Sr. Director Demand Generation & Marketing Operations

We are looking for a Sr. Director, Demand Generation & Marketing Operations to own the pipeline engine behind CentralReach's growth. This is a player-coach role: you will set the demand strategy, carry a pipeline target, and stay hands-on, while leading a team of four, with the opportunity to grow it, alongside our agency and vendor partners. The ideal candidate is a self-starter who prioritizes well, adapts quickly as priorities change, and can move from building a campaign to presenting performance to executive leadership. This role reports directly to the CMO. 

Key Accountabilities: 

1. Deliver the pipeline number

Own the marketing-sourced and influenced pipeline target, set jointly with the CMO and Sales leadership, and the plan to hit (or exceed it!) it. Partner with Sales to turn that pipeline into closed-won revenue. 

• Build and maintain the pipeline model: channel mix, spend allocation, conversion rates, and stage-by-stage targets. 

• Agree lead definitions, handoff SLAs, and feedback loops with Sales so lead quality and conversion keep improving. 

• Reallocate budget quickly based on results: invest, pause, or stop. 

1. Run a full-funnel demand engine

Set the strategy and stay close to execution, building and optimizing campaigns yourself when necessary. 

• Run multi-channel programs across paid (search, LinkedIn, social), SEO and content, email, webinars, events, and partner channels. 

• Design and run plays for priority segments: account tiering, multi-channel orchestration, and account-level measurement. 

• Partner with Creative & Brand to make the website a core demand engine, with shared goals for conversion rate, lead quality, and pipeline contribution. 

• Test continuously with structured experiments, including A/B testing, and scale what works. 

1. Build the marketing operating system

Own Pardot, the martech stack, and the data that makes the funnel measurable and trustworthy. 

• Own the martech roadmap, budget, and vendors, including Pardot, CRM integration, analytics, and enrichment tools. 

• Own the lead lifecycle: scoring, segmentation, routing, nurture, and data hygiene and governance. 

• Keep marketing and sales systems integrated with Sales, Revenue Operations, and IT, and apply AI and automation to targeting, content workflows, and reporting. 

• Lead the AI strategy for demand generation and marketing operations: own the roadmap, decide where and how we adopt new technology, and make our workflows measurably faster and more efficient. 

1. Lead the team, agencies, and budget

Lead the team and partner bench that can scale without adding overhead. 

• Lead, coach, and develop a 4 person team, with the opportunity to grow it to 6-8, across demand generation and marketing operations. 

• Manage agency and vendor partners on scope, performance, and cost. 

• Own the demand generation and marketing operations budget with discipline and transparency. 

1. Be the voice on pipeline performance

Give the CMO and executive team a clear, trusted view of what is working and where to invest next. 

• Define and track KPIs, and deliver reporting on performance, attribution, and pipeline contribution, including board or quarterly business review material. 

• Partner with Sales, Customer Success, Finance, and Revenue Operations on forecasting and revenue planning. 

• Work with Brand & Creative, Product Marketing, and Integrated Marketing so messaging, positioning, and assets support demand programs. 

 

Desired Skills and Experience: 

Background 

• 10+ years of B2B marketing experience, including significant experience leading demand generation at a SaaS or B2B technology company; healthcare, health IT, or behavioral health experience preferred. 

• Track record of owning and delivering a pipeline or marketing-sourced revenue number. 

• Experience in private equity or venture-backed companies during periods of growth and change. 

• Bachelor's degree in Marketing, Business, Data Analytics, or a related field; MBA a plus. 

Technical 

• Hands-on expertise with marketing automation (we use Pardot) and CRM, including lead scoring, routing, and attribution. 

• Strong analytical skills: comfortable with CAC, payback, and conversion by stage and source, and able to bu