Job description

Second Front Systems (2F) is seeking a Director, Demand Generation to own and scale our integrated demand engine, driving measurable pipeline growth across acquisition, retention, expansion, and strategic market engagement. This role is accountable for building and leading a high-performing demand system that connects digital demand, lifecycle engagement, events, partnerships, sales programs, and agency execution into one cohesive pipeline motion. As Director, Demand Generation, you will sit at the center of Growth, Sales, Partnerships, RevOps, and Product Marketing, translating strategy into execution and revenue impact. You will treat pipeline as a system to continuously optimize, balancing experimentation, operational discipline, and cross-functional alignment to improve performance across the funnel. This is a strategic yet hands-on leadership role for someone who thrives in ambiguity, moves decisively, and knows how to build, scale, and improve demand programs without relying solely on agencies or narrow-channel expertise. If you’re excited to drive growth for mission-critical technology that supports national security, we want to hear from you. Note: Candidates must reside in one of our approved hiring hubs: • DC/Maryland/Virginia • Raleigh/Durham/Chapel Hill, NC • Denver/Colorado Springs, CO • Dallas/Fort Worth, TX What You'll Do • Own quarterly and annual sales-qualified pipeline targets with clear accountability for revenue contribution, efficiency, and ROI. • Build and execute an integrated demand generation strategy spanning digital, lifecycle, events, partnerships, ABM, and sales-led programs. • Lead the full-funnel demand engine, ensuring stronger alignment from awareness through pipeline acceleration and expansion. • Drive paid and digital demand strategy across channels including LinkedIn, Google, retargeting, and emerging platforms. • Own event-driven demand strategy, maximizing pipeline impact before, during, and after strategic activations including tradeshows, ecosystem events, partner activations, and flagship moments. • Build and scale SEO, AEO, and content-driven inbound demand programs that improve discoverability, authority, and qualified pipeline. • Own web strategy, landing page optimization, and conversion rate improvements to strengthen funnel performance. • Lead a disciplined growth experimentation approach across channels to improve conversion, efficiency, and pipeline velocity. • Identify, test, and validate new demand channels through controlled pilots and data-driven analysis. • Support account-based and sales-led programs that accelerate enterprise deal cycles and improve expansion opportunities. • Apply AI-enabled workflows to improve campaign execution, audience targeting, personalization, reporting efficiency, and decision-making. • Develop clear attribution models that connect multi-channel activity directly to pipeline and revenue impact. • Build repeatable systems, playbooks, and processes that scale with the business. • Partner cross-functionally with Sales, RevOps, PMM, and Partnerships to align marketing programs with GTM priorities. • Own and manage agency relationships across paid media, SEO, web, and digital programs, holding partners accountable to execution quality, experimentation rigor, and business outcomes. • Help shape and lead future demand-focused resources, including agency partners and potential direct reports. What You Bring - 8+ years of experience in B2B SaaS demand generation, growth marketing, or integrated revenue marketing - Proven track record of generating measurable sales-qualified pipeline and revenue impact, not just lead volume - Experience owning full-funnel demand strategy across digital, lifecycle, events, and integrated campaigns - Strong hands-on experience with paid media strategy, demand systems, and agency management - Deep understanding of SEO, AEO, CRO, website performance, and inbound demand strategy - Experience managing agencies and external vendors with strong performance expectations - Ability to think strategically while staying close enough to execution to pressure-test programs and improve outcomes - Strong analytical mindset with experience tying activity back to pipeline, attribution, and revenue performance - Comfort operating in ambiguous, fast-moving startup or scale-up environments - Excellent cross-functional leadership, communication, and decision-making skills - High standards for execution quality, experimentation, and measurable business impact - Proficiency with modern marketing technology and AI-enabled workflows - A passion for our mission to strengthen national security - U.S. citizenship is required for this role Preferred • Experience marketing to enterprise B2B SaaS buyers. • Experience marketing to defense, federal, or regulated customers (B2G). • Experience in high-growth startup or scale-stage environments. • Experience supporting long, complex enterprise sales cycles. • Familiarity with ABM, partner-driven GTM, and ecosystem-led demand motions. The base salary for this position will start at $175,000-185,000. Your ultimate compensation will be determined by professional background, technical proficiency, seniority, and regional cost factors. Furthermore, this opportunity includes potential eligibility for equity awards and discretionary bonuses, rounding out a comprehensive total rewards offering. Success at 2F Looks Like: • A proactive and solutions oriented mindset • Viewing obstacles as opportunities for growth • Having a bias toward action and tangible, measurable results • Being team-oriented with a focus on personal responsibility and autonomy Perks & Benefits: This role is a full time position. As a public benefit corporation, we’re a team of purpose-driven trailblazers transforming the future of U.S. national security. We hire the best to do their best and, as such, we are committed to providing the perks and benefits you need to be successful—both in- and outside the workplace. Perks of Joining Our Team: • Competitive salary • 100% employer-paid medical, dental, and vision coverage for you and your dependents • 401(k) with a 3% company contribution • Comprehensive wellness benefits, including a One Medical membership, mental health resources, family planning support, and more • Equity incentive plan • New hire technology and home office stipend • Annual professional development stipend • Flexible paid time off, plus all federal holidays • Generous parental leave • Flexible remote work opportunities • Employee referral bonus program Visit our careers page to learn more. Who We Are: Second Front Systems (2F) is a public-benefit software company powering software for the free world. We eliminate the friction that slows innovation, enabling faster, more secure development and deployment of software across government and regulated networks. Built by national security veterans and backed by top-tier venture capital, our platform is trusted by the world’s leading organizations to cut deployment timelines from years to weeks. We move fast, solve hard problems, and deliver trusted capabilities where they’re needed most. Our work strengthens global security and gives the United States and its allies a lasting competitive advantage. Learn more at secondfront.com secondfront.com. One last thing: We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law. Are you ready to join our team: To apply, click the “Apply for This Job” button at the top or bottom of this page and complete the application form. This position will remain open until filled, and applications will be reviewed on a rolling basis. State notices: Colorado: In accordance with Colorado law, applicants may redact their date of birth, dates of attendance, and dates of graduation from any uploaded documents. Maryland: Under Maryland law, an employer may not require or demand, as a condition of employment, prospective employment, or continued employment, that an individual submit to or take a polygraph examination or similar test. An employer who violates this law is guilty of a misdemeanor and subject to a fine not exceeding $100.

Requirements

Must-haves

If you’re excited to drive growth for mission-critical technology that supports national security, we want to hear from you.
Note: Candidates must reside in one of our approved hiring hubs:
DC/Maryland/Virginia
Raleigh/Durham/Chapel Hill, NC
Denver/Colorado Springs, CO
Dallas/Fort Worth, TX
Own quarterly and annual sales-qualified pipeline targets with clear accountability for revenue contribution, efficiency, and ROI.
Build and execute an integrated demand generation strategy spanning digital, lifecycle, events, partnerships, ABM, and sales-led programs.
Lead the full-funnel demand engine, ensuring stronger alignment from awareness through pipeline acceleration and expansion.
Drive paid and digital demand strategy across channels including LinkedIn, Google, retargeting, and emerging platforms.
Own event-driven demand strategy, maximizing pipeline impact before, during, and after strategic activations including tradeshows, ecosystem events, partner activations, and flagship moments.
Build and scale SEO, AEO, and content-driven inbound demand programs that improve discoverability, authority, and qualified pipeline.
Own web strategy, landing page optimization, and conversion rate improvements to strengthen funnel performance.
Lead a disciplined growth experimentation approach across channels to improve conversion, efficiency, and pipeline velocity.
Identify, test, and validate new demand channels through controlled pilots and data-driven analysis.
Support account-based and sales-led programs that accelerate enterprise deal cycles and improve expansion opportunities.
Apply AI-enabled workflows to improve campaign execution, audience targeting, personalization, reporting efficiency, and decision-making.
Develop clear attribution models that connect multi-channel activity directly to pipeline and revenue impact.

Nice-to-haves

Experience marketing to enterprise B2B SaaS buyers.
Experience marketing to defense, federal, or regulated customers (B2G).
Experience in high-growth startup or scale-stage environments.
Experience supporting long, complex enterprise sales cycles.
Familiarity with ABM, partner-driven GTM, and ecosystem-led demand motions.
Employee referral bonus program

Application prep

Use the role’s language and application details while tailoring your materials.

Keywords to mirror

Platform: ashby
Effort: quick

Benefits

Benefits detected in the listing.

Dental

Vision

401(K)

Paid Time Off

Parental Leave

Wellness

Professional Development