Senior Director, Demand Generation & ABM

The Role

• Demand Generation and ABM at Pattern is a signal-based function responsible for the full demand funnel and account lifecycle—from target account identification and awareness through engagement, conversion, and post-sale expansion. This is a full-funnel mandate focused on building pipeline and revenue, not simply generating leads.
• Success in the role will be measured by both the bookings directly sourced by marketing and the bookings marketing influences throughout the buying journey. Because Pattern’s deals often involve multiple channels and stakeholders before closing, the role requires a leader who can connect those touchpoints into a cohesive demand strategy and clearly demonstrate their impact on pipeline and revenue.

What will I need to thrive in this role?

• 15+ years of experience in digital and demand marketing, including 8+ years leading strategy and teams
• Proven experience scaling paid media programs profitably and managing multi-million-dollar budgets across multiple channels
• Experience developing multi-channel campaigns across email, content, events, outbound, and ABM, including complex, multi-stakeholder buying committees
• Proven experience developing lead scoring and lifecycle/nurture programs and driving pipeline velocity
• Strong experience with marketing analytics, attribution, and data-driven budget management
• Experience with Salesforce, Marketo, and BI/reporting platforms, including building and validating lead scoring models
• Experience applying AI and machine learning to marketing, including campaign optimization, personalization, predictive targeting, and creative production
• Proven experience partnering with Sales, RevOps, Product, and Finance, including shared ownership of marketing budgets and go-to-market strategy
• Prior accountability for marketing efficiency, ROI, and/or marketing-sourced and influenced pipeline
• Bachelor’s degree in Marketing, Business, or a related field, or equivalent experience

What You'll Own:

• Account strategy and lead scoring. Own the ideal customer profile and target account universe, and sharpen the lead scoring model beneath Pattern's existing tiered account lists against real conversion and close behavior.
• Full funnel orchestration. Run signal based programs across every stage of the demand funnel, target account identification, top of funnel awareness, mid funnel engagement, bottom of funnel conversion, and post sale expansion, coordinating paid, outbound, content, and events into one motion rather than disconnected touches.
• Lifecycle marketing. Build and continually refresh an always on nurture motion across every channel, including email, so prospects and customers keep moving between active campaigns.
• Sales alignment and enablement. Own the operating cadence with the sales team: shared account lists, handoff SLAs, and joint ownership of go to market strategy. Partner with sales to plan and deliver content matched to every stage of the sales cycle, from early education through late stage proof points, so reps always have the right asset to move a deal forward.
• Attribution and budget partnership. Maintain a defensible, auditable view of what spend produces (anchored in Salesforce and Marketo), quantify the bookings marketing sources and influences, and partner directly with the CMO on building, defending, and reallocating the department budget.
• Team leadership. Manage a paid media manager, a team of demand and integrated marketing managers, and a lifecycle marketing manager, all against an efficiency target rather than a flat activity budget. You'll also be asked to build out an autonomous AI layer across the function.
• Martech and AI partnership. Partner with Marketing Technology leadership on the tools and AI systems the team runs on, setting the standard for how the team uses AI without compromising brand judgment or data integrity.

How You Lead:

• Move fluidly between executive level strategy and the operational detail of a single campaign, closing that gap personally.
• Ground strategy in qualitative signal, sales calls, win and loss themes, account feedback, not only dashboards.
• Build cross functional trust by understanding sales and finance priorities first, rather than negotiating from separate camps.
• Have already owned a hard efficiency or ROI target in front of leadership, not just an activity or awareness target.
• Can point to a motion you already rebuilt in response to new tooling or buyer behavior.

How We'll Measure Success:

• Marketing sourced and marketing influenced bookings growth against target
• Pipeline velocity and win rate for target accounts relative to non target accounts
• Expansion revenue within the target account universe, not only new logo acquisition
• Attribution accuracy and auditability
• Lead scoring model accuracy against actual pipeline and win outcomes
• Lifecycle and nurture engagement across channels, including email
• Department budget performance against the CMO's plan