Senior Director, Digital Marketing and Demand Generation (Hybrid)

Senior Director, Digital Marketing and Demand Generation (Hybrid)

We’re hiring a Senior Director, Digital Marketing and Demand Generation, to help scale the adoption of ICF’s solutions, services and products in a targeted set of high-growth industries. The role will help shape ICF’s go-to-market strategy in a dynamic set of public and private sector markets including energy, environment, climate, digital transformation, public health and more. You will support the development of marketing strategies that will build brand awareness, audience engagement and demand generation and help grow and improve our campaigns, approaches and talent, and ensure we deliver measurable impact in building ICF’s awareness, pipeline support, and lead generation. 

You will have a passion for executing high quality marketing campaigns through owned and paid channels, and for providing actionable insights to continuously improve on campaign performance that contributes to growth goals.

This is a hybrid role, based from our global headquarters, Reston, VA. 

What You Will Do

• Design and implement digital marketing and demand generation programs and goals that support growth by driving strong engagement with key buyers and influencers.

• Find creative ways to reach a wide variety of buyer types with different behaviors and business needs, and an emphasis on longer/extended sales cycles.  

• Determine the tactical mix needed between email, digital, paid, webinars, events and more to create highly effective campaigns. 

• Oversee the management and optimization of database marketing campaigns including audience segmentation, nurture and growth programs.

• Lead the strategy and approach of paid and third-party campaigns leveraging key industry channels, social media and display advertising channels.  

• Optimize digital channels and strategy to support campaign efforts, working closely with digital/web and social marketing teams.  

• Bring a data-centric mindset. Work with analytics team to measure, analyze, test and optimize the performance of demand generation programs.

• Support the development of strategic marketing plans to build awareness and demand for a range of industry go-to-market efforts.  

• Work with campaign strategy, creative, and content teams to ensure campaign concepts, messaging and deliverables effectively support full-funnel, multi-channel campaigns with target markets & personas.   

• Support the growth and enhancement of account-based marketing programs aimed at key client segments in the federal and energy markets.

• Manage a growing team of demand generation and campaign optimization professionals. 

• Evaluate, select and manage external vendors that contribute to the demand generation programs.  

• Prioritize and achieve in an environment that requires fresh thinking and new ideas. Make recommendations for process and results improvements.  

What You Will Bring With You

• 15+ years marketing experience, preferably in B2B or B2G environments.

• Experience working directly with senior leaders and stakeholders to set expectations and manage programs.  

• Experience working across teams, divisions, and/or departments in a collaborative fashion to get things done. 

• Experience with marketing automation systems, such as Marketo, Dynamics or similar, and navigating CRMs to understand campaign performance and the status of leads throughout the funnel.

• Experience identifying new opportunities and improved methods to maximize demand creation, pipeline contribution, and sales opportunity acceleration.  

• Experience interpreting data, creating insights and articulating applicable campaign optimization changes.  

• Bachelor’s degree. 

What We’d Like You To Bring With You

• Corporate or marketing agency experience. 

• Experience with federal capture, procurement and business development processes. 

• Experience working with client types and buyer audiences with long sales cycles.  

• Product and solution marketing experience.

• Experience in data management, compliance, governance, quality, and measurement  

• Strong general project management skills to help create alignment across groups; ability to juggle multiple priorities, organize, and execute.  

• Ability to represent the marketing department and its programs to internal and external stakeholders. 

• Excellent communication, collaboration and interpersonal skills to work with cross-functional marketing and busine