Director of Demand Generation

NovoEd, Inc.

14h•$160,000 - $165,000•Remote

About The Position

NovoEd is seeking a Director of Demand Generation to architect and lead a modern demand generation system. This role involves owning the full demand engine, including inbound, outbound, and brand-influenced demand, with a direct line to leadership and a seat at the strategy table. The ideal candidate will have a strong understanding of how enterprise buyers research, evaluate, and purchase in today's market, characterized by peer trust, dark funnel research, AI-assisted discovery, and committee-driven decisions. You will have the autonomy to shape strategy and the backing to execute it, focusing on building a system that aligns with current buying behaviors.

Requirements

7+ years of B2B SaaS demand generation experience, with at least 2 years in a senior or leadership role.
Demonstrated experience building or scaling a demand generation function.
Direct experience managing SDR/BDR teams, including enablement, sequencing, and performance management.
Strong command of modern demand generation theory: buyer-driven journeys, dark funnel dynamics, intent signals, pipeline velocity, and multi-touch attribution.
Fluency across the full channel mix — paid, organic, outbound, events, email — with informed opinions about what each channel is good for and when.
Data literacy: comfortable pulling own reports, building dashboards, and telling the pipeline story in numbers.
Track record of building pipeline and program revenue in an enterprise (deal size $100K+, long sales cycle) environment.
A team player - small, all-hands-on-deck kind of team who work closely and collaboratively to meet goals.
Excellent communication and organization skills that enable success in a fast-paced, team-based environment.
Systems thinker: builds frameworks before campaigns and strategies before tactics.
Intellectually honest about performance; kills underperforming programs without sentiment.
Builder by nature: defining strategy and shaping a function energizes more than running someone else’s playbook.
Treats brand as a demand generation lever, not a separate department.
Understands that outbound is a tool, not an identity; does not confuse activity for pipeline.
Knows how enterprise buyers actually buy — through peer trust, dark funnel research, and committee consensus — and has built programs that work with that reality.
Comfortable managing several initiatives at once and willing to change course based on evidence or changing priorities.

Nice To Haves

Experience in EdTech, HR Tech, or enterprise SaaS with complex buying committees and multiple stakeholder personas.
Hands-on experience with HubSpot, Salesforce, ZoomInfo, and at least one ABX/intent platform (6sense, Demandbase, PathFactory, or similar).
Experience managing or contributing to brand and thought leadership programs alongside demand generation.
Familiarity with AI’s impact on organic search and content discoverability, and how to adapt content strategy accordingly.

Responsibilities

Own the Demand Generation Strategy: Develop a comprehensive view of the funnel, channel mix, martech stack, and team capabilities, bringing a clear strategic point of view within the first 30 days.
Design a modern demand generation system balancing inbound (organic search, content, brand), outbound (Growth Manager-led account engagement), and emerging channels (dark funnel, community, partner amplification, AI discoverability).
Deploy ABX as a precision tactic, applied to the right ICP segments at the right time as part of a broader channel strategy.
Own pipeline contribution targets and the metrics framework that tracks them honestly: real pipeline.
Manage relationships with paid media agency, web developer, and other 3rd parties.
Lead and Enable the Growth Manager Team: Directly manage and develop the established Growth Manager (SDR) team through coaching, skill development, and performance management.
Equip Growth Managers with high-quality sequence infrastructure, messaging playbooks, and account targeting frameworks, evolving the team’s operating model as inbound and brand-sourced demand grows.
Partner closely with Sales leadership on ICP, territory coverage, handoff criteria, and pipeline quality feedback loops.
Grow the Content and Inbound Engine: Develop a content strategy grounded in organic discoverability and buyer education that builds authority across the full buyer journey.
Work with the content team to align investment with where buyers actually research: peer communities, analyst coverage, LinkedIn, and AI-assisted search.
Apply a modern point of view on content gating, treating distribution and trust as strategic levers alongside lead capture.
Drive Brand and Market Presence: Contribute to brand positioning work that makes NovoEd recognizable and authoritative in enterprise L&D.
Develop earned and owned media strategies (thought leadership, executive voice, analyst relationships, co-marketing) that build category presence over time.
Partner with the VP of Marketing on campaign narrative and integrated campaign execution.
Partner on Systems and Data: Partner with Revenue Operations to optimize systems (Salesforce, HubSpot, ZoomInfo, LinkedIn Sales Navigator, Gong Engage, PathFactory) for demand generation impact.
Define requirements for attribution models, reporting views, and dashboards that give leadership an honest view of pipeline health and channel contribution.
Collaborate with RevOps on lead routing, lifecycle stage definitions, scoring models, and data quality standards that support the demand engine.