Senior Director Demand Generation

About the Role

Paylocity is an award-winning provider of cloud-based HR and payroll software solutions, offering the most complete platform for the modern workforce. This fully remote position allows you to work from home or any U.S. location of record, with no in-office requirements. You must be available five days per week during designated work hours. The work arrangement for this role is subject to change based on business needs and individual performance.

The Senior Director, Demand Generation is a pivotal, senior revenue leader responsible for setting strategy and driving measurable results across Paylocity’s full demand generation and revenue marketing function. This role owns the end-to-end pipeline and revenue engine—from first signal to closed deal—and is held directly accountable for marketing-sourced and marketing-influenced revenue that meets or exceeds annual plan. As a leader of leaders, this role will shape how Paylocity competes and wins in an AI-defined marketplace, commanding fluency in Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), and AI-powered buyer engagement.

This position reports to the AVP, Revenue Growth and partners closely with Sales, SDR, Solutions Consulting, and Marketing Operations to build a best-in-class, AI-centered revenue marketing function.

Responsibilities

• Revenue & Pipeline Ownership
  • Own revenue and pipeline targets with full accountability for marketing-sourced revenue that meets or exceeds monthly and annual plans.
  • Define and manage a multi-million-dollar demand generation budget across paid media, digital acquisition, online events, and third-party programs, driving pipeline volume and quality with optimal ROI and ROAS.
  • Establish clear revenue contribution metrics, attribution frameworks, and reporting cadences for Sales and executive leadership.
  • Lead rigorous performance analysis and scenario planning across the full funnel to anticipate pipeline gaps and adapt plans with speed and precision.
• AI-First Strategy & Generative Engine Optimization (GEO)
  • Lead Paylocity’s strategy for AI Search Optimization, including GEO and Answer Engine Optimization (AEO), ensuring prominent presence in AI-generated responses (e.g., ChatGPT, Perplexity, Google AI Overviews, Microsoft Copilot, Gemini).
  • Drive AI-native strategies to optimize brand visibility in zero-click and conversational search environments.
  • Oversee the evolution of organic search strategy from traditional SEO to an integrated GEO/AEO model.
  • Benchmark against top B2B SaaS companies and integrate emerging AI capabilities to improve reach and revenue impact.
• Demand Generation Strategy & Execution
  • Set the digital marketing strategy across the full prospect journey, including paid search, paid social, programmatic, retargeting, video, connected TV, organic, AI search, website, email, and lifecycle marketing.
  • Achieve monthly lead generation and funnel conversion targets to drive revenue for SMB, mid-market, and enterprise segments.
  • Design signal-based, buyer-intent-driven advertising programs using first-party data, intent signals (e.g., G2, 6sense), and buying committee insights.
  • Build full-funnel nurture and acquisition journeys tailored to top, mid, and bottom-of-funnel stages.
  • Support digital marketing execution of quarterly demand generation plans in partnership with content, events, and field marketing teams.
  • Lead data-driven digital campaigns that amplify Paylocity’s brand and messaging across channels.
  • Monitor market trends, buyer behavior shifts, and competitive dynamics to adapt programs and maintain relevance.
• Funnel Optimization & Revenue Operations Alignment
  • Drive funnel optimization across lead capture, scoring, qualification, and nurture in partnership with Marketing Operations, SDR, and Sales leadership.
  • Establish shared pipeline and revenue metrics with Sales and SDR leadership to align demand generation programs with segment-level targets.
  • Influence website conversion strategy to optimize digital experiences for AI-era buyers.
• Technology, Budget & Operational Excellence
  • Influence the strategic roadmap and governance for the demand generation technology stack, including martech evaluation and AI tool adoption.
  • Recommend improvements to marketing automation, personalization engines, and analytics infrastructure.
  • Provide executive-level reporting on budget utilization, channel performance, revenue attribution, and forecast accuracy.
• Team Leadership & Organizational Development
  • Lead, develop, and inspire a high-performing team of senior marketing leaders, fostering a culture of data-driven experimentation and continuous improvement.
  • Attract and retain top marketing talent, developing individual growth plans and succession pipelines.
  • Operate effectively through ambiguity and change, building agile team structures to respond to market dynamics.

Requirements

• Experience
  • 15+ years of progressive, senior leadership experience in demand generation within B2B SaaS, with demonstrated success driving revenue results in high-growth environments.
  • Proven track record managing large, multi-million-dollar demand generation budgets with measurable ROI.
  • Experience leading demand generation through rapid growth, market disruption, or AI-driven channel transformation.
  • Demonstrated success as a leader of leaders, building and developing high-performing senior marketing teams and cross-functional partnerships.
• AI Search & Digital Marketing Mastery
  • Ownership of AI Search Optimization, including GEO, AEO, and strategies for AI-native discovery environments (e.g., ChatGPT, Perplexity, Google AI Overviews, Gemini, Copilot).
  • Comprehensive digital marketing expertise spanning paid media, SEO/GEO/AEO, website conversion optimization, email/lifecycle marketing, and AI-powered personalization.
  • Experience evaluating, adopting, and scaling emerging AI platforms and martech capabilities.
  • Track record of launching breakthrough digital campaigns with a focus on pipeline creation and revenue contribution.
• Revenue & Commercial Acumen
  • Exceptional ability to operate as a revenue leader with direct accountability for pipeline creation, conversion, and bookings in partnership with Sales and SDR organizations.
  • Recent success leading acquisition media investment across paid search, paid social, programmatic, and retargeting channels.
  • Strong business judgment and financial acumen to model budget scenarios and forecast pipeline contribution.
  • Experience with intent data platforms, account-based marketing (ABM/ABX), and signal-based demand generation.

Benefits

• Medical, dental, vision, life, and disability insurance.
• 401(k) match.
• Perks supporting employees, families, and finances.
• Career development opportunities.