Senior Principal Demand Generation - Expansion

• Own the demand plan and pipeline number for existing business. Set strategy for our sales, operations, and marketing personas, and carry the qualified pipeline and revenue targets. Lead volume alone is not the measure of success.
• Set account strategy with R&G, Finance, and RevOps. Align on priority accounts, buying groups, and segmentation, then build and execute campaigns against them.
• Lead demand creation across channels, with deep expertise in LinkedIn Ads. Plan, launch, and optimize LinkedIn campaigns as part of an integrated mix spanning paid media, events, content, and partnerships. Own campaign messaging and ensure it stays consistent across touchpoints.
• Bring strategic depth to LinkedIn Ads. Structure campaigns around the audience and business objective—such as persona, account tier, buying-group role, funnel stage, or content theme. Select and use appropriate ad formats, explain the trade-offs, and match creative and offers to the audience and goal.
• Run LinkedIn campaigns that do more than create awareness. Use the channel to engage target accounts and buying groups, support demand creation and progression, and contribute to qualified pipeline and revenue. Measure performance beyond impressions and clicks, and optimize based on business outcomes.
• Own the investment case. Recommend where the demand budget goes, defend decisions with performance data, and reallocate spend as results indicate.
• Build and execute ABM for strategic accounts. Partner directly with the Account Management team to help expand and accelerate pipeline.
• Market to the customer base. Execute campaigns that support adoption of new product features and launches.

• 6+ years in B2B demand generation or integrated campaigns, ideally in SaaS, at a senior individual-contributor or leadership level.
• Direct accountability for a qualified pipeline or revenue target.
• Experience developing targeted account strategies and engaging buying groups through complex buying processes.
• Experience marketing to sales and marketing leaders and running demand in more than one market.
• Expert-level LinkedIn Ads experience. You can describe the campaign structures you’ve used and why—for example, organizing by persona, account segment, funnel stage, objective, or content theme. You’re familiar with LinkedIn ad formats and can explain which you’ve used, what tends to work best for different audiences and goals, and how you evaluate performance.
• A demand-oriented approach to paid social. You know how to use LinkedIn Ads as part of a broader strategy—not just as an awareness channel. You can connect targeting, creative, spend, and optimization to buyer engagement, qualified pipeline, and revenue.
• Strong command of pipeline metrics and attribution. Fluent in Salesforce, HubSpot or Marketo, LinkedIn Ads, and a tool such as Dreamdata.
• A commercial mindset: you understand how demand creation converts into pipeline and revenue, and you manage to those outcomes.
• Curiosity about AI and hands-on interest in testing how it can improve audience building, content, and campaign execution.

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