Director of Demand Generation at SponsorUnited

Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.

About the Role

We’re looking for a strategic, data-driven Director of Demand Generation to build and scale a high-performing demand engine. In this role, you will design and execute multi-channel programs that generate qualified pipelines, improve customer retention and expansion, and support overall revenue growth.

You will lead all paid and owned demand channels, drive website optimization and SEO efforts, manage CRM-driven lifecycle campaigns, and lead ABM initiatives in close partnership with Sales. This is a highly collaborative, hands-on role that also requires strong people management skills to guide and grow a high-impact team.

Key Responsibilities

1. Channel Strategy & Paid Media Execution

• Own and optimize paid media programs across paid social, paid search, display, and programmatic to drive pipeline and revenue.
• Manage paid budgets with an ROI-first mindset, continuously improving CAC and LTV metrics.
• Partner with content and creative teams to develop high-performing ad creative and landing pages tailored to personas and funnel stages.
  
  

2. Website Design & SEO

• Lead the roadmap for the corporate website as a primary demand engine, ensuring world-class UX, clear messaging, and strong conversion paths.
• Oversee technical and content SEO strategies to improve organic search visibility, rankings, and traffic quality.
• Analyze site performance and user behavior to identify opportunities for conversion rate optimization (CRO).
  
  

3. CRM: Retention & Expansion

• Own the strategy and execution of lifecycle marketing campaigns within the CRM (e.g., HubSpot, Salesforce, Marketo).
• Partner with Customer Success and Product Marketing to increase customer engagement, reduce churn, and drive upsell/cross-sell opportunities.
• Monitor customer health scores and segmentation to deploy targeted email and in-app campaigns.

4. Performance Management

• Set quarterly and annual lead and pipeline targets in partnership with Sales and RevOps.
• Build and maintain dashboards to track KPIs across channels (e.g., MQLs, CPL, pipeline, ROI, CAC).
• Report regularly on program performance to executive leadership and make data-driven recommendations.

5. Account-Based Marketing (ABM)

• Collaborate with Sales to develop and execute ABM programs targeting strategic accounts across channels (ads, email, events, content syndication).
• Personalize experiences for key accounts throughout the buyer’s journey using tools like 6sense, Demandbase, or Mutiny.
• Align Marketing and Sales on ABM goals, target account lists, and performance reporting.

What You Bring

• 8–10 years of experience in demand generation, digital marketing, or growth marketing, with at least 3 years in a leadership role.
• Proven success managing and optimizing multi-channel campaigns and paid media spend.
• Strong understanding of CRM and marketing automation platforms (e.g., HubSpot, Marketo, Salesforce).
• Experience building and managing dashboards in tools such as Salesforce, Looker, or Tableau.
• Familiarity with SEO best practices and tools (e.g., SEMrush, Ahrefs).
• Deep experience with B2B marketing and ABM strategy.
• Excellent communication and cross-functional collaboration skills.
• Analytical, detail-oriented, and confident presenting to executive stakeholders.
• Strong people management skills with the ability to lead and scale a high-performing team.