Director, Demand Generation

At Second Nature, our people are our greatest differentiator. To build an industry-changing business, we don’t just need talent; we need an environment where high standards, continuous improvement, and customer obsession are the default.

Excellence is not a destination — it is how we show up every day. In twenty years time, we want every single employee to look back to their time at Second Nature and say: This is where I did my very best work. Where I grew the most. Where I pushed myself beyond what was comfortable. ✨

Today, we live in a world where everything has become convenient. Now you can get a ride anywhere, buy anything, answer any question with just a couple clicks on your phone. Convenience isn’t a luxury, it’s an expectation.
So why not renting? It’s still a chore to get utilities set up, buy renters insurance, get air filters changed, handle pest control, and more.
That’s why we’ve built the world’s first Resident Experience Platform that makes resident onboarding, resident services, and ancillary revenue effortless for property managers.
We’re passionate about turning friction into triple win experiences for residents, property managers, and investors. That way renting can be easy and rewarding for everyone.
And now you can join us. Apply today to join 250+ passionate, creative people who strive to make a difference each day so residents, property managers, and investors all win; creating the ultimate Triple Win! 🔥🔥🔥

We’re looking for a Director of Demand Generation to grow the engine that drives qualified pipeline and revenue growth at Second Nature. This role owns the end-to-end demand strategy for both new customer acquisition and existing customer expansion and is accountable for measurable pipeline impact and bookings in our sales-led model. You will translate company growth targets into clear demand plans and scalable programs that generate predictable pipeline across our SMB and mid-market segments.

Reporting to the VP of Marketing, you will partner closely with Sales, RevOps, Product Marketing, Brand, Content, and Customer Success to align on account coverage, messaging, and investment strategy. The ideal candidate will have experience overseeing channels such as ABM, paid media, co-marketing, affiliate, and customer marketing and will use this expertise to build a data-driven demand engine that compounds over time.

• Lead Demand Channels

  • Oversee ABM, integrated campaigns, paid media, co-marketing, affiliate, referral, and customer marketing programs

  • Build multi-channel campaigns that generate pipeline, accelerate deals, and drive expansion revenue

  • Partner with Sales and RevOps to align programs with our Total Addressable Market coverage, SLAs, and forecast targets

• Accelerate Pipeline Velocity

  • Own lifecycle and nurture programs to increase stage-to-stage conversion

  • Design targeted campaigns that move accounts from awareness to opportunity and support faster deal cycles

  • Optimize follow-up, triggers, and messaging to improve conversion and forecast accuracy

• Drive Upsell and Expansion

  • Develop campaigns that expand existing customer revenue at the right time with the right products

  • Partner with Customer Success and Sales to identify and convert expansion opportunities efficiently

  • Activate customer advocacy programs that drive referrals, reviews, testimonials, and case studies

• Align Marketing with Outbound Sales

  • Coordinate marketing air cover with SDRs and Sales to increase engagement in target accounts

  • Execute personalized, multi-touch campaigns at scale that accelerate deal progression and improve close rates

• Operational Excellence

  • Build repeatable, scalable frameworks for pipeline generation and expansion

  • Implement AI workflows and agents to streamline the mundane, repetitive tasks to accelerate impact

  • Own funnel definitions, attribution, and reporting, partnering with Sales and RevOps

  • Monitor performance, optimize programs, and make disciplined investment decisions

• Revenue Ownership: Proven ability to drive new logo pipeline and expansion revenue in mid-market and enterprise B2B SaaS

• Strategic and Analytical: Deep understanding of acquisition funnels, lifecycle marketing, attribution, and performance metrics

• Sales and Customer Alignment: Credibility with Sales leadership and experience building cross-functional partnerships

• Creative Differentiation: Ability to develop programs that break through AI noise while balancing brand and performance

• 7–10+ years in B2B SaaS demand generation, growth, or revenue marketing roles

• Experience owning pipeline and bookings for mid-market and enterprise segments in a sales-led model

• Expertise across ABM, integrated campaigns, paid media, partnerships, affiliate/referral, and lifecycle marketing

• Deeply fluent in marketing automation and CRM platforms (ideally HubSpot and Salesforce) and know how to put them to work

• Experience evaluating, implementing, and operating ABM platforms (e.g., 6sense or Demandbase) to scale account-based marketing programs

• Strong operational background with attribution modeling, and forecasting

• Experience leading and scaling high-performing teams

• Executive-level communicator capable of simplifying complex strategy into focused action

🩺 Health First: Medical, Dental, Vision, Life Insurance, & 401K Plan

📍Location: Work remotely from anywhere in the US

📆 Flexibility: Open PTO and sick days

🤩 The Product: Beyond the awards and 5-star reviews, our clients and customers love what they can do with the world’s first Resident Experience Platform

🤗 Diverse, Inclusive Culture: We embrace employees from all backgrounds with openness and respect

💻 Training: A supportive team to help you grow your career and unlock your full potential

🚀 Growth: The opportunity to get in on the ground floor of a fast-growing startup that’s designing and developing an exciting category

We get it. Requirements can sometimes hold people back from applying to a job, but don’t let that be the case here. If you believe you have the skills it takes to elevate this role, team, and company, we encourage you to apply for this role.

Second Nature is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. We take action to ensure equal employment opportunities for all candidates and employees and to provide employees with a workplace free of discrimination and harassment. Our hiring decisions are based on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, family or parental status, or any other status protected by federal and/or state law.