Director of Demand Generation

About the Role

Key Responsibilities

• Create annual and quarterly Demand Generation plans required to meet a rapidly growing sales team and scaling sales goals.
• Develop and own a full-funnel demand generation strategy to drive awareness, engagement, and pipeline for Dusty's category-defining products.
• Translate high-level growth goals into targeted, integrated campaigns across channels (email, digital, events, content, ABM, webinars, paid social, etc.).
• Define methodologies for measuring and monitoring the success of these programs; quantity of responses, quality of responses and follow-up activity.
• Create a clear testing framework to rapidly iterate, optimize, and scale what works including identification of needle-moving AI technologies.
• Own the Demand Gen MarTech stack—explore and implement emerging AI marketing tools.
• Set up and optimize tracking, attribution, and lead lifecycle reporting to ensure data-driven decisions.
• Define and report on KPIs such as MQLs, SQLs, pipeline velocity, CAC, and ROI.
• Partner closely with Sales to align on ICPs, qualification criteria, and SLA between marketing and SDRs.
• Collaborate with Product Marketing on messaging, segmentation, and campaign assets.
• Coordinate with RevOps to ensure a seamless lead handoff and nurture process.
• Initially lead as a player-coach, executing directly while laying the foundation for future team growth.
• Oversee external agencies/vendors as needed to augment capacity.
• Recruit, mentor, and develop a high-performing demand generation team over time.

Requirements

• 7-10+ years in B2B marketing with deep expertise in demand generation, ideally in a high-growth startup or category-creating company.
• Demonstrated success in designing and scaling demand gen programs with measurable impact on revenue.
• Strong experience with marketing automation, CRM, and sales enablement tools (HubSpot, Salesforce, Gong, Clay, etc.).
• Comfortable working in an early-stage, scrappy environment—figuring things out quickly and independently.
• Passion for using and experimenting with AI-driven marketing tools (e.g., content generation, predictive scoring, chatbots, personalization, etc.).
• Excellent analytical skills and a love for performance metrics.

Nice to Have

• Experience marketing a product that bridges physical + digital industries (hardware, robotics, construction tech, or similar).
• Exposure to account-based marketing (ABM) strategies.
• Previous ownership of field marketing or event-driven demand programs.

Qualifications

• Educational background is not explicitly specified, but extensive experience in B2B marketing and demand generation is required.

Benefits & Perks

• Unlimited vacation policy
• 401k with employer match
• Reasonable work hours and flexible schedules
• Opportunity to be part of a small, fast-growing company making a big impact