Director, Demand Generation

Second Front Systems (2F) is seeking a Director, Demand Generation to own and scale our integrated demand engine, driving measurable pipeline growth across acquisition, retention, expansion, and strategic market engagement. This role is accountable for building and leading a high-performing demand system that connects digital demand, lifecycle engagement, events, partnerships, sales programs, and agency execution into one cohesive pipeline motion. As Director, Demand Generation, you will sit at the center of Growth, Sales, Partnerships, RevOps, and Product Marketing, translating strategy into execution and revenue impact. You will treat pipeline as a system to continuously optimize, balancing experimentation, operational discipline, and cross-functional alignment to improve performance across the funnel. This is a strategic yet hands-on leadership role for someone who thrives in ambiguity, moves decisively, and knows how to build, scale, and improve demand programs without relying solely on agencies or narrow-channel expertise. If you’re excited to drive growth for mission-critical technology that supports national security, we want to hear from you. Note: Candidates must reside in one of our approved hiring hubs: • DC/Maryland/Virginia • Raleigh/Durham/Chapel Hill, NC • Denver/Colorado Springs, CO • Dallas/Fort Worth, TX What You'll Do • Own quarterly and annual sales-qualified pipeline targets with clear accountability for revenue contribution, efficiency, and ROI. • Build and execute an integrated demand generation strategy spanning digital, lifecycle, events, partnerships, ABM, and sales-led programs. • Lead the full-funnel demand engine, ensuring stronger alignment from awareness through pipeline acceleration and expansion. • Drive paid and digital demand strategy across channels including LinkedIn, Google, retargeting, and emerging platforms. • Own event-driven demand strategy, maximizing pipeline impact before, during, and after strategic activations including tradeshows, ecosystem events, partner activations, and flagship moments. • Build and scale SEO, AEO, and content-driven inbound demand programs that improve discoverability, authority, and qualified pipeline. • Own web strategy, landing page optimization, and conversion rate improvements to strengthen funnel performance. • Lead a disciplined growth experimentation approach across channels to improve conversion, efficiency, and pipeline velocity. • Identify, test, and validate new demand channels through controlled pilots and data-driven analysis. • Support account-based and sales-led programs that accelerate enterprise deal cycles and improve expansion opportunities. • Apply AI-enabled workflows to improve campaign execution, audience targeting, personalization, reporting efficiency, and decision-making. • Develop clear attribution models that connect multi-channel activity directly to pipeline and revenue impact. • Build repeatable systems, playbooks, and processes that scale with the business. • Partner cross-functionally with Sales, RevOps, PMM, and Partnerships to align marketing programs with GTM priorities. • Own and manage agency relationships across paid media, SEO, web, and digital programs, holding partners accountable to execution quality, experimentation rigor, and business outcomes. • Help shape and lead future demand-focused resources, including agency partners and potential direct reports. What You Bring - 8+ years of experience in B2B SaaS demand generation, growth marketing, or integrated revenue marketing - Proven track record of generating measurable sales-qualified pipeline and revenue impact, not just lead volume - Experience owning full-funnel demand strategy across digital, lifecycle, events, and integrated campaigns - Strong