IANS Research
Overview
Job Title: Senior Director of Demand Generation
Position Summary:
We are seeking a strategic and execution-oriented Senior Director of Demand Generation to drive programs that drive pipeline, accelerate revenue, and strengthen alignment with Sales. This role will own aggressive lead generation targets across a portfolio of digital, social, outbound, and event programs.
The ideal candidate combines strategic vision with hands-on ability and has a proven track record of leading multi-channel demand generation in a B2B environment with a senior executive target persona.
$160,000 - $200,000 + bonus
Responsibilities
- Demand Generation & Pipeline Ownership
- Own the end-to-end demand generation strategy across digital, social, outbound, and events.
- Drive pipeline growth by developing programs that attract, engage, and convert target buyers.
- Design and optimize full-funnel programs from awareness through expansion to ensure seamless lead handoff and continuous engagement across the buyer journey
- Digital & Social Marketing
- Lead paid and organic digital programs across search, display, paid social, and retargeting.
- Build social engagement campaigns (LinkedIn and others) to increase reach and lead flow.
- Create optimal sequences of scaled email outreach to cultivate and nurture prospects without overwhelming them.
- Develop campaigns that support Account Executive personal outreach.
- Analytics & Funnel Optimization
- Use data, intent signals, and segmentation to prioritize and optimize account targeting.
- Define and monitor KPIs across all channels (MQLs, SQLs, pipeline contribution, conversion rates).
- Analyze funnel data, optimize campaigns, and deliver insights to key stakeholders (IANS leadership team, PE operating partners, board of directors)
- Ensure disciplined reporting on program performance and pipeline health.
- Budget, Vendors & Team Leadership
- Manage the demand generation budget across channels with accountability for ROI.
- Evaluate and manage vendors, agencies, and technology partners to support growth.
- Build, lead, and mentor a high-performing demand generation team.
- Foster a culture of accountability, collaboration, and data-driven decision making.
- Partner with Sales to align lead definitions, pipeline targets, and conversion processes, and to ensure that demand programs align with GTM strategy
- Collaborate with Brand and Content Marketing teams to ensure demand programs reinforce brand positioning and thought leadership initiatives
- Collaborate with content teams to ensure campaigns resonate with key buyer personas.
- Partner with Marketing Operations to optimize tech stack (CRM, MAP, intent data, attribution tools) for accurate tracking and reporting
- Innovation & Market Awareness
- Stay current on social, digital, and event best practices.
- Experiment with emerging tactics (e.g., account-based marketing, conversational marketing, AI-driven targeting) to drive performance.
- Recommend new tools to modernize IANS’ martech stack.
Qualifications
- Bachelor’s degree in Marketing, Business, or related field; MBA a plus.
- 8+ years of B2B demand generation, digital marketing, or growth marketing experience, with 3+ years in a leadership role.
- Proven success driving pipeline and revenue through multi-channel demand generation.
- Strong expertise in ABM, paid media, digital, and intent-based marketing.
- Proficiency with marketing automation (e.g., HubSpot) and CRM (e.g., Salesforce).
- Strong analytical skills and a track record of tracking performance and optimizing to KPIs.
- Excellent leadership, communication, and cross-functional collaboration skills