Director, Demand Generation

2 weeks ago

New York, United States Instabase Full time

At Instabase, we're passionate about democratizing access to cutting-edge AI innovation to enable any organization to solve previously unsolvable unstructured data problems in their industry. With customers representing some of the largest and most complex organizations in the world, and investors like Greylock, Andreessen Horowitz, and Index Ventures, our market opportunity is near infinite.

Instabase offers a consumption-based pricing model where customers can pay only for what they use, aligning directly with the value our products deliver. It empowers our clients to explore our AI Hub platform features extensively, enabling them to uncover crucial business insights. This customer-centric model allows Instabase to glean insights from diverse use cases and behaviors, ensuring we deliver top-tier solutions that provide unmatched advantages for everyday business operations.

With offices in San Francisco, New York, London, and Bengaluru, Instabase is a truly global company. We are people-first, and we've built a fearlessly experimental, endlessly curious, customer obsessed team who work together and help organizations around the world turn their unstructured data into insights instantly.

At Instabase, we’re building a world-class Demand Generation function to fuel our scalable growth. As part of the marketing leadership team, we’re looking for a leader who is passionate about designing and executing strategies that drive pipeline and revenue. You’ll be responsible for establishing foundational processes, systems, and programs that will propel our business forward as we continue to scale. This role requires a blend of strategic thinking and hands-on execution to drive awareness, demand, and conversion through comprehensive marketing programs.

As our Demand Generation Leader, you will take the lead in building and executing a robust demand generation strategy from the ground up. This is a hands-on role where you’ll architect the marketing strategy while also driving day-to-day execution. This role will manage campaign and growth teams that are laser focused on driving awareness, demand, and conversion through marketing programs. From planning to execution, you will own the demand gen process and be accountable for the pipeline contribution and optimization of conversions across all marketing initiatives.

What you’ll do:

  • Design and implement the demand generation strategy, including building the tech stack, campaign framework, and marketing infrastructure from scratch.
  • Develop the initial go-to-market playbook to guide campaign execution and establish best practices across channels.
  • Create a comprehensive market demand strategy, balancing campaign investment and channel mix to drive both new and expansion revenue.
  • Hire and lead a high-performing team of field marketers and campaign specialists, empowering them to execute multi-channel campaigns that generate pipeline and impact revenue.
  • Actively engage in campaign execution while mentoring and guiding your team to improve efficiency and effectiveness across multiple marketing channels.
  • Partner with Sales to develop a comprehensive strategy for targeting, lead follow-up, and conversion to maximize pipeline impact.
  • Work closely with Marketing Operations and Analytics to define and track KPIs, monitoring campaign and market performance across daily, weekly, and quarterly intervals, and refining strategies for optimal results.
  • Recommend and implement systems and processes to track and analyze campaign performance, ensuring alignment with revenue goals and optimizing for maximum impact.
  • Scale and maintain the team structure, knowing when to bring in-house expertise versus outsourcing critical skills to meet demand generation needs.

About you:

  • 8-10+ years of marketing experience in B2B enterprise software, ideally SaaS, with a proven track record of driving pipeline growth and executing high-impact campaigns.
  • Demonstrated success in building, scaling, and leading demand generation teams in early-stage, high-growth companies.
  • You’ve led marketing teams in B2B SaaS companies and have experience with PLG and Sales-led growth motions.
  • Strong leadership skills, with experience hiring, developing, and leading an inclusive, engaged, and high-performing marketing team.
  • Deep understanding of the SaaS sales funnel, and the ability to align marketing initiatives with the broader go-to-market strategy.
  • Passionate about delivering exceptional customer experiences and driving measurable growth through marketing programs.
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