Director, Demand Generation

TrendAI™, the global AI security leader and enterprise business unit of Trend Micro, empowers organizations with full AI visibility and consolidated security that inspires confidence, drives innovation, and eliminates risk.
 
At TrendAI™, we’re always seeking exceptional talent; people who want to collaborate with the best and push boundaries together. Here, your work goes beyond building a career. You will help protect what matters and play a vital role in shaping a safer, more trustworthy AI-powered future.
 
AI Fearlessly.

Title: Director, Demand Generation – North America Business Unit (NABU)

Location: Remote, US

About the Role

The Director of Demand Generation owns the inbound demand engine for TrendAI's North America Business Unit (NABU). This leader is accountable for the strategy, execution, and measurement of every program that converts awareness into qualified pipeline — from paid media and content syndication, through SEO and lifecycle marketing, into the SDR/sales hand-off.

Working in close partnership with the Field, Channel, Customer, and Canada marketing leaders on the NABU Marketing Leadership Team, this role is the connective tissue between top-of-funnel investment and the pipeline that lands in the seller's hands. The successful candidate will own pipeline contribution targets, MQL-to-SQL conversion economics, and the marketing operations infrastructure that makes it all measurable.

Key Responsibilities

Strategy & Pipeline Ownership

• Own the NABU inbound demand generation strategy and the quarterly/annual pipeline contribution target.
• Set MQL, SQL, and pipeline goals by segment (Enterprise, Commercial, SMB) and by buying center; manage to those numbers weekly.
• Partner with Sales and RevOps to define and continuously refine lead scoring, routing, and SLA adherence.

Program Execution

• Lead always-on demand programs across paid search, paid social, content syndication, display, programmatic, third-party media, webinars, and content offers.
• Own the marketing-sourced and marketing-influenced pipeline performance of every digital channel; reallocate budget quickly based on CAC, ROAS, and downstream conversion.
• Build and run lifecycle and nurture programs (email, in-product, retargeting) that move prospects from awareness to sales-ready.
• Coordinate inbound execution with Channel Marketing on partner-attached demand and with Customer Marketing on cross-sell/upsell motions.

Operations, Data & Measurement

• Own the demand gen tech stack in partnership with Marketing Operations: marketing automation, intent data (e.g., 6sense), enrichment, and campaign attribution.
• Establish a single source of truth for funnel reporting; deliver weekly pipeline pacing and monthly program performance reviews to NABU leadership.
• Drive a culture of experimentation — clear hypotheses, sized bets, fast reads, and decisive scale-or-kill decisions.

Leadership & Cross-Functional Influence

• Manage and develop a team of demand marketers; recruit additional talent as the function scales.
• Represent NABU Demand Generation in global marketing forums and to North America sales leadership.
• Serve on the NABU Marketing Leadership Team, contributing to overall NABU marketing strategy and operating cadence.

Minimum Qualifications

• 10+ years of B2B demand generation experience, with at least 4 years leading a demand gen team in a high-growth software or SaaS environment.
• Proven track record of owning and hitting a multi-million-dollar pipeline number tied to revenue.
• Deep fluency in marketing automation (Marketo, HubSpot, or Pardot), CRM (Salesforce or Dynamics), and intent platforms (6sense, Demandbase, or equivalent).
• Strong command of funnel math, attribution methodologies (first-touch, multi-touch, marketing-influenced), and unit economics (CAC, LTV, payback).
• Demonstrated ability to partner credibly with Sales leadership and translate marketing activity into seller-relevant outcomes.
• Excellent communicator who can move fluidly between an executive narrative and the campaign-level detail required to coach a team.
• Bachelor's degree or equivalent professional experience.

Preferred Qualifications

• Cybersecurity, infrastructure software, or adjacent enterprise technology background.
• Experience marketing to multi-buying-center accounts (security, IT, cloud, app dev).
• Hands-on familiarity with ABM program design and measurement.
• Experience in a channel-leveraged go-to-market motion.

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