Director, Demand Generation

Responsibilities

• Set the Vision and the Go-to-Market Model - Define KPA's demand generation vision and multi-year strategy, and turn it into an annual plan the company aligns to: targets, budget, channel mix, and capacity
• Design the go-to-market model by segment: single-rooftop dealers, multi-rooftop groups, fleet and adjacent segments; new logo, account-based, and expansion. Decide which plays each gets and what each should return
• Own the demand playbook as a company standard: the plays, the stage definitions, and the handoffs and service levels between Marketing and Sales (and Client Success). Codify it so it outlasts the current team
• Partner with Product Marketing and Product so every launch has a pipeline plan, not just an announcement
• Own the Pipeline Number and the Investment Case - Own marketing's sourced and influenced pipeline and revenue targets and the forecast behind them. Report against them candidly - including when the number is short
• Own the demand budget and make the case for it: reverse-funnel models, scenarios, and a defensible return on every line across channels, agencies, events, and technology
• Represent marketing performance to the executive team and the board with numbers that hold up under questioning
• Set the Measurement Standard - Decide KPA's funnel definitions (lead, MQL, SAL, SQL, opportunity) and attribution approach with Revenue Operations and Sales, align the organization, and hold every team to them
• Move KPA from counting engagements to counting true net-new demand, and be candid with leadership about what changes when the denominator does
• Define the reporting the business runs on (pipeline, velocity, CAC, CPL, and payback by segment, motion, and program) and the roadmap to a proper BI layer

Requirements

• 10–15 years of progressive B2B demand generation or growth marketing experience, ideally in SaaS or technology, with at least 3 years leading a team or function
• Demonstrated experience building a demand function and scaling it. You set the strategy, designed the model, implemented it, and hired the team, rather than inheriting one that already worked
• Ownership of a pipeline target and the budget behind it, defended in front of a CFO, an executive team, or a board
• Bachelor's degree in marketing, communications, business, or a related field, or equivalent practical experience
• Go-to-market strategy. Segmentation, motion design, and channel mix, tied together by the economics: CAC, payback, pipeline coverage, and where the next dollar goes
• Revenue planning and measurement. Reverse-funnel planning, forecasting, funnel governance, and real command of attribution methodology, including its limits
• Building and leading teams. Org design, hiring, coaching managers, and directing agencies so a lean team performs like a much larger one
• AI and automation as an operating model. A track record of applying AI and other automation to real marketing workflows for measurable gains, with the judgment to set the strategy and guardrails for a whole team
• Marketing technology. HubSpot (or Marketo, Pardot, or similar) and Salesforce, deep enough to set the roadmap, make changes, and audit how the stack is run
• Channels and programs. Paid search and social, SEO and visibility in AI answer engines, ABM and intent platforms, events, and lifecycle, deep enough to direct a manager and an agency rather than accept their report

Preferred

• Automotive retail, fleet, insurance, EHS, HR, or another regulated B2B category
• Demand generation for a multi-product portfolio sold into the same buyer.

Benefits

• As a growing company KPA values its employees by supporting them with a full benefits package including Medical, Dental, Vision, Flexible Spending Accounts, PTO, Paid and Floating Holidays, 401k with Company match and immediate vesting, Company-funded Life Insurance, Employee Assistance Programs, and No-cost Mental Health Benefits.