Senior Director, Demand Generation

Senior Director, Growth Marketing

About the Role:

Calero is seeking an experienced, strategic, and data-driven Senior Director of Growth Marketing to lead our growth marketing strategy and execution. This role is responsible for architecting, scaling, and continuously optimizing a modern revenue marketing engine that accelerates pipeline growth, expands customer relationships, and drives measurable revenue across multiple product lines and enterprise buyer segments.

Reporting to the SVP of Marketing, you will partner closely with Sales, Product Marketing, Channel Marketing, Revenue Operations, and Executive Leadership to deliver predictable pipeline growth.

This leader combines strategic vision with operational excellence and thrives equally in developing long-term growth strategies and rolling up their sleeves to execute campaigns, analyze performance, optimize programs, and solve complex go-to-market challenges.

Success in this role requires deep experience supporting complex enterprise B2B buying cycles through integrated, multi-touch, multi-channel engagement strategies that influence buying groups from initial awareness through opportunity creation, customer expansion, and long-term revenue growth.

This is a highly visible leadership role responsible for transforming marketing investment into brand awareness and ultimately pipeline.

What You'll Do:

Revenue Marketing Strategy

• Develop and execute Calero's growth marketing strategy to drive qualified pipeline growth across Enterprise (Fortune 2000) and Customer Expansion segments.
• Build integrated marketing programs that support the complete buyer journey; from category awareness and demand creation through pipeline acceleration, customer adoption and expansion.
• Own quarterly pipeline targets while continuously improving marketing's contribution to revenue, pipeline velocity, marketing efficiency, and return on investment.
• Develop scalable full-funnel marketing programs spanning paid media, organic channels, account-based marketing, events, email marketing and thought leadership.
• Continuously optimize campaign performance through testing, experimentation, segmentation, personalization, and data-driven decision making.

Account-Based Marketing

Lead and evolve Calero's enterprise Account-Based Marketing strategy by aligning Marketing, Sales, Revenue Operations, and Business Development around prioritized target accounts.

Develop and execute scalable ABM programs across:

• Fortune 2000 Accounts
• Targeted Competitive Takeaway Campaigns
• Existing Customer Cross Sell / Upsell Programs

Leverage 6sense and other intent data platforms to:

• Identify in-market buying accounts
• Prioritize target accounts and buying groups
• Uncover account-level buying intent
• Personalize messaging and engagement
• Improve account progression and pipeline velocity

Partner closely with Business Development Representatives (BDRs) and Sales Leadership to convert account-level intent into qualified pipeline through coordinated human and digital engagement.

Develop sophisticated account engagement strategies combining:

• Account-Based Advertising
• Paid Search
• Paid Social
• Display Advertising
• Website Personalization
• Email Marketing
• Executive Outreach
• SDR/BDR Engagement

Measure and continuously optimize account engagement, buying group penetration, opportunity creation, and revenue contribution.

Enterprise Demand Generation

• Design and execute integrated demand generation programs that support complex enterprise buying cycles involving multiple stakeholders, executive buyers, and long sales cycles.
• Build multi-touch, multi-channel nurture strategies that engage buying committees across awareness, consideration, evaluation, and purchase.
• Partner with Sales to align marketing strategy with account planning, opportunity progression, and pipeline acceleration initiatives.
• Develop scalable programs that create predictable pipeline while improving conversion throughout the entire revenue funnel.

Customer Growth & Expansion

Develop marketing strategies that maximize revenue within Calero's existing customer base by increasing awareness and the adoption of new products, platform capabilities, and emerging solutions.

Partner closely with Product Marketing and Sales to develop:

• Cross-Sell Campaigns
• Upsell Campaigns
• Product Adoption Programs
• Installed Base Marketing
• Customer Lifecycle Nurture

Create integrated expansion campaigns that educate customers on Calero's evolving platform strategy while increasing customer lifetime value, adoption, and expansion revenue.

Market Expansion & Category Growth

• Develop growth marketing strategies that introduce Calero into emerging technology markets and educate buyers on new product categories.
• Partner with Product Marketing to translate positioning and messaging into scalable awareness and growth programs.
• Build top-of-funnel campaigns that establish credibility, generate market awareness, and accelerate adoption of new solutions.
• Support Calero's platform positioning across Telecom Expense Management, Managed Mobility, SaaS Management, Cloud Expense Management, AI Expense Management, and future technology governance solutions.

Digital Marketing

Own Calero's digital growth marketing strategy across:

• Paid Search
• Paid Social
• Display Advertising
• Retargeting
• SEO
• Landing Pages
• Website Optimization
• Email Marketing
• Marketing Automation
• Conversion Rate Optimization (CRO)

Lead the paid digital marketing function to maximize marketing performance across search, social, display, retargeting, and account-based advertising.

Drive continuous optimization of:

• Keyword strategy
• Audience targeting
• Campaign structure
• Bidding strategies
• Ad copy and creative
• Front-of-site offers
• Landing pages
• Forms and conversion paths
• Website personalization
• A/B and multivariate testing

Ensure all digital programs are optimized to improve visitor-to-lead conversion, marketing qualified leads, sales qualified leads, opportunity creation, pipeline generation, and return on marketing investment.

Continuously evaluate channel performance and investment allocation using customer acquisition cost (CAC), return on advertising spend (ROAS), pipeline contribution, conversion rates, revenue attribution, and overall marketing efficiency.

Marketing Operations & Technology

Partner with Revenue Operations to optimize and scale Calero's marketing technology ecosystem, including:

• Salesforce
• Pardot
• 6sense
• Salesloft
• Google Analytics
• WordPress
• LinkedIn Campaign Manager
• Additional growth marketing technologies

Drive continuous improvement across:

• Lead Lifecycle Management
• Lead Scoring
• Buying Group Engagement
• Attribution
• Campaign Measurement
• Marketing Automation
• Data Quality
• Reporting
• Conversion Optimization

Champion operational excellence by ensuring marketing systems, processes, reporting, and automation scale with company growth.

Analytics & Performance

Develop executive-level dashboards demonstrating marketing's contribution to pipeline, revenue, customer expansion, and business growth.

Monitor and optimize KPIs including:

• Pipeline Generation
• Revenue Contribution
• Marketing Influenced Revenue
• Customer Expansion Pipeline
• MQLs
• SQLs
• Opportunity Creation
• Pipeline Velocity
• Account Engagement
• Conversion Rates
• Customer Acquisition Cost (CAC)
• Cost per Opportunity
• Marketing ROI
• Attribution
• Campaign Performance

Translate data into actionable recommendations that improve marketing investment decisions and overall business performance.

Sales Partnership

Serve as a strategic partner to Sales Leadership by aligning marketing strategy with revenue priorities.

Partner with Sales to:

• Improve Lead Quality
• Accelerate Opportunity Creation
• Increase Pipeline Velocity
• Improve Account Penetration
• Align Marketing and SDR/BDR Programs
• Develop Executive Account Strategies
• Optimize Buying Group Engagement

Conduct regular pipeline reviews and establish shared accountability for revenue performance.

Qualifications:

Required

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 8+ years of progressive B2B SaaS or enterprise technology marketing experience.
• 5+ years leading high-performing demand generation, growth marketing, or revenue marketing teams.
• Demonstrated success building integrated demand generation strategies that drive measurable pipeline, revenue growth, and marketing efficiency.
• Proven experience supporting complex enterprise B2B sales cycles involving multiple stakeholders, buying groups, and long sales cycles.
• Deep expertise in Account-Based Marketing, including demonstrated experience leveraging 6sense or similar intent platforms to identify buying signals, prioritize target accounts, orchestrate multi-channel engagement, and convert account-level intent into qualified pipeline.
• Experience integrating digital marketing programs with Business Development (BDR/SDR) organizations to maximize account engagement and accelerate opportunity creation.
• Demonstrated success developing cross-sell, upsell, customer expansion, and installed-base marketing programs that increase customer lifetime value and expansion revenue.
• Demonstrated experience leading high-performing paid digital marketing (PPC) programs and teams, with accountability for converting marketing investment into measurable pipeline and revenue growth.
• Deep expertise across paid search, paid social, account-based advertising, SEO, display advertising, retargeting, marketing automation, and conversion rate optimization.
• Proven experience optimizing the complete digital conversion funnel—from ad impression through click, landing page engagement, form submission, marketing qualification, opportunity creation, and pipeline generation. Strong understanding of keyword strategy, bidding models, audience targeting, ad copy development, creative testing, front-of-site offers, landing page optimization, website conversion, and A/B testing methodologies.
• Demonstrated success managing internal digital marketing teams and external agency partners while establishing performance expectations, measuring results, and continuously improving marketing efficiency through data-driven optimization.
• Strong analytical mindset with experience building executive dashboards and using data to optimize investment decisions.
• Excellent executive communication, presentation, collaboration, and leadership skills.
• Proven ability to balance strategic leadership with hands-on execution in a fast-paced, high-growth environment.

Preferred Experience

Experience with:

• Salesforce
• Pardot
• 6sense
• Salesloft
• Google Analytics
• LinkedIn Campaign Manager
• WordPress
• Enterprise marketing attribution platforms
• Marketing automation platforms
• AI-assisted marketing technologies

Experience marketing enterprise SaaS or technology platforms with long, complex buying cycles is strongly preferred.

Experience supporting organizations expanding into new product categories, platform offerings, or adjacent markets is highly desirable.

Calero is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, sexual orientation, gender identity, age, protected veteran status, or status as a qualified individual with a disability.

The On Target Earnings (OTE) for this role is $175,00 to $200,000. It is important to Calero that potential candidates for this position understand that compensation depends on numerous factors including the geographic location where the role will be performed, skills required, experience, complexity, travel, and market rate. Calero aims to reward performance and attract top talent with competitive, fair pay and benefits. Please note that the top of the salary range represents exceptional, and/or senior-level positions, that meet all required qualifications. Actual offers take candidate’s knowledge, skills, abilities, and experience into account. Base Pay is just one component of the total compensation package for employees. Other rewards vary by position and location.