Senior Director of Demand Generation

Job Title: Senior Director of Demand Generation

Location: Boston (2-3 days on site)

Position Summary:
We are seeking a strategic and execution-oriented Senior Director of Demand Generation to drive programs that drive pipeline, accelerate revenue, and strengthen alignment with Sales. This role will own aggressive lead generation targets across a portfolio of digital, social, outbound, and event programs.

The ideal candidate combines strategic vision with hands-on ability and has a proven track record of leading multi-channel demand generation in a B2B environment with a senior executive target persona.

Responsibilities

Demand Generation & Pipeline Ownership

• Own the end-to-end demand generation strategy across digital, social, outbound, and events.
• Drive pipeline growth by developing programs that attract, engage, and convert target buyers.
• Design and optimize full-funnel programs from awareness through expansion to ensure seamless lead handoff and continuous engagement across the buyer journey

Digital & Social Marketing

• Lead paid and organic digital programs across search, display, paid social, and retargeting.
• Build social engagement campaigns (LinkedIn and others) to increase reach and lead flow.

Outbound Campaigns

• Create optimal sequences of scaled email outreach to cultivate and nurture prospects without overwhelming them.
• Develop campaigns that support Account Executive personal outreach.

Analytics & Funnel Optimization

• Use data, intent signals, and segmentation to prioritize and optimize account targeting.
• Define and monitor KPIs across all channels (MQLs, SQLs, pipeline contribution, conversion rates).
• Analyze funnel data, optimize campaigns, and deliver insights to key stakeholders (IANS leadership team, PE operating partners, board of directors)
• Ensure disciplined reporting on program performance and pipeline health.

Budget, Vendors & Team Leadership

• Manage the demand generation budget across channels with accountability for ROI.
• Evaluate and manage vendors, agencies, and technology partners to support growth.
• Build, lead, and mentor a high-performing demand generation team.
• Foster a culture of accountability, collaboration, and data-driven decision making.

Alignment & Collaboration

• Partner with Sales to align lead definitions, pipeline targets, and conversion processes, and to ensure that demand programs align with GTM strategy

• Collaborate with Brand and Content Marketing teams to ensure demand programs reinforce brand positioning and thought leadership initiatives

• Collaborate with content teams to ensure campaigns resonate with key buyer personas.

• Partner with Marketing Operations to optimize tech stack (CRM, MAP, intent data, attribution tools) for accurate tracking and reporting

Innovation & Market Awareness

• Stay current on social, digital, and event best practices.
• Experiment with emerging tactics (e.g., account-based marketing, conversational marketing, AI-driven targeting) to drive performance.
• Recommend new tools to modernize IANS’ martech stack.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field; MBA a plus.
• 8+ years of B2B demand generation, digital marketing, or growth marketing experience, with 3+ years in a leadership role.
• Proven success driving pipeline and revenue through multi-channel demand generation.
• Strong expertise in ABM, paid media, digital, and intent-based marketing.
• Proficiency with marketing automation (e.g., HubSpot) and CRM (e.g., Salesforce).
• Strong analytical skills and a track record of tracking performance and optimizing to KPIs.
• Excellent leadership, communication, and cross-functional collaboration skills