technology, and close alignment with Sales and Product teams. This position reports directly to the VP of Brand & Marketing and leads demand generation planning and execution across digital channels, campaigns, events, and account-based initiatives. The ideal candidate is a strategic and hands-on leader with a strong analytical mindset, a passion for experimentation, and a proven ability to scale pipeline in a B2B environment. This individual thrives in a collaborative, fast-paced organization and brings both a “can do” attitude and a “what if” mentality to solving complex growth challenges.

Requirements

Passionate about demand generation, revenue marketing, and marketing technology
Strategic thinker with a strong bias toward action and measurable results
Deep understanding of full-funnel marketing, pipeline management, and attribution
Creative problem solver who continuously seeks new ways to drive growth and efficiency
Highly analytical with the ability to translate data into insights and action
Strong business acumen, judgment, and communication skills
Proven B2B marketing experience, preferably in IT, SaaS, or Financial Services
Comfortable leading cross-functional initiatives in a fast-paced environment
Strong project management skills; highly organized and detail-oriented
Desire to continually improve and contribute to our Purpose of Empowering Community Bankers and our People to Thrive – Together
Bachelor’s degree in marketing, Business, Communications, or a related field required; master’s degree preferred
10+ years of progressive experience in B2B marketing, with a strong focus on demand generation, growth marketing, or revenue marketing
5+ years of experience in a senior or leadership role with responsibility for demand strategy, pipeline performance, and cross-functional alignment
Proven experience designing and executing full-funnel demand generation programs that drive qualified leads, pipeline growth, and revenue impact
Hands-on experience with marketing automation platforms (HubSpot) and customer relationship management (CRM) systems; Salesforce strongly preferred
Demonstrated expertise in data-driven marketing, attribution modeling, funnel analysis, and performance reporting
Experience partnering closely with Sales teams on lead management, account-based marketing (ABM), and pipeline acceleration initiatives
Experience managing budgets, forecasting results, and optimizing spend across channels
Familiarity with digital marketing channels including paid media, email marketing, content syndication, events, and webinars

Nice To Haves

Background in B2B technology, SaaS, financial services, or a related industry preferred
Certifications in inbound marketing, marketing automation, or demand generation disciplines a plus

Responsibilities

Develop and own the comprehensive demand generation strategy aligned to company growth objectives, revenue targets, and go-to-market priorities
Lead full-funnel demand generation efforts across awareness, engagement, conversion, and pipeline acceleration
Translate business goals into scalable, measurable marketing programs that drive qualified pipeline and revenue growth
Establish quarterly and annual demand targets, forecasts, and performance benchmarks
Plan, execute, and optimize integrated, multi-channel demand generation campaigns including digital, email, paid media, events, webinars, and account-based marketing (ABM) initiatives
Partner with Content, Brand, Product Marketing, and Events teams to deliver cohesive, on-brand campaign experiences
Drive continuous experimentation and testing (A/B testing, messaging, channels, offers) to improve conversion rates and ROI
Ensure timely execution of campaigns while managing multiple priorities and deadlines
Work closely with Sales leadership to align on lead definitions, pipeline stages, service-level agreements (SLAs), and revenue goals
Optimize lead scoring, routing, and nurturing programs to improve lead quality and sales efficiency
Support sales enablement efforts with insights, campaign intelligence, and targeted demand programs
Partner with Growth Operations to improve funnel visibility and attribution
Own and optimize marketing automation and analytics
Ensure data integrity, reporting accuracy, and consistent measurement across all demand programs
Partner with Senior Director of Growth Operations to: 1. Analyze campaign and funnel performance to deliver actionable insights and recommendations to Marketing and Sales leadership 2. Build and maintain dashboards and reporting frameworks that track pipeline contribution, ROI, and revenue impact
Manage demand generation budget, forecasts, and vendor relationships
Allocate spend across channels to maximize efficiency and return on investment
Monitor performance against goals and proactively adjust strategy to ensure targets are met
Mentor marketing team members, fostering a culture of accountability, collaboration, and continuous improvement
Collaborate cross-functionally with Marketing, Sales, Product Management, and Client Relationship Management to ensure alignment across the customer lifecycle
Serve as a strategic thought partner to the VP of Brand & Marketing and executive leadership on growth initiatives
Stay current with industry trends, emerging technologies, and best practices in demand generation and B2B marketing
Identify and implement innovative approaches to improve scalability, personalization, and client engagement
Contribute to UFS’s Purpose of Empowering Community Bankers and Our People to Thrive – Together through disciplined execution and collaborative leadership