Torchora
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Key Responsibilities and Required Skills for Head of Demand Generation

💰 $160,000 - $230,000

MarketingDemand GenerationLeadershipB2BSaaS

🎯 Role Definition

As the Head of Demand Generation, you are the architect and driver of our company's growth engine. You will be a key member of the marketing leadership team, responsible for developing and executing a comprehensive demand generation strategy that creates a predictable, scalable pipeline of high-quality leads for our sales team. This role requires a blend of strategic thinking, data-driven execution, and inspirational leadership. You will own the end-to-end lead lifecycle, from generating initial interest through to sales-qualified opportunities, and be accountable for hitting ambitious pipeline and revenue targets. You are not just a manager; you are a builder, an experimenter, and a revenue-focused leader who thrives on measurable impact.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Director of Demand Generation
  • Senior Demand Generation Manager
  • Senior Growth Marketing Manager

Advancement To:

  • VP of Marketing
  • VP of Growth
  • Chief Marketing Officer (CMO)

Lateral Moves:

  • Head of Growth Marketing
  • Head of Product Marketing
  • Head of Marketing Operations

Core Responsibilities

Primary Functions

  • Develop, own, and execute the company's comprehensive, multi-channel demand generation strategy to meet and exceed pipeline and revenue targets.
  • Lead, mentor, and scale a high-performing demand generation team, fostering a culture of accountability, experimentation, and continuous improvement.
  • Own the entire marketing funnel, from top-of-funnel awareness campaigns to mid-funnel lead nurturing and bottom-funnel conversion optimization.
  • Manage and allocate the demand generation budget effectively across various channels, ensuring optimal ROI and tracking cost per acquisition (CAC).
  • Design and implement sophisticated Account-Based Marketing (ABM) programs in close collaboration with the sales team to target and engage key enterprise accounts.
  • Oversee all digital marketing channels, including SEM, SEO, paid social, display advertising, content syndication, and email marketing, to ensure a cohesive and effective presence.
  • Drive the strategy for lead scoring and lead routing methodologies to ensure quality leads are passed to sales efficiently, improving conversion rates.
  • Partner closely with sales leadership to ensure tight alignment on go-to-market strategy, lead definitions (MQLs, SQLs), and feedback loops for continuous process refinement.
  • Champion the use of data and analytics to measure campaign effectiveness, report on key performance indicators (KPIs), and provide actionable insights to the executive team.
  • Lead the marketing technology (MarTech) stack strategy, including the management and optimization of our marketing automation platform (e.g., Marketo, HubSpot) and CRM (e.g., Salesforce).
  • Spearhead the development of compelling content and assets that fuel our demand generation engine, working closely with the content and product marketing teams.
  • Constantly test and optimize marketing tactics, channels, and messaging to identify the most effective strategies for driving growth.
  • Manage relationships with external agencies and vendors to supplement the in-house team's capabilities and extend our reach.
  • Analyze and report on campaign performance, pipeline contribution, and marketing's impact on revenue on a weekly, monthly, and quarterly basis.
  • Stay at the forefront of demand generation trends, new technologies, and best practices to keep our marketing efforts innovative and competitive.
  • Develop and manage a robust webinar and virtual event program to generate leads and engage prospects throughout the buyer's journey.
  • Implement and refine lead nurturing programs to guide prospects through the funnel, delivering the right message at the right time.
  • Collaborate with the product marketing team to translate product features and value propositions into effective demand-generating campaigns.
  • Oversee the company’s website strategy as it pertains to lead capture, conversion rate optimization (CRO), and user experience.
  • Build a predictable and scalable model for inbound and outbound lead generation that aligns with the company's long-term growth objectives.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis to uncover new growth opportunities.
  • Contribute to the organization's broader data strategy and roadmap, ensuring marketing data is a core component.
  • Collaborate with business units outside of sales and marketing to translate their needs into potential demand-generating campaigns.
  • Participate in sprint planning and agile ceremonies within the marketing team to ensure efficient project execution.

Required Skills & Competencies

Hard Skills (Technical)

  • Marketing Automation Expertise: Deep, hands-on proficiency with major marketing automation platforms like Marketo, HubSpot, or Pardot.
  • CRM Mastery: Advanced knowledge of CRM systems, particularly Salesforce, including reporting, dashboards, and campaign management.
  • Analytics & BI Tools: Strong ability to use analytics platforms like Google Analytics and BI tools such as Tableau, Looker, or Power BI to derive actionable insights.
  • Paid Media Management: Proven experience managing significant budgets across paid channels, including Google Ads, LinkedIn Ads, and other social/display networks.
  • ABM Platforms: Practical experience with Account-Based Marketing technologies like 6sense, Demandbase, or Terminus.
  • SEO/SEM Principles: A robust understanding of search engine optimization and search engine marketing strategies and best practices.
    -Data-Driven Funnel Management: Expertise in building, analyzing, and optimizing the full marketing and sales funnel, with a deep understanding of metrics like MQL, SQL, CAC, and LTV.

Soft Skills

  • Strategic Leadership: Ability to develop a long-term vision and inspire a team to execute against it, tying marketing activities directly to business outcomes.
  • Analytical & Data-Driven: A genuine passion for data, with the ability to analyze complex datasets and make decisions based on evidence, not assumptions.
  • Exceptional Communicator: Excellent verbal and written communication skills, with the ability to articulate complex strategies clearly to both executive leadership and team members.
  • Cross-Functional Collaboration: A natural collaborator who can build strong relationships with Sales, Product, and Finance to create a unified GTM motion.
  • Results-Oriented: A strong bias for action and a relentless focus on achieving and exceeding measurable goals.
  • Innovative Mindset: A creative and experimental approach to problem-solving, always looking for new ways to drive growth.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree

Preferred Education:

  • Master's Degree or MBA

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications
  • Economics

Experience Requirements

Typical Experience Range:

  • 10-15+ years of experience in B2B marketing, with a significant focus on demand generation.

Preferred:

  • A demonstrated track record of success building and scaling a demand generation function in a high-growth B2B SaaS environment, including at least 5+ years in a people management and leadership role. Experience managing multi-million dollar budgets and a proven ability to directly impact revenue and pipeline growth is essential.
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