Head of Demand Generation

This is a senior player-coach role with room to create immediate leverage. In the first three months, you will sharpen the FY27 demand model, launch the first integrated plays, and start building your team across field/channel and digital/content so Cogent can scale pipeline with far more leverage.

Role Responsibilities

Strategy: Pipeline Planning

* Own the pipeline generation plan across targets, source mix, budget, quarterly plays, and operating cadence.

* Define the Lead to SQL model, including lead capture, routing, follow-up, nurture, recycle, and conversion expectations.

* Translate ICP, account signals, category trends, partner opportunities, and sales feedback into campaigns and target-account plays.

* Partner with Growth, Finance, Sales, RevOps, Partnerships, and Product Marketing on pipeline coverage, weighted rollover, conversion assumptions, CAC/payback, and net-new pipeline gaps.

Execution: Demand Programs

* Scale field and channel as a core pipeline engine: repeatable event formats, regional plans, account targeting, rep/partner workflows, follow-up SLAs, and event-to-meeting reporting.

* Build digital/content, inbound, nurture, and paid motions that amplify field/channel before, during, and after programs.

* Turn tech alliances, channel partners, co-marketing, and co-sell motions into qualified pipeline with the internal Partnerships team.

* Build ABM and whale-hunting plays for named accounts, including competitive replacement, category education, executive outreach, and sales follow-up.

* Own outbound strategy: where we focus, what we test, how we message, and how outbound connects to the broader demand engine. The SDR Lead owns outbound execution.

Optimization: Funnel Performance

* Partner with RevOps, Finance, Sales, SDR, and Partnerships to understand where the funnel is working and where it is breaking.

* Track source performance, spend efficiency, conversion rates, follow-up quality, sales acceptance, stage progression, partner contribution, sourced/influenced pipeline, ROI, and pipeline coverage.

* Run a weekly operating loop that tells the team what to scale, what to stop, what to fix, and what to test next.

What We Are Looking For

* 10+ years in B2B demand generation, growth, or integrated revenue marketing, ideally in enterprise cybersecurity, infrastructure, or technical SaaS.

* Experience owning pipeline creation targets, budget, source mix, and funnel conversion in partnership with Sales and Finance.

* Proven ability to build a demand generation function, not just run campaigns.

* AI-native marketer who uses agents and automation to increase speed and quality across account research, personalization, campaign production, nurture, reporting, and experimentation.

* Strong command of field and channel program execution, sales development partnership, ABM, digital, content, webinars, partner programs, customer marketing, and executive programs.

* Experience building demand for enterprise sales motions with technical buyers, economic buyers, long sales cycles, and multi-threaded account strategies.

* High judgment around quality: you know the difference between activity, meetings, Sales-accepted meetings, SQLs, qualified pipeline, and revenue.

* Comfort working inside a Growth function that owns revenue marketing and revenue operations, partnering directly with Sales, SDR, RevOps, Finance, Product Marketing, Product, Partnerships, and executive leadership.