Director, Demand Generation

Workato

Palo Alto, CA

Full Time

Director

185k-240k

5 days ago

Job Description

About the Role

Workato transforms technology complexity into business opportunity. As the leader in enterprise orchestration, Workato helps businesses globally streamline operations by connecting data, processes, applications, and experiences. Its AI-powered platform enables teams to navigate complex workflows in real-time, driving efficiency and agility. Trusted by a community of 400,000 global customers, Workato empowers organizations of every size to unlock new value and lead in today's fast-changing world. The company fosters a flexible, trust-oriented culture that empowers employees to take ownership of their roles, balancing productivity with self-care. Workato offers a vibrant and dynamic work environment along with a multitude of benefits.

Key Responsibilities

Develop and own the demand generation strategy for the commercial segment, aligning with company goals and sales objectives.
Lead, mentor, and grow a high-performing team focused on pipeline creation and acceleration.
Design and execute multi-channel campaigns (email, webinars, content syndication, ABM, etc.) to generate and nurture leads.
Partner with product marketing to craft compelling messaging and offers for commercial buyers.
Own the strategy and execution of in-person and virtual events, including trade shows, field events, and executive roundtables.
Collaborate with sales to deliver impactful field marketing programs that drive engagement and conversion.
Develop and operationalize sales plays in partnership with sales leadership, enabling reps with targeted assets and programs.
Track and optimize sales play performance to maximize pipeline impact.
Oversee paid media strategy (search, social, display, retargeting) to drive awareness and demand in the commercial segment.
Manage agency and vendor relationships to ensure effective execution and ROI.
Define KPIs, track performance, and report on campaign effectiveness, pipeline contribution, and ROI.
Continuously test, analyze, and optimize programs for maximum impact.

Requirements

8+ years of B2B demand generation experience, with at least 3 years in a leadership role.
Proven track record of building and scaling demand generation programs for commercial or mid-market segments.
Deep expertise in events, field marketing, integrated campaigns, sales plays, and paid media.
Strong analytical skills and experience with marketing automation, CRM, and analytics platforms (e.g., Marketo, Salesforce, Google Analytics).
Experience in SaaS or technology industry preferred.
Excellent collaboration, communication, and project management skills.

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