Director, B2B Demand Generation/CRM Strategy

Director, B2B Demand Generation/CRM Strategy

This is a hybrid role to be based near one of our offices in New York City, Los Angeles, Oakland or Austin.

About Us

We drive intelligent growth for ambitious businesses and leading brands.

Customer understanding is more potent and drives greater value when insights go to work directly within marketing and experience priorities. To give our clients that advantage, we put an insights-driven operating system at the core of our design, go-to-market and digital experience solutions.

Material clients make smarter growth choices because they can see clearly how and when to take the shots that count. Together, we connect consumer intelligence with customer demand generation to build lasting, profitable relationships.

We work across B2B and B2C categories to design and deliver modern marketing systems that drive measurable impact. This includes supporting demand generation, CRM, and go-to-market effectiveness. We value a strong understanding of customer lifecycles - bringing a perspective on how audiences evolve over time, how touchpoints and nurture strategies can be orchestrated across channels, and how those interactions contribute to measurable business outcomes, particularly within complex B2B environments.

The Opportunity

We are seeking a highly capable B2B Demand Generation leader to join Material and drive demand strategy and execution across key clients. This role will play a critical part in building and orchestrating modern, full-funnel demand engines—particularly in complex B2B environments with long sales cycles and multi-stakeholder buying journeys.

This is a hands-on, leadership role ideal for someone who can both think strategically and execute programs across demand generation, CRM strategy, and account-based marketing.

Key Responsibilities:

Demand Generation Strategy & Execution

• Develop and execute end-to-end demand generation strategies aligned to client growth objectives

• Define target audiences, buying groups, and priority accounts in partnership with client stakeholders

• Drive full-funnel performance across awareness, engagement, conversion, and pipeline

Account-Based Marketing (ABM)

• Design and implement ABM programs for enterprise and high-value accounts

• Partner with client sales teams to orchestrate personalized, multi-touch engagement strategies

• Establish account prioritization frameworks and track account progression

CRM Strategy & Lifecycle Design

• Lead CRM strategy for clients, including segmentation, lifecycle design, and contact strategy

• Define how CRM supports demand generation, lead nurturing, and long-term customer value

• Ensure CRM is structured to enable personalization, measurement, and scalable growth

CRM Operations & Marketing Technology

• Foundational understanding of CRM systems, with ability to see strategy through to execution

• Partner with internal & marketing operations teams to optimize CRM systems (e.g., Salesforce) and MAP platforms (e.g., Marketo, HubSpot)

• Oversee lead scoring, routing, and database health

• Ensure seamless integration across data sources, channels, and reporting systems

• Experienced working with CDP system for audience automations

Campaign & Audience Orchestration

• Ability to see across the entire campaign system to suggest optimized channel mix based on connectivity between CRM and Media

• Ensure consistency of messaging and experience across touchpoints

• Experience in guiding clients toward automated experiences for personalized communication (including dynamic audience and content orchestration)

Lead Management & Nurturing

• Build and refine lead management frameworks, including scoring, routing, and nurturing

• Design lifecycle programs that move prospects through extended consideration cycles

• Continuously improve lead quality and conversion rates

Client & Stakeholder Leadership

• Serve as a trusted partner to client marketing and sales teams

• Facilitate alignment across stakeholders to ensure shared goals and accountability

• Translate strategy into actionable plans and measurable outcomes

Performance & Optimization

• Define KPIs and reporting frameworks tied to pipeline and revenue impact

• Use data, testing, and insights to continuously optimize performance

• Leverage tools such as intent data and analytics platforms to improve targeting and efficiency

Qualifications

• 5–10 years of experience in B2B demand generation

• Proven experience working in complex B2B environments with long sales cycles and multiple stakeholders

• Strong expertise in both CRM strategy (segmentation, lifecycle design, contact strategy) and CRM operations (systems, data, automation)

• Hands-on experience with account-based marketing and multi-channel campaign execution

• Familiarity with marketing technology ecosystems (e.g., Salesforce, Marketo, HubSpot, Demandbase, 6sense)

• Experience working in a consulting, agency, or multi-client environment is a plus

• Strong analytical and problem-solving skills with a focus on measurable outcomes

• Strategic thinker who can connect marketing efforts to business impact

• Comfortable operating as both a strategist and a doer

• Strong collaborator across client teams, especially Sales and Marketing

• Structured, data-driven, and highly accountable

• Able to navigate ambiguity and build new capabilities

Why This Role Matters

This role is central to how Material delivers modern growth solutions to clients. Demand generation is a critical lever for driving pipeline, improving customer engagement, and unlocking long-term value.

You will play a key role in shaping how leading organizations evolve from fragmented marketing efforts to fully integrated, insight-driven demand engines.

Why work for Material?

• Material is a global company and we work with best-of-class brands worldwide. We also create and launch new brands and products, putting innovation and value creation at the center of our practice. Our clients are in the top of their class, across industry sectors from technology to retail, transportation, finance and healthcare.
• Material employees join a peer group of exceptionally talented colleagues across the company, the country, and even the world. We develop capabilities, craft and leading-edge market offerings across seven global practices including strategy and insights, design, data & analytics, technology and tracking. Our engagement management team makes it all hum for clients.
• A community focused on learning and making an impact. Material is an outcomes focused company. We c reate experiences that matter, create new value and make a difference in our clients' lives and their customers' lives.

Pay Range: $110,000.00 – $135,000.00

The range shown represents a grouping of relevant ranges currently in use at Material. Actual range for this position may differ, depending on location and specific skillset required for the work itself.

Equal Employment Opportunity

All qualified applicants will receive consideration for employment without discrimination on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other factors prohibited by law.

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