Senior Director of Demand Generation

IANS•Boston, MA

37d•$160,000 - $200,000•Hybrid

About The Position

We are seeking a strategic and execution-oriented Senior Director of Demand Generation to drive programs that drive pipeline, accelerate revenue, and strengthen alignment with Sales. This role will own aggressive lead generation targets across a portfolio of digital, social, outbound, and event programs. The ideal candidate combines strategic vision with hands-on ability and has a proven track record of leading multi-channel demand generation in a B2B environment with a senior executive target persona. $160,000 - $200,000 + bonus

Requirements

Bachelor’s degree in Marketing, Business, or related field; MBA a plus.
8+ years of B2B demand generation, digital marketing, or growth marketing experience, with 3+ years in a leadership role.
Proven success driving pipeline and revenue through multi-channel demand generation.
Strong expertise in ABM, paid media, digital, and intent-based marketing.
Proficiency with marketing automation (e.g., HubSpot) and CRM (e.g., Salesforce).
Strong analytical skills and a track record of tracking performance and optimizing to KPIs.
Excellent leadership, communication, and cross-functional collaboration skills

Responsibilities

Own the end-to-end demand generation strategy across digital, social, outbound, and events.
Drive pipeline growth by developing programs that attract, engage, and convert target buyers.
Design and optimize full-funnel programs from awareness through expansion to ensure seamless lead handoff and continuous engagement across the buyer journey
Lead paid and organic digital programs across search, display, paid social, and retargeting.
Build social engagement campaigns (LinkedIn and others) to increase reach and lead flow.
Create optimal sequences of scaled email outreach to cultivate and nurture prospects without overwhelming them.
Develop campaigns that support Account Executive personal outreach.
Use data, intent signals, and segmentation to prioritize and optimize account targeting.
Define and monitor KPIs across all channels (MQLs, SQLs, pipeline contribution, conversion rates).
Analyze funnel data, optimize campaigns, and deliver insights to key stakeholders (IANS leadership team, PE operating partners, board of directors)
Ensure disciplined reporting on program performance and pipeline health.
Manage the demand generation budget across channels with accountability for ROI.
Evaluate and manage vendors, agencies, and technology partners to support growth.
Build, lead, and mentor a high-performing demand generation team.
Foster a culture of accountability, collaboration, and data-driven decision making.
Partner with Sales to align lead definitions, pipeline targets, and conversion processes, and to ensure that demand programs align with GTM strategy
Collaborate with Brand and Content Marketing teams to ensure demand programs reinforce brand positioning and thought leadership initiatives
Collaborate with content teams to ensure campaigns resonate with key buyer personas.
Partner with Marketing Operations to optimize tech stack (CRM, MAP, intent data, attribution tools) for accurate tracking and reporting
Stay current on social, digital, and event best practices.
Experiment with emerging tactics (e.g., account-based marketing, conversational marketing, AI-driven targeting) to drive performance.
Recommend new tools to modernize IANS’ martech stack.