Director - Demand Generation

Job description

Freshworks is looking for a senior demand generation leader to help build and modernize our scaled demand engine across our product portfolio. This role is for a hands-on operator and builder. You will own the day-to-day demand generation engine across channels, work closely with Revenue Marketing leadership on strategy and prioritization, and help rethink how demand generation should operate in an AI-forward company. We are not looking for someone to simply run the traditional demand gen playbook faster. We want someone who can question what is working, identify what is not, build better systems, and use AI and automation to fundamentally improve how we generate, qualify, nurture, and convert demand. You will partner closely with Sales, RevOps, Product Marketing, Analytics, and regional marketing teams to create an integrated demand engine that drives measurable pipeline and revenue impact. Key Responsibilities Own and execute the scaled demand generation roadmap across our product portfolio, balancing pipeline goals, audience priorities, channel performance, and budget. Build and optimize always-on demand programs across SEM, SEO, AI search/GEO, content syndication, webinars, conversational marketing, lifecycle, nurture, and emerging channels. Build AI-native and agentic workflows into the demand engine, including audience identification, campaign orchestration, lead qualification, personalization, optimization, and reporting. Own performance across key demand generation metrics including MQCs/MQLs, SAOs, conversion rates, pipeline contribution, pipeline velocity, CAC, CPL, and channel efficiency. Manage and continuously optimize multi-million-dollar budgets across channels and campaigns based on incremental pipeline impact and ROI. Partner with Sales and RevOps on lead scoring, qualification, routing, SLAs, and handoff processes to improve conversion from demand through pipeline. Partner with Product Marketing to ensure campaigns, messaging, and audience strategies are coordinated across product lines rather than fragmented. Build a rigorous testing and experimentation culture, with clear hypotheses, measurement frameworks, and decisions on where to scale, optimize, or stop investment. Lead and develop a high-performing demand generation team while remaining close enough to the work to diagnose problems and drive execution. Evaluate and help evolve the demand generation martech stack, including marketing automation, intent data, conversational marketing, AI tools, and orchestration platforms. What Success Looks Like: In this role, success means building a demand engine that is: Predictable in generating qualified pipeline Efficient in how budget is deployed Stronger at converting demand into sales opportunities Integrated across products, regions, and channels Increasingly automated and AI-native Measured on business outcomes, not activity volume The Profile We Are Looking For You are equally comfortable looking at a pipeline dashboard, challenging a channel strategy, designing a new operating system, and getting into the details with the team. You are not overly attached to legacy marketing playbooks. You care about what actually creates an incremental pipeline and are willing to stop programs that no longer perform. Most importantly, you are a builder. You see demand generation as a system to continuously redesign and improve, not simply a collection of campaigns to run. 10+ years of experience in B2B demand generation, growth marketing, or performance marketing, ideally in enterprise SaaS. Significant experience owning scaled demand generation programs and measurable pipeline targets. Experience managing multi-million-dollar marketing budgets and making channel allocation decisions based on performance and ROI. Strong understanding of demand generation economics, including CPL, CAC, conversion rates, pipeline coverage, velocity, and incremental return. Demonstrated experience building or implementing AI-enabled or agentic workflows within a marketing or demand generation environment. Hands-on experience with marketing automation platforms such as Marketo, HubSpot, or Pardot and CRM platforms such as Salesforce. Experience with intent and account intelligence platforms such as 6sense or Demandbase and conversational marketing platforms such as Qualified or Drift. Strong analytical skills and the ability to independently diagnose performance issues using data. Strong partnership skills across Sales, RevOps, Product Marketing, Analytics, and executive stakeholders. Experience leading and developing demand generation teams. Preferred: Experience in a scaled, sales-led enterprise SaaS company with a multi-product portfolio. Experience operating in both enterprise and SMB/mid-market motions. Experience at an AI-native company or building AI-native marketing systems. A strong point of view on AI search, GEO, and how buyer discovery is changing. Experience with ITSM, customer support, CRM, or adjacent enterprise software categories. We're committed to building a workplace that reflects the diverse world we serve. At Freshworks, you'll find inclusive teams, flexible thinking, and opportunities to grow your career - while making work better for millions. If this sounds like a journey you want to be part of, we'd love to meet you. Let's building something refreshing together. The annual base salary range for this position is $200,000 - $245,000 Base Salary. Compensation is based on a variety of factors including but not limited to location, experience, job-related skills, and level. Bonus/equity may be available. At Freshworks, we have fostered an environment that enables everyone to find their true potential, purpose, and passion, welcoming colleagues of all backgrounds, genders, sexual orientations, religions, and ethnicities. We are committed to providing equal opportunity and believe that diversity in the workplace creates a more vibrant, richer environment that boosts the goals of our employees, communities, and business. Fresh vision. Real impact. Come build it with us. Organizations everywhere struggle under the crushing costs and complexities of “solutions” that promise to simplify their lives. To create a better experience for their customers and employees. To help them grow. Software is a choice that can make or break a business. Create better or worse experiences. Propel or throttle growth. Business software has become a blocker instead of ways to get work done. There’s another option. Freshworks. With a fresh vision for how the world works. At Freshworks, we build uncomplicated service software that delivers exceptional customer and employee experiences. Our enterprise-grade solutions are powerful, yet easy to use, and quick to deliver results. Our people-first approach to AI eliminates friction, making employees more effective and organizations more productive. Over 72,000 companies, including Bridgestone, New Balance, Nucor, S&P Global, and Sony Music, trust Freshworks customer experience (CX) and employee experience (EX) software to fuel customer loyalty and service efficiency. And, over 4,500 Freshworks employees make this possible, all around the world. Fresh vision. Real impact. Come build it with us.