Director, Demand Generation

📋 Description

• • Own the end-to-end demand generation engine for Juniper Square, orchestrating multi-touch, AI-native campaigns across digital, paid media, social, direct mail, web, email, and other channels to drive account progression through the GTM motion.
• • Build and lead a high-performing, AI-fluent team of campaign and channel marketers, setting clear ownership, coaching for impact, and raising standards for quality and velocity in execution.
• • Design and implement an AI-first demand generation motion where agents autonomously research target accounts, detect trigger events (e.g., fund closes, executive moves, competitor signals), and personalize outreach the moment a buying window opens.
• • Develop channel-native creative using canonical positioning, voice, and proof points—eliminating redundant creative development—and dynamically reallocate spend based on measured response to optimize each campaign cycle.
• • Break from conventional demand gen playbooks by inventing unconventional programs, formats, and moments that resonate with a small, sophisticated audience of private market GPs who tune out generic marketing.
• • Partner with sales to operationalize account targeting and tiering, sharpening the ideal customer profile, prioritizing named accounts, and aligning on shared goals and account priorities across GTM teams.
• • Orchestrate a tight operating rhythm with outbound (SDRs) and field marketing teams to ensure shared visibility into account status, next steps, and pipeline progression across all touchpoints.
• • Own accountability for pipeline metrics: define, track, and report on key performance indicators including account progression, pipeline created, and win rate, ensuring all efforts are tied to revenue outcomes.
• • Manage and allocate the full demand generation budget, including ABM spend and agency investments, prioritizing programs with the highest return and optimizing for efficiency and scalability.
• • Leverage a modern, AI-native GTM stack including data enrichment and orchestration tools (e.g., Clay), signal and intent platforms (e.g., Common Room, 6sense), marketing automation, and CRM to power automated, data-driven campaigns.
• • Operate with a builder’s mindset—establishing structure, systems, and processes from ambiguity to scale demand generation as a core function within a rapidly growing company.
• • Collaborate cross-functionally with sales, field marketing, and product teams to ensure alignment on messaging, account strategy, and pipeline goals across the unified pipeline organization.
• • Drive continuous improvement by analyzing campaign performance, iterating on tactics, and embedding feedback loops to refine targeting, creative, and channel mix based on real-time data.
• • Maintain deep fluency in B2B marketing channels including paid media, digital, social, direct mail, content, and lifecycle marketing, with a focus on how they interconnect to move complex enterprise accounts forward.
• • Lead and manage agency and vendor relationships as seamless extensions of the in-house team, ensuring consistent execution, brand alignment, and ROI accountability.
• • Apply AI not as a tool but as core infrastructure—embedding automation and intelligence into every stage of the demand generation workflow, from research and intent detection to personalization and spend optimization.
• • Contribute to shaping the future of private markets by enabling GPs with precision-driven demand generation that reflects the sophistication of their audience and the complexity of their investment landscape.