Director Demand Generation

Second Front; Washington; On-site; USD 175,000 - 210,000; Full time

Benefits offered by this job

100% employer-paid medical, dental, 1v

401(k) with 3% company contribution

Equity incentive plan

Home office stipend

Flexible PTO

Generous parental leave

Flexible remote work opportunities

Employee referral bonus

Job summary

Second Front Systems seeks a Director, Demand Generation to own and scale our integrated demand engine, driving measurable pipeline growth across acquisition, retention, expansion, and strategic market engagement. You will sit at the center of Growth, Sales, Partnerships, RevOps, and Product Marketing, translating strategy into execution and revenue impact.

You will optimize the funnel with experimentation and disciplined execution.

Qualifications

• 8+ years in B2B SaaS demand generation or growth marketing.
• Proven track record of generating measurable pipeline and revenue impact.
• Experience owning full-funnel demand strategy across digital, lifecycle, events, and integrated campaigns.
• Strong hands-on experience with paid media strategy, demand systems, and agency management.
• Deep understanding of SEO, AEO, CRO, website performance, and inbound demand strategy.
• Experience managing agencies and external vendors with strong performance expectations.
• Ability to think strategically while staying close to execution to pressure-test programs.
• Strong analytical mindset with experience tying activity back to pipeline, attribution, and revenue performance.
• Comfort operating in ambiguous, fast-moving startup or scale-up environments.
• Excellent cross-functional leadership, communication, and decision-making skills.
• High standards for execution quality, experimentation, and measurable business impact.
• Proficiency with modern marketing technology and AI-enabled workflows.
• A passion for our mission to strengthen national security.

Responsibilities

• Own quarterly and annual sales-qualified pipeline targets with clear accountability for revenue contribution, efficiency, and ROI.
• Build and execute an integrated demand generation strategy spanning digital, lifecycle, events, partnerships, ABM, and sales-led programs.
• Lead the full-funnel demand engine, ensuring stronger alignment from awareness through pipeline acceleration and expansion.
• Drive paid and digital demand strategy across channels including LinkedIn, Google, retargeting, and emerging platforms.
• Own event-driven demand strategy, maximizing pipeline impact before, during, and after activations including tradeshows and partner events.
• Build and scale SEO, AEO, and content-driven inbound demand programs that improve discoverability and qualified pipeline.
• Own web strategy, landing page optimization, and conversion rate improvements to strengthen funnel performance.
• Lead a disciplined growth experimentation approach across channels to improve conversion and velocity.
• Identify, test, and validate new demand channels through controlled pilots and data-driven analysis.
• Support account-based and sales-led programs that accelerate enterprise deal cycles and expansion.
• Apply AI-enabled workflows to improve campaign execution, targeting, personalization, reporting and decision-making.
• Develop clear attribution models linking multi-channel activity to pipeline and revenue.

Skills

Demand generation

Full-funnel

Digital marketing

ABM

Agency management

Data-driven

Cross-functional leadership

Marketing tech

AI workflows

Strategic thinking

Tools

LinkedIn Ads

Google Ads

SEO tools

Marketing automation

Analytics/BI

Job description

Second Front Systems (2F) is seeking a Director, Demand Generation to own and scale our integrated demand engine, driving measurable pipeline growth across acquisition, retention, expansion, and strategic market engagement.

This role is accountable for building and leading a high-performing demand system that connects digital demand, lifecycle engagement, events, partnerships, sales programs, and agency execution into one cohesive pipeline motion.

As Director, Demand Generation, you will sit at the center of Growth, Sales, Partnerships, RevOps, and Product Marketing, translating strategy into execution and revenue impact. You will treat pipeline as a system to continuously optimize, balancing experimentation, operational discipline, and cross-functional alignment to improve performance across the funnel.

This is a strategic yet hands-on leadership role for someone who thrives in ambiguity, moves decisively, and knows how to build, scale, and improve demand programs without relying solely on agencies or narrow-channel expertise.

If you’re excited to drive growth for mission-critical technology that supports national security, we want to hear from you.

Note: Candidates must reside in one of our approved hiring hubs:

What You’ll Do

• Own quarterly and annual sales-qualified pipeline targets with clear accountability for revenue contribution, efficiency, and ROI.
• Build and execute an integrated demand generation strategy spanning digital, lifecycle, events, partnerships, ABM, and sales-led programs.
• Lead the full-funnel demand engine, ensuring stronger alignment from awareness through pipeline acceleration and expansion.
• Drive paid and digital demand strategy across channels including LinkedIn, Google, retargeting, and emerging platforms.
• Own event-driven demand strategy, maximizing pipeline impact before, during, and after strategic activations including tradeshows, ecosystem events, partner activations, and flagship moments.
• Build and scale SEO, AEO, and content-driven inbound demand programs that improve discoverability, authority, and qualified pipeline.
• Own web strategy, landing page optimization, and conversion rate improvements to strengthen funnel performance.
• Lead a disciplined growth experimentation approach across channels to improve conversion, efficiency, and pipeline velocity.
• Identify, test, and validate new demand channels through controlled pilots and data-driven analysis.
• Support account-based and sales-led programs that accelerate enterprise deal cycles and improve expansion opportunities.
• Apply AI-enabled workflows to improve campaign execution, audience targeting, personalization, reporting efficiency, and decision-making.
• Develop clear attribution models that connect multi-channel activity directly to pipeline and revenue impact.
• Build repeatable systems, playbooks, and processes that scale with the business.
• Partner cross-functionally with Sales, RevOps, PMM, and Partnerships to align marketing programs with GTM priorities.
• Own and manage agency relationships across paid media, SEO, web, and digital programs, holding partners accountable to execution quality, experimentation rigor, and business outcomes.
• Help shape and lead future demand-focused resources, including agency partners and potential direct reports.

What You Bring

• 8+ years of experience in B2B SaaS demand generation, growth marketing, or integrated revenue marketing.
• Proven track record of generating measurable sales-qualified pipeline and revenue impact, not just lead volume.
• Experience owning full-funnel demand strategy across digital, lifecycle, events, and integrated campaigns.
• Strong hands-on experience with paid media strategy, demand systems, and agency management.
• Deep understanding of SEO, AEO, CRO, website performance, and inbound demand strategy.
• Experience managing agencies and external vendors with strong performance expectations.
• Ability to think strategically while staying close enough to execution to pressure-test programs and improve outcomes.
• Strong analytical mindset with experience tying activity back to pipeline, attribution, and revenue performance.
• Comfort operating in ambiguous, fast-moving startup or scale-up environments.
• Excellent cross-functional leadership, communication, and decision-making skills.
• High standards for execution quality, experimentation, and measurable business impact.
• Proficiency with modern marketing technology and AI-enabled workflows.
• A passion for our mission to strengthen national security.

Preferred

• Experience marketing to enterprise B2B SaaS buyers.
• Experience marketing to defense, federal, or regulated customers (B2G).
• Experience in high-growth startup or scale-stage environments.
• Familiarity with ABM, partner-driven GTM, and ecosystem-led demand motions.

The base salary for this position will start at $175,000-185,000. Your ultimate compensation will be determined by professional background, technical proficiency, seniority, and regional cost factors. Furthermore, this opportunity includes potential eligibility for equity awards and discretionary bonuses, rounding out a comprehensive total rewards offering.

Success at 2F Looks Like:

• A proactive and solutions oriented mindset
• Viewing obstacles as opportunities for growth
• Having a bias toward action and tangible, measurable results
• Being team-oriented with a focus on personal responsibility and autonomy

This role is a full time position. As a public benefit corporation, we’re a team of purpose-driven trailblazers transforming the future of U.S. national security. We hire the best to do their best and, as such, we are committed to providing the perks and benefits you need to be successful—both in- and outside the workplace.

Perks of Joining Our Team:

• 100% employer-paid medical, dental, and vision coverage for you and your dependents
• 401(k) with a 3% company contribution
• Comprehensive wellness benefits, including a One Medical membership, mental health resources, family planning support, and more
• Equity incentive plan
• New hire technology and home office stipend
• Flexible paid time off, plus all federal holidays
• Generous parental leave
• Flexible remote work opportunities
• Employee referral bonus program

Who We Are:

Second Front Systems (2F) is a public-benefit software company powering software for the free world. We eliminate the friction that slows innovation, enabling faster, more secure development and deployment of software across government and regulated networks. Built by national security veterans and backed by top-tier venture capital, our platform is trusted by the world’s leading organizations to cut deployment timelines from years to weeks. We move fast, solve hard problems, and deliver trusted capabilities where they’re needed most. Our work strengthens global security and gives the United States and its allies a lasting competitive advantage. Learn more at secondfront.com.

One last thing:

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.

State notices:

In accordance with Colorado law, applicants may redact their date of birth, dates of attendance, and dates of graduation from any uploaded documents.

Maryland:

Under Maryland law, an employer may not require or demand, as a condition of employment, prospective employment, or continued employment, that an individual submit to or take a polygraph examination or similar test. An employer who violates this law is guilty of a misdemeanor and subject to a fine not exceeding $100.