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Director, Demand Generation

Palo Alto, California

About Workato

Workato transforms technology complexity into business opportunity. As the leader in enterprise orchestration, Workato helps businesses globally streamline operations by connecting data, processes, applications, and experiences. Its AI-powered platform enables teams to navigate complex workflows in real-time, driving efficiency and agility.

Trusted by a community of 400,000 global customers, Workato empowers organizations of every size to unlock new value and lead in today’s fast-changing world. Learn how Workato helps businesses of all sizes achieve more at workato.com.

Why join us?

Ultimately, Workato believes in fostering a flexible, trust-oriented culture that empowers everyone to take full ownership of their roles. We are driven by innovation and looking for team players who want to actively build our company. 

But, we also believe in balancing productivity with self-care. That’s why we offer all of our employees a vibrant and dynamic work environment along with a multitude of benefits they can enjoy inside and outside of their work lives. 

If this sounds right up your alley, please submit an application. We look forward to getting to know you!

Also, feel free to check out why:

  • Business Insider named us an “enterprise startup to bet your career on”

  • Forbes’ Cloud 100 recognized us as one of the top 100 private cloud companies in the world

  • Deloitte Tech Fast 500 ranked us as the 17th fastest growing tech company in the Bay Area, and 96th in North America

  • Quartz ranked us the #1 best company for remote workers

Position Overview

The Director, Demand Generation – Digital is responsible for developing and executing marketing strategies to drive pipeline and revenue growth through paid channels and email marketing. This is a hands-on role where you will manage a small team, but also be expected to roll your sleeves up and get involved in execution. You will collaborate closely with SDR leaders, product marketing, and digital teams to deliver measurable results.

Responsibilities:

  • Strategy & Leadership:
    • Develop and own the digital marketing roadmap, with a specific focus on paid channels (e.g., PPC, social media, display, video) and email marketing.
    • Lead and mentor a team of digital marketing specialists, fostering a culture of high performance, collaboration, and continuous improvement.
    • Manage and optimize the digital marketing budget to maximize ROI and achieve business KPIs.
    • Stay up-to-date with the latest industry trends, technologies, and best practices in paid media and email marketing.
  • Paid Channels (Performance Marketing):
    • Oversee the strategy, execution, and optimization of all paid advertising campaigns across various platforms (e.g., Google Ads, Meta Ads, LinkedIn Ads).
    • Manage relationships with external agencies and vendors to ensure they deliver on performance goals.
    • Analyze campaign performance data to identify opportunities for A/B testing, audience targeting, and creative optimization.
    • Ensure all paid media efforts are aligned with brand guidelines and overall business objectives.
  • Email Marketing & Automation:
    • Develop and manage the overall email marketing strategy, including welcome series, nurture campaigns, promotional emails, and lifecycle marketing.
    • Oversee the creation and execution of A/B tests to improve email deliverability, open rates, click-through rates, and conversion rates.
    • Utilize marketing automation platforms to build and optimize customer journeys and personalized experiences.
    • Develop and implement list segmentation strategies to ensure relevant and targeted communications.
  • Analytics & Reporting:
    • Define key performance indicators (KPIs) and establish a clear measurement framework for all paid and email marketing efforts.
    • Utilize analytics tools (e.g., Google Analytics, marketing automation platforms) to track, measure, and report on campaign performance.
    • Provide regular, data-driven insights and recommendations to senior leadership, demonstrating the impact of digital marketing on business goals.
  • Collaboration:
    • Collaborate with cross-functional teams, including product, sales, content, and creative, to ensure a cohesive and integrated marketing approach.
    • Work closely with the sales team to develop lead nurturing campaigns that move prospects through the sales funnel.

Qualifications:

  • 8+ years of experience in digital marketing, with a minimum of 2 years in a leadership role focusing on paid media and email marketing.
  • Proven track record of developing and executing successful digital marketing strategies that have driven significant growth.
  • Deep expertise in paid advertising platforms (e.g., Google Ads, Meta Ads) and a strong understanding of performance marketing principles.
  • In-depth knowledge of email marketing best practices, including list management, deliverability, and automation.
  • Exceptional analytical skills with the ability to interpret complex data and translate it into actionable insights.
  • Proficiency with marketing automation and CRM platforms (Marketo, Salesforce, DemandBase, etc.).
  • Excellent leadership, communication, and project management skills.

For California applicants, the pay for this role may range between $165,000 - $183,000 plus variable, benefits, perks, and equity.

(REQ ID: 2159)

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