Demand Generation Director, Emma

The Role:
We are seeking a strategic and results-driven Demand Generation leader to scale our inbound marketing efforts for our flagship mid-market email product, Emma. This role will be responsible for creating, executing, and optimizing inbound strategies to attract, engage, and convert high-quality prospects into qualified pipeline. The ideal candidate will have a deep understanding of multi-channel inbound marketing tactics to drive qualified pipeline for the Emma sales team.

Key Responsibilities:

• Strategy Development: Own the end-to-end inbound demand generation strategy, ensuring alignment with company growth objectives and marketing goals for Emma. 

• Lead Generation: Drive the creation of scalable campaigns to generate high-quality inbound leads through content marketing, SEO, paid acquisition, email marketing, and other inbound tactics – working with the content team, ops team, and digital team to drive success across channels

• Content Strategy: Collaborate with the content team to develop SEO-driven content that attracts and converts prospects at different stages of the buyer's journey. Work with product marketing and customer marketing to ensure consistent messaging across channels, focused on Emma’s USPs. 

• Campaign Management: Develop and manage multi-channel inbound campaigns that nurture leads and accelerate pipeline growth.

• Data-Driven Optimization: Leverage analytics and reporting tools to measure the effectiveness of campaigns, optimize conversion rates, and provide insights for continuous improvement.

• Marketing Automation and Segmentation: Work with the marketing operations team Optimize the use of marketing automation tools (Hubspot) to segment audiences, personalize communications, and nurture prospects into marketing-qualified leads (MQLs) for your audience. Develop audience segmentation and craft tailored messaging to improve engagement and conversion rates.

• Campaign management: Partner with product marketers and sales to plan and execute one-off and always-on campaigns across email, web personalization, advertising, and content syndication.

• Channel strategy: Expand distribution beyond owned channels (blog, email, in-product, social) by experimenting with new channels, creative approaches, and messaging.

• Sales Alignment: Collaboration with the Sales and SDR Team: Partner closely with the BDR/SDR team to ensure seamless handoff of leads and alignment on lead qualification criteria.

• ABX: Determine cohorts of potential accounts and pipeline to run strategic ABX plays against.

• Budget Management: Oversee the demand generation budget, ensuring effective allocation of resources across channels to maximize ROI.
   

Qualifications:

• 10+ years of experience in demand generation, with a proven track record of driving inbound growth and pipeline acceleration.

• Strong expertise in mid-marketer to small business pipe gen tactics that generate volume 

• Ability to develop and execute data-driven strategies that result in measurable pipeline and revenue growth.

• Excellent analytical, communication, and project management skills.

• Martech experience is a must.