Director, B2B Demand Generation/CRM Strategy

This is a hybrid role to be based near one of our offices in New York City, Los Angeles, Oakland or Austin.

The Opportunity

We areseekinga highly capable B2B Demand Generation leader to join Material anddrivedemand strategy and execution across key clients. This role will play a critical part in building and orchestrating modern, full-funnel demand enginesparticularly in complex B2B environments with long sales cycles and multi-stakeholder buying journeys.

This is a hands-on, leadership role ideal for someone who can both think strategically and execute programs across demand generation, CRM strategy, and account-based marketing.

Key Responsibilities:

Demand Generation Strategy & Execution

• Develop and execute end-to-end demand generation strategies aligned to client growth objectives

• Define target audiences, buying groups, and priority accounts in partnership with client stakeholders

• Drive full-funnel performance across awareness, engagement, conversion, and pipeline

Account-Based Marketing (ABM)

• Design and implement ABM programs for enterprise and high-value accounts

• Partner with client sales teams to orchestrate personalized, multi-touch engagement strategies

• Establish account prioritization frameworks and track account progression

CRM Strategy & Lifecycle Design

• Lead CRM strategy for clients, including segmentation, lifecycle design, and contact strategy

• Define how CRM supports demand generation, lead nurturing, and long-term customer value

• Ensure CRM is structured to enable personalization, measurement, and scalable growth

CRM Operations & Marketing Technology

• Foundational understanding of CRM systems,with ability to seestrategy through to execution

• Partner withinternal &marketing operations teams tooptimizeCRM systems (e.g., Salesforce) and MAP platforms (e.g., Marketo, HubSpot)

• Oversee lead scoring, routing, and database health

• Ensure seamless integration across data sources, channels, and reporting systems

• Experienced working with CDP system for audience automations

Campaign &AudienceOrchestration

• Ability to see across the entire campaign system to suggest optimized channel mix based on connectivity between CRM and Media

• Ensure consistency of messaging and experience across touchpoints

• Experience in guiding clients toward automated experiences for personalized communication(including dynamic audience and content orchestration)

Lead Management & Nurturing

• Build and refine lead management frameworks, including scoring, routing, and nurturing

• Design lifecycle programs that move prospects through extended consideration cycles

• Continuously improve lead quality and conversion rates

Client & Stakeholder Leadership

• Serve as a trusted partner to client marketing and sales teams

• Facilitate alignment across stakeholders to ensure shared goals and accountability

• Translate strategy into actionable plans and measurable outcomes

Performance & Optimization

• Define KPIs and reporting frameworks tied to pipeline and revenue impact

• Use data, testing, and insights to continuouslyoptimizeperformance

• Leverage tools such as intent data and analytics platforms to improve targeting and efficiency

Qualifications

• 510 years of experience in B2B demand generation

• Proven experience working in complex B2B environments with long sales cycles and multiple stakeholders

• Strongexpertisein bothCRM strategy (segmentation, lifecycle design, contact strategy)andCRM operations (systems, data, automation)

• Hands-on experience with account-based marketing and multi-channel campaign execution

• Familiarity with marketing technology ecosystems (e.g., Salesforce, Marketo, HubSpot,Demandbase, 6sense)

• Experience working in a consulting, agency, or multi-client environment is a plus

• Strong analytical and problem-solving skills with a focus on measurable outcomes

• Strategic thinker who can connect marketing efforts to business impact

• Comfortable operating as both a strategist and a doer

• Strong collaborator across client teams, especially Sales and Marketing

• Structured, data-driven, and highly accountable

• Able to navigate ambiguity and build new capabilities

Why This Role Matters