Director of Marketing - Demand Generation
Own demand generation for OT cybersecurity solutions, building multi-channel campaigns that create pipeline and drive revenue attribution. Requires 10+ years B2B demand gen experience with HubSpot/CRM fluency.
About the job
What You’ll Own
Pipeline Generation
- Design and execute multi-channel demand programs targeting buyers across critical infrastructure verticals including energy, manufacturing, defense, and technology
- Own the campaign mix: email, SEM (Search Engine Marketing), paid media, ABM (Account-Based Marketing), industry review sites, and third-party sponsorships
- Optimize relentlessly against cost-per-pipeline and influenced revenue targets
Demand Creation
- Build programs that generate net-new interest from buyers who aren’t actively in-market yet
- Includes paid social, targeted content plays, vertical-specific campaigns, and account-based motions designed to move cold accounts into pipeline
Full-Funnel Coverage
- Build nurture tracks and retargeting sequences tied to buyer stage and solution fit
- Campaigns must move prospects through the funnel, not just generate impressions
Performance Optimization
- Interpret campaign and pipeline data to identify what’s working, what isn’t, and where to shift investment
- Work closely with Marketing Operations on reporting and attribution
- Use insights to drive continuous improvement across programs
AI-Augmented Campaign Execution
- Apply generative AI and intent-based personalization tools to increase campaign velocity and targeting precision
Cross-Functional Alignment
- Partner with Product Marketing on messaging for advanced malware prevention, zero-day threats, and compliance positioning
- Partner with Field Marketing and Sales to ensure outbound sequences and campaign handoffs are operationally tight
What You Bring
- 10+ years of B2B demand generation experience, ideally in cybersecurity or adjacent technology sectors
- Proven track record across both demand creation and demand capture
- Experience running multi-channel campaigns against technical buyer personas in OT (Operational Technology), ICS (Industrial Control Systems), and IT security environments
- Comfortable working with campaign and pipeline data to draw insights and optimize programs
- HubSpot and CRM fluency required; familiarity with 6sense or similar ABM platforms preferred
- Cybersecurity industry experience is a strong plus
What You’ll Get
- Direct ownership of GTM demand programs for high-priority OPSWAT solution areas
- Full access to a modern, AI-forward tech stack and the autonomy to run experiments
- Executive visibility into pipeline performance and campaign impact
Skills
HubSpot, CRM, 6Sense, ABM, Sem, Email Marketing, Paid Media, Account-Based Marketing, Demand Generation, Pipeline Analytics
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