Sr. Director Demand Generation & Marketing Operations
About The Position
CentralReach is seeking a Sr. Director, Demand Generation & Marketing Operations to own the pipeline engine behind the company’s growth. This is a hands-on player-coach role that sets demand strategy, carries a pipeline target, leads a team of four with potential to grow it, and works with agency and vendor partners. The role reports directly to the CMO. The position owns marketing-sourced and influenced pipeline targets jointly established with the CMO and Sales leadership, develops and maintains the pipeline model, partners with Sales on lead definitions and handoffs, and adjusts budget based on performance. It leads full-funnel, multi-channel demand programs and priority-segment plays, while collaborating with Creative & Brand to improve the website as a demand channel and running structured experiments. The role owns Pardot, the marketing technology stack, data quality, lifecycle processes, and the martech roadmap, budget, and vendors. It also leads the AI strategy for demand generation and marketing operations, applying technology and automation to improve efficiency. The director manages and develops the team, agencies, vendors, and budget, and provides executives with reporting on performance, attribution, and pipeline contribution. The role partners across Sales, Customer Success, Finance, Revenue Operations, Brand & Creative, Product Marketing, and Integrated Marketing.
Requirements
- 10+ years of B2B marketing experience, including significant demand generation leadership experience at a SaaS or B2B technology company.
- Track record of owning and delivering a pipeline or marketing-sourced revenue target.
- Bachelor’s degree in Marketing, Business, Data Analytics, or a related field.
- Hands-on expertise with marketing automation, including Pardot, and CRM systems, including lead scoring, routing, and attribution.
- Strong analytical skills, including comfort with CAC, payback, and conversion by stage and source, and the ability to build models and dashboards.
- Experience with paid media, SEO, ABM, and email at scale.
- Fluency with AI tools and ability to apply them to campaigns, analytics, and operations.
- 3+ years of people management experience, including leading a small team and managing agencies.
- Self-starter and hands-on leader able to adapt and remain effective as priorities change.
- Credibility with Sales and Finance leaders and comfort presenting to executive leadership.
Nice To Haves
- Healthcare, health IT, or behavioral health experience.
- Experience in private equity- or venture-backed companies during periods of growth and change.
- MBA.
Responsibilities
- Own the marketing-sourced and influenced pipeline target, and develop the plan to achieve or exceed it in partnership with the CMO and Sales leadership.
- Partner with Sales to convert pipeline into closed-won revenue.
- Build and maintain the pipeline model, including channel mix, spend allocation, conversion rates, and stage-by-stage targets.
- Agree on lead definitions, handoff SLAs, and feedback loops with Sales to improve lead quality and conversion.
- Reallocate budget based on results, including investing, pausing, or stopping programs.
- Set full-funnel demand strategy and remain close to execution, building and optimizing campaigns when needed.
- Run multi-channel programs across paid search, LinkedIn, social, SEO and content, email, webinars, events, and partner channels.
- Design and run programs for priority segments, including account tiering, multi-channel orchestration, and account-level measurement.
- Partner with Creative & Brand to make the website a demand engine, with shared goals for conversion rate, lead quality, and pipeline contribution.
- Run structured experiments, including A/B testing, and scale successful approaches.
- Own Pardot, the martech stack, and the data needed to make the funnel measurable and trustworthy.
- Own the martech roadmap, budget, and vendors, including Pardot, CRM integration, analytics, and enrichment tools.
- Own lead scoring, segmentation, routing, nurture, data hygiene, and governance across the lead lifecycle.
- Coordinate marketing and sales systems integration with Sales, Revenue Operations, and IT; apply AI and automation to targeting, content workflows, and reporting.
- Lead the AI strategy for demand generation and marketing operations, including the technology adoption roadmap and measurable workflow improvements.
- Lead, coach, and develop a four-person team, with the opportunity to grow it to six to eight across demand generation and marketing operations.
- Manage agency and vendor partners for scope, performance, and cost.
- Own the demand generation and marketing operations budget with discipline and transparency.
- Define and track KPIs, and report on performance, attribution, and pipeline contribution, including board or quarterly business review materials.
- Provide the CMO and executive team with a clear view of performance and investment priorities.
- Partner with Sales, Customer Success, Finance, and Revenue Operations on forecasting and revenue planning.
- Coordinate with Brand & Creative, Product Marketing, and Integrated Marketing to align messaging, positioning, and assets with demand programs.
Benefits
- Competitive compensation
- Comprehensive health benefits
- Generous PTO
- 401(k) matching
- Paid parental leave
- Hybrid work schedules
- Career development support
- Wellness programs
- Opportunities to give back through the CR Cares™ community engagement initiative
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What This Job Offers
Job Type
Full-time
Career Level
Director
