The Role
Build and lead CPI’s demand generation function through integrated campaigns, ABM, lifecycle marketing, paid media, content, events, and organic channels. Develop audience journeys, partner with Sales, measure pipeline and revenue impact, establish scalable processes, and lead a cross-functional marketing team. The role requires hands-on program development in an evolving environment with developing data, technology, attribution, and operational capabilities.
Summary Generated by Built In
Our Story:
Crisis Prevention Institute, Inc. (CPI) is the worldwide leader in evidence‑based de‑escalation and crisis prevention training and dementia care services. Our programs teach professionals the skills to recognize, prevent, and respond to crises in the workplace. Since 1980, we’ve helped train more than 17 million people across service‑oriented industries including education, health care, behavioral health, long‑term care, human services, security, corporate, and retail.
At CPI, we are dedicated to changing behaviors and reducing conflict for the Care, Welfare, Safety, and Security of everyone. We believe empathy, meaningful connections, personal safety, and security are the antidotes to fear and anxiety. This philosophy is central to everything we do and traces back to our beginning.
As a member of the team, you can expect to:
As we evolve our marketing organization, we're looking for a hands-on Director of Demand Generation to build a more modern, integrated approach to creating and converting demand.
This is a builder-doer role. You'll set the direction for CPI's demand generation function, but you'll also be deeply involved in doing the work: developing campaigns, building ABM programs, designing audience journeys, digging into performance, partnering with Sales, and showing the team what great demand generation looks like. Many of the capabilities required for a mature demand engine, including segmentation, data, technology, lifecycle infrastructure, and measurement, are being built in parallel, so you'll need to make meaningful progress with what exists today while helping define what comes next.
Over time, the role will evolve as our capabilities, team, data, and technology mature. Initially, we're looking for someone who is excited to build while doing, not someone expecting to lead an already-established demand generation engine.
What You Get to Do Every Day:
Build & Execute CPI’s Demand Strategy
You Need to Have:
We’d Love to See:
Crisis Prevention Institute, Inc. (CPI) is the worldwide leader in evidence‑based de‑escalation and crisis prevention training and dementia care services. Our programs teach professionals the skills to recognize, prevent, and respond to crises in the workplace. Since 1980, we’ve helped train more than 17 million people across service‑oriented industries including education, health care, behavioral health, long‑term care, human services, security, corporate, and retail.
At CPI, we are dedicated to changing behaviors and reducing conflict for the Care, Welfare, Safety, and Security of everyone. We believe empathy, meaningful connections, personal safety, and security are the antidotes to fear and anxiety. This philosophy is central to everything we do and traces back to our beginning.
As a member of the team, you can expect to:
- Make a difference through your work — You’ll be proud to tell your family and friends what you do.
- Gain significant career experience within a fast‑growing organization — From entry‑level roles to executive leadership.
- Feel fulfilled and have fun — We work hard but make time to build meaningful relationships and celebrate wins.
As we evolve our marketing organization, we're looking for a hands-on Director of Demand Generation to build a more modern, integrated approach to creating and converting demand.
This is a builder-doer role. You'll set the direction for CPI's demand generation function, but you'll also be deeply involved in doing the work: developing campaigns, building ABM programs, designing audience journeys, digging into performance, partnering with Sales, and showing the team what great demand generation looks like. Many of the capabilities required for a mature demand engine, including segmentation, data, technology, lifecycle infrastructure, and measurement, are being built in parallel, so you'll need to make meaningful progress with what exists today while helping define what comes next.
Over time, the role will evolve as our capabilities, team, data, and technology mature. Initially, we're looking for someone who is excited to build while doing, not someone expecting to lead an already-established demand generation engine.
What You Get to Do Every Day:
Build & Execute CPI’s Demand Strategy
- Develop and execute demand plans across priority markets, audiences, accounts, and revenue opportunities, connecting integrated campaigns, always-on programs, ABM, lifecycle marketing, events, paid media, content, and organic channels.
- Personally build early programs alongside the team, from audience and journey development through briefs, activation, testing, measurement, and optimization.
- Make recommendations about where CPI should invest, test, scale, change, or stop based on business opportunity and performance.
- Establish the planning processes, channel frameworks and operating rhythms that allow the function to become increasingly sophisticated over time.
- Build CPI toward a scalable ABM capability, partnering with Sales, Product Marketing, Industry Marketing, and Marketing Operations to establish the audiences, account strategies, processes, and infrastructure required over time.
- Develop and execute practical early account-based plays using the capabilities and data available today, while identifying what needs to be built to enable more sophisticated ABM.
- As CPI’s segmentation, ICPs, buyer insights, account data, and technology mature, translate them into increasingly sophisticated audience, buying-group, journey, and activation strategies.
- Build strong day-to-day alignment with Sales around priority accounts and opportunities, account engagement, demand quality, follow-up, and what Marketing is learning.
- Personally lead the development of integrated campaign plans. Own the integrated campaign architecture and customer journey, bringing together the market, audience, message, content, channel, conversion, and measurement inputs required to create and convert demand.
- Connect content, paid media, organic social, sponsored programs, events, email, web, sales activation, and other touchpoints into a cohesive journey rather than a collection of channel tactics.
- Work alongside the team on early campaigns to establish strong briefs, content and journey plans, channel roles, measurement, and ways of working that can become repeatable over time.
- Dig into program and audience performance to understand what's working, what isn't, and what CPI should do differently, even while our measurement capabilities are still evolving.
- Partner with Marketing Operations to build toward stronger visibility into qualified demand, account engagement, opportunities, pipeline, revenue, and marketing efficiency.
- Lead and develop a team spanning performance marketing, content, design, and events, working alongside them to establish what good looks like and build their capabilities.
- Determine where AI, agencies, technology, and external specialists can increase the team's capabilities, quality, and speed.
You Need to Have:
- Bachelor’s Degree in Marketing, Business, Communications, Product Management, or related field.
- 8+ years of B2B marketing experience, with significant experience in demand generation, growth marketing, integrated marketing, or revenue marketing.
- 3+ years of people leadership experience, with a demonstrated ability to build and develop high-performing teams.
- Experience building and executing integrated demand programs across multiple channels and knowledge how to move from audience and business opportunity through activation, conversion, measurement, and optimization.
- Hands-on experience building account-based programs and working with Sales around target accounts, buying groups, engagement, and pipeline.
- Experience with complex, multi-stakeholder B2B purchases rather than primarily transactional lead generation.
- Experience building or significantly evolving a demand generation capability in an imperfect environment.
- Experience creating structure where it doesn’t exist, developing people while working alongside them, and making progress without pristine data, technology, processes, or attribution.
We’d Love to See:
- Experience leading a team and managing meaningful marketing investment, agencies, and external partners.
- Strong analytical judgement and cross-functional leadership.
- Familiarity with lifecycle marketing, conversion optimization, and modern AI-enabled marketing practices.
What We Offer:
- Comprehensive compensation package
- Comprehensive benefits package
- 401k
- PTO
- Health & Wellness Days
- Paid Volunteer Time Off
- Continuing education and training
- Hybrid / Remote work schedule
- Paid Parental Leave
Skills Required
- Bachelor's degree in Marketing, Business, Communications, Product Management, or a related field
- 8+ years of B2B marketing experience, including significant demand generation, growth marketing, integrated marketing, or revenue marketing experience
- 3+ years of people leadership experience
- Experience building and executing integrated demand programs across multiple channels
- Experience with audience development, activation, conversion, measurement, and optimization
- Hands-on experience building account-based programs and partnering with Sales on target accounts, buying groups, engagement, and pipeline
- Experience with complex, multi-stakeholder B2B purchases
- Experience building or significantly evolving demand generation capabilities in an imperfect environment
- Experience creating structure, developing people, and working without mature data, technology, processes, or attribution
- Experience managing marketing investment, agencies, and external partners
- Strong analytical judgment and cross-functional leadership
- Familiarity with lifecycle marketing and conversion optimization
- Familiarity with modern AI-enabled marketing practices
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The Company
What We Do
Since 1980, the Crisis Prevention Institute has helped millions of individuals begin a journey of positive, supportive, and empathic caring for people of all ages. • We believe in the power of empathy, compassion, and meaningful connections. • We consider personal safety and security the antidotes to fear and anxiety; and that listening leads to understanding. • We know when those who care for others feel prepared and confident in their abilities, they can make the world a better place. CPI’s crisis prevention training gives professionals the confidence to prevent and respond to workplace violence. With a focus on healthcare, education, human services, and dementia care, CPI sets the standard for best practices in evidence-based workplace violence prevention. Our training is designed to support the safety and well-being of both staff and those in their care. We teach the skills that help professionals de-escalate verbal and physical crises in the workplace, with an array of solutions that address the full spectrum of risk levels. Solutions Nonviolent Crisis Intervention® Training: Nonviolent Crisis Intervention Training focuses on verbal de-escalation and early intervention, giving staff an effective framework for decision making and problem solving, as well as teaching safe disengagements and physical interventions that can be implemented with the least use of force, providing the safest environment for all parties involved. Verbal Intervention™ Training: This program is ideal for organizations that have a hands-off policy, and for staff members who don’t experience higher risk situations requiring physical interventions, instilling the confidence and skills to verbally respond to disruptive behaviors, and prevent further escalation. To learn more about CPI and our full offering of industry-leading solutions, visit us today at crisisprevention.com.
