Head of Demand Generation

Cogent-Security; San Francisco (CA); On-site; USD 180,000 - 270,000; Full time

Job summary

Cogent-Security is seeking a Head of Demand Generation to lead pipeline across marketing, digital, partner, and field programs. You will partner with Growth, RevOps, Sales, and Product Marketing to architect a full-funnel revenue engine, drive outbound and ABM plays, and scale qualified pipeline for enterprise cybersecurity solutions.

This senior role blends strategy, execution, and team-building to accelerate Cogent’s growth.

Qualifications

• 10+ years in B2B demand generation, growth, or integrated revenue marketing.
• Experience owning pipeline creation targets, budgets, source mix, and funnel conversion with Sales/Finance.
• Proven ability to build a demand generation function, not just run campaigns.
• AI-native marketer who uses agents and automation for speed and quality in research, personalization, production, nurture, and measurement.
• Strong execution of field and channel programs, ABM, webinars, and partner programs.
• Experience building demand for enterprise sales motions with long cycles and multi-threaded accounts.
• Judgment distinguishing activity, meetings, SQLs, pipeline, and revenue.
• Comfort working in a Growth-function partnering with Sales, RevOps, and executives.

Responsibilities

• Own pipeline generation strategy: targets, mix, budget, quarterly plays, and cadence.
• Define Lead-to-SQL model incl. capture, routing, nurture, and conversion expectations.
• Collaborate with Growth, Finance, Sales, RevOps, Partnerships, and Product Marketing on coverage, CAC/payback, and gaps.
• Scale field/channel as core pipeline engine with repeatable events and regional plans.
• Build digital/content, inbound, nurture, and paid motions to amplify field/channel.
• Leverage partnerships, co-marketing, and co-sell motions for qualified pipeline.
• Develop ABM and named-account plays, including executive outreach and follow-up.
• Own outbound strategy alignment with SDR Lead and broader demand engine.
• Monitor funnel performance with RevOps and Finance; report and adjust weekly.

Skills

Demand generation

Growth marketing

ABM

Field/channel programs

AI-enabled marketing

Cross-functional collaboration

Budget management

Job description

Role Overview

Cogent is building autonomous cyber defense with AI agents that help security teams move from finding risk to actually fixing it. We are hiring a Head of Demand Generation to lead all pipeline-generating functions across marketing, including digital, partner, and field, and sales development.

This person will report into the Head of Growth, who owns revenue marketing and revenue operations: full-funnel revenue management in close partnership with Sales. Within that model, the Head of Demand Generation owns the front end of the revenue engine: creating, converting, and scaling qualified pipeline.

This is a senior player-coach role with room to create immediate leverage. In the first three months, you will sharpen the FY27 demand model, launch the first integrated plays, and start building your team across field/channel and digital/content so Cogent can scale pipeline with far more leverage.

Role Responsibilities

Strategy: Pipeline Planning

• Own the pipeline generation plan across targets, source mix, budget, quarterly plays, and operating cadence.

• Define the Lead to SQL model, including lead capture, routing, follow-up, nurture, recycle, and conversion expectations.

• Translate ICP, account signals, category trends, partner opportunities, and sales feedback into campaigns and target-account plays.

• Partner with Growth, Finance, Sales, RevOps, Partnerships, and Product Marketing on pipeline coverage, weighted rollover, conversion assumptions, CAC/payback, and net-new pipeline gaps.

Execution: Demand Programs

• Scale field and channel as a core pipeline engine: repeatable event formats, regional plans, account targeting, rep/partner workflows, follow-up SLAs, and event-to-meeting reporting.

• Build digital/content, inbound, nurture, and paid motions that amplify field/channel before, during, and after programs.

• Turn tech alliances, channel partners, co-marketing, and co-sell motions into qualified pipeline with the internal Partnerships team.

• Build ABM and whale-hunting plays for named accounts, including competitive replacement, category education, executive outreach, and sales follow-up.

• Own outbound strategy: where we focus, what we test, how we message, and how outbound connects to the broader demand engine. The SDR Lead owns outbound execution.

Optimization: Funnel Performance

• Partner with RevOps, Finance, Sales, SDR, and Partnerships to understand where the funnel is working and where it is breaking.

• Track source performance, spend efficiency, conversion rates, follow-up quality, sales acceptance, stage progression, partner contribution, sourced/influenced pipeline, ROI, and pipeline coverage.

• Run a weekly operating loop that tells the team what to scale, what to stop, what to fix, and what to test next.

What We Are Looking For

• 10+ years in B2B demand generation, growth, or integrated revenue marketing, ideally in enterprise cybersecurity, infrastructure, or technical SaaS.

• Experience owning pipeline creation targets, budget, source mix, and funnel conversion in partnership with Sales and Finance.

• Proven ability to build a demand generation function, not just run campaigns.

• AI-native marketer who uses agents and automation to increase speed and quality across account research, personalization, campaign production, nurture, reporting, and experimentation.

• Strong command of field and channel program execution, sales development partnership, ABM, digital, content, webinars, partner programs, customer marketing, and executive programs.

• Experience building demand for enterprise sales motions with technical buyers, economic buyers, long sales cycles, and multi-threaded account strategies.

• High judgment around quality: you know the difference between activity, meetings, Sales-accepted meetings, SQLs, qualified pipeline, and revenue.

• Comfort working inside a Growth function that owns revenue marketing and revenue operations, partnering directly with Sales, SDR, RevOps, Finance, Product Marketing, Product, Partnerships, and executive leadership.