We are a growing company of passionate, talented, and driven individuals who care deeply for one another and our clients. As a senior leader on the Marketing team, the Director of Demand Generation is responsible for developing, executing, and optimizing a comprehensive demand generation strategy that drives pipeline growth, accelerates revenue, and deepens engagement with community banks and credit unions across the United States. This role owns the full-funnel strategy—from awareness through conversion—leveraging data-driven insights, marketing technology, and close alignment with Sales and Product teams.

This position reports directly to the VP of Brand & Marketing and leads demand generation planning and execution across digital channels, campaigns, events, and account-based initiatives. The ideal candidate is a strategic and hands-on leader with a strong analytical mindset, a passion for experimentation, and a proven ability to scale pipeline in a B2B environment. This individual thrives in a collaborative, fast-paced organization and brings both a “can do” attitude and a “what if” mentality to solving complex growth challenges.

Knowledge and Skills

A qualified individual will possess the following:

• Passionate about demand generation, revenue marketing, and marketing technology
• Strategic thinker with a strong bias toward action and measurable results
• Deep understanding of full-funnel marketing, pipeline management, and attribution
• Creative problem solver who continuously seeks new ways to drive growth and efficiency
• Highly analytical with the ability to translate data into insights and action
• Strong business acumen, judgment, and communication skills
• Proven B2B marketing experience, preferably in IT, SaaS, or Financial Services
• Comfortable leading cross-functional initiatives in a fast-paced environment
• Strong project management skills; highly organized and detail-oriented
• Desire to continually improve and contribute to our Purpose of Empowering Community Bankers and our People to Thrive – Together 

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Essential Duties and Responsibilities

This list of duties and responsibilities is not all inclusive and may be expanded to include other duties and responsibilities.

Demand Generation Strategy & Leadership

• Develop and own the comprehensive demand generation strategy aligned to company growth objectives, revenue targets, and go-to-market priorities
• Lead full-funnel demand generation efforts across awareness, engagement, conversion, and pipeline acceleration
• Translate business goals into scalable, measurable marketing programs that drive qualified pipeline and revenue growth
• Establish quarterly and annual demand targets, forecasts, and performance benchmarks

Campaign Planning, Execution & Optimization

• Plan, execute, and optimize integrated, multi-channel demand generation campaigns including digital, email, paid media, events, webinars, and account-based marketing (ABM) initiatives
• Partner with Content, Brand, Product Marketing, and Events teams to deliver cohesive, on-brand campaign experiences
• Drive continuous experimentation and testing (A/B testing, messaging, channels, offers) to improve conversion rates and ROI
• Ensure timely execution of campaigns while managing multiple priorities and deadlines

Sales Alignment & Pipeline Management

• Work closely with Sales leadership to align on lead definitions, pipeline stages, service-level agreements (SLAs), and revenue goals
• Optimize lead scoring, routing, and nurturing programs to improve lead quality and sales efficiency
• Support sales enablement efforts with insights, campaign intelligence, and targeted demand programs
• Partner with Growth Operations to improve funnel visibility and attribution

Marketing Technology & Analytics

• Own and optimize marketing automation and analytics
• Ensure data integrity, reporting accuracy, and consistent measurement across all demand programs
• Partner with Senior Director of Growth Operations to:
  1. Analyze campaign and funnel performance to deliver actionable insights and recommendations to Marketing and Sales leadership
  2. Build and maintain dashboards and reporting frameworks that track pipeline contribution, ROI, and revenue impact

Budget Management & Performance Accountability

• Manage demand generation budget, forecasts, and vendor relationships
• Allocate spend across channels to maximize efficiency and return on investment
• Monitor performance against goals and proactively adjust strategy to ensure targets are met

Team Leadership & Cross-Functional Collaboration

• Mentor marketing team members, fostering a culture of accountability, collaboration, and continuous improvement
• Collaborate cross-functionally with Marketing, Sales, Product Management, and Client Relationship Management to ensure alignment across the customer lifecycle
• Serve as a strategic thought partner to the VP of Brand & Marketing and executive leadership on growth initiatives

Continuous Improvement & Industry Engagement

• Stay current with industry trends, emerging technologies, and best practices in demand generation and B2B marketing
• Identify and implement innovative approaches to improve scalability, personalization, and client engagement
• Contribute to UFS’s Purpose of Empowering Community Bankers and Our People to Thrive – Together through disciplined execution and collaborative leadership

Education and/or Experience

• Bachelor’s degree in marketing, Business, Communications, or a related field required; master’s degree preferred
• 10+ years of progressive experience in B2B marketing, with a strong focus on demand generation, growth marketing, or revenue marketing
• 5+ years of experience in a senior or leadership role with responsibility for demand strategy, pipeline performance, and cross-functional alignment
• Proven experience designing and executing full-funnel demand generation programs that drive qualified leads, pipeline growth, and revenue impact
• Hands-on experience with marketing automation platforms (HubSpot) and customer relationship management (CRM) systems; Salesforce strongly preferred
• Demonstrated expertise in data-driven marketing, attribution modeling, funnel analysis, and performance reporting
• Experience partnering closely with Sales teams on lead management, account-based marketing (ABM), and pipeline acceleration initiatives
• Background in B2B technology, SaaS, financial services, or a related industry preferred
• Experience managing budgets, forecasting results, and optimizing spend across channels
• Familiarity with digital marketing channels including paid media, email marketing, content syndication, events, and webinars
• Certifications in inbound marketing, marketing automation, or demand generation disciplines a plus

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to sit and use hands to finger, handle, or touch objects, tools, or controls. The employee frequently is required to talk or hear. The employee is occasionally required to stand; walk; and stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 10 pounds, usually waist high, up to 50 feet away. Specific vision abilities required by this job include close vision and the ability to adjust focus.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Typical office environment
• Up to 10% travel time may be required

Who is UFS?

UFS is the trusted technology and services partner for community financial institutions, delivering purpose-built solutions with heart, soul, and extraordinary service.

Founded in 1991, our purpose is to Empower Community Bankers and Our People to Thrive – Together. We live that Purpose by always putting people first in our decisions and actions.

Our engaged culture is strongly influenced by the passion our team members bring while serving Community Banks and their communities.  We believe in encouraging confidence in each other and delivering solutions that make our customers confident with us. To that end we seek out problem solvers, creative thinkers and engaged individuals that thrive in a fast-paced yet supportive environment.

We believe engaged employees lead to loyal customers, which in turn drives results for our business.   We are caring, intense, and approachable, and have a lot of fun along the way.