Director, Demand Generation

Position: Director, Demand Generation

Location: Remote

About LRN

LRN is the world’s leading dedicated ethics and compliance SaaS company, helping more than 30 million people every year navigate complex regional and global regulatory environments and build ethical, responsible cultures. With over 3,000 clients across the US, EMEA, APAC, and Latin America—including some of the world’s most respected and successful brands—we’re proud to be the long-term partner trusted to reduce organizational risk and drive principled performance.

Named one of Inc Magazine’s 5000 Fastest-Growing Companies, LRN is redefining how organizations turn values into action. Our state-of-the-art platform combines intuitive design, mobile accessibility, robust analytics, and industry benchmarking—enabling organizations to create, manage, deliver, and audit ethics and compliance programs with confidence. Backed by a unique blend of technology, education, and expert advisement, LRN helps companies turn their values into real-world behaviors and leadership practices that deliver lasting competitive advantage.

About the role

The Director, Demand Generation, North America, will lead the strategy and execution of demand generation programs focused on acquiring new leads and logos, and improving conversion rates across top-, mid- and bottom-of-funnel metrics. This leader will design and deliver integrated campaigns that increase engagement, optimize lead quality, and drive marketing-sourced pipeline and qualified opportunities for LRN’s solutions across North America. The role is focused on new business, while also supporting Client Marketing on expansion and cross-sell programs. This is a hands-on individual contributor role responsible for both developing the North America demand generation strategy and personally executing, managing, and optimizing campaigns.

Working cross-functionally with Sales, Marketing, Rev Ops, Agency Partners, and other Regional Marketing Directors, the Director will build scalable, data-driven, buyer intent-led programs that deliver measurable growth. The Director will also partner closely with BDR and SDR leadership, ensuring strong coordination between marketing and inbound and  outbound efforts to maximize conversion efficiency.

What you'll do

• Develop and own the North America demand generation strategy, focusing on new logo acquisition and conversion rate improvement across all funnel stages.

• Own marketing-sourced pipeline targets for North America, with shared accountability for qualified opportunity creation, campaign ROI, and contribution to new business revenue.

• Manage a multi-channel budget

• Plan, build, and execute integrated, multi-channel campaigns (digital, paid media, content syndication, email, nurture sequences, remarketing, webinars, PR and in-person events) to generate and nurture qualified leads.

• Build ABM campaigns that move marketing qualified accounts to sales-ready, and delivery insights to Sales in a timely manner.

• Build persona-driven campaigns informed by Sales’ customer insights and Product’s roadmap, aligned with vertical priorities and regional objectives.

• Partner with BDR, SDR, and RevOps to gather pipeline insights, then define target audience segments, lead goals, and conversion metrics, owning accountability throughout the funnel

• Drive engagement and response by building assets, workflows, and sequences with MarOps.

• Optimize paid media performance with agency partners.

• Partner closely with BDR and SDR leadership to align campaign strategy, lead qualification, follow-up processes, and conversion efforts, improving conversion rates from MQL to SQL.

• Work closely with Marketing Events Manager for pre-event, event, and post-event initiatives.

• Partner with MarOps to analyze funnel performance, velocity, identify drop-off points, and develop initiatives to increase conversion efficiency.

• Define and implement processes for lead handoff, feedback loops, and performance tracking between marketing and the BDR team.

• Conduct A/B testing, message optimization, and channel performance analysis to continually refine acquisition and conversion outcomes.

• Measure and monitor key funnel metrics—impressions, CTR, MQL→SQL rate,  SQL→Opportunity rate, marketing-sourced pipeline—and provide actionable recommendations.

• Report regularly on marketing-sourced pipeline, campaign ROI, and revenue contribution, driving continuous improvement initiatives.

• Share best practices and insights across the global marketing organization to elevate campaign effectiveness.

• Support the Customer Marketing team on expansion and cross-sell initiatives, lending demand generation expertise, channels, and campaign infrastructure where they add value.

Requirements

• 8–10 years of experience in B2B demand generation, with enterprise B2B SaaS experience strongly preferred, including 3+ years planning and personally executing regional programs, both integrated and ABM campaigns.

• Demonstrated success generating measurable, marketing-sourced pipeline in complex, multi-stakeholder enterprise sales cycles.

• Proven success in optimizing funnel performance metrics in a B2B setting (e.g., MQL conversion, lead-to-meeting rate, etc.).

• Hands-on campaign execution experience: building, launching, and optimizing campaigns yourself rather than directing others to do so.

• Experience partnering with BDR or SDR leadership to improve conversion efficiency.

• Deep expertise with marketing automation (e.g., HubSpot) and CRM platforms (e.g., Salesforce).

• Experience running ABM campaigns, paid media, SEO/SEM, and content-driven demand generation

• Experience managing agency partners and cross-regional/cross-functional stakeholders.

• Analytical and data-driven, with strong skills in ROI optimization and funnel diagnostics.

• Mindset of continuous improvement, using insights, testing, and innovation to refine strategy and performance.

• Excellent communication, leadership, and cross-functional collaboration abilities.

• Strong familiarity with North American enterprise buyer journeys.

• Experience in a global marketing organization collaborating with regional counterparts.

Benefits

• Flexible PTO plus US public holidays and Sick Time

• Medical, Dental and Vision Benefits

• Excellent 401K with employer match

• Life Insurance, short-term and long-term disability benefits

• Health & Wellness reimbursements

• Health Saving & Flexible spending account

• Employee Assistance Plan