Demand Generation Director

About OneLayer 

OneLayer helps enterprises secure and govern their private LTE and 5G networks, bringing visibility and control to a fast growing, mission critical layer of connectivity. Our customers run complex environments where uptime matters, risk is real, and buying decisions involve multiple technical and business stakeholders. 

We’re building a demand engine that matches the category: smart, technical, credible, and impossible to ignore. 

The opportunity 

This is not a “run LinkedIn ads” role. You’ll own the global demand motion end to end and build an allbound, guerrilla minded approach that turns signals into conversations and conversations into pipeline. 

You will create campaigns that feel like events, email content that earns attention, and programs that compound over time. You’ll be expected to push beyond standard playbooks, test channels others ignore, and still bring tight measurement, conversion discipline, and repeatability. 

What you’ll own 

• Build and run the global demand generation strategy across allbound, partner, product led assists, and field support as we scale. 
• Turn first party and third party intent signals into actionable engagement: who to target, when to reach them, with what message, and through which channel. 
• Create campaign concepts that break patterns in B2B enterprise. You will launch fewer generic assets and more memorable experiences that prospects actually share. 
• Develop “never boring” newsletter and subscriber programs that people look forward to, with formats that educate while moving buyers forward. 
• Launch multi channel programs across LinkedIn, Reddit, YouTube, SEO, and GEO/AEO, then turn those channels into predictable data and pipeline sources. 
• Own performance marketing without being trapped by it: squeeze ROI from every program through testing, landing page iteration, creative refresh, and audience strategy. 
• Build measurement that leadership trusts: attribution approach, funnel dashboards, experiment design, CAC and pipeline efficiency, and clear weekly learnings. 
• Align with Sales and Product Marketing on ICP, segmentation, routing, SLAs, and what “sales ready” truly means so leads turn into meetings and revenue. 
• Create always on education for the market, so prospects already understand the problem, the stakes, and the category by the time intro calls happen. 

What success looks like in the first 90 days 

• Audit current funnel performance, sources, messaging, conversion rates, and where leads stall. 
• Deliver a 2 quarter allbound plan with a clear thesis, channel mix, budget asks, and experiment roadmap. 
• Ship at least 2 new campaign concepts with strong creative hooks and measurable pipeline goals. 
• Stand up a signal to engagement workflow that combines intent, website behavior, and CRM data into prioritized plays for marketing and sales. 
• Improve conversion in at least one major funnel step (visitor to lead, lead to meeting, meeting to opportunity) through iteration and testing. 

What we’re looking for 

• Proven experience building demand gen in B2B, ideally in enterprise SaaS, or another technical category with longer sales cycles. 
• You think like a creator and an operator: original ideas paired with the ability to execute, measure, and iterate fast. 
• Strong command of TOFU growth: positioning, segmentation, lifecycle, paid and organic, conversion rate optimization, and pipeline forecasting. 
• Comfort working with intent data and signals, and translating them into targeted messaging and plays. 
• Deep curiosity about emerging discovery behaviors: answer engines, generative search, community driven research, and dark social. 
• Ability to collaborate tightly with Sales, Product Marketing, ADR leadership, and content, while still holding a clear point of view. 

The kind of work you’ll do here (examples) 

• A “Did you know” newsletter that is not a blog recap, built as a bi-weekly digest with sharp takes, real incidents, ready emails. 
• Reddit and community programs that contribute value first, then route high intent conversations into opted in demos. 
• YouTube content designed for buyers and practitioners, not product commercials: explainers, teardown style episodes, and short series built around real questions. 
• SEO plus GEO/AEO designed to win where buyers actually ask questions now. 
• A campaign architecture that connects the dots across channels so every touch builds familiarity and trust, not random impressions. 

Tools and systems (you’ll influence the stack) 

You’ve worked with modern marketing and analytics tooling, and you know how to make systems talk to each other. CRM, marketing automation, intent platforms, enrichment, BI dashboards, and experimentation workflows are part of your world. 

Why this role is different 

• You’ll have room to build, not just maintain. 
• You’ll be judged on outcomes, not activity. 
• You’ll help define how a category gets educated, not just how a product gets promoted.