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Position: Director, Demand Generation
Location: Remote
About LRN:
LRN is the world’s leading dedicated ethics and compliance SaaS company, helping more than 30 million people every year navigate complex regional and global regulatory environments and build ethical, responsible cultures. With over 3,000 clients across the US, EMEA, APAC, and Latin America—including some of the world’s most respected and successful brands—we’re proud to be the long-term partner trusted to reduce organizational risk and drive principled performance.
Named one of Inc Magazine’s 5000 Fastest-Growing Companies, LRN is redefining how organizations turn values into action. Our state-of-the-art platform combines intuitive design, mobile accessibility, robust analytics, and industry benchmarking—enabling organizations to create, manage, deliver, and audit ethics and compliance programs with confidence. Backed by a unique blend of technology, education, and expert advisement, LRN helps companies turn their values into real-world behaviors and leadership practices that deliver lasting competitive advantage.
About the role:
The Director, Demand Generation, North America, will lead the strategy and execution of demand generation programs focused on acquiring new leads and logos, and improving conversion rates across top-, mid- and bottom-of-funnel metrics. This leader will design and deliver integrated campaigns that increase engagement, optimize lead quality, and accelerate pipeline creation for LRN’s solutions across North America.
Working cross-functionally with Sales, Marketing, Rev Ops, Agency Partners, and other Regional Marketing Directors, the Director will build scalable, data-driven, buyer intent-led programs that deliver measurable growth. The Director will also work closely with and guide SDR (Sales Development Representative) resources, ensuring strong coordination between marketing and inbound and outbound efforts to maximize conversion efficiency.
What you'll do:
Develop and own the North America demand generation strategy, focusing on both new business acquisition and conversion rate improvement across all funnel stages.
Manage a multi-channel budget.
Lead integrated, multi-channel campaigns (digital, paid media, content syndication, email, nurture sequences, remarketing, webinars, PR and in-person events) to generate and nurture qualified leads.
Build ABM campaigns that move marketing qualified accounts to sales-ready, and deliver insights to Sales in a timely manner.
Build persona-driven campaigns informed by Sales’ customer insights and Product’s roadmap, aligned with vertical priorities and regional objectives.
Partner with Sales and RevOps to gather pipeline insights, then define target audience segments, lead goals, and conversion metrics, owning accountability throughout the funnel.
Drive engagement and response by building assets, workflows, and sequences with MarOps.
Optimize paid media performance with agency partners.
Work closely with and guide BDRs to improve lead follow-up, qualification consistency, and conversion rates from MQL to SQL.
Work closely with Marketing Events Manager for pre-event, event, and post-event initiatives.
Partner with MarOps to analyze funnel performance, velocity, identify drop-off points, and develop initiatives to increase conversion efficiency.
Define and implement processes for lead handoff, feedback loops, and performance tracking between marketing and SDR teams.
Conduct A/B testing, message optimization, and channel performance analysis to continually refine acquisition and conversion outcomes.
Measure and monitor key funnel metrics—impressions, CTR, MQL→SQL rate, SQL→Opportunity rate—and provide actionable recommendations.
Report regularly on performance and ROI, driving continuous improvement initiatives.
Share best practices and insights across the global marketing organization to elevate campaign effectiveness.
Requirements
What we're looking for:
8–10 years of experience in B2B demand generation or growth marketing, including 3+ years leading regional programs, both integrated and ABM campaigns.
Proven success in optimizing funnel performance metrics in a B2B setting (e.g., MQL conversion, lead-to-meeting rate, etc.).
Experience collaborating with and guiding BDR or SDR teams to improve conversion efficiency.
Deep expertise with marketing automation and CRM platforms (e.g., HubSpot) and CRM platforms (e.g., Salesforce).
