Director of Demand Generation

About the RoleWe are seeking a dynamic, strategic, and results-driven Director of Demand Generation to lead and scale our growth marketing engine. This role is responsible for driving high-quality pipeline and revenue growth by improving how we capture, convert, and scale demand across the entire customer journey.You will build and optimize an integrated, performance-driven demand generation system that connects marketing, sales, and technology-ensuring that demand not only grows, but converts efficiently into revenue. This is a role for someone who understands sales-assisted funnels, conversion dynamics, and revenue attribution, and can directly impact business performance.This role requires a leader who can diagnose growth constraints, move quickly, and execute with confidence.What You'll OwnDemand Generation & Revenue ImpactImprove how we convert demand into revenue across the full funnel Build and scale a predictable, high-quality pipeline engine aligned to revenue goals Raise performance across the entire demand system, from first interaction through closed sale Turn existing demand into significantly more revenue through improved conversion, targeting, and funnel efficiency Full-Funnel Performance MarketingOwn and optimize end-to-end demand generation strategy across TOF, MOF, and BOF Develop and execute integrated, multi-channel performance marketing strategies across owned, paid, earned, and emerging platforms Ensure we are effectively capturing demand across both current and emerging channels Identify and scale new channels and growth opportunities based on performance and revenue impact Sales-Assisted Funnel OptimizationDesign and optimize sales-assisted funnels, ensuring marketing is driving high-intent, sales-ready leads Partner closely with Sales to improve lead quality and increase contact rate Identify where leads are stalling or dropping off and implement solutions to improve funnel velocity Integrate sales feedback directly into targeting, messaging, and campaign strategy Conversion, Lifecycle & Funnel EfficiencyStrengthen lifecycle marketing and lead nurturing programs to accelerate pipeline progression Improve conversion rates at every stage of the funnel-from first touch to closed sale Own and evolve CRO strategy, optimizing landing pages, lead capture, and on-site performance Align messaging and experiences to drive action and reduce friction in the buying process Develop and scale personalized journeys and experiences that improve engagement and conversion Buyer Journey & Customer ExperienceDevelop a deep understanding of the customer journey and decision-making process Map and optimize end-to-end buyer journeys, identifying constraints and opportunities for growth Deliver data-driven, personalized experiences that increase engagement and conversion Performance, Analytics & Decision-MakingTranslate data into clear, actionable decisions that drive revenue outcomes Focus the organization on the metrics that matter-pipeline, conversion, revenue, CAC, and efficiency Identify where growth is being constrained and prioritize the highest-impact opportunities Partner with analytics and AI teams to improve targeting, personalization, and performance Innovation, AI & Market EvolutionEnsure Sunlighten is visible in emerging discovery environments, including AI-driven and conversational search Apply AI and automation to improve lead capture, qualification, and campaign performance Continuously test and implement new approaches to demand capture and conversion Marketing, Sales & AlignmentTranslate differentiation into clear, conversion-driven market positioning Align marketing, creative, and sales into one unified revenue system Ensure messaging reflects what actually drives conversion and sales engagement Partner with Sales to ensure strong pipeline quality, clear feedback loops, and shared accountability Marketing Technology & Scalable SystemsBuild and optimize a performance-driven marketing technology ecosystem Partner with IT and development teams to deliver systems, platforms, and integrations that drive revenue Automate workflows to improve speed, efficiency, and scalability of demand generation efforts Team LeadershipLead, mentor, and grow a high-performing demand generation team Build a culture focused on accountability, performance, and continuous improvement Operate as both a strategic leader and hands-on operator You Are Known ForDiagnosing growth constraints quickly and clearly Turning existing demand into significantly more revenue Operating effectively across marketing and sales Driving measurable performance improvements across the funnel Moving fast, learning quickly, and executing with confidencWhat Success Looks LikeIncreased marketing-sourced pipeline and revenue contribution Improved conversion rates across every stage of the funnel Strong alignment between marketing, sales, and technology A scalable, efficient demand generation system that drives predictable growth Continuous improvement in performance, efficiency, and revenue impact Growth & Leadership ScopeThis role is designed for a high-impact leader who will own and scale our demand generation engine and play a critical role in driving the company's next phase of growth Opportunity to expand scope and influence across the marketing organization based on performance and business needs Increased involvement in strategic planning and cross-functional initiatives as impact grows Ability to take on broader leadership responsibilities while continuing to drive measurable business outcomes Qualifications8-12+ years of experience in demand generation, performance marketing, or growth marketing, preferably in a D2C and/or high-consideration purchase environment Proven track record of driving revenue through high-quality pipeline generation and conversion optimization Deep expertise in sales-assisted funnels, lifecycle marketing, and performance-driven acquisition strategies Strong understanding of conversion dynamics, attribution, and funnel performance Experience identifying and scaling new channels and demand sources Demonstrated success building scalable systems, processes, and high-performing teams Highly analytical and data-driven, with the ability to translate insights into revenue-driving actions Experience leveraging AI, automation, and emerging technologies in marketing Strong leadership and cross-functional collaboration skills Ability to prioritize ruthlessly based on revenue impact