Director, Demand Generation

About Us:

Procurement Partners builds intuitive software that helps healthcare organizations automate purchasing, inventory management, and invoicing. We support thousands of facilities in reducing costs and administrative burden, freeing clinicians and staff to spend more time where it matters most — caring for patients and residents.

One of the fastest growing procure-to-pay software companies in healthcare, Procurement Partners is backed by a growth-oriented private equity firm and scaling rapidly toward our next stage of growth. We are building a high-performing team of people who are passionate about technology, innovation, and impact — people who are excited to grow their careers in a fast-moving, collaborative environment where what you build today directly shapes the trajectory of the company. 

About the Role:

The Director of Demand Generation will own the strategy, execution, and performance of Procurement Partners’ full-funnel revenue marketing engine. This is a leadership role for a builder-operator who can set the demand generation vision and then execute against it — designing programs that create pipeline, accelerating buyers through the funnel, and building the infrastructure and team needed to sustain growth at scale.

You will partner closely with Sales, Channel, Revenue Operations, Product Marketing, and Customer Success, this role carries direct accountability for pipeline contribution and marketing-sourced revenue. You will be the senior voice on demand strategy, own the demand generation budget, and build toward a team as the function scales.

This role is ideal for a marketer who has outgrown pure execution and is ready to lead; someone who brings both strategic clarity and the operator instincts to build programs that actually convert.

What You’ll Do:

Strategy & Pipeline Ownership

• Define and own the annual demand generation strategy, translating company growth targets into channel plans, segment priorities, and a pipeline model that maps marketing investment to revenue outcomes.
• Own the demand generation budget, allocating spend across channels, managing vendor and agency relationships, forecasting pipeline contribution by quarter, and presenting ROI to senior leadership.
• Serve as the primary marketing stakeholder for pipeline reporting, co-owning pipeline targets with Sales leadership and participating in QBRs with clear, data-backed readouts on marketing’s contribution.
• Partner with the VP of Sales, VP of Channel, and Chief Commercial Officer to set pipeline coverage goals and continuously evaluate the efficiency of the demand engine relative to other lead sources and growth targets.
• Integrated Campaign Execution
• Lead end-to-end demand generation planning and execution across all key channels, including email nurture, paid social, paid search, webinars, content syndication, and emerging programs aligned to pipeline goals.
• Design and run integrated, multi-touch campaigns from concept through launch and optimization, including targeting strategy, offers, landing pages, automation workflows, and conversion paths.
• Build and own an Account-Based Marketing (ABM) program targeting high-value health system and senior care accounts, coordinating 1:1 and 1:few plays with Sales across the buying committee.
• Leverage intent data and audience signals to prioritize in-market accounts, improve targeting precision, and inform content and channel strategy.
• Manage campaign measurement and optimization, including structured testing plans, audience and creative iteration, and clear attribution of spend to pipeline impact.

Lifecycle & Expansion Marketing

• Extend demand generation scope beyond new logo acquisition to include lifecycle marketing programs that support customer expansion, cross-sell, and retention in partnership with Account Management and Customer Success.
• Build nurture infrastructure and triggered programs that move contacts through the funnel based on behavioral signals, lifecycle stage, and engagement patterns.
• Collaborate with Product Marketing on customer communication strategy for new feature releases, upsell opportunities, and renewal plays.

Marketing Operations & Systems

• Serve as the strategic owner of HubSpot, overseeing campaign operations, automation, lifecycle stage management, segmentation, lead scoring and routing, and data hygiene — either hands-on or through a future marketing ops hire.
• Own the attribution model and reporting infrastructure, building dashboards and recurring executive readouts that tie channel performance to funnel conversion and pipeline impact.
• Maintain clean, scalable campaign operations including naming conventions, UTM governance, tracking standards, and consistent attribution practices across the revenue stack.
• Partner with Sales Ops to continuously improve lead management processes, including SLAs, handoff quality, routing logic, and feedback loops that improve speed-to-lead and conversion rates.
• Evaluate and recommend marketing technology investments that improve efficiency, measurement, or targeting capability as the function scales.

Leadership & Team Development

• Build toward a demand generation team as the function scales — defining roles, hiring top talent, and developing team members with clear expectations and growth paths.
• Manage external agency and vendor relationships, including media partners, content syndication publishers, and any contracted demand gen support.
• Establish a culture of experimentation, accountability, and continuous improvement — modeling the analytical rigor and cross-functional partnership that high-performing revenue teams require.
• Represent demand generation in leadership discussions, bringing a commercial perspective to go-to-market decisions, budget planning, and growth strategy.

What You'll Bring:

• 8+ years of B2B SaaS demand generation experience, including multi-channel campaign ownership with measurable pipeline impact.
• 2+ years in a senior or lead demand generation role, with demonstrated experience influencing go-to-market strategy and presenting to sales or executive leadership.
• Proven ability to build and execute ABM programs, including account selection, buying committee engagement, and coordinated sales-marketing plays.
• Strong HubSpot expertise as a power user or administrator — workflows, automation, segmentation, lifecycle management, lead scoring, and reporting.
• Experience owning or co-owning a demand generation budget, with the ability to allocate spend, forecast pipeline contribution, and defend ROI.
• Deep analytical capability — fluent in funnel metrics, multi-touch attribution, cohort performance, CAC, CPL, and pipeline-to-revenue modeling.
• Experience managing paid channels (paid search, paid social) with clear understanding of performance levers and optimization methodology.
• Track record of building strong cross-functional partnerships with Sales, Revenue Ops, Product Marketing, and Customer Success.
• Clear, executive-ready communicator who can translate data into narrative, influence without authority, and drive alignment across revenue teams.

What Will Help You Stand Out: 

• Experience marketing in the healthcare IT, health tech, or clinical operations space.
• Familiarity with intent data platforms (e.g., 6sense, Bombora, or similar) and how to operationalize signals in HubSpot and/or Salesforce.
• Experience in Salesforce, HubSpot, Clay, ZoomInfo, and Outreach.
• Background supporting longer sales cycles and multi-stakeholder buying groups, particularly in regulated or mission-critical software categories.
• Experience managing a small team or direct reports, even in a player-coach capacity.

Why This Role:

• Direct impact on company trajectory — this is a true ownership role at a PE-backed company scaling toward its next stage, where the work you do in year one shapes the growth infrastructure for years ahead.
• A seat at the revenue table — you will partner directly with Sales and company leadership, not just support them.
• Room to build — the demand generation function is maturing, which means you will have the opportunity to define how it operates, not inherit someone else’s playbook.
• A mission that matters — Procurement Partners removes friction from healthcare operations, freeing up the people who care for patients to focus on what they do best