The Director of Demand Generation & Digital Marketing owns paid, organic, and web demand across Harbor Compliance and its owned companies and brands. This is a build role as much as a scale role: we are evolving from a predominantly sales-led motion into a business that also acquires and expands through self-service and product-led growth, while moving deliberately toward mid-market and up-market customers. You will lead the demand side of that shift, positioning us for a new audience, building the measurement foundation to prove what works, and owning acquisition efficiency as the guardrail on investment. You will work in close partnership with Product Marketing and with Lifecycle & Customer Marketing, who own positioning and the post-acquisition journey respectively.
Key Responsibilities- Own the demand generation strategy and roadmap across all brands, accountable for qualified pipeline and new ARR growth.
- Build, lead, and develop a high-performing demand generation team, and own the web estate and conversion surface with the Web Developer as a direct report.
- Design and execute a testing roadmap (A/B and multivariate) across landing pages, campaigns, and conversion paths to continuously improve funnel performance.
- Scale qualified pipeline through GEO/SEO strategy, content, and multi-channel demand campaigns across every brand in the portfolio.
- Partner with Sales leadership to align messaging, targeting, and lead quality with pipeline and conversion objectives, across both sales-led and self-service motions.
- Own acquisition efficiency across brands and funnels, using LTV-to-CAC as the guardrail on investment decisions, and treat budget as an output of funnel performance rather than a fixed allocation.
- Establish data-driven reporting standards, translating web analytics and campaign performance into actionable insight for executive stakeholders.
- Lead the demand side of our shift from sales-led to product-led growth, building self-service acquisition and conversion paths that run alongside the existing sales motion rather than replacing it.
- Drive the move up-market, designing and executing demand programmes aimed at mid-market and larger customers, a segment the current funnel and positioning do not yet serve.
- Build the measurement and attribution foundation, establishing reliable tracking, definitions, and reporting standards before optimising against them.
- Play a pivotal role in pricing and packaging strategy, partnering with Product, Product Marketing, and Finance to shape how we price and how we present pricing in market, then leading the demand-side execution of those changes.
- Own competitive positioning in paid channels in a fast-moving, easily imitated category, keeping our acquisition defensible and managing to payback discipline.
- Collaborate closely with Product Marketing on positioning, messaging, and industry-specific conversion paths, ensuring campaign performance feeds back into positioning decisions.
- Collaborate closely with Lifecycle & Customer Marketing to hand off acquired demand cleanly and to align acquisition targeting with retention and expansion outcomes.
Requirements- 7+ years of B2B marketing experience leading demand generation across both sales-led and product-led motions.
- 3+ years of people leadership experience, with a track record of building and developing high-performing marketing teams.
- Proven experience owning revenue and efficiency metrics (e.g., ARR contribution, CAC) in a high-growth environment.
- Technical proficiency with marketing automation, CRM platforms (HubSpot preferred), and web analytics tools (e.g., GA4).
- Demonstrated ability to align marketing programmes with sales objectives, and to build a self-service motion that complements rather than competes with the sales team.
- Strong track record of diagnosing funnel friction and implementing pragmatic, measurable improvements.
- Direct experience building or scaling a self-service / product-led acquisition motion inside a company that was previously sales-led.
- Experience positioning and generating demand for a new audience, including mid-market and enterprise buyers, and building the funnel, content, and channels to reach them.
- Has contributed materially to pricing and packaging decisions and led the go-to-market execution of a pricing change.
- Has built or rebuilt a marketing measurement and attribution implementation, not only operated a working one.
- Experience running demand generation across multiple brands or business units.
Skills and Knowledge- Advanced understanding of SEO-informed content strategy and its role in pipeline generation.
- Familiarity with AI-powered outbound tools and workflows (e.g., Clay, Apollo, enrichment/automation platforms).
- Practical knowledge of conversion-focused UX principles and funnel optimization methodologies.
- Commercial fluency in pricing, packaging, and monetisation, and how each shapes demand.
- Understanding of product-led growth mechanics, including self-service onboarding, in-product conversion, and where they hand off to sales.
Accommodations:Harbor Compliance is committed to providing any reasonable accommodations for individuals with disabilities within our application and interview process. To request an accommodation due to a disability, please inform your recruiter.
Compensation:Harbor Compliance's base salary range for this role is listed below. Compensation at the time of offer is based on factors such as skill set, experience, qualifications, and work location. Salary is one part of Harbor Compliance's total compensation package. Other benefits may include health benefits, flexible paid time off, parental leave, fertility and adoption assistance, 401(k), and educational reimbursement. Note that the salary range and benefits apply only to U.S.-based candidates.
The pay range for this role is:
149,598 - 213,711 USD per year (US National)
