Director, Demand Generation

Overview

Prosci is seeking a Director of Demand Generation to lead the planning, execution, and optimization of integrated marketing programs that drive pipeline, revenue growth, and customer engagement across both our Individual (digital/eCommerce) and Enterprise business segments.

Reporting to the VP of Marketing, this role is responsible for translating marketing strategy and business priorities into measurable demand generation programs. The Director will partner closely with RevOps, Sales, Product Marketing, Brand, Content, Digital Experience, and Regional Marketing teams to develop campaigns that create demand, improve conversion, accelerate pipeline, and support revenue growth.

This leader combines strategic thinking with operational excellence and has experience supporting both self-service/digital and enterprise sales motions, with an understanding of how individual customer engagement can influence enterprise growth and account development.

Since our founding in 1994, Prosci has been laser-focused on change. By combining our deep understanding of people with a proven methodology rooted in the creation of the ADKAR® model, we’ve helped countless people and organizations thrive. Our solutions empower customers with lasting change resiliency through a unique blend of training, advisory services, and licensing options, including Kaiya, our AI change management coach.

At Prosci, we are a purpose-driven organization full of passionate, curious, and results-oriented people. Working at Prosci means being part of a dynamic team that is dedicated to our purpose of creating a world where change is done right. Join us and be part of a culture that thrives on continuous learning, growth, and making a difference.

Check out our website for more about our team and approach: https://www.prosci.com/about. 

Key Responsibilities

Demand Generation Strategy & Execution

• Develop quarterly and annual demand generation plans aligned with business and marketing objectives.
• In partnership with RevOps develop and execute a global ABM strategy, leading integrated campaigns.
• Build repeatable campaign processes and best practices that improve speed, consistency, and performance.
• Manage campaign calendars, priorities, and resource alignment across marketing functions.
• Establish clear reporting and processes to establish a global standards for Prosci

Enterprise Demand & Account Based Marketing Programs

• Partner with Sales and RevOps to support enterprise growth priorities.
• Develop and execute account-based and account-engagement programs for target organizations.
• Improve buying-group engagement and opportunity progression through coordinated marketing activities.
• Support pipeline acceleration initiatives throughout the sales cycle.
• Collaborate with Sales leadership to identify opportunities for increased account penetration and expansion.

Individual Growth & Lifecycle Marketing

• Drive demand generation initiatives that support Prosci’s public programs, memberships, and digital offerings.
• Improve lead-to-registration and lead-to-customer conversion rates through testing, optimization, and audience targeting.
• Develop nurture programs that increase engagement, retention, and expansion.
• Partner with Digital Experience teams to optimize conversion paths and customer journeys.
• Leverage individual learner and member engagement to identify and support future enterprise opportunities.

Cross-functional Marketing Leadership

• Serve as the central orchestrator for integrated conversion marketing campaigns across Brand, Content, Product Marketing, Digital Experience, Regional Marketing, Sales and RevOps.
• Lead campaign planning processes that align messaging, content, channels, timelines, and measurement across functions.
• Translate business priorities into coordinated marketing programs that drive awareness, engagement, pipeline, registrations, and revenue.
• Foster strong working relationships across teams to improve execution quality and organizational alignment.
• Ensure campaign objectives, ownership, and success metrics are clearly defined and understood.

Team Leadership

• Lead, coach, and develop demand generation resources (team of 2-4).
• Establish clear goals, performance expectations, and development plans.
• Foster a culture of accountability, collaboration, experimentation, and continuous improvement.
• Contribute to the evolution of Prosci’s marketing operating model and growth strategy.

Requirements

Success Profile

Based on this role’s scope and responsibilities, we are seeking candidates with the following minimum qualifications, skills, attributes, and competencies. Preferred qualifications are also noted.

Competencies

• Drives Results – Consistently delivers measurable outcomes by owning pipeline performance, driving accountability, and ensuring marketing programs contribute to revenue growth under evolving business conditions.
• Strategic Mindset – Translates business priorities into clear demand generation strategies, balancing short-term performance needs with long-term growth objectives across enterprise and digital channels.
• Collaborates – Builds strong partnerships across Sales, RevOps, Product Marketing, and other marketing functions to align priorities and execute integrated campaigns that achieve shared business goals.
• Manages Complexity – Navigates a highly matrixed environment, balancing multiple audiences, channels, and priorities while maintaining focus and delivering consistent outcomes.
• Communicates Effectively – Delivers clear, compelling messaging that aligns stakeholders, ensures shared understanding of campaign objectives, and translates data insights into actionable recommendations.

Technical/Functional Skills

• HubSpot experience
• Salesforce experience
• Excellent Planner
• Data driven
• Innovative thinker and doer
• Problem solver

Qualifications

• 10+ years of progressive B2B marketing experience.
• 5+ years leading demand generation, growth marketing, or revenue-focused marketing teams.
• Experience supporting both digital/self-service and enterprise sales motions.
• Demonstrated success driving qualified pipeline growth in a B2B environment.
• Experience leading integrated campaigns across multiple channels.
• Strong understanding of marketing automation, CRM systems, and modern demand generation practices.
• Experience partnering closely with Sales and RevOps teams.
• Strong analytical, strategic, and business acumen.

Additional Preferences

• Experience in professional services, training, consulting, SaaS, leadership development, or enterprise education environments.
• Experience with Account-Based Marketing (ABM) programs.
• Global marketing experience.
• Experience working with HubSpot and Salesforce ecosystems.
• Experience marketing to both individual buyers and enterprise decision-makers.

Additional Information

Travel Requirements: This role requires travel 4-5 times per year for team meetings, company events etc.

Work Location: This is a remote role and we are open to considering candidates in both US and Canada.

Compensation: $165,000 - $205,000 CAD is the projected range of annual base salary for this role depending on the candidate’s overall qualifications and experience. This role is eligible for inclusion in our bonus program.