Director Demand Generation

Crisis Prevention Institute Inc; United States; Hybrid; USD 140,000 - 190,000; Full time

Benefits offered by this job

Hybrid / Remote work schedule

401k

PTO

Health & Wellness days

Paid Volunteer Time Off

Continuing education and training

Paid Parental Leave

Job summary

Crisis Prevention Institute, Inc. is seeking a hands‑on Director of Demand Generation to build a modern, integrated demand engine. You will set strategy and personally execute campaigns, ABM programs, and audience journeys while partnering with Sales, Product Marketing, and Marketing Operations.

This builder-doer role requires hands‑on leadership, data-driven decision making, and the ability to evolve the function as capabilities mature. Hybrid/remote work options available.

Qualifications

• Bachelor’s Degree in Marketing, Business, Communications, Product Management, or related field
• 8+ years of B2B marketing experience, with significant experience in demand generation, growth marketing, integrated marketing, or revenue marketing.
• 3+ years of people leadership experience, with a demonstrated ability to build and develop high‑performing teams.
• Experience building and executing integrated demand programs across multiple channels and knowledge how to move from audience and business opportunity through activation, conversion, measurement, and optimization.
• Hands‑on experience building account‑based programs and working with Sales around target accounts, buying groups, engagement, and pipeline.
• Experience with complex, multi‑stakeholder B2B purchases rather than primarily transactional lead generation.
• Experience building or significantly evolving a demand generation capability in an imperfect environment.
• Experience creating structure where it doesn’t exist, developing people while working alongside them, and making progress without pristine data, technology, processes, or attribution.

Responsibilities

• Build and execute CPI’s Demand Strategy across priority markets, audiences, accounts, and revenue opportunities.
• Personally build early programs alongside the team from audience and journey development to briefs, activation, testing, and optimization.
• Make recommendations about where CPI should invest, test, scale, change, or stop based on opportunity and performance.
• Establish planning processes, channel frameworks and operating rhythms to grow function over time.
• Lead ABM efforts with Sales, Product Marketing, Industry Marketing, and Marketing Ops.
• Develop practical early ABM plays using current capabilities while planning for future upgrades.
• Translate segmentation, ICPs, and buyer insights into advanced audience and activation strategies.
• Maintain strong alignment with Sales on priority accounts, engagement, and pipeline metrics.
• Lead development of integrated campaigns and journeys, coordinating content, paid, organic, events, email, web, and activation touches.
• Build team capabilities and measure performance, exploring AI, agencies, and external partners when appropriate.

Skills

B2B marketing

Demand generation

Growth marketing

Integrated marketing

Revenue marketing

People leadership

Cross-functional collaboration

Campaign optimization

Education

Bachelor’s Degree in Marketing

Job description

Our Story:

Crisis Prevention Institute, Inc. (CPI) is the worldwide leader in evidence‑based de‑escalation and crisis prevention training and dementia care services. Our programs teach professionals the skills to recognize, prevent, and respond to crises in the workplace. Since 1980, we’ve helped train more than 17 million people across service‑oriented industries including education, health care, behavioral health, long‑term care, human services, security, corporate, and retail.

At CPI, we are dedicated to changing behaviors and reducing conflict for the Care, Welfare, Safety, and Security of everyone. We believe empathy, meaningful connections, personal safety, and security are the antidotes to fear and anxiety. This philosophy is central to everything we do and traces back to our beginning.

As a member of the team, you can expect to:

• Make a difference through your work — You’ll be proud to tell your family and friends what you do.
• Gain significant career experience within a fast‑growing organization — From entry‑level roles to executive leadership.
• Feel fulfilled and have fun — We work hard but make time to build meaningful relationships and celebrate wins.

The Role:

As we evolve our marketing organization, we're looking for a hands‑on Director of Demand Generation to build a more modern, integrated approach to creating and converting demand.

This is a builder-doer role. You'll set the direction for CPI's demand generation function, but you'll also be deeply involved in doing the work: developing campaigns, building ABM programs, designing audience journeys, digging into performance, partnering with Sales, and showing the team what great demand generation looks like. Many of the capabilities required for a mature demand engine, including segmentation, data, technology, lifecycle infrastructure, and measurement, are being built in parallel, so you'll need to make meaningful progress with what exists today while helping define what comes next.

Over time, the role will evolve as our capabilities, team, data, and technology mature. Initially, we're looking for someone who is excited to build while doing, not someone expecting to lead an already‑established demand generation engine.

What You Get to Do Every Day:

Build & Execute CPI’s Demand Strategy

• Develop and execute demand plans across priority markets, audiences, accounts, and revenue opportunities, connecting integrated campaigns, always‑on programs, ABM, lifecycle marketing, events, paid media, content, and organic channels.
• Personally build early programs alongside the team, from audience and journey development through briefs, activation, testing, measurement, and optimization.
• Make recommendations about where CPI should invest, test, scale, change, or stop based on business opportunity and performance.
• Establish the planning processes, channel frameworks and operating rhythms that allow the function to become increasingly sophisticated over time.

Build Toward Account-Based & Audience-Led Demand

• Build CPI toward a scalable ABM capability, partnering with Sales, Product Marketing, Industry Marketing, and Marketing Operations to establish the audiences, account strategies, processes, and infrastructure required over time.
• Develop and execute practical early account-based plays using the capabilities and data available today, while identifying what needs to be built to enable more sophisticated ABM.
• As CPI’s segmentation, ICPs, buyer insights, account data, and technology mature, translate them into increasingly sophisticated audience, buying‑group, journey, and activation strategies.
• Build strong day‑to‑day alignment with Sales around priority accounts and opportunities, account engagement, demand quality, follow‑up, and what Marketing is learning.

Build Integrated Campaigns & Audience Journeys

• Personally lead the development of integrated campaign plans. Own the integrated campaign architecture and customer journey, bringing together the market, audience, message, content, channel, conversion, and measurement inputs required to create and convert demand.
• Connect content, paid media, organic social, sponsored programs, events, email, web, sales activation, and other touchpoints into a cohesive journey rather than a collection of channel tactics.
• Work alongside the team on early campaigns to establish strong briefs, content and journey plans, channel roles, measurement, and ways of working that can become repeatable over time.

Measure, Learn & Build the Team

• Dig into program and audience performance to understand what's working, what isn't, and what CPI should do differently, even while our measurement capabilities are still evolving.
• Partner with Marketing Operations to build toward stronger visibility into qualified demand, account engagement, opportunities, pipeline, revenue, and marketing efficiency.
• Lead and develop a team spanning performance marketing, content, design, and events, working alongside them to establish what good looks like and build their capabilities.
• Determine where AI, agencies, technology, and external specialists can increase the team's capabilities, quality, and speed.

You Need to Have:

• Bachelor’s Degree in Marketing, Business, Communications, Product Management, or related field
• 8+ years of B2B marketing experience, with significant experience in demand generation, growth marketing, integrated marketing, or revenue marketing.
• 3+ years of people leadership experience, with a demonstrated ability to build and develop high‑performing teams.
• Experience building and executing integrated demand programs across multiple channels and knowledge how to move from audience and business opportunity through activation, conversion, measurement, and optimization.
• Hands‑on experience building account‑based programs and working with Sales around target accounts, buying groups, engagement, and pipeline.
• Experience with complex, multi‑stakeholder B2B purchases rather than primarily transactional lead generation.
• Experience building or significantly evolving a demand generation capability in an imperfect environment.
• Experience creating structure where it doesn’t exist, developing people while working alongside them, and making progress without pristine data, technology, processes, or attribution.

We’d Love to See:

• Experience leading a team and managing meaningful marketing investment, agencies, and external partners.
• Strong analytical judgement and cross‑functional leadership.
• Familiarity with lifecycle marketing, conversion optimization, and modern AI‑enabled marketing practices.

What We Offer:

• Comprehensive compensation package
• Comprehensive benefits package
• 401k
• PTO
• Health & Wellness Days
• Paid Volunteer Time Off
• Continuing education and training
• Hybrid / Remote work schedule
• Paid Parental Leave

Crisis Prevention Institute is an Equal Opportunity Employer that does not discriminate against any applicant or employee on the basis of age, race, color, ethnicity, national origin, citizenship, religion, creed, sex, sexualorientation, gender, gender identity, or expression (including against any individual that is transitioning, hastransitioned, or is perceived to be transitioning), marital status or civil partnership/union status, physical ormental disability, medical condition, pregnancy, childbirth, genetic information, military and veteran status, orany other basis prohibited by applicable federal, state, or local law. The Company will consider foremployment qualified applicants with criminal histories in a manner consistent with local and federalrequirements. Our management team is dedicated to this policy with respect to recruitment, hiring, placement,promotion, transfer, training, compensation, benefits, employee activities, and general treatment duringemployment.