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