Associate Director, Demand Generation

Overview

As the Associate Director, Demand Generation you are a strategic, results-oriented leader responsible for designing, executing, and leading teams to bring B2B demand generation and growth marketing strategies to life in high-growth environments with complex sales cycles.

You will lead a team in generating new business and pipeline, increasing awareness and demand for our well-known health information provider's solutions and services within their B2B digital health, health plan, hospital, and health system markets. You will modernize marketing efforts by leveraging best-practice strategies like Account-Based Marketing (ABM), Lead Nurturing, and Intent-based Personalization. This role requires a strong team builder and mentor with a proven track record of positioning brands in the SaaS, healthcare, and technology sectors and using data to drive decisions and demonstrate marketing ROI.

Responsibilities

Strategy & Execution

• Pioneer and implement best-practice demand generation and growth marketing strategies (e.g., Account-Based Marketing, Lead Nurturing, Intent-based Personalization) across multi-channel tactics including webinars, content marketing and syndication, digital advertising, account-based advertising, conferences & events, direct-mail, email, paid search, and social-media.

Pipeline Generation

• Design and lead the ABM program to influence revenue, grow pipeline, and decrease opportunity-to-win time.
• Design and execute multi-channel marketing strategies to deliver Marketing Qualified Leads (MQLs) to the Sales team.
• Own the lead lifecycle from lead creation to closed-won opportunity.

Team Leadership

• Provide leadership to the Demand Generation team, overseeing the work of individual contributors.
• Recruit, hire, and cultivate a culture of individual ownership, resulting in measurable improvements in campaign turnaround time and results.

Technology & Data

• Identify, evaluate, and architect the adoption of best-in-class marketing technologies and automation tools (e.g., 6sense, Salesforce CRM, Salesforce Marketing Cloud Account Engagement, Sprout Social).
• Own the optimization of Salesforce CRM for pipeline analysis, stage progression, and revenue attribution to enhance reporting capabilities and ensure marketing-sales alignment.

Client Engagement & Events

• Amplify client retention and engagement efforts, maintaining a high client retention rate.
• Oversee marketing support for company events including pre- and post-event promotions, and ROI reporting.

Budgeting

• Oversee the campaign budget, ensuring resource allocation aligns with company goals and priorities.

Cross-Functional Collaboration

• Serve as a key marketing liaison, establishing close partnerships with Strategic Marketing, Product Marketing, Creative, Sales, Client Success, and Partner Success.

Requirements

• Bachelor’s degree required; MBA a plus
• 5 to 10 years of B2B demand generation / growth marketing experience; 2 to 3+ years leading teams
• Proven track record driving pipeline growth, MQLs, and revenue impact in complex sales cycles
• Strong expertise in ABM, lead lifecycle management, and multi-channel campaign execution (paid media, email, webinars, events, content syndication, social)
• Data-driven mindset with experience in campaign analytics, attribution, funnel optimization, and ROI reporting
• Hands-on experience with Salesforce CRM, marketing automation (Pardot/Marketing Cloud, Marketo, or HubSpot), and ABM tools (e.g., 6sense, Demandbase)
• Experience optimizing marketing tech stacks for pipeline visibility and sales-marketing alignment
• Proven ability to lead, mentor, and scale high-performing teams
• Strong cross-functional collaboration with Sales, Product Marketing, and Customer Success
• Experience managing campaign budgets and prioritizing spend for maximum ROI
• Background in healthcare, digital health, or SaaS strongly preferred