Director of Demand Generation

What You'll Do

• Build and execute integrated demand generation programs spanning SEO, content, email, lifecycle entry points, webinars, and events — with a primary focus on driving high quality traffic that will convert to a lead and/or buyer.  
• Partner closely with PMMs and our paid media agency (JellyFish) to ensure paid media aligns with top- and mid-funnel strategy — without owning daily paid execution.
• Identify and prioritize high-impact opportunities to generate net-new lead sources (e.g., practice exams, quizzes, gated assets) that expand top-of-funnel volume.
• Own the full content strategy for CPS and Appraisal, ensuring alignment with product launches, state expansions, and BU revenue priorities.
• Lead the content roadmap and work closely with PMMs and the SEO Analyst to grow organic demand, keyword acquisition, and top-of-funnel traffic that feeds the lead pipeline.
• Ensure all content supports the buyer journey and strengthens traffic-to-lead conversion, improving overall lead quality and engagement.
• Collaborate with BU leaders, Product Marketing, Sales, and channel specialists to align on goals, audiences, and campaign priorities.
• Ensure SEO, content, and funnel execution teams are aligned to the overarching demand strategy.
• Provide strategic direction and day-to-day leadership for the SEO Analyst to ensure keyword strategy, site optimization, and organic acquisition efforts directly support the demand generation roadmap.
• Provide Sales with high-quality leads, funnel intel, and feedback loops to accelerate closing.
• Own demand generation performance reporting, KPIs, and dashboards across Power BI, GA4/Matomo, LookerStudio, and HubSpot .
• Analyze campaign performance and traffic-to-lead impact to guide prioritization and rapid strategic adjustments.
• Drive continuous testing (A/B, multivariate) across landing pages, email, CTAs, segmentation, and lifecycle entry points — focused on improving acquisition performance, not downstream sales conversion.

What You'll Need to Succeed

• 6+ years in demand generation, growth marketing, or revenue-focused marketing roles.
• Proven success driving traffic-to-lead performance and pipeline impact using multi-channel demand programs.
• Deep understanding of how content and SEO drive acquisition, influence buyer behavior, and create scalable lead flow.
• Strong leadership abilities with prior experience managing or directing team members, including providing strategic direction to specialists (e.g., SEO Analyst) and guiding cross-functional execution.
• Hands-on experience with HubSpot (required) for automation, email, lifecycle entry points, and lead assignment workflows.
• Strong analytics skills with Power BI, GA4 and/or Matomo to evaluate campaign performance and funnel health.
• Experience with Salesforce preferred (not required).
• Ability to partner effectively with PMMs and external agencies, influencing paid media strategy without owning daily paid execution.
• Exceptional collaboration skills, able to turn insights into actionable strategies for channel specialists, PMMs, and sales partners.
• Demonstrated experience creating new lead engines, scaling organic traffic, and operationalizing content-driven demand.

What Success Looks Like

• Launch of new high-performing lead sources contributing $1M+ in annual revenue .
• Meaningful increases in organic traffic, keyword rankings, and state-level SEO demand capture.
• Strong partner alignment with PMMs on paid + content strategy, enhancing overall funnel performance.
• Clear, data-backed demand generation roadmap that consistently grows CPS and Appraisal pipelines.