Director of Demand Generation

About the Role

We are seeking a dynamic, strategic, and results-driven Director of Demand Generation to lead and scale our growth marketing engine. This role is responsible for driving high-quality pipeline and revenue growth by improving how we capture, convert, and scale demand across the entire customer journey.

You will build and optimize an integrated, performance-driven demand generation system that connects marketing, sales, and technology—ensuring that demand not only grows, but converts efficiently into revenue. This is a role for someone who understands sales-assisted funnels, conversion dynamics, and revenue attribution, and can directly impact business performance.

This role requires a leader who can diagnose growth constraints, move quickly, and execute with confidence.

What You’ll Own

Demand Generation & Revenue Impact

• Improve how we convert demand into revenue across the full funnel
• Build and scale a predictable, high-quality pipeline engine aligned to revenue goals
• Raise performance across the entire demand system, from first interaction through closed sale
• Turn existing demand into significantly more revenue through improved conversion, targeting, and funnel efficiency

Full-Funnel Performance Marketing

• Own and optimize end-to-end demand generation strategy across TOF, MOF, and BOF
• Develop and execute integrated, multi-channel performance marketing strategies across owned, paid, earned, and emerging platforms
• Ensure we are effectively capturing demand across both current and emerging channels
• Identify and scale new channels and growth opportunities based on performance and revenue impact

Sales-Assisted Funnel Optimization

• Design and optimize sales-assisted funnels, ensuring marketing is driving high-intent, sales-ready leads
• Partner closely with Sales to improve lead quality and increase contact rate
• Identify where leads are stalling or dropping off and implement solutions to improve funnel velocity
• Integrate sales feedback directly into targeting, messaging, and campaign strategy

Conversion, Lifecycle & Funnel Efficiency

• Strengthen lifecycle marketing and lead nurturing programs to accelerate pipeline progression
• Improve conversion rates at every stage of the funnel—from first touch to closed sale
• Own and evolve CRO strategy, optimizing landing pages, lead capture, and on-site performance
• Align messaging and experiences to drive action and reduce friction in the buying process
• Develop and scale personalized journeys and experiences that improve engagement and conversion

Buyer Journey & Customer Experience

• Develop a deep understanding of the customer journey and decision-making process
• Map and optimize end-to-end buyer journeys, identifying constraints and opportunities for growth
• Deliver data-driven, personalized experiences that increase engagement and conversion

Performance, Analytics & Decision-Making

• Translate data into clear, actionable decisions that drive revenue outcomes
• Focus the organization on the metrics that matter—pipeline, conversion, revenue, CAC, and efficiency
• Identify where growth is being constrained and prioritize the highest-impact opportunities
• Partner with analytics and AI teams to improve targeting, personalization, and performance

Innovation, AI & Market Evolution

• Ensure Sunlighten is visible in emerging discovery environments, including AI-driven and conversational search
• Apply AI and automation to improve lead capture, qualification, and campaign performance
• Continuously test and implement new approaches to demand capture and conversion

Marketing, Sales & Alignment

• Translate differentiation into clear, conversion-driven market positioning
• Align marketing, creative, and sales into one unified revenue system
• Ensure messaging reflects what actually drives conversion and sales engagement
• Partner with Sales to ensure strong pipeline quality, clear feedback loops, and shared accountability

Marketing Technology & Scalable Systems

• Build and optimize a performance-driven marketing technology ecosystem
• Partner with IT and development teams to deliver systems, platforms, and integrations that drive revenue
• Automate workflows to improve speed, efficiency, and scalability of demand generation efforts

Team Leadership

• Lead, mentor, and grow a high-performing demand generation team
• Build a culture focused on accountability, performance, and continuous improvement
• Operate as both a strategic leader and hands-on operator

You Are Known For

• Diagnosing growth constraints quickly and clearly
• Turning existing demand into significantly more revenue
• Operating effectively across marketing and sales
• Driving measurable performance improvements across the funnel
• Moving fast, learning quickly, and executing with confidenc

What Success Looks Like

• Increased marketing-sourced pipeline and revenue contribution
• Improved conversion rates across every stage of the funnel
• Strong alignment between marketing, sales, and technology
• A scalable, efficient demand generation system that drives predictable growth
• Continuous improvement in performance, efficiency, and revenue impact

Growth & Leadership Scope

• This role is designed for a high-impact leader who will own and scale our demand generation engine and play a critical role in driving the company’s next phase of growth
• Opportunity to expand scope and influence across the marketing organization based on performance and business needs
• Increased involvement in strategic planning and cross-functional initiatives as impact grows
• Ability to take on broader leadership responsibilities while continuing to drive measurable business outcomes

Qualifications

• 8–12+ years of experience in demand generation, performance marketing, or growth marketing, preferably in a D2C and/or high-consideration purchase environment
• Proven track record of driving revenue through high-quality pipeline generation and conversion optimization
• Deep expertise in sales-assisted funnels, lifecycle marketing, and performance-driven acquisition strategies
• Strong understanding of conversion dynamics, attribution, and funnel performance
• Experience identifying and scaling new channels and demand sources
• Demonstrated success building scalable systems, processes, and high-performing teams
• Highly analytical and data-driven, with the ability to translate insights into revenue-driving actions
• Experience leveraging AI, automation, and emerging technologies in marketing
• Strong leadership and cross-functional collaboration skills
• Ability to prioritize ruthlessly based on revenue impact