Director, Digital Marketing/Demand Generation

About the role

The Director, Digital Marketing & Demand Generation will lead Merlin Group's integrated digital marketing strategy, demand generation programs, and marketing operations to drive brand awareness, qualified pipeline, and revenue growth across federal, defense, intelligence, and regulated commercial markets.

Primary Duties & Responsibilities

• Develop and execute Merlin Group's integrated digital marketing and demand generation strategy to increase awareness, engagement, marketing-qualified leads (MQLs), and revenue pipeline.
• Build and optimize multi-channel digital marketing campaigns across email, search, paid media, social media, webinars, events, content syndication, and partner marketing.
• Lead Account-Based Marketing (ABM) initiatives targeting priority federal agencies, systems integrators, commercial enterprises, and strategic partners.
• Partner with Product & Solutions Marketing to translate technical solutions messaging into high-performing digital campaigns and customer engagement programs.
• Manage Merlin's website demand and performance strategy, including SEO/SEM/AEO initiatives, landing pages, forms, gated content, conversion optimization, and user experience to maximize inbound lead generation and customer buying journeys across our digital ecosystem.
• Own all marketing automation platforms, CRM integration, lead scoring and attribution, nurture programs, campaign execution, and marketing analytics.
• Directly oversee and manage one direct report across a growing digital marketing function.
• Collaborate with Sales and Sales Operations to align marketing programs with pipeline goals, capture priorities, and account strategies.
• Oversee digital content distribution, campaign calendars, editorial planning, and marketing communications across all paid and demand-driving channels.
• Cross-collaborate on a variety of digital marketing and demand-driving initiatives with Merlin’s ecosystem of ISV partners aligned to strategic practice areas, market solutions and customer needs.
• Analyze campaign performance, customer behavior, and marketing KPIs to continuously improve ROI and marketing effectiveness.
• Manage agency partners, digital vendors, and marketing technology platforms as needed.
• Develop executive dashboards and reporting that demonstrate marketing's direct contribution to revenue growth.
• Stay current on emerging digital marketing trends, AI-enabled marketing technologies, and evolving best practices.
• Build scalable marketing processes and mentor future marketing team members as the organization grows.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 10-12+ years of B2B digital marketing and demand generation experience, including at least 7-10 years in a marketing leadership role.
• Proven success building integrated demand generation programs that drive measurable pipeline and revenue.
• Experience marketing enterprise cybersecurity technology is required, as well as a strong grasp of cloud, AI, SaaS, or other federal technology solutions.
• Strong expertise with email marketing automation platforms (HubSpot, Marketo, Pardot, or similar), CRM systems, and marketing analytics.
• Strong experience integrating with Salesforce CRM for lead scoring, attribution, reporting, etc.
• Experience with web forms, UTM codes, cookies and other digital conversion and tracking methods.
• Experience with Google Analytics for web performance management.
• Experience with SEO, SEM, AEO, paid digital advertising, content syndication, email marketing, website optimization, and content marketing.
• Demonstrated knowledge of Account-Based Marketing (ABM) strategies and execution.
• Strong analytical skills with experience measuring campaign effectiveness and marketing attribution.
• Excellent communication, project management, and cross-functional collaboration skills.
• Ability to manage multiple priorities in a dynamic, growth-oriented environment.