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Senior Marketing Director, Demand Generation id-20312

About the position

Ignition is seeking a data-driven B2B demand generation leader to accelerate our growth in North America. As the Senior Director of Demand Generation, you will own the demand generation strategy and execution. Reporting to the VP of Marketing, you will lead a high-performing team, drive pipeline and revenue growth, and optimize multi-channel marketing programs that convert prospects into paying customers. You will be responsible for scaling predictable, repeatable acquisition strategies, leveraging digital, content, partnerships, events, ABM, and sales alignment to drive performance. Your leadership will be critical in achieving pipeline, deal velocity, and customer acquisition goals while ensuring marketing and sales alignment to maximize revenue outcomes.

Responsibilities

  • Develop and execute a scalable demand generation strategy that drives pipeline, sales velocity, and revenue growth.
  • Own the marketing-sourced pipeline number, defining clear goals and forecasts for lead generation, qualified opportunities, and closed-won revenue contribution.
  • Lead multi-channel demand generation campaigns across digital (paid and organic), content, events, partnerships, and account-based marketing (ABM).
  • Partner with product marketing, growth, sales, brand, and partnerships teams to align messaging, content, and GTM strategies to increase market penetration and conversion rates.
  • Develop and optimize lead scoring, nurture, and conversion programs to improve funnel efficiency and sales handoff processes.
  • Drive a full-funnel marketing approach, balancing inbound and outbound strategies to improve Lead-to-Opportunity conversion rates.
  • Own budget allocation and performance tracking, ensuring spend is optimized for CAC efficiency and pipeline acceleration.
  • Use intent data, automation, and predictive analytics to optimize targeting, segmentation, and conversion strategies.
  • Implement best practices for campaign tracking, attribution modeling, and revenue measurement to provide actionable insights to leadership.
  • Partner with the Director of Digital/Growth Marketing to enhance website conversion rate optimization (CRO) and maximize inbound lead generation.
  • Build, mentor, and develop a high-performing demand generation team, fostering a culture of data-driven decision-making, experimentation, and growth.

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Requirements

  • 8+ years of B2B demand generation experience, with a strong track record in SaaS and/or payments driving pipeline and revenue growth in North America.
  • Deep expertise in demand generation best practices, including ABM, inbound and outbound campaigns, paid digital (Google, LinkedIn, Meta, programmatic), SEO, content marketing, events, and partnerships.
  • Experience with CRM (HubSpot preferred), marketing automation, lead scoring, attribution models, and revenue forecasting.
  • Strong analytical skills with experience optimizing CAC, LTV, conversion rates, and pipeline velocity metrics.
  • Proven ability to partner cross-functionally with sales, product, and marketing teams to drive high-impact campaigns.
  • Experience leading and coaching high-performance marketing teams, with a track record of building repeatable, scalable acquisition programs.
  • Exceptional communication and presentation skills, with the ability to influence senior stakeholders and drive alignment across teams.
  • A strategic thinker with a bias for action, entrepreneurial mindset, and passion for growth marketing.
  • Bachelor's degree in Marketing, Business, Economics, or a related field (or relevant professional experience).

Benefits

  • Employee stock options
  • 401k employer matching
  • 20 days of accrued annual vacation plus 10 wellbeing days
  • Additional paid day off to celebrate your birthday
  • 2 paid days off a year for volunteering
  • Health, dental, and vision benefits
  • Annual education allowance reimbursement
  • Quarterly wellness allowance
  • Paid subscriptions to Headspace and LifeWorks EAP & Wellbeing Platform
  • Flexible working arrangements
  • WFH reimbursement and technology allowance
  • Personal tax return assistance
  • Paid parental leave.
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