Director of Marketing (Performance & Demand Generation)

CertainPath™ is seeking a strategic, data-driven Director of Marketing to lead and scale their performance marketing function with a focus on demand generation. This role involves developing and executing multi-channel demand generation programs to increase brand awareness, generate qualified leads, and improve customer acquisition performance.

Responsibilities:

• Develop and execute a comprehensive demand generation strategy that builds a predictable pipeline and drives new memberships, expansion revenue, and qualified growth opportunities
• Own performance marketing initiatives across paid media, SEO, SEM, email marketing, content marketing, retargeting, webinars, events, and account-based marketing campaigns
• Build and optimize full-funnel marketing programs that improve lead generation, lead nurturing, conversion rates, and customer acquisition efficiency
• Own marketing accountability across the full revenue funnel, with visibility into MQLs, SQLs, closed revenue, and collected revenue where applicable
• Establish KPIs, attribution models, dashboards, and reporting frameworks across CRM and marketing automation platforms to measure pipeline performance, CAC, conversion, and ROI while continuously optimizing campaign effectiveness and spend allocation
• Strengthen CertainPath’s brand presence, credibility, and market share in home services
• Partner closely with Sales and Member Experience leadership to align marketing initiatives with revenue goals, pipeline targets, and customer growth objectives
• Improve lead quality, conversion performance, sales enablement, and pipeline forecasting through strong marketing analytics and cross-functional alignment
• Manage and mentor marketing team members while fostering a culture of accountability, experimentation, and continuous improvement
• Lead go‑to‑market strategies for new products, services, and trade verticals

Requirements:

• 10+ years in marketing, including 5+ years in leadership
• Proven success driving pipeline and revenue in a B2B environment with complex sales cycles
• Expertise in demand generation, content strategy, funnel optimization, and marketing operations
• Strong analytical skills with experience using data to drive decisions and improve performance
• Experience partnering cross-functionally with Sales and Operations
• Background in home services, field services, membership/subscription models, or PE-backed growth environments