Director of Demand Generation

Way Security • Costa Mesa, CA

2d • Hybrid

About The Position

Way Security is seeking a founding demand generation leader to establish its brand globally. This role will construct the entire growth strategy from the ground up, taking charge of channels, budgeting, and performance metrics. The position operates primarily on US hours, aligning with enterprise buyers, field events, and business development representatives, while collaborating with the core marketing team based in Tel Aviv. Way Security connects applications that identity stacks have not reached (legacy systems, homegrown tools, apps that don't speak modern standards) to the IAM stack already in place, without replacing it. They are selling to CISOs and Heads of IAM at US enterprises.

Requirements

• 6+ years in B2B SaaS demand gen or performance marketing, with at least 2 owning a meetings or pipeline number.
• Ability to test fast and kill fast.
• Experience moving real budget between channels based on data.
• Experience building campaigns that were talked about, understanding what they did to pipeline, what failed, and what was changed.
• Hands-on experience in HubSpot, Google Ads, LinkedIn Campaign Manager and an ABM or intent tool.
• Ability to fix a routing rule yourself.
• Experience using AI tools in your daily workflow.
• Sharp writing skills, in plain English a US CISO would read.
• Visibly active on LinkedIn.
• Comfortable working with an Israel-based team: your mornings overlap with our afternoons, and you start with two weeks in Tel Aviv.

Nice To Haves

• Cybersecurity experience is a plus.

Responsibilities

• Own the demand budget and channel mix: ABM, paid, webinars, and the path from events to meetings.
• Ensure every channel gets a goal: meetings booked and held, and the qualified opportunities behind them.
• Work towards cost per meeting goals by channel, and move money every week based on it.
• Run ABM end to end: tiers, plays, gifting, and clean audiences checked against the CRM before anything goes out.
• Turn events into meetings: target lists before, follow-up after, and every relevant contact with an owner and a next step.
• Run paid search and LinkedIn with agencies: briefs, pacing, tests, keep or cut.
• Turn webinars, founder content and interviews into offers worth a meeting, together with product marketing.
• Own the demand dashboard in HubSpot and report it weekly, misses included.
• Make campaigns CISOs remember.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed