Sr. Director, Demand Generation

About Blackhawk Network

Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, egifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com.

 

This position may be performed remotely anywhere within the United States except for the State of Alaska, North Dakota, or South Dakota. Employees located within 50 miles of a BHN office will be considered a "Hybrid" employee and are required to come into the office 2 days per week based on office schedule.

Overview

Blackhawk Network (BHN) is seeking a Sr. Director, Demand Generation to lead the teams and programs that drive pipeline and revenue across our two distinct go-to-market motions — Enterprise and Direct Sales. This is a senior leadership role with direct accountability for marketing's contribution to new revenue, owning the full demand generation engine from digital acquisition and paid media through account-based programs and web experience.

You will lead two teams — Website Strategy and Digital Marketing — and work in close partnership with the Head of Strategic Marketing and Head of Marketing Data & Operations as peers on the broader NA B2B Marketing leadership team. This role reports to the Head of NA B2B Marketing.

The ideal candidate is an analytically rigorous demand generation leader with a strong bias for action — equally comfortable setting ABM strategy for Enterprise accounts and optimizing inbound conversion funnels for SMB self-serve and direct sales.

Responsibilities

Enterprise Demand Generation

• Own marketing's contribution to Enterprise pipeline — both marketing-sourced and marketing-influenced — across BHN's business units
• Lead account-based marketing (ABM) strategy and execution: target account selection, multi-channel campaign orchestration, and retargeting/pipeline progression programs
• Partner with sales leadership to align on target account lists, pipeline coverage goals, and handoff criteria
• Leverage intent data platforms to identify in-market accounts, prioritize outreach, and measure program impact
• Oversee LinkedIn and paid media programs targeting mid-market and Enterprise buyers across awareness, consideration, and pipeline stages

 Direct Sales Demand Generation

• Own marketing's contribution to Direct Sales new revenue — all inbound leads for the Direct Sales team originate from this function
• Drive inbound acquisition strategy for BHN Tango, including paid search, SEO/content alignment, and conversion rate optimization for online sign-ups, bulk gift card inbound sales, and sales demos
• Optimize the full inbound funnel from first touch through qualified lead handoff, with a focus on volume, lead quality, and cost efficiency
• Partner with Sales leaders and Sales Operations to track lead conversion through the entire funnel to revenue, and incorporate sales feedback on lead quality into targeting and campaigns
• Partner with Product to optimize conversion and activation for online sign-ups, improving overall value for these accounts

 

Website Strategy & Performance

• Provide strategic leadership to the Head of Website Strategy and their team, who manage development and roadmap for blackhawknetwork.com and tangocard.com
• Set the strategic direction for web as a demand generation channel — ensuring the sites are optimized for conversion, SEO/AEO performance, visitor engagement, and pipeline contribution across both Enterprise and Direct Sales motions
• Hold the team accountable to web KPIs including organic traffic, engagement, conversion rates, and pipeline sourced from web
• Manage relationships with SEO and AEO agencies, working with Strategic Marketing and content teams to improve performance

 

Digital Marketing & Paid Media

• Lead the Head of Digital Marketing and their team, who manage paid search, LinkedIn campaigns, agency relationships, organic social (LinkedIn), and online reputation (Trustpilot, G2)
• Set performance standards and investment priorities across paid channels; ensure agency oversight is rigorous and ROI-accountable
• Drive LinkedIn strategy across both paid campaigns and organic presence, with increasing sophistication in ABM targeting and audience segmentation
• Own online reputation