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Salary: USD 175,000 - 185,000 / annual
Second Front Systems is a public-benefit software company serving the U.S. national security sector. They are seeking a Director, Demand Generation to own and scale an integrated demand engine that drives measurable pipeline growth across acquisition, retention, expansion, and strategic market engagement.
In this strategic yet hands-on leadership role, you will sit at the center of Growth, Sales, Partnerships, RevOps, and Product Marketing, translating strategy into execution and revenue impact. You will build and lead a high-performing demand system that connects digital demand, lifecycle engagement, events, partnerships, sales programs, and agency execution into one cohesive pipeline motion. You will treat pipeline as a system to continuously optimize, balancing experimentation, operational discipline, and cross-functional alignment to improve performance across the funnel.
Key Responsibilities:
• Own quarterly and annual sales-qualified pipeline targets with clear accountability for revenue contribution, efficiency, and ROI.
• Build and execute an integrated demand generation strategy spanning digital, lifecycle, events, partnerships, ABM, and sales-led programs.
• Lead the full-funnel demand engine, ensuring stronger alignment from awareness through pipeline acceleration and expansion.
• Drive paid and digital demand strategy across channels including LinkedIn, Google, retargeting, and emerging platforms.
• Own event-driven demand strategy, maximizing pipeline impact before, during, and after strategic activations including tradeshows, ecosystem events, partner activations, and flagship moments.
• Build and scale SEO, AEO, and content-driven inbound demand programs that improve discoverability, authority, and qualified pipeline.
• Own web strategy, landing page optimization, and conversion rate improvements to strengthen funnel performance.
• Lead a disciplined growth experimentation approach across channels to improve conversion, efficiency, and pipeline velocity.
• Identify, test, and validate new demand channels through controlled pilots and data-driven analysis.
• Support account-based and sales-led programs that accelerate enterprise deal cycles and improve expansion opportunities.
• Apply AI-enabled workflows to improve campaign execution, audience targeting, personalization, reporting efficiency, and decision-making.
• Develop clear attribution models that connect multi-channel activity directly to pipeline and revenue impact.
• Build repeatable systems, playbooks, and processes that scale with the business.
• Partner cross-functionally with Sales, RevOps, PMM, and Partnerships to align marketing programs with GTM priorities.
• Own and manage agency relationships across paid media, SEO, web, and digital programs, holding partners accountable to execution quality, experimentation rigor, and business outcomes.
• Help shape and lead future demand-focused resources, including agency partners and potential direct reports.
Requirements:
• 8+ years of experience in B2B SaaS demand generation, growth marketing, or integrated revenue marketing.
• Proven track record of generating measurable sales-qualified pipeline and revenue impact, not just lead volume.
• Experience owning full-funnel demand strategy across digital, lifecycle, events, and integrated campaigns.
• Strong hands-on experience with paid media strategy, demand systems, and agency management.
• Deep understanding of SEO, AEO, CRO, website performance, and inbound demand strategy.
• Experience managing agencies and external vendors with strong performance expectations.
• Ability to think strategically while staying close enough to execution to pressure-test programs and improve outcomes.
• Strong analytical mindset with experience tying activity back to pipeline, attribution, and revenue performance.
• Comfort operating in ambiguous, fast-moving startup or scale-up environments.
• Excellent cross-functional leadership, communication, and decision-making skills.
• High standards for execution quality, experimentation, and measurable business impact.
• Proficiency with modern marketing technology and AI-enabled workflows.
• A passion for strengthening national security.
Preferred:
• Experience marketing to enterprise B2B SaaS buyers.
• Experience marketing to defense, federal, or regulated customers (B2G).
• Experience in high-growth startup or scale-stage environments.
• Experience supporting long, complex enterprise sales cycles.
• Familiarity with ABM, partner-driven GTM, and ecosystem-led demand motions.
