Responsibilities

• Own the demand generation strategy and pipeline number: set targets for MQLs/SQLs/pipeline by channel and be accountable for delivering on those goals
• Build and lead an integrated, multi-channel demand plan spanning ABM, paid and organic digital, events/webinars, partner marketing, BDRs, and more — ensuring all channels align and reinforce each other
• Identify the campaigns you need to be successful, working with the Content and Product Marketing teams on quarterly strategy plans and then collaborating on a weekly basis to execute campaign activity
• Manage, coach, and develop a team of marketing specialists — setting clear goals, giving regular feedback, and building a high-performing, accountable department
• Be hands-on — you’ll own some elements of the demand gen program as you prove their value and grow your team, plus you’ll step in and be on-site for events taking place in your location
• Partner with Sales on lead handoff, scoring, SLAs, and follow-up — demand gen doesn't stop at the MQL, and you'll own the quality of that handoff
• Own the demand gen budget: allocate spend across channels based on performance, defend the ROI of that spend to the exec team, and reallocate quickly when something isn't working
• Drive attribution and reporting: build a clear, trusted view of what's working across the funnel (multi-touch attribution, pipeline velocity, CAC by channel/segment) and report on it to the CMO, CRO, and board
• Build a testing culture: run structured experiments across channels and segments, and use the results to continuously improve efficiency and conversion rates
• Work with Marketing Ops to ensure we have the right martech stack relevant to demand gen (e.g. ABM platform, marketing automation, ad platforms, intent data), ensuring it's used effectively and integrated cleanly with CRM

Requirements

• 7+ years in B2B demand generation, with proven experience of delivering on pipeline and revenue targets
• 3+ years managing people, with a track record of developing specialists into strong independent operators
• Experience in marketing to the financial services industry, preferably in financial crime and compliance or cybersecurity
• Hands-on fluency across channels, especially ABM, paid and organic digital, field/virtual events and webinars, and partner marketing
• A passion for identifying and executing on campaign ideas, both local and global, that successfully take a prospect through the buying funnel
• Experience in actively fostering productive relationships with your Marketing colleagues to achieve stellar outcomes
• The ability to work closely with Sales, with a genuine orientation toward pipeline quality and revenue outcomes over other metrics (lead volume, website traffic, etc.)
• A track record of building scalable systems and processes, not just running individual campaigns — this role is as much about building the machine as operating it
• Excellent written and verbal communication, including comfort presenting results and plans to executive leadership and the board
• Sharp budget management and prioritization instincts; comfortable making the case for (and against) spend with data