Associate Director, Demand Generation

Job Title : Associate Director, Demand Generation

Department : Marketing & Communications

Location : Remote, DC / San Francisco preferred

Level : IC4

Salary Range :

Typical hiring range for high cost of living locations (DC / CA / NYC) : $95,325 - $127,100

Typical hiring range for all other locations : $81,026 - $108,035

Reports To : Director, Marketing

Supervisory Role : No

FLSA Status : Exempt

Job Summary

The Associate Director, Demand Generation will lead the strategy and execution of demand generation across digital and outbound marketing channels to drive qualified leads, pipeline growth, and partner acquisition. The ideal candidate is a performance-oriented B2B marketer who excels in Salesforce Marketing Cloud Account Engagement (Pardot) and has a proven track record of partnering with Sales, content and program teams to fuel business growth. This role also supports the Revenue & Growth team through cold outreach, market research, and ongoing campaign optimization.

This position is an opportunity to amplify Out & Equal’s mission to create workplaces where every individual can show up authentically and thrive. If you’re driven by purpose and impact, you’ll find your work here deeply rewarding.

Essential Functions

Demand Generation & Campaign Strategy — Develop and execute integrated, multi-channel marketing strategies to drive qualified lead generation and conversion.

Manage and optimize digital campaigns across paid search, paid and organic social media, content marketing, SEO, and email.

Collaborate with the Content Strategist to craft content aligned with campaign goals, audience needs, and SEO best practices.

Build and oversee go-to-market strategies for new initiatives, driving awareness and engagement from both new and existing partners.

Partner with Director – Campaign Strategy to align campaign timing, messaging, and targeting to overall funnel objectives.

Guide the execution of paid and organic social media campaigns that support demand generation goals and brand visibility.

Identify opportunities for campaign amplification via paid ads.

Prospecting, Segmentation & Cold Outreach

Identify and segment target organizations and contacts based on demographic and firmographic data.

Conduct market research to understand industry-specific challenges, competitor positioning, and emerging trends to inform marketing strategies.

Build segmented contact lists and deploy targeted cold email campaigns designed to drive engagement and conversions.

Lead Nurturing & Funnel Management

Design and execute email engagement campaigns that move prospects from new lead to Sales Qualified Lead (SQL).

Monitor lead behavior and refine nurturing workflows to ensure prospects are receiving timely, relevant messaging based on their engagement.

Develop strategies to re-engage cold or inactive leads through tailored offers and messaging informed by behavioral data.

Performance Analytics & Optimization

Track and report performance across all marketing channels, including lead generation, conversion rates, and ROI.

Run A / B testing and multivariate experiments to improve campaign outcomes and guide marketing investment decisions.

Leverage analytics tools to evaluate campaign effectiveness and audience behavior.

Marketing Technology & Systems

Manage and optimize the use of Salesforce MCAE, Lusha, and other marketing tools to support segmentation, outreach, and funnel tracking.

Ensure smooth integration between marketing automation, CRM, and analytics systems to support reporting and lead attribution.

Core Job Competencies

Digital Marketing — Developing digital strategies, programs and tools in line with organization’s branding and sales objectives.

Market Research & Consumer Behavior — Collecting and analyzing relevant market and consumer data to inform and reshape the organization’s marketing strategy. Market data includes customer, company, competitor, industry and stakeholder analyses. Consumer data includes consumer behavior, attitudes, preferences, usage and perceptions.

Advertising & Sales Promotion — Developing corporate advertising and promotional materials and tools in line with identified business needs.

Project Management — Planning, implementing, monitoring, and completing projects, ensuring effective management of scope, resources, time, cost, quality, risk, and communications.

Information Gathering & Processing — Locates and collects accurate data from appropriate sources; sorts and evaluates data to prepare meaningful and concise reports that summarize important information.

Qualifications (Licenses, Certifications, Education Related Experience, technology)

Bachelor’s degree in Marketing, Business, Communications, or a related field—or equivalent experience.

Proven success in B2B marketing environment with evidence of driving pipeline growth and able to bring industry best practices to Out & Equal’s demand generation strategy

7–9 years of experience in B2B growth marketing, digital demand generation, or related roles in B2B environments.

Hands-on experience with Salesforce Marketing Cloud Account Engagement (MCAE), Lusha, Google Analytics 4, LinkedIn Campaign Manager and WordPress.

Strong expertise in developing and executing omni-channel lead generation campaigns, including cold email outreach.

Proven ability to manage segmentation, list building, and personalization strategies using marketing technology platforms.

Deep understanding web analytics and conversion optimization best practices.

Data-driven decision-maker with the ability to synthesize insights and recommend strategic adjustments.

Proven ability to operate independently and manage multiple priorities in a lean, dynamic team environment

Excellent collaboration, project management, and communication skills.

Proficiency in Microsoft Office Suite

PowerPoint presentation skills

Physical Job Requirements

This position requires the ability to remain in a stationary position (standing and / or seated) more than half the time

Travel Requirements

This position requires overnight domestic travel less than 25% of the time

Equal Opportunity Statement

Out & Equal is committed to a diverse, inclusive, and equitable workplace where all people belong and thrive. Out & Equal Workplace Advocates is an equal opportunity employer and does not discriminate based on any of the following : physical appearance, race, color, age, sex, sex characteristics, sexual orientation, gender identity, gender expression or gender characteristic, socioeconomic status, religion or religious creed, criminal history (except in circumstances relevant to a job), ancestry, genetic information or predisposing genetic characteristics, national origin, medical condition, physical or mental disability, AIDS / HIV status, political activities or affiliations, military service or veteran status, marital status, parental status, familial status or family responsibilities, family structure, pregnancy or pregnancy-related conditions, childbirth, reproductive health decision, domestic violence victim status, retaliation for opposing unlawful discriminatory practices, or any other classification protected by federal, state, and local laws and ordinances.

THE ABOVE CATEGORIES ARE MEANT TO CONVEY COMPLIANCE WITH THE FEDERAL, STATE, AND LOCAL EEO LAWS IN WHICH WE OPERATE AND NOT MEANT TO INCORPORATE EVERY TYPE OF POTENTIAL EMPLOYMENT DISCRIMINATION. WE STRONGLY ENCOURAGE LGBTQ+ CANDIDATES AND INDIVIDUALS FROM HISTORICALLY MARGINALIZED COMMUNITIES TO APPLY. REQUESTS FOR RELIGIOUS OR DISABILITY ACCOMMODATION SHOULD BE DIRECTED TO HR@OUTANDEQUAL.ORG.

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