Director of Demand Generation

We’re seeking a Director of Demand Generation who thrives in a dynamic environment, relishes the opportunity to build from scratch, and knows how to create significant impact with limited resources. This is both a strategic and hands-on role where you’ll build the foundation of a modern, scalable demand generation engine, working across marketing, sales development, sales, RevOps, and customer success to drive qualified pipeline.

The ideal candidate is equal parts tactician and strategist—someone who loves experimenting, measuring, and optimizing every stage of the funnel. You must be fluent in both traditional MarTech (HubSpot, Salesforce, Gong, or equivalents.) and eager to leverage emerging AI tools to push our growth forward.

Key Responsibilities

Demand Generation Strategy & Execution

• Create annual and quarterly Demand Generation plans required to meet a rapidly growing sales team and scaling sales goals.
• Develop and own a full-funnel demand generation strategy to drive awareness, engagement, and pipeline for Dusty's category-defining products.
• Translate high-level growth goals into targeted, integrated campaigns across channels (email, digital, events, content, ABM, webinars, paid social, etc.).
• Define methodologies for measuring and monitoring the success of these programs; quantity of responses, quality of responses and follow-up activity.
• Create a clear testing framework to rapidly iterate, optimize, and scale what works including identification of needle-moving busting AI technologies.
  
  

MarTech, Data & Analytics

• Own the Demand Gen MarTech stack—plus explore and implement emerging AI marketing tools.
  
  
• Set up and optimize tracking, attribution, and lead lifecycle reporting to ensure data-driven decisions.
  
  
• Define and report on KPIs such as MQLs, SQLs, pipeline velocity, CAC, and ROI.
  
  

Collaboration & Cross-Functional Partnership

• Partner closely with Sales to align on ICPs, qualification criteria, and SLA between marketing and SDRs.
  
  
• Collaborate with Product Marketing on messaging, segmentation, and campaign assets.
  
  
• Coordinate with RevOps to ensure a seamless lead handoff and nurture process.
  
  

Team Building & Leadership

• Initially lead as a player-coach—executing directly while laying the foundation for future team growth.
  
  
• Oversee external agencies/vendors as needed to augment capacity.
  
  
• Recruit, mentor, and develop a high-performing demand generation team over time.
  
  

Qualifications

Must-Have

• 7–10+ years in B2B marketing with deep expertise in demand generation, ideally in a high-growth startup or category-creating company.
  
  
• Demonstrated success in designing and scaling demand gen programs with measurable impact on revenue.
  
  
• Strong experience with marketing automation, CRM, and sales enablement tools (HubSpot, Salesforce, Gong, Clay, etc.).
  
  
• Comfortable working in an early-stage, scrappy environment—figuring things out quickly and independently.
  
  
• Passion for using and experimenting with AI-driven marketing tools (e.g. content generation, predictive scoring, chatbots, personalization, etc.).
  
  
• Excellent analytical skills and a love for performance metrics.
  
  

Nice-to-Have

• Experience marketing a product that bridges physical + digital industries (hardware, robotics, construction tech, or similar).
  
  
• Exposure to account-based marketing (ABM) strategies.
  
  
• Previous ownership of field marketing or event-driven demand programs.

Location: Hybrid – Bay Area preferred