Director, Demand Generation
About The Role
WEKA is redefining data infrastructure for the AI era. As we scale in a rapidly changing market, we're looking for a Director of Demand Generation to own the end-to-end campaign engine that fills our pipeline: building, launching, and optimizing integrated, multi-channel campaigns. This is a campaigns-first leadership role. You're not just buying media or managing a few accounts — you're the architect of WEKA's campaign calendar and campaign playbook: what launches, when, to whom, through which channels, and how it's measured. You'll own the budget, the agency relationships, the campaign architecture, and the numbers.
What You'll Own
Integrated Campaign Strategy & Execution
Own WEKA's end-to-end campaign engine: the campaign calendar, campaign briefs, launch planning, content and post-campaign retros — from concept through pipeline impact
Build multi-channel campaign architectures that combine paid media, email/nurture, webinars, content syndication, content, events, and organic/social into a single coordinated launch — not disconnected channel-by-channel pushes
Translate WEKA's vertical ABM cluster model (NeoCloud, Life Sciences, FinServ, Manufacturing, Sovereign) into repeatable campaign playbooks per cluster: consistent structure, messaging, timing, and measurement that can be launched and re-launched at scale
Continuously identify and stand up campaigns for new verticals/clusters as WEKA's ICP expands
Run a disciplined campaign operating rhythm — briefing, creative/content requests, QA, launch, mid-flight optimization, and retro — in partnership with Product Marketing, Field Marketing, and Corporate Marketing
Balance always-on cluster campaigns with targeted 1:1 account plays for strategic must-win accounts, knowing when each model applies
Own the campaign performance narrative: which campaigns are working, why, and what to scale, pause, or kill
Paid Media & Performance Marketing
Own the paid media strategy and budget as a core channel within the broader campaign mix — spanning paid social (LinkedIn, etc.), search, programmatic, content syndication, and retargeting
Manage agency relationships and hold them to performance SLAs (cost-per-MQL, pipeline contribution, CARR influence) — including renegotiating or replacing underperforming partners
Build and defend the media mix model: how budget flows across clusters, campaigns, and funnel stages
Partner with Marketing Ops to ensure clean tracking, UTM discipline, and platform-to-CRM data integrity
Pipeline & Attribution
Own demand gen's contribution to marketing-sourced and marketing-influenced pipeline against quarterly and annual targets
Work inside WEKA's multi-touch attribution model (Bizible/Salesforce, migrating toward W-Shaped/Full-Path) to report sourced vs. influenced CARR by campaign and cluster
Partner with RevOps/Sales on lead routing, SLAs, and funnel conversion — diagnosing and fixing leaks between MQL, SAL, and SQL
Bring campaign-level ROI analysis (e.g. cost per sourced dollar, influenced CARR ratio) to monthly/quarterly business reviews
Team & Cross-Functional Leadership
Build, lead, and develop a demand generation team (campaign managers, paid media specialists)
Partner closely with Field Marketing, Partner Marketing, Product Marketing, and Corporate Marketing to ensure every campaign is integrated across channels, not a standalone paid push
Represent demand gen and the campaign roadmap in GTM Council and pipeline reviews with Sales leadership
What You Bring
8+ years in B2B demand generation, with at least 3+ years at a Director level owning integrated campaign strategy end-to-end — calendar, briefs, launch, and retro — not just channel execution
Proven ability to build and run multi-channel campaigns that combine paid media, nurture, webinars/events, and content syndication into a single coordinated program
Direct experience running vertical or segment-based ABM campaigns at scale (not just 1:1 account plays) — you can speak to how you design a cluster campaign playbook, not just execute one
Deep hands-on paid media experience: LinkedIn, Google Ads, programmatic, content syndication — including agency management and SLA enforcement
Strong command of marketing attribution and pipeline reporting (Salesforce, Bizible or equivalent multi-touch attribution, Marketo/HubSpot)
Experience in infrastructure, storage, data platform, or AI/ML tooling — enterprise or usage-based B2B tech strongly preferred (comparable companies: VAST Data, Pure Storage, NetApp, Nutanix, Cohesity, DDN, Hammerspace, Qumulo, Databricks, Snowflake)
A track record of turning ambiguous, high-growth marketing orgs into disciplined, campaign-driven demand engines
Comfortable presenting campaign performance and pipeline ROI directly to sales and executive stakeholders
How We Work: The WEKA Way
We are Accountable: We take full ownership, always–even when things don’t go as planned. We lead with integrity, show up with responsibility & ownership, and hold ourselves and each other to the highest standards.
We are Brave: We question the status quo, push boundaries, and take smart risks when needed. We welcome challenges and embrace debates as opportunities for growth, turning courage into fuel for innovation.
We are Collaborative: True collaboration isn’t only about working together. It’s about lifting one another up to succeed collectively. We are team-oriented and we communicate with empathy and respect. We challenge each other and conduct positive conflict resolution.
We are Customer Centric: Our customers are at the heart of everything we do. We actively listen and prioritize the success of our customers, and every decision we make is driven by how we can better serve, support, and empower them to succeed. When our customers win, we win.