Director, Demand Generation

Workato transforms technology complexity into business opportunity. As the leader in enterprise orchestration, Workato helps businesses globally streamline operations by connecting data, processes, applications, and experiences. Its AI-powered platform enables teams to navigate complex workflows in real-time, driving efficiency and agility.

Trusted by a community of 400,000 global customers, Workato empowers organizations of every size to unlock new value and lead in today’s fast-changing world. Learn how Workato helps businesses of all sizes achieve more at workato.com .

Ultimately, Workato believes in fostering a flexible, trust-oriented culture that empowers everyone to take full ownership of their roles . We are driven by innovation and looking for team players who want to actively build our company.

But, we also believe in balancing productivity with self-care . That’s why we offer all of our employees a vibrant and dynamic work environment along with a multitude of benefits they can enjoy inside and outside of their work lives.

If this sounds right up your alley, please submit an application. We look forward to getting to know you!

Forbes’ Cloud 100 recognized us as one of the top 100 private cloud companies in the world

Deloitte Tech Fast 500 ranked us as the 17th fastest growing tech company in the Bay Area, and 96th in North America

Quartz ranked us the #1 best company for remote workers

Responsibilities

The Director, Demand Generation – Commercial Segment is responsible for developing and executing integrated marketing strategies to drive pipeline and revenue growth. This role owns the planning and execution of events, field marketing, multi-channel campaigns, sales plays, and paid advertising programs targeting commercial accounts. You will collaborate closely with sales, product marketing, and digital teams to deliver measurable results. You will also be responsible to :

Develop and own the demand generation strategy for the commercial segment, aligning with company goals and sales objectives.

Lead, mentor, and grow a high-performing team focused on pipeline creation and acceleration.

Integrated Campaigns

Design and execute multi-channel campaigns (email, webinars, content syndication, ABM, etc.) to generate and nurture leads.

Partner with product marketing to craft compelling messaging and offers for commercial buyers.

Events & Field Marketing

Own the strategy and execution of in-person and virtual events, including trade shows, field events, and executive roundtables.

Collaborate with sales to deliver impactful field marketing programs that drive engagement and conversion.

Develop and operationalize sales plays in partnership with sales leadership, enabling reps with targeted assets and programs.

Track and optimize sales play performance to maximize pipeline impact.

Paid Advertising

Oversee paid media strategy (search, social, display, retargeting) to drive awareness and demand in the commercial segment.

Manage agency and vendor relationships to ensure effective execution and ROI.

Measurement & Optimization

Define KPIs, track performance, and report on campaign effectiveness, pipeline contribution, and ROI.

Continuously test, analyze, and optimize programs for maximum impact.

Requirements

Qualifications / Experience / Technical Skills

• 8+ years of B2B demand generation experience, with at least 3 years in a leadership role.
• Proven track record of building and scaling demand generation programs for commercial or mid-market segments.
• Deep expertise in events, field marketing, integrated campaigns, sales plays, and paid media.
• Strong analytical skills and experience with marketing automation, CRM, and analytics platforms (e.g., Marketo, Salesforce, Google Analytics).
• Experience in SaaS or technology industry preferred.

Soft Skills / Personal Characteristics

For California applicants, the pay for this role may range between $185,000 - $240,000 plus variable, benefits, perks, and equity.

(REQ ID : 2159)

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