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Salary: USD 200,000 - 245,000 / annual
Freshworks is seeking a Director of Demand Generation to build and modernize the company's scaled demand engine across its product portfolio. This is a hands-on operator and builder role focused on rethinking how demand generation should operate in an AI-forward company.
You will own the day-to-day demand generation engine across all channels, working closely with Revenue Marketing leadership on strategy and prioritization. The role emphasizes questioning traditional demand gen playbooks, identifying what works and what doesn't, building better systems, and leveraging AI and automation to fundamentally improve how demand is generated, qualified, nurtured, and converted.
Key responsibilities include:
- Owning and executing the scaled demand generation roadmap across the product portfolio, balancing pipeline goals, audience priorities, channel performance, and budget allocation
- Building and optimizing always-on demand programs across SEM, SEO, AI search/GEO, content syndication, webinars, conversational marketing, lifecycle nurture, and emerging channels
- Integrating AI-native and agentic workflows into the demand engine for audience identification, campaign orchestration, lead qualification, personalization, optimization, and reporting
- Owning performance across key metrics including MQCs/MQLs, SAOs, conversion rates, pipeline contribution, pipeline velocity, CAC, CPL, and channel efficiency
- Managing and continuously optimizing multi-million-dollar budgets across channels based on incremental pipeline impact and ROI
- Partnering with Sales and RevOps on lead scoring, qualification, routing, SLAs, and handoff processes
- Coordinating with Product Marketing to ensure campaigns and messaging are aligned across product lines
- Building a rigorous testing and experimentation culture with clear hypotheses and measurement frameworks
- Leading and developing a high-performing demand generation team while remaining hands-on enough to diagnose problems and drive execution
- Evaluating and evolving the demand generation martech stack, including marketing automation, intent data, conversational marketing, AI tools, and orchestration platforms
Success in this role means building a demand engine that is predictable in generating qualified pipeline, efficient in budget deployment, stronger at converting demand into sales opportunities, integrated across products and regions, increasingly automated and AI-native, and measured on business outcomes rather than activity volume.
The ideal candidate is equally comfortable analyzing pipeline dashboards, challenging channel strategy, designing new operating systems, and working in the details with the team. You are not attached to legacy marketing playbooks and care about what actually creates incremental pipeline. Most importantly, you are a builder who sees demand generation as a system to continuously redesign and improve.
Qualifications:
- 10+ years of experience in B2B demand generation, growth marketing, or performance marketing, ideally in enterprise SaaS
- Significant experience owning scaled demand generation programs with measurable pipeline targets
- Experience managing multi-million-dollar marketing budgets and making channel allocation decisions based on performance and ROI
- Strong understanding of demand generation economics including CPL, CAC, conversion rates, pipeline coverage, velocity, and incremental return
- Demonstrated experience building or implementing AI-enabled or agentic workflows within marketing or demand generation
- Hands-on experience with marketing automation platforms such as Marketo, HubSpot, or Pardot and CRM platforms such as Salesforce
- Experience with intent and account intelligence platforms such as 6sense or Demandbase and conversational marketing platforms such as Qualified or Drift
- Strong analytical skills and ability to independently diagnose performance issues using data
- Strong partnership skills across Sales, RevOps, Product Marketing, Analytics, and executive stakeholders
- Experience leading and developing demand generation teams
Preferred qualifications include experience in scaled, sales-led enterprise SaaS companies with multi-product portfolios; operating in both enterprise and SMB/mid-market motions; experience at AI-native companies or building AI-native marketing systems; strong perspective on AI search and GEO; and experience with ITSM, customer support, CRM, or adjacent enterprise software categories.
