Director of Demand Generation, RethinkCare

About RethinkFirst 

RethinkFirst is a leading behavioral health technology company working to make mental wellness, education, and support accessible and scalable. Through our suite of cloud-based platforms—including RethinkEd, RethinkCare, and RethinkBH—we serve educators, employers, and providers with tools that deliver measurable, inclusive outcomes. 

We're on a mission to make behavioral health more effective, equitable, and human.
Position Overview 

Rethink is seeking a Director of Demand Generation to lead growth efforts exclusively for RethinkCare, our Enterprise employee benefits vertical. This is a strategic role responsible for designing and scaling Account-Based Marketing  and demand programs that generate high-quality pipeline within the Fortune 1000 and large enterprise sectors. 

Unlike high-velocity transactional sales, RethinkCare involves navigating complex buying committees (CHROs, Heads of Benefits, CTOs, CFOs) and leveraging channel partners. This role is central to our upmarket expansion, requiring a leader who understands how to blend brand elevation, targeted ABM, and partner enablement to drive revenue. 

This position is ideal for a sophisticated demand gen leader who thrives in complex B2B environments and understands that "leads" don't equal revenue: pipeline and account engagement do. 

Key Responsibilities 

• Lead Enterprise GTM Strategy: Build and execute an enterprise-focused demand generation strategy that targets HR and Benefits leaders at large organizations (5k+ employees). 

• Execute Account-Based Marketing (ABM): Move beyond generic lead gen to orchestrate multi-touch, multi-channel ABM campaigns (1:1 and 1:Few) targeting our "Dream 100" accounts. 

• Sales & Partner Alignment: Partner closely with Enterprise Sales leadership and the Strategic Alliances team. You will not only drive direct business but also build campaigns to enable our Benefit Broker and Health Plan partners (channel marketing). 

• Pipeline Acceleration: Develop programs specifically designed to move opportunities through long sales cycles (6-12 months), utilizing content and nurture streams to keep multiple stakeholders engaged. 

• Event & Field Marketing Strategy: Drive strategy for high-impact executive events (roundtables, dinners) and major industry conferences (e.g., HLTH, Total Rewards), ensuring pre-event booking and post-event follow-up. 

• Data & Operations: Own the demand gen performance metrics for RethinkCare. Move beyond MQLs to measure Account Engagement, Pipeline Velocity, and Influence. 

• Tech Stack Optimization: Leverage our MarTech stack (HubSpot, Salesforce, and intent data platforms) to identify in-market accounts and trigger timely sales outreach. 

• Agency Management: Collaborate with external agencies (paid media, content) while ensuring internal accountability for CAC and pipeline efficiency. 

Qualifications 

• 7+ years of B2B Demand Generation experience, explicitly with exposure to Enterprise SaaS or HR Tech/Benefits. 

• Deep ABM Expertise: Proven track record of building and scaling Account-Based Marketing programs that successfully penetrated Fortune 500 accounts. 

• Buying Committee Knowledge: You understand how to market to a "buying committee" rather than a single user, balancing messaging between economic buyers (CFO/CHRO) and functional champions (Head of DEI). 

• Channel/Partner Marketing: Experience working with channel partners, brokers, or resellers is a strong plus. 

• Analytical & Strategic: Expertise in attribution modeling for long sales cycles. You can tell the story behind the data to the C-Suite. 

• Tech Savvy: Hands-on experience with Salesforce, HubSpot, and ABM/Intent tools (e.g., 6sense, Demandbase, or similar). 

• Collaborative Leader: Strong GTM collaboration skills with experience partnering with Field Sales, SDRs, and Customer Success. 

Benefits: 

• Generous health, dental, & vision benefits package
• Flexible paid time off   
• 11 paid company holidays
• 401k + matching
• Parental leave
• Access to our award-winning RethinkCare platform supporting neurodiversity in the workplace through parental success, professional resilience, and personal wellbeing.  

Location: Remote opportunities are available to candidates who reside in the following states: AL, AZ, CT, FL, GA, HI, IL, IN, KY, LA, MD, MA, MI, MN, MO, NC, NE, NH, NJ, NV, OH, OR, PA, RI, TN, TX, VA, WA, WI 

Our commitment to an inclusive workplace 

RethinkFirst is an equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because that is what drives curiosity, innovation, and the success of our business. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, pregnancy, genetic information, disability, status as a protected veteran, or any other protected category under applicable federal, state, and local laws. Accommodations are available for applicants with disabilities. 

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