Director Demand Generation

About the role

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.

Responsibilities

• 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