Sr. Director, Demand Generation

Airlock Digital•Colorado, United States, CO

About The Position

Airlock Digital is seeking a strategic, analytical, and results-driven Sr. Director of Demand Generation to lead its global demand generation strategy and growing team. Reporting to the CMO, this role translates company and marketing goals into integrated programs that build awareness, generate qualified demand, and deliver against pipeline and conversion targets. The remit includes both new-customer acquisition and growth within the existing customer base across a global business.

Requirements

Bachelor’s degree in Marketing or a related discipline.
12–15+ years of B2B technology marketing experience, including significant demand generation experience in a SaaS business.
7+ years leading, coaching, and developing demand generation or integrated marketing teams.
Proven success developing and executing demand generation strategies that deliver measurable pipeline and revenue results across multiple regions, including North America, Australia, APAC, and EMEA.
Deep experience in digital advertising, paid search, SEO, account-based marketing, events, nurture programs, and integrated campaigns.
Strong understanding of B2B SaaS buying journeys, funnel mechanics, lead lifecycle management, attribution, and pipeline economics.
Ability to translate company goals into strategies, operating plans, forecasts, and performance targets.
Strong analytical skills and ability to turn performance data into actionable insights and investment decisions.
Experience partnering with Sales and Revenue Operations to improve lead handoffs, follow-up, conversion, and pipeline progression.
Working knowledge of modern marketing automation, CRM, intent, advertising, analytics, and reporting platforms.
Practical understanding of AI and its application to demand-generation strategy, execution, measurement, and optimization.
Experience owning a multi-million-dollar budget with accountability to ROI.
Excellent written, verbal, presentation, and stakeholder-management skills.
Proactive, adaptable leadership style suited to a fast-growing environment where processes and capabilities continue to evolve.

Nice To Haves

Experience marketing cybersecurity, infrastructure, IT, or other complex technical solutions.
Experience developing and scaling an account-based marketing program.
Familiarity with HubSpot for marketing automation, CRM, lead management, and reporting.
Experience building multi-touch attribution and pipeline-reporting frameworks.
Demonstrated success using AI-enabled tools to improve marketing productivity and performance.

Responsibilities

Develop a comprehensive, measurable demand generation strategy aligned with company growth targets and marketing objectives, including plans to support at least 3x pipeline coverage and defined conversion KPIs.
Set audience, geographic, channel, and campaign priorities based on business goals and market opportunity.
Develop full-funnel, integrated, multi-channel campaigns for priority segments, buyer personas, regions, and target accounts, partnering with Product Marketing and Content on themes, messaging, and conversion paths.
Establish the operating cadence and accountability systems for scaled campaign execution; own agency and marketing technology portfolio strategy, including build-versus-buy and consolidation decisions.
Set campaign goals, forecasts, performance benchmarks, and reporting frameworks tied to pipeline and revenue outcomes.
Partner with Marketing Operations to analyze funnel performance, including engagement, conversion, cost per lead, customer acquisition cost, sourced and influenced pipeline, velocity, and ROI.
Communicate program performance, insights, risks, and recommendations to Marketing, Sales, and company leadership; use data to optimize campaigns, channel mix, targeting, budgets, and follow-up.
Build a testing and experimentation practice to improve conversion and program effectiveness.
Define and improve lead lifecycle stages, scoring, routing, nurture, handoff, and follow-up processes; jointly own pipeline targets, SLAs, and revenue forecasts with Sales/Revenue Operations and Marketing Operations.
Identify and resolve friction throughout the buyer journey and ensure teams have visibility into lead status, campaign engagement, and pipeline progression.
Improve nurture and re-engagement programs for prospect and customer databases.
Set demand-generation AI strategy, including governance, productivity targets, and team capability roadmap; identify, evaluate, and responsibly implement AI opportunities and tools while maintaining quality, accuracy, brand consistency, data privacy, and human oversight.
Stay current on demand-generation practices, technologies, buyer behaviors, and market trends.
Lead, coach, and develop the demand generation team; set goals and expectations, build a culture of accountability and continuous improvement, and assess talent, processes, tools, and external resource needs.
Partner with Sales, Revenue Operations, Product Marketing, Content, Customer Success, and company leadership.
Manage the demand generation budget and allocate resources based on expected business impact.