Head of Demand Generation


Los Angeles, CA, US
  • Job Type: Full-Time
  • Function: Marketing/PR/Product Mktg
  • Post Date: 01/03/2021
  • Website: appdirect.com
  • Company Address: 650 California Street 25th Floor, San Francisco, CA, 94108

About AppDirect

AppDirect is a company that develops a cloud service marketplace and management platform. It enables companies to distribute web-based services.

Job Description

About the Team:

AppSmart powers business success with technology. Bringing together experienced Cloud IT Specialists and Master Agent Networks, AppSmart is the first-of-its-kind, channel-led, one-stop-shop for B2B technology services. AppSmart offers the digital transformation expertise of top channel leaders, best-in-class technology that's purpose-built for agents, and the most diverse catalog of solutions, giving customers one touchpoint for every business technology need, including connectivity, mobility/wireless, software, infrastructure, energy, devices and managed services.

About You:

We are looking for a dynamic data-driven marketing professional who is both strategic and innovative, and possesses a strong capability to develop, and execute on integrated demand generation marketing strategies to expand our business. You are skilled at digital marketing, content syndication, content generation, management of paid advertising and email marketing.  You're well versed in digital marketing best practices and have experience with a variety of MarTech tools, specifically marketing automation systems such as Marketo and Pardot. 

The ideal candidate will understand how to translate business objectives into a marketing strategy that delivers the right mix of marketing tactics along the buyer’s journey to increase pipeline and create new leads. This includes applying analytics to better profile, target and retarget prospects as well as adapting marketing efforts to deliver higher quality responses to improve conversions rates. 


What you'll do and how you'll make an impact:

  • Create and execute on demand generation strategies for various customer segments that optimize revenues and produce measurable ROI
  • Develop and execute measurable demand generation programs that drive pipeline for our technology advisor base and end users using a variety of methods including paid search, content syndication and email.
  • Work closely with marketing team members to develop and execute campaign elements including white papers, content development and list identification and purchase
  • Help develop and optimize a lead scoring program
  • Proficient with Google Ads including text, display and retargeting. AdWords certification a plus
  • Work with sales and marketing leadership to refine lead management process including regular performance assessments
  • Create and maintain a campaign calendar to ensure a consistent flow of leads 
  • Produce lead/opportunity reports and monthly dashboards to demonstrate campaign progress, conversion rates, cost per lead, etc.
  • Develop and implement a strategy for continuous testing and optimization using A/B and multivariate testing methodologies
  • Work with the sales and marketing teams to use our marketing automation tools and Salesforce.com to design and execute email nurture programs for top-of-funnel leads and other customer types
  • Evaluate and recommend third party tools that can help meet objectives

What you’ll need

  • Has carried a number and understands marketing’s contribution to pipeline and revenue.
  • 5-10 years experience in a B2B marketing environment
  • 5+ years experience in demand generation
  • BA in marketing or related discipline 
  • Proven experience working with marketing automation(Hubspot and Pardot preferred) and Salesforce.com
  • Proficient with Google Ads including text, display and retargeting. AdWords certification a plus
  • Deep understanding of Google Analytics. GA certification a plus
  • Beast-level copywriter
  • Highly organized
  • Experience working with and/or creating revenue cycles
  • Loves working with sales. Gets in the trenches with the SDR team. Listens to sales calls and has a deep understanding of customers.
  • Ideal candidate has both B2B and B2C demand generation experience
  • Deep understanding of demand generation analytics such as conversion rates and cost per acquisition
  • Experience with channel marketing a plus


At AppSmart we take privacy very seriously. For more information about our use and handling of personal data from job applicants, please reach our Candidate Privacy Policy. For more information about our general privacy practices, please see the AppSmart Privacy Notice: https://www.appsmart.com/company/privacy-notice

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Disclaimer: Local Candidates Only
This company does NOT accept candidates from outside recruiting firms. Agency contacts are not welcome.