[Hiring] Director, Demand Generation @KPA

Role Description

The Director, Demand Generation owns KPA's demand strategy and marketing's contribution to lead pipeline and revenue. You report to the Chief Marketing Officer, sit on the marketing leadership team, and lead the demand team and its agency partners.

• Set the Vision and the Go-to-Market Model
  • Define KPA's demand generation vision and multi-year strategy, and turn it into an annual plan the company aligns to: targets, budget, channel mix, and capacity.
  • Design the go-to-market model by segment: single-rooftop dealers, multi-rooftop groups, fleet and adjacent segments; new logo, account-based, and expansion. Decide which plays each gets and what each should return.
  • Own the demand playbook as a company standard: the plays, the stage definitions, and the handoffs and service levels between Marketing and Sales (and Client Success). Codify it so it outlasts the current team.
  • Partner with Product Marketing and Product so every launch has a pipeline plan, not just an announcement.
• Own the Pipeline Number and the Investment Case
  • Own marketing's sourced and influenced pipeline and revenue targets and the forecast behind them. Report against them candidly - including when the number is short.
  • Own the demand budget and make the case for it: reverse-funnel models, scenarios, and a defensible return on every line across channels, agencies, events, and technology.
  • Represent marketing performance to the executive team and the board with numbers that hold up under questioning.
• Set the Measurement Standard
  • Decide KPA's funnel definitions (lead, MQL, SAL, SQL, opportunity) and attribution approach with Revenue Operations and Sales, align the organization, and hold every team to them.
  • Move KPA from counting engagements to counting true net-new demand, and be candid with leadership about what changes when the denominator does.
  • Define the reporting the business runs on (pipeline, velocity, CAC, CPL, and payback by segment, motion, and program) and the roadmap to a proper BI layer.
• Build the Engine to Scale
  • Write the multi-year build-out plan: team structure and hiring sequence, what we build in-house versus buy from agencies, and the order in which new capabilities are deployed.
  • Set the marketing technology roadmap with Marketing Operations and Revenue Operations: what the stack must do at twice our size, what we consolidate, and what we retire.
  • Set the operating model for AI in demand gen, including where it helps compound output, where a person stays in the loop, and guardrails on accuracy, claims, brand voice, and data handling that a compliance company can defend.
• Lead the Account-Based and Expansion Strategy
  • Set the strategy for the multi-rooftop groups consolidating the market: tiering, named-account coverage with Sales, and one coordinated marketing and SDR motion against each account.
  • Build the expansion strategy with Sales and Client Success. Growing coverage among the more than 15,000 clients who already trust KPA is the largest near-term growth lever we have.
  • With the Product, Product Marketing, Consulting, and Revenue Operations, turn KPA's field and incident data into proof the market can see: what our consultants found and the outcomes we helped prevent, stated in numbers.
• Lead the Team and the Partnerships
  • Develop and retain a small team, starting with the Manager, Demand Generation and the Marketing Operations Manager. Set clear ownership, clear numbers, and a high bar for execution.
  • Direct the agency roster as the strategy owner with the CMO: set the brief and the targets, judge the work on outcomes, and decide what comes in-house.
  • Build the partnership with Sales leadership so the pipeline conversation is a working session rather than a negotiation.

Qualifications

• 10–15 years of progressive B2B demand generation or growth marketing experience, ideally in SaaS or technology, with at least 3 years leading a team or function.
• Demonstrated experience building a demand function and scaling it.
• Ownership of a pipeline target and the budget behind it, defended in front of a CFO, an executive team, or a board.
• Bachelor's degree in marketing, communications, business, or a related field, or equivalent practical experience.

Requirements

• Go-to-market strategy.
• Segmentation, motion design, and channel mix, tied together by the economics: CAC, payback, pipeline coverage, and where the next dollar goes.
• Revenue planning and measurement.
• Reverse-funnel planning, forecasting, funnel governance, and real command of attribution methodology, including its limits.
• Building and leading teams.
• Org design, hiring, coaching managers, and directing agencies so a lean team performs like a much larger one.
• AI and automation as an operating model.

Benefits

• Annual base salary between $150-180k commensurate with experience.
• Bonus potential up to 10% annually.
• Full benefits package including Medical, Dental, Vision, Flexible Spending Accounts, PTO, Paid and Floating Holidays, 401k with Company match and immediate vesting, Company-funded Life Insurance, Employee Assistance Programs, and No-cost Mental Health Benefits.