Director of Demand Generation

About the role

Founded in 2012 out of the Stanford Social Algorithms Lab, NovoEd is an enterprise talent development technology provider that enables organizations to scale high-impact learning, mentoring, and practice. Built on proven learning science, the NovoEd Platform drives engagement, collaboration, and skill application to develop a future-ready workforce. Global enterprises rely on NovoEd to foster deep capability-building and continuous workforce transformation.

Who Are You?

The way enterprise buyers research, evaluate, and purchase has fundamentally changed — peer trust, dark funnel research, AI-assisted discovery, and committee-driven decisions now define the journey. The companies that win in this environment are the ones designing their go-to-market for how buying actually works today. That’s the opportunity in front of you: architect a modern demand generation system from a strong foundation, with the autonomy to shape strategy and the backing to execute it. You’ll own the full demand engine — inbound, outbound, brand-influenced demand, and the team that powers it — with a direct line to leadership and a true seat at the strategy table.

What Will You Do?

• Own the Demand Generation Strategy

• Develop a comprehensive view of our funnel, channel mix, martech stack, and team capabilities, and bring a clear strategic point of view within your first 30 days
• Design a modern demand generation system that balances inbound (organic search, content, brand), outbound (Growth Manager-led account engagement), and emerging channels (dark funnel, community, partner amplification, AI discoverability)
• Deploy ABX as a precision tactic — applied to the right ICP segments at the right time as part of a broader channel strategy
• Own pipeline contribution targets and the metrics framework that tracks them honestly: real pipeline
• Manage relationships with our paid media agency, web developer, and other 3rd parties as needed

• Lead and Enable the Growth Manager Team

• Directly manage and develop our established Growth Manager (SDR) team through coaching, skill development, and performance management
• Equip Growth Managers with high-quality sequence infrastructure, messaging playbooks, and account targeting frameworks. Position outbound as one powerful component of a multi-channel pipeline engine, evolving the team’s operating model as inbound and brand-sourced demand grows
• Partner closely with Sales leadership on ICP, territory coverage, handoff criteria, and pipeline quality feedback loops

• Develop a content strategy grounded in organic discoverability and buyer education that builds authority across the full buyer journey
• Work with our content team to align investment with where buyers actually research: peer communities, analyst coverage, LinkedIn, and AI-assisted search
• Apply a modern point of view on content gating — treating distribution and trust as strategic levers alongside lead capture

• Contribute to brand positioning work that makes NovoEd recognizable and authoritative in enterprise L&D
• Develop earned and owned media strategies (thought leadership, executive voice, analyst relationships, co-marketing) that build category presence over time
• Partner with the VP of Marketing on campaign narrative and integrated campaign execution

• Partner with Revenue Operations — who own the martech stack (Salesforce, HubSpot, ZoomInfo, LinkedIn Sales Navigator, Gong Engage, PathFactory) — to optimize systems for demand generation impact
• Define the requirements: attribution models, reporting views, and dashboards that give leadership an honest view of pipeline health and channel contribution
• Collaborate with RevOps on lead routing, lifecycle stage definitions, scoring models, and data quality standards that support the demand engine

What Skills Are Needed For This Role?

• Experience & Skills

• Required

• 7+ years of B2B SaaS demand generation experience, with at least 2 years in a senior or leadership role
• Demonstrated experience building or scaling a demand generation function. Direct experience managing SDR/BDR teams, including enablement, sequencing, and performance management
• Strong command of modern demand generation theory: buyer-driven journeys, dark funnel dynamics, intent signals, pipeline velocity, and multi-touch attribution
• Fluency across the full channel mix — paid, organic, outbound, events, email — with informed opinions about what each channel is good for and when
• Data literacy: comfortable pulling your own reports, building dashboards, and telling the pipeline story in numbers
• Track record of building pipeline and program revenue in an enterprise (deal size $100K+, long sales cycle) environment
• A team player - we’re a small, all-hands-on-deck kind of team who work closely and collaboratively to meet our goals
• Excellent communication and organization skills that enable you to succeed in a fast-paced, team-based environment.

• Strongly Preferred

• Experience in EdTech, HR Tech, or enterprise SaaS with complex buying committees and multiple stakeholder personas
• Hands-on experience with HubSpot, Salesforce, ZoomInfo, and at least one ABX/intent platform (6sense, Demandbase, PathFactory, or similar)
• Experience managing or contributing to brand and thought leadership programs alongside demand generation
• Familiarity with AI’s impact on organic search and content discoverability, and how to adapt content strategy accordingly

What you need to be successful in this role

• You are a systems thinker. You build frameworks before campaigns and strategies before tactics.
• You are intellectually honest about performance. You kill underperforming programs without sentiment.
• You are a builder by nature. Defining strategy and shaping a function energizes you more than running someone else’s playbook.
• You treat brand as a demand generation lever, not a separate department.
• You understand that outbound is a tool, not an identity. You don’t confuse activity for pipeline.
• You know how enterprise buyers actually buy — through peer trust, dark funnel research, and committee consensus — and you’ve built programs that work with that reality, not against it.
• You are comfortable managing several initiatives at once and are willing to change course based on evidence or changing priorities

Why Will You Love NovoEd?

• A collaborative work environment
• Fun remote social events
• Annual in-person all-company meeting
• Paid Parental Leave
• Flexible vacation days
• Comprehensive health care coverage
• Phone, internet & work-from-home reimbursements

Hiring Process

• To Apply: Submit a resume and a brief note (3–5 sentences) on what you think most B2B demand gen teams are getting wrong right now. We’re not looking for a cover letter. We’re looking for a point of view.
• | Step 1 | Step 2 | Step 3 |
• | After you apply, a recruiter may reach out to you for an introductory call. | If your background is a match for the role, we will reach out to schedule a phone interview. | If you continue through the process, you will participate in virtual interviews with a total of 3–7 people, depending on the seniority of the role. |
• Plus 20% Bonus Opportunity
• Director of Demand Generation Pay Range
• $160,000 - $165,000 USD
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