Sr. Director, Demand Generation

About Us

The company is the leading Commerce Media OS, powering over $12B in advertising spend across 100+ global retail media networks including Amazon, Walmart, Target, Kroger, Instacart, Criteo, and CitrusAd. Powered by industry-leading AI and real-time data, the company enables over 70,000 brands and agencies to maximize advertising performance, drive incrementality, and expand reach across the commerce universe from a single mission control. As of 2025, the company powers 12% of total retail media ad spend worldwide excluding China. Combined with Helium 10’s SMB solutions, the company delivers the industry’s most comprehensive platform for businesses of all sizes.

At the company and Helium 10, great careers don’t just happen — they’re built. Here, you’ll rise as an industry leader, push the boundaries of innovation, own your journey, and thrive as part of an inclusive global community that’s redefining the future of commerce.

About the Role

We are seeking an experienced Senior Director of Demand Generation to own the global demand generation function for the company's enterprise business, reporting into our SVP of Marketing. This role owns the demand engine end-to-end, the pipeline, the program budget, and distinct growth channels: paid media, lifecycle marketing and integrated campaigns, industry demand generation partnerships, and our paid referral program.

The Senior Director will lead the demand generation organization through a team of managers and ICs, each owning a discipline, and will set the global demand methodology, standards, and measurement that regional teams execute against. As the senior voice for demand generation, you will reconcile competing priorities across sales, product, regional leadership, and global functional heads, and you will be the single point of accountability for marketing pipeline across every channel that generates it.

This is a role for someone who is equal parts strategist, operator, and dealmaker. You will decide where our demand dollars go, set the campaign and lifecycle strategy that carries prospects from first touch to closed-won, and personally build the partner and referral relationships that put the company in front of buyers we cannot reach on our own.

Responsibilities

• Set and own the global demand generation strategy, including budgeting, forecasting, and reporting against pipeline and revenue targets

• Establish the methodology the demand function runs on globally; campaign frameworks, performance standards, channel playbooks, and measurement

• Partner with regional marketing leaders, including the Director of EMEA Marketing, so global campaigns land with regional market fit and sales alignment.

• Own paid strategy across search, social, display, and content syndication, with Google Ads, Meta, and LinkedIn as core channels, holding the team to targets for CPL, cost per opportunity, and ROAS on pipeline

• Own the lifecycle strategy across email, nurture, and in-product touchpoints, building segmented programs that convert existing database demand rather than only buying new leads

• Partner with Product Marketing to turn positioning and messaging frameworks into campaigns that convert, and with Content and Events so every program lands as one coherent story

• Align demand generation goals with Sales leadership on shared definitions and targets; own the lead-to-opportunity handoff and support SDR/BDR effectiveness

• Own industry partnerships as a demand channel — identify, negotiate, and scale co-marketing relationships with retailers, technology partners, agencies, and industry media that generate qualified pipeline

• Own the paid referral program end-to-end: partner recruitment, incentive and commission structure, enablement, tracking, payout operations, and performance reporting

• Partner with Sales, Legal, and Finance on partner agreements, referral terms, deal registration, and attribution of partner-sourced pipeline

• Manage through leaders — set direction and standards for disciplines you do not execute yourself, and develop your managers into stronger leaders

• Measure demand performance and ROI through data analytics; provide regular reporting to leadership on funnel health across all regions

• Drive a continuous testing agenda across channels, audiences, creative, and landing page conversion, and improve lead quality at every stage handoff in partnership with Sales and Marketing Operations

Skills & Qualifications

• 12+ years of marketing experience with deep specialization in B2B demand generation or growth. This role requires career depth in the demand discipline itself, not oversight of it as one of several functions

• Senior leadership responsibility for a global or multi-region functional area, owning the standards and measurement regional teams operate against

• Proven experience leading demand generation teams through a layer of managers

• Demonstrated ownership of a demand budget and pipeline target across multiple channels simultaneously; breadth across the funnel, not depth in one channel alone

• Deep, hands-on performance marketing background, with significant paid budgets owned across Google Ads, LinkedIn, and Bing

• Strong lifecycle and nurture expertise, with working command of marketing automation and Salesforce CRM

• Experience building co-marketing, channel, affiliate, or referral programs as a measurable source of pipeline, including structuring the incentives and negotiating the agreements behind them

• Strong analytical skills with real fluency in funnel math and attribution

• Experience working in matrix organizations and driving alignment with regional counterparts you do not directly manage

• Strong expertise in B2B marketing (SaaS, eCommerce, retail media, or commerce advertising preferred); experience in a scale-up environment

• Ability to work effectively in a fast-paced, results-driven environment

• Ability to challenge the "status-quo" and not be afraid to test new, bold ideas

Benefits

• Flexible Paid Time Off

• Paid Holidays and Floating Holidays

• Medical, Dental, Vision, FSA, HSA with employer contribution, Life Insurance and Pet Insurance

• 401k with Employer Match

• Take up to 2 Days of Paid Time Off to Volunteer with a 501c Organization

• Paid Parental Leave

• Company-subsidized membership to Wellhub and Peloton

• Fertility and family-building information platform through Carrot

The annual base salary range for this position is $180,000-$215,000 USD. The actual salary will vary depending on the applicant’s experience, skills, and abilities as well as internal equity and market data for their location. This position is also eligible for an additional annual bonus compensation through one of the company’s highly attractive incentive plans, full details will be provided during the recruitment process.

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The company is committed to employing a diverse workforce. Qualified applicants will receive consideration without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability.