Sr. Director, Demand Generation

Blackhawk Network

1d•$170,790 - $296,800•Remote

About The Position

Blackhawk Network (BHN) is seeking a Sr. Director, Demand Generation to lead the teams and programs that drive pipeline and revenue across our two distinct go-to-market motions — Enterprise and Direct Sales. This is a senior leadership role with direct accountability for marketing's contribution to new revenue, owning the full demand generation engine from digital acquisition and paid media through account-based programs and web experience. You will lead two teams — Website Strategy and Digital Marketing — and work in close partnership with the Head of Strategic Marketing and Head of Marketing Data & Operations as peers on the broader NA B2B Marketing leadership team. This role reports to the Head of NA B2B Marketing. The ideal candidate is an analytically rigorous demand generation leader with a strong bias for action — equally comfortable setting ABM strategy for Enterprise accounts and optimizing inbound conversion funnels for SMB self-serve and direct sales.

Requirements

12+ years of B2B demand generation experience, with at least 3+ years in a senior leadership role managing multiple teams
Demonstrated success driving results across both Enterprise/mid-market (ABM, upper-funnel LinkedIn, intent-driven programs) and SMB/Direct (inbound acquisition, paid search, conversion optimization) motions
Strong command of paid media strategy — search, LinkedIn, programmatic — including agency management and performance accountability
Experience with ABM platforms and intent data tools (6sense, Factors.ai, Bombora, or equivalents)
Deep familiarity with web as a demand gen channel — SEO/AEO, CRO, and pipeline contribution from organic and direct traffic
Proficiency with HubSpot and Salesforce for pipeline reporting, campaign attribution, and funnel analysis
Analytically rigorous with the ability to connect campaign activity to revenue outcomes and present credibly to executive leadership
Exceptional communicator with the ability to synthesize complex performance data into clear, compelling narratives for sales leadership and executive audiences — translating marketing metrics into revenue impact and business context
Strong cross-functional collaborator — comfortable working alongside sales, RevOps, Finance, and peer marketing leaders
We seek candidates who not only demonstrate curiosity and adaptability in emerging technologies but have also successfully implemented and utilized AI tools to enhance their work, improve processes, or deliver measurable results. Our teams embrace continuous learning and the thoughtful integration of AI to create meaningful impact – for our employees and the future of work.

Responsibilities

Own marketing's contribution to Enterprise pipeline — both marketing-sourced and marketing-influenced — across BHN's business units
Lead account-based marketing (ABM) strategy and execution: target account selection, multi-channel campaign orchestration, and retargeting/pipeline progression programs
Partner with sales leadership to align on target account lists, pipeline coverage goals, and handoff criteria
Leverage intent data platforms to identify in-market accounts, prioritize outreach, and measure program impact
Oversee LinkedIn and paid media programs targeting mid-market and Enterprise buyers across awareness, consideration, and pipeline stages
Own marketing's contribution to Direct Sales new revenue — all inbound leads for the Direct Sales team originate from this function
Drive inbound acquisition strategy for BHN Tango, including paid search, SEO/content alignment, and conversion rate optimization for online sign-ups, bulk gift card inbound sales, and sales demos
Optimize the full inbound funnel from first touch through qualified lead handoff, with a focus on volume, lead quality, and cost efficiency
Partner with Sales leaders and Sales Operations to track lead conversion through the entire funnel to revenue, and incorporate sales feedback on lead quality into targeting and campaigns
Partner with Product to optimize conversion and activation for online sign-ups, improving overall value for these accounts
Provide strategic leadership to the Head of Website Strategy and their team, who manage development and roadmap for BHN.com and Tango.com
Set the strategic direction for web as a demand generation channel — ensuring the sites are optimized for conversion, SEO/AEO performance, visitor engagement, and pipeline contribution across both Enterprise and Direct Sales motions
Hold the team accountable to web KPIs including organic traffic, engagement, conversion rates, and pipeline sourced from web
Manage relationships with SEO and AEO agencies, working with Strategic Marketing and content teams to improve performance
Lead the Head of Digital Marketing and their team, who manage paid search, LinkedIn campaigns, agency relationships, organic social (LinkedIn), and online reputation (Trustpilot, G2)
Set performance standards and investment priorities across paid channels; ensure agency oversight is rigorous and ROI-accountable
Drive LinkedIn strategy across both paid campaigns and organic presence, with increasing sophistication in ABM targeting and audience segmentation
Own online reputation strategy across review platforms, ensuring BHN and Tango maintain strong presence in channels that influence buyer consideration
Identify opportunities to leverage new tools and data platforms to improve targeting, expand audiences, and optimize performance
Define and own the demand generation KPI framework: Direct Sales new revenue (inbound), Enterprise pipeline sourced and influenced, channel ROAS, CPL, and funnel conversion rates
Partner with the Head of Marketing Data & Operations on attribution, funnel reporting, and MTA to ensure demand gen performance is accurately measured and credibly reported to leadership
Synthesize campaign performance, pipeline contribution, and channel insights into clear, executive-ready narratives for sales leadership and cross-functional stakeholders — connecting marketing activity to revenue outcomes in language that resonates with sales
Drive a culture of testing and continuous optimization across channels, campaigns, and web experience
Manage demand generation budgets within plan; contribute to marketing's FP&A process by providing demand gen inputs to LTV, CAC, and ROAS modeling in partnership with Finance