Director of Digital Marketing at IANS

Job Title: Director of Digital Marketing

Location: Boston (hybrid requiring 2 days a week on site)

Position Summary:

We are seeking a strategic and results-oriented Director of Digital Marketing to lead our demand generation efforts, driving top-of-funnel growth, demand creation, lead generation, and revenue for the company. This senior-level role will oversee digital strategy, including SEO, paid media, email marketing, ABM (account-based marketing), CRO (conversion rate optimization) and website optimization. The ideal candidate has proven experience in creating high-impact marketing programs, leveraging data-driven insights, optimizing web pages for conversions, and working cross-functionally to scale growth initiatives.

If you want to make an impact, this is the role for you. Bring your digital best practices and spirit of innovation. This is a strategic role reporting to the CMO.

Responsibilities:

1. Demand Generation Strategy:

• Develop and implement a comprehensive demand generation strategy that drives customer acquisition, engagement, and revenue growth.
• Oversee all demand generation activities, including SEO, content syndication, paid acquisition, email marketing strategy, paid social media, and website optimization.
• Collaborate with other marketing teams (content, events and product marketing) to create an aligned strategy focused on driving high-quality leads and supporting revenue targets.

1. Website Optimization for Demand Generation:

• Optimize website pages to improve user experience, increase engagement, and drive conversions.
• Work closely with the content team to create high-converting landing pages and ensure effective calls-to-action throughout the site.
• Leverage A/B testing and CRO (conversion rate optimization) tactics to continuously improve website performance and maximize lead generation.

1. Team Leadership & Management:

• Lead, mentor and manage the demand generation team, providing direction, guidance, and support for performance optimization and career growth.
• Lead and manage demand and lead gen vendors to maximize service.
• Establish clear goals, KPIs, and performance metrics to evaluate campaign success and team contributions.
• Drive cross-functional collaboration between the demand generation team and content, product marketing, sales, and operations teams.

1. Multi-Channel Campaign Execution:

• Oversee the development and execution of multi-channel campaigns, including SEO, SEM, email, display, retargeting, and website initiatives.
• Guide the execution of ABM digital strategies to target high-value accounts and nurture them through the buying journey.
• Ensure all campaign messaging and creative assets are consistent with brand voice and optimized for performance across channels.

1. Budget Management & ROI Optimization:

• Manage and allocate demand generation budget effectively across channels to maximize ROI and ensure cost-efficiency.
• Track campaign performance, analyze data, and provide recommendations for budget adjustments based on performance metrics and ROI.

1. Analytics & Reporting:

• Develop and implement robust tracking and reporting mechanisms to measure demand generation performance across all channels, including website engagement and conversions.
• Use insights from analytics to refine targeting, optimize campaign performance, and make data-driven decisions for future initiatives.
• Present regular reports to executive leadership, highlighting key metrics, successes, and opportunities for improvement.
• Act with agility and discipline to optimize campaigns with frequency.

1. Industry Trends & Innovation:

• Stay informed on the latest demand generation, digital marketing, and website optimization trends, tools, and technologies.
• Experiment with new channels, tactics, and technologies to improve lead generation efforts and maintain a competitive edge.
• Ability to recommend, evaluate, and onboard martech

Qualifications:

• Bachelor’s degree in Marketing, Business, or related field or B2B marketing experience; MBA or advanced degree preferred.
• 8+ years of experience in demand generation, digital marketing, or growth marketing, with at least 3 years in a leadership role.
• Proven track record of developing and executing successful demand generation strategies across multiple channels, including paid digital and website optimization.
• Strong knowledge of SEO, paid media, ABM, sponsorships, and intent-based marketing strategies.
• Knowledge of marketing automation and CRM tools (e.g., Pardot, HubSpot, Salesforce).
• Excellent analytical skills, with a data-driven mindset and experience in tracking, analyzing, and reporting on key metrics.
• Strong leadership, team management, and cross-functional collaboration skills.
• Exceptional verbal and written communication skills, with the ability to present to executive leadership.

This role is suited for a seasoned digital marketing and demand generation leader who can drive growth initiatives, manage a team, and optimize both multi-channel campaigns and website pages to support overall business objectives.