Director / VP of Demand Generation

What you'll own

Demand strategy and pipeline performance

• Build and execute a demand generation strategy that drives new MSP and VAR partner acquisition, aligned with company revenue goals and priority partner segments (ICP).

• Own marketing-sourced qualified pipeline targets, demand forecasts, budget allocation, and marketing channels performance.

• Own marketing funnel forecast: Leads>MQAs>SQAs>.

• Align with Sales on targets, partner qualification criteria, handoffs and delivery expectations.

• Establish reporting that connects marketing investment and activity to new partner opportunities and pipeline outcomes.

Digital marketing and website

• Own Todyl Website presence globally.

• Lead paid media and SEO strategy to reach MSP owners, technical leaders and channel decision-makers, and turn their interest into qualified demand.

• Own the website as a growth channel, including updates, landing pages, conversion paths, forms and lead flows for demo, pricing and partner inquiries.

• Continuously improve conversion through testing, audience insights and performance analysis.

• Ensure every lead captured through the website reaches the right follow-up motion.

Integrated campaigns and third-party demand programs

• Set campaign strategy and lead execution across channels, working with Product Marketing, content, creative and Sales.

• Own third-party media, channel publications, content syndication and other external demand programs, from audience selection and vendor management through lead capture and follow-up.

• Coordinate campaign calendars, assets, launch readiness and Sales activation.

• Evaluate programs on partner fit, lead quality, pipeline contribution and efficiency.

Webinars and demo programs

• Own webinar and demo program strategy, planning, promotion and execution.

• Build programs that show MSPs how Todyl simplifies their security operations, strengthens their service offering and creates opportunities for Sales engagement.

• Establish clear follow-up paths and measure performance from registration through qualified pipeline.

Lifecycle management, HubSpot and account-based marketing

• Lead email and nurture programs that move prospective partners and engaged accounts toward qualification.

• Own segmentation, marketing automation and campaign workflows in HubSpot, using AI and automation to scale personalization and output.

• Define and improve lead and account prioritization model, based on the Intent signals and scoring, partner fit, account prioritization, and routing in partnership with RevOps and Sales.

• Build an account-based marketing strategy for priority partner segments, such as emerging MSPs, established MSPs and VARs, with coordinated targeting, engagement and Sales follow-up.

Sales and RevOps partnership

• Own the day-to-day relationship between demand generation and Sales.

• Establish a regular operating cadence for planning, pipeline reviews, feedback and issue resolution.

• Work closely with RevOps on funnel definitions, attribution, data quality and performance reporting.

• Identify breakdowns in conversion or follow-up and drive shared action to resolve them.

What you bring

• 10+ years in B2B SaaS marketing, with at least 4 years leading demand generation at a growth-stage company.

• A track record of building partner or channel acquisition programs. Experience marketing to MSPs, MSSPs or VARs is strongly preferred.

• Ownership of a pipeline number, and the ability to show how your programs moved it.

• Strong command of funnel math, attribution and lifecycle stages.

• Hands-on skill with marketing automation and CRM platforms, using them to gain insight into lifecycle stages, current pipeline and reporting.

• Real use of AI and automation workflows in your day-to-day work, plus experience setting them up for your team and coaching others to use them.

• AI-native operator: experience designing and running marketing workflows with AI agents, from research and content to campaign execution and lead routing.

• A builder's mindset: comfortable doing the work yourself while hiring and developing a small team.

Logistics

• Reports to: Chief Marketing Officer

• Team: Digital, campaigns, demand gen managers plus agency partners

• Location: hybrid, Denver, Atlanta or Boston

• Compensation: $185,000k-$250,000

• Travel: Up to 10 %, mainly for partner events and team offsites.