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Director of Demand Generation

Company: Armory
Location: San Mateo
Posted on: January 16, 2022

Job Description:

Director, Demand Generation

Armory simplifies progressive delivery to multiple targets at scale so application development teams can easily automate, repeat and observe deployments into production. Armory delivers this through Armory Enterprise, an enterprise-grade platform that integrates key Spinnaker OSS functionality with proprietary Armory features. Data shows that this is a growing need for enterprise companies as they continue to grow and scale.

As the leader of our demand generation function, you will be responsible for driving awareness and interest in Armories products and services and will be responsible for setting and meeting goals around opportunities and performance. While you will manage a small team of contractors to help deliver, you must be a roll-up-your-sleeves type person who loves continuous improvement through a data-driven lens.

This is a critical role for Armory as we continue to grow and expand our portfolio with new and innovative products.


  • You will develop, execute, monitor, and measure campaigns to drive qualified leads into sales opportunities. In order to be successful at this you must be able to:
    • Oversee the planning, development, and execution of demand creation programs, strategies, and sales plays to generate engagement and interest from prospects in our ideal customer profile.
    • Help develop and validate personas and communications to these mixes, including the creation of new personas.
    • Monitor, measure, and analyze the performance of the marketing mix and run lots of experiments to test and optimize across personas, programs, and campaigns.
    • Be able to write engaging, accurate, and on-brand content for campaigns
    • Accelerate prospects through the marketing and sales funnel to generate qualified opportunities that ultimately lead to revenue objectives for the company.
    • Work closely with others across the organization to drive fully integrated campaigns and optimize the impact and reach of activities like product launches, as well as with Marketing and Sales Ops to enable and provide accurate reporting and the ability to effectively track, monitor, and analyze all demand gen activities and their ROI.
    • Create and deliver on plans across multiple channels to drive compelling offers targeted at various personas and stages of the funnel in established and new markets
    • Partner with in house Sales Development Manager and Sales Development Reps to align, train, observe, test and validate demand campaigns.
    • Report and share with transparency the demand generation results.

      Traits You Possess
      • Data and results-driven mindset with the ability to understand and measure business impact while driving multiple projects concurrently.
      • Good working knowledge and hands-on experience with the tools in the Martech stack, including Salesforce, Marketo, Bizible, Drift, Uberflip, advertising platforms, data providers, intent platforms, content marketing tools, and good old spreadsheets.
      • Familiarity with building and optimizing account-based marketing programs
      • Fantastic can-do attitude, with a willingness to dive in and do the work yourself when needed
      • Organization and attention to detail are critical as are strong writing and communication skills
      • Understanding of the buyer's journey and marketing funnel stages
      • Ability to forecast the marketing funnel to ensure campaigns are measured and optimized across the buying cycle and align with sales targets
      • A knack for presenting results in consumable formats, including dashboards, reports, and data visualizations
      • A clear thinker and communicator with excellent written and oral communication skills, and a proven problem solver, able to discern the crux of an issue and use good judgment in recommending practical solutions
      • First-rate project management, teamwork, interpersonal, and relationship management skills; comfort interacting at all levels of the organization
      • Demonstrated leadership skills with your team and your peers, resilience in the face of natural change in a fast-moving start-up environment, and creative skills for envisioning new solutions and approaches

        Ideal Work Experience
        • Hands-on, proven experience defining, crafting, building, executing, and optimizing demand gen campaigns across multiple channels and platforms, including email campaigns, engagement and nurturing, advertising, online events, sales enablement, trade shows, and more.
        • Successful management of contractors and agencies.
        • Previous ABM, A/B testing, and enterprise B2B experience
        • Experience marketing to a technical audience
        • Ideally, you have experience at companies commercializing open-source projects and/or at companies marketing complex technical solutions for application development, IT operations, cloud infrastructure management, or DevOps to Enterprise companies.
        • Experience as an individual contributor as well as a manager in a demand gen role

          Why join Armory?

          Armory is a Series C startup backed by B-Capital, Insight, Crosslink Capital, Y Combinator (W17), Bain Capital, and Javelin Venture Partners based in San Mateo, CA. With Armory & Spinnaker developers are empowered to deploy their code with increased safety, resilience, velocity, and compliance, to any production target on prem or in the cloud.

          Spinnaker is the world's most powerful continuous delivery platform, developed and open sourced by Netflix and Google, and battle-tested in production by hundreds of the world's leading enterprises. Spinnaker is an open source platform with a modern, developer-friendly view of software delivery. It is target agnostic, so teams can instantly deploy their code at scale to any and all clouds using a single, golden path to production.

          We are committed to providing reasonable accommodations for all qualified individuals with a disability. If you require assistance or accommodation due to a disability or special need, please contact us at

          Armory is an equal opportunity employer. We celebrate diversity in our workplace, and all qualified applicants will receive consideration for employment without regard to age, ancestry, color, family or medical care leave, gender identity or expression, genetic information, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran status, race, religion, sex (including pregnancy), sexual orientation, or other legally protected characteristics.

Keywords: Armory, San Mateo , Director of Demand Generation, Executive , San Mateo, California

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