Director, Demand Generation

Join us on the Marketing team as a Director of Demand Generation. As our first Director of Demand Generation, you'll build and lead the marketing engine that drives Anova's next phase of growth. You'll be the "right hand" for all demand generation strategy and execution, with the autonomy to build programs from the ground up. Start your journey with Anova today!

Job Duties and Responsibilities:

Strategy & Planning  

• Define and execute comprehensive demand generation strategy aligned to company revenue goals 

• Develop go-to-market strategies by industry vertical (Propane, Industrial Gases, Oil & Gas, Chemicals, etc.) 

• Build annual and quarterly campaign roadmaps balancing quick wins with long-term programs 

• Partner on budget allocation and resource prioritization 

• Own MQL, SQL, and pipeline targets across all verticals with accountability to revenue goals 

Campaign Execution & Optimization 

• Design and launch multi-channel campaigns optimized for long B2B sales cycles (email, LinkedIn, webinars, content, ABM) 

• Build industry-specific nurture programs that move prospects from awareness to SQL 

• Create account-based marketing programs for target enterprise accounts 

• Develop conversion optimization strategies (landing pages, forms, CTAs, content offers) 

• Partner with sales on lead quality, handoff processes, and closed-loop feedback 

Team Leadership & Development 

• Build, manage, and develop a team of demand generation specialists 

• Set clear goals, provide coaching, and conduct performance reviews 

• Foster a data-driven, results-oriented culture with accountability to metrics 

• Develop team capabilities in HubSpot, Salesforce, analytics, and industrial marketing 

• Create career paths and growth opportunities for team members 

Sales Alignment & Enablement 

• Partner closely with Sales Leadership to define MQL/SQL criteria and Service Level Agreements 

• Co-own marketing-sales SLAs with measurable commitments and accountability 

• Conduct regular pipeline reviews with sales to monitor lead quality and conversion 

• Gather continuous feedback from sales team to improve lead quality and campaign targeting 

• Create sales enablement content (battle cards, case studies, ROI calculators, scripts) 

• Present marketing performance and pipeline contribution in sales meetings 

Analytics & Reporting 

• Own marketing attribution model leveraging HubSpot, Salesforce, and Databricks 

• Build and maintain executive dashboards showing campaign ROI, pipeline contribution, and conversion metrics 

• Conduct win/loss analysis and funnel optimization 

• Present performance reviews and business reviews to executive team 

• Use data to identify trends, optimize spend, and forecast pipeline generation
  
  

What you’ll need to succeed:  

 
Minimum Requirements - 

• 7+ years of B2B marketing experience with progressive responsibility 

• 4+ years leading demand generation programs with proven track record generating significant pipeline 

• 2+ years managing and developing marketing teams 

• Deep expertise in marketing automation platforms (HubSpot, Marketo, Eloqua, or Pardot) 

• Strong proficiency with Salesforce CRM and closed-loop reporting 

• Demonstrated success building multi-channel campaigns (email, paid social, content, webinars, ABM) 

• Track record of establishing and scaling demand generation functions (0→1 or 1→10 experience) 

Preferred Qualifications - 

•  Industrial, manufacturing, IoT, SaaS, or technical product marketing background 

• Experience marketing to industrial buyers (operations, procurement, engineering personas) 

• Familiarity with data analytics platforms (Databricks, Snowflake, Looker, Tableau) 

• Marketing to distributed/field-based customer segments 
• Understanding of device/hardware business models with recurring revenue