Senior Director of Demand Generation

Sr. Director of Demand Generation

The Elevator Pitch

We are looking for a marketing expert to play a vital leadership role on our marketing team. Reporting to the CMO, you will be responsible for driving pipeline growth through your design of a comprehensive demand generation strategy, spanning from acquisition to engagement to conversion, and managing a team of talented marketers to execute demand generation plans. The ideal candidate will also be a player-coach who can inspire and mentor others.

The Senior Director of Demand Generation understands how to create the performance-based integrated campaigns that will drive key acquisition, engagement and pipeline goals. This means you’ll lead your team to develop creative integrated marketing campaigns that optimize the flow of qualified engaged accounts to sales. You thrive on understanding the metrics and processes of pipeline creation leveraging both inbound and outbound tactics. You’ll also utilize your strong analytical skills to continually reevaluate core KPIs, track analytics and ROI, develop and report on insights and campaign effectiveness, and report on performance to cross-functional stakeholders across Marketing, Sales and Executive Leadership teams.

You’ll work closely with various groups, including Business Development and Sales, to innovate and evolve our demand generation strategy, ultimately delivering the marketing inputs that drive continued aggressive revenue growth for Evolv.

Success in the Role: What are performance outcomes over the first 6-12 months you will work toward completing?

In the first 30 days, you will:

• Participate in EvolvED, our new hire orientation
• Conduct a thorough review of current demand generation strategies, marketing automation tools, and performance metrics.
• Understand the company's product offerings, value proposition, and target markets.
• Familiarize yourself with the demand generation team, understand individual strengths, and establish rapport.
• Set up one-on-one meetings with key stakeholders including Marketing, Sales and Business Development leaders to understand their expectations and ongoing initiatives.
• Start auditing the current Marketing tech stack to identify gaps or opportunities for enhancement.
• Begin assessing the current lead and account-based funnel definitions to understand the buying cycle stages and existing nurturing campaign goals.
• Align with the CMO and other senior leadership on immediate priorities and longer-term goals.
• Begin formulating a plan to address identified gaps or areas of improvement in the current demand generation strategy.

Within 3 months, you will:

• Develop a comprehensive demand generation strategy that integrates various tactics (digital, email, events, social media, etc.).
• Ensure marketing pipeline goals are clear and forecasts are based on data-driven insights.
• Implement initial changes or enhancements to the martech stack based on the audit conducted in the first month.
• Start implementing testing strategies to analyze and enhance the demand creation process.
• Outline communication strategy for key stakeholder groups related to demand plans and activities, results and insights.
• Establish clear roles, responsibilities, and expectations for the Demand Generation team.
• Foster a culture of continuous improvement, encouraging the team to innovate and optimize campaigns.

By the end of the first year, you will: 

• Oversee a comprehensive demand generation strategy, including account and vertical-based marketing, improved funnel conversion rates to the pipeline, and nurtured programs for customers and prospects.
• Leverage data-driven insights and analytics to optimize campaign performance and maximize ROI.
• Collaborate closely with the sales team to align marketing efforts with sales goals. Partner with the BDR and sales teams to develop outbound plays to complement our field marketing strategy.
• Develop and implement content strategies across the customer journey that resonate with target audiences and support demand generation and conversion.
• Stay up to date with industry trends, competitive landscape, and best practices in growth marketing, leveraging this knowledge to drive continuous improvement and innovation.
• Develop bottoms-up and top-down models for projecting demand generation performance, pipeline growth and budget/resource requirements.
• Implement advanced analytical practices for deeper insights into campaign performance and buyer behavior.
• Have built out demand generation programs for existing and new Evolv products.
• Continually assess the structure, roles and responsibilities on the Demand Generation Team, to advance career paths within the team and plan for futu