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Director, Demand Generation

United States

AssetWatch serves global manufacturers by powering manufacturing uptime through the delivery of an unparalleled condition monitoring experience, with a passion to care about the assets our customers care for every day. We are a devoted and capable team that includes world-renowned engineers and distinguished business leaders united by a common goal – To build the future of predictive maintenance. As we enter the next phase of rapid growth, we are seeking people to help lead the journey. 

We are looking for a Director of Demand Generation to build and execute pipeline-driving strategies across paid media and account-based marketing (ABM). This role is responsible for designing, executing, and optimizing multi-channel digital campaigns that engage target accounts and deliver measurable pipeline impact. While this role does not manage event marketing directly, it will partner closely with the events team to re-target event-engaged logos and incorporate them into ABM strategies.

This leader will manage a Digital Marketing Manager and two content marketers, and collaborate cross-functionally with Product Marketing, Marketing Operations, Creative, and Sales.

Key Responsibilities

  • Demand Generation & ABM Strategy
    • Own the planning and execution of full-funnel demand generation programs with a strong emphasis on digital and direct mail ABM strategies, as well as paid digital (LinkedIn, Google Ads, programmatic, content syndication, etc.).
    • Build targeted ABM plays in partnership with sales, leveraging firmographic, intent, and engagement data.
    • Develop retargeting strategies for event-sourced accounts, ensuring seamless handoffs between event marketing and ABM programs.
  • Campaign Execution & Optimization
    • Lead multi-channel paid campaigns (search, social, display, content syndication) with a test-and-learn mindset to maximize ROI.
    • Partner with Marketing Ops to ensure clean data, accurate attribution, and reporting on pipeline impact.
    • Oversee campaign content strategy in collaboration with product marketing, ensuring messaging resonates with both plant-level and corporate buyers.
  • Leadership & Collaboration
    • Manage and mentor the demand team, ensuring alignment to company growth goals.
    • Partner with Product Marketing to align campaigns to launches, key messages, and competitive positioning.
    • Collaborate with Creative to develop engaging, brand-consistent ads, landing pages, and nurture assets.
    • Work closely with Sales leadership to align on pipeline targets, ABM account selection, and engagement strategies.

Qualifications

  • 8+ years of experience in B2B SaaS demand generation with proven success driving pipeline. Must have meaningful experience in land and expand strategies.
  • Experience in an industrial/manufacturing space preferred, but not required.
  • Strong expertise in paid digital media strategy (LinkedIn, Google Ads, programmatic, retargeting).
  • Hands-on experience crafting and executing ABM strategies, leveraging data to drive real-time decision making for focus.
  • Deep understanding of funnel metrics, attribution, and pipeline reporting.
  • Experience managing and scaling teams; strong coaching and mentorship skills.
  • Exceptional cross-functional collaboration skills—able to influence sales, product, and creative stakeholders.

 

#LI-Remote

What We Offer: 

AssetWatch is a remote-first company that puts people at the center of everything we do. We want our team members to thrive - that’s why we offer a range of benefits and perks designed to support your well-being, growth, and work-life balance. 

  • Competitive compensation package including stock options 
  • Flexible work schedule 
  • Comprehensive benefits including retirement plan match 
  • Opportunity to make a real impact every day 
  • Work with a dynamic and growing team 
  • Unlimited PTO 

We have a distributed team that works remotely across locations in the United States and Ontario, Canada. Collaboration within core working hours is required. 

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