Director, Demand Engineering

Role Summary

The Director, Go-to-Market Engineering reports directly to the CMO and leads both the Integrated Marketing Managers aligned to each SonicWall product line and the Marketing Operations team. This person is responsible for designing, building, and continuously optimizing SonicWall's global demand engine -- the integrated system of data, technology, channel programs, field marketing activation, advertising, AI-powered tools, and coordinated tactics that converts market awareness into partner-sourced pipeline.

This is not a campaign management role. It is an engineering role in the truest marketing sense: architecting the system, owning the infrastructure it runs on, connecting the components, and driving measurable outcomes across every layer of the global GTM motion. By combining demand strategy with ownership of marketing operations and the digital stack, this role has both the authority and the tools to build something that actually works -- end to end.

Organizational Context

• Leads two teams: Integrated Marketing Managers and Marketing Operations team.
• Integrated Marketing Managers are each aligned to a SonicWall product line spanning Network Security, Cloud Security Edge, Managed Security Services, and Endpoint Security -- owning campaign execution within their respective areas.
• The Marketing Operations team owns the systems, data infrastructure, and processes that the entire marketing organization runs on.
• The Director works closely with field marketing, product marketing, and the channel sales organization to ensure the demand system is designed for regional execution and aligns with global strategy.

Core Responsibilities

• GTM System Architecture and Demand Engineering:
  • Design and own SonicWall's global demand engine -- the integrated system of data signals, technology platforms, paid and organic media, AI-powered workflows, channel and field programs, and coordinated tactics that produces pipeline at scale.
  • Map and continuously optimize the full GTM motion from market awareness through partner engagement to pipeline creation, identifying friction points and engineering solutions at every stage.
  • Define the instrumentation and measurement framework that makes the demand engine visible -- ensuring every component is tracked, attributed, and connected to revenue outcomes.
  • Introduce AI agents, automation, and modern MarTech as active, integrated components of the demand system rather than experimental add-ons.
  • Stay ahead of emerging GTM approaches, tools, and channels, and bring a grounded point of view on what SonicWall should adopt and when.
• Marketing Operations and Digital Stack Ownership:
  • Own the marketing operations function in its entirety -- including the people, processes, systems, and data infrastructure that the global marketing organization depends on to execute and measure its work.
  • Own and govern SonicWall's digital marketing stack -- evaluating, selecting, integrating, and retiring platforms with a bias toward capability, simplicity, and measurable business impact.
  • Drive data quality, CRM hygiene, and marketing attribution standards across the organization, ensuring pipeline reporting is accurate, consistent, and trusted by revenue leadership.
  • Lead the organization's adoption of AI-powered marketing tools and workflows, building internal playbooks and capability so the broader team can leverage AI in day-to-day execution.
  • Align marketing operations priorities with the demands of the GTM Engineering system -- so the team is not just supporting programs, but actively enabling the demand engine.
• Channel-Integrated Demand Strategy:
  • Design demand strategies that treat the channel as the primary route to market -- building programs that activate and enable distributors, resellers, and managed service providers to generate pipeline on behalf of SonicWall.
  • Work closely with the channel sales organization to align the demand system with partner tier structures, distributor dynamics, MDF investment priorities, and partner capacity.
  • Build through-partner marketing frameworks, co-branded campaign tools, and partner enablement assets that make it easy for the channel to execute SonicWall's GTM motion.
  • Understand the multi-tier distribution model at a structural level -- design programs that work at each layer and measure partner contribution accordingly.
• Field Marketing Alignment and Global Activation:
  • Partner closely with global field marketing teams to ensure the demand system is designed for regional execution, not just global strategy.
  • Provide field marketing with the frameworks, tools, and campaign infrastructure needed to activate the channel and drive pipeline in local markets.
  • Use field-level market intelligence to continuously refine and improve the global demand system -- treating regional feedback as a core input to GTM Engineering decisions.
  • Align global demand programs with field marketing calendars, regional partner events, and local market priorities.
• Product Marketing Collaboration:
  • Partner closely with product marketing counterparts embedded across the product lines to co-develop campaign messaging, GTM strategy, and launch frameworks.
  • Serve as the feedback loop between market demand signals and product marketing -- surfacing what is resonating, what is not, and where messaging needs to evolve.
  • Align the GTM Engineering calendar with product launch timelines and go-to-market milestones across all product lines.
• Team Leadership and Development:
  • Directly manage Integrated Marketing Managers aligned to each SonicWall product line and the Marketing Operations team -- providing strategic direction, GTM Engineering frameworks, and leadership that elevates both teams.
  • Coach and develop team members across demand strategy, systems thinking, data fluency, channel-integrated design, and AI-powered execution.
  • Hold teams accountable to pipeline contribution and operational excellence metrics while removing obstacles to execution.
  • Foster a culture of experimentation, measurement, and continuous improvement across both functions.
• Data, Intelligence, and Attribution:
  • Own the demand intelligence function -- building and maintaining the data infrastructure, attribution models, and reporting frameworks that make the demand engine measurable.
  • Develop pipeline attribution models that account for the channel motion, connecting marketing activity to partner-sourced and partner-influenced revenue globally.
  • Identify gaps and opportunities in the demand system by segment, region, partner tier, and product line -- and translate findings into engineering decisions.
  • Ensure pipeline reporting is accurate, consistent, and trusted across the revenue organization.
• Cross-Functional GTM Alignment:
  • Serve as the CMO's strategic operator for GTM execution -- translating vision into a prioritized, coordinated roadmap across the global marketing organization.
  • Drive quarterly GTM planning cadences and ensure alignment across demand, field, ops, comms, product marketing, and channel functions.
  • Act as the connective tissue between marketing functions, channel teams, and product lines -- ensuring the demand system works as a whole, not a collection of disconnected parts.

What This Person Looks Like

• 8 to 12 years in B2B marketing, with a trajectory that moves from hands-on campaign execution into systems-level strategy, demand leadership, or marketing operations.
• Thinks like an engineer -- approaches GTM as a system to be designed, instrumented, and optimized rather than a series of campaigns to be planned and executed.
• Has owned or deeply managed marketing operations and/or a marketing technology stack -- understands what it takes to govern, evolve, and get real value from the infrastructure.
• Deep fluency in channel-led and partner-led GTM models -- understands multi-tier distribution, MDF strategy, through-partner marketing, and how to build demand programs.