Director of Marketing - Demand Generation
WFA Digital Insight
With demand for cybersecurity specialists growing by 30% in the last year, professionals with expertise in demand generation are in high demand. OPSWAT, a global leader in critical infrastructure cybersecurity, is seeking a Director of Marketing to own demand generation for its MetaDefender platform solutions. This role stands out for its focus on pipeline generation and full-funnel coverage, requiring a unique blend of technical and creative skills. As the remote job market continues to evolve, candidates should be prepared to showcase their ability to work independently and drive results in a fast-paced environment. Before applying, consider the importance of GTM strategy and HubSpot fluency in this role.
Job Description
About the Role
The Director of Marketing - Demand Generation will play a critical role in driving pipeline growth for OPSWAT's MetaDefender platform solutions. This includes Peripheral Media Protection, Data Diodes & Secure Gateways, and OT & Cyber Physical Systems. As a key member of the marketing team, you will design and execute multi-channel demand programs targeting buyers across critical infrastructure verticals. Your day-to-day responsibilities will involve collaborating with digital, product marketing, field, and sales teams to ensure campaign alignment with buyer motion.The ideal candidate will have a strong understanding of the cybersecurity industry and experience working with technical buyer personas in OT, ICS, and IT security environments. You will be responsible for building and running integrated campaigns that produce qualified leads, progress opportunities through the funnel, and contribute measurable revenue attribution.
What You Will Do
- Design and execute multi-channel demand programs targeting buyers across critical infrastructure verticals
- Own the campaign mix: email, SEM, paid media, ABM, industry review sites, and third-party sponsorships
- Optimize campaigns against cost-per-pipeline and influenced revenue targets
- Build programs that generate net-new interest from buyers who aren’t actively in-market yet
- Develop paid social, targeted content plays, vertical-specific campaigns, and account-based motions
- Build nurture tracks and retargeting sequences tied to buyer stage and solution fit
- Interpret campaign and pipeline data to identify areas for improvement
- Apply generative AI and intent-based personalization tools to increase campaign velocity and targeting precision
- Partner with Product Marketing on messaging for advanced malware prevention, zero-day threats, and compliance positioning
- Collaborate with Field Marketing and Sales to ensure outbound sequences and campaign handoffs are operationally tight
What We Are Looking For
- 10+ years of B2B demand generation experience, ideally in cybersecurity or adjacent technology sectors
- Proven track record across both demand creation and demand capture
- Experience running multi-channel campaigns against technical buyer personas in OT, ICS, and IT security environments
- Comfortable working with campaign and pipeline data to draw insights and optimize programs
- HubSpot and CRM fluency required
- Familiarity with 6sense or similar ABM platforms preferred
- Cybersecurity industry experience is a strong plus
- Strong analytical and problem-solving skills
- Excellent communication and collaboration skills
Nice to Have
- Experience with generative AI and intent-based personalization tools
- Knowledge of OT, ICS, and IT security environments
- Familiarity with MetaDefender platform solutions
- Experience working in a fast-paced, remote environment
Benefits and Perks
- Direct ownership of GTM demand programs for high-priority OPSWAT solution areas
- Full access to a modern, AI-forward tech stack and the autonomy to run experiments
- Executive visibility into pipeline performance and campaign impact
- The chance to do demand gen that matters, protecting critical infrastructure that the world depends on
- Competitive compensation and benefits package
- Opportunity to work with a global leader in cybersecurity
- Remote work options and flexible working hours
- Professional development and growth opportunities
How to Stand Out
- To stand out, showcase your experience with HubSpot and CRM platforms, and highlight your ability to work with campaign and pipeline data.
- Be prepared to discuss your experience with demand creation and capture, and how you have driven results in previous roles.
- Emphasize your knowledge of the cybersecurity industry, particularly in OT, ICS, and IT security environments.
- Demonstrate your understanding of GTM strategy and how you have applied it in previous roles.
- Highlight your ability to work independently and drive results in a fast-paced, remote environment.
- Be prepared to provide examples of your experience with multi-channel demand programs and how you have optimized campaigns for success.
- Show your passion for demand generation and your willingness to stay up-to-date with the latest industry trends and technologies.
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