Director, Demand Generation

About RethinkFirst

RethinkFirst is a multi-LOB B2B SaaS platform serving behavioral health providers, employers, and K–12 school districts through three business units: RethinkBH, RethinkCare, and RethinkEd. We are building a demand generation function from the ground up with a single mandate: own marketing-sourced pipeline and its contribution to bookings across every line of business.

The Role

We are hiring a Director of Demand Generation to lead the strategy, execution, and team responsible for marketing-sourced pipeline across all three RethinkFirst business units. This is a player-coach role. You will manage a team of Demand Generation Managers (one per LOB), set cross-LOB strategy, and get into the work alongside them when needed. You will own a pipeline number, report against it, and be accountable for marketing’s contribution to revenue.

The challenge here is real. Our LOBs operate across fundamentally different buyer motions: SMB and mid-market clinics with fast transactional cycles in BH, mid-market and enterprise employers with multi-stakeholder procurement in Care, and K–12 school districts with long, policy-driven buying cycles in Ed. You need fluency across all three. Not theoretical understanding. Actual experience running demand gen programs that produce pipeline in fast-velocity SMB environments and in 6-to-12-month enterprise and public-sector sales cycles.

What You’ll Own

• Pipeline Ownership and Revenue Accountability. You own 100% of marketing-sourced pipeline across BH, Care, and Ed. You will set and manage pipeline targets by LOB, allocate budget across channels and segments, and report on marketing’s contribution to bookings. You are the person in the room who can explain what’s working, what’s not, and what you’re doing about it.
• Team Leadership and Development. You will manage and develop a team of three Demand Generation Managers, each responsible for their respective LOB. You will set clear performance expectations tied to pipeline output, coach on playbook development and execution, identify skill gaps and build development plans, and raise overall team capability as the function matures. You are responsible for building a high-performing demand gen org, not just overseeing one.
• Cross-LOB Demand Generation Strategy. You will build and scale multi-channel demand programs spanning paid search, paid social, display, ABM, email nurture, webinars, events, and thought-leadership content. You will determine which playbooks apply where, adapt channel strategy to each LOB’s buyer motion and sales cycle, and sequence campaigns to deliver consistent pipeline rather than spike-dependent results.
• Agency and Vendor Management. You will serve as the primary marketing point of contact for paid media, ABM, and creative agency partners. You will guide strategy, review performance, negotiate scope, and hold agencies accountable for output quality and ROI.
• Funnel Analytics and Optimization. You will track and optimize full-funnel metrics (MAL, MQL, SAL, SQL, Opportunity, Pipeline, ARR) across all three LOBs. You will go beyond dashboards to interpret data, surface root causes behind performance trends, identify funnel bottlenecks, and build action plans. You will partner with Marketing Operations to ensure clean multi-touch attribution, accurate reporting, and a reliable data foundation for investment decisions.
• Sales and Marketing Alignment. You will partner with Sales leadership across all three LOBs to define funnel stages, establish shared handoff criteria, align on lead scoring and routing logic, and build structured feedback loops that improve lead quality and campaign effectiveness over time.
• SEO, AEO, and Conversion Rate Optimization. You will own the organic growth strategy, including SEO and AI engine optimization, to expand discoverability across traditional search and AI-generated results. You will drive conversion rate optimization across landing pages, forms, and key funnel conversion points to maximize lead-to-demo and demo-to-pipeline rates.

What You’ll Bring

• 7 to 10+ years of progressive experience in B2B demand generation, with at least 3 years directly managing and developing a demand gen team.
• Demonstrated experience operating across SMB, mid-market, and enterprise segments with meaningfully different sales cycles, buyer personas, and go-to-market motions. Not just high-velocity, high-volume environments.
• A track record of owning a marketing-sourced pipeline number and delivering measurable revenue impact in a scaled SaaS environment. You have carried a target before and you can talk about how you hit or missed it.
• Strong analytical ability. You can interpret funnel data, diagnose conversion issues, forecast pipeline health, and build action plans grounded in actual numbers.
• Deep experience with digital advertising, ABM, campaign management, SEO/AEO, and performance optimization across paid and organic channels.
• Hands-on experience with the marketing and sales technology stack: HubSpot, Salesforce, 6sense, ZoomInfo, Clay, Google Ads, LinkedIn, Meta.
• An AI-first mindset with demonstrated experience building agentic workflows and using AI tools to accelerate marketing operations, content production, and decision-making.
• Experience managing external agency and vendor relationships with direct accountability for output quality and ROI.
• Comfort operating in a PE-backed environment where speed, cost discipline, and accountability to pipeline and revenue targets are non-negotiable.

Benefits: 

• Generous health, dental, & vision benefits package
• Flexible paid time off   
• 11 paid company holidays
• 401k + matching
• Parental leave
• Access to our award-winning RethinkCare platform supporting neurodiversity in the workplace through parental success, professional resilience, and personal wellbeing.  

Location: Remote opportunities are available to candidates who reside in the following states: AL, AZ, CT, FL, GA, HI, IA, IL, IN, KY, LA, MD, MA, MI, MN, MO, MT, NC, NE, NH, NJ, NV, OH, OR, PA, RI, TN, TX, VA, WA, WI, WY 

Our commitment to an inclusive workplace 

RethinkFirst is an equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because that is what drives curiosity, innovation, and the success of our business. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, pregnancy, genetic information, disability, status as a protected veteran, or any other protected category under applicable federal, state, and local laws. Accommodations are available for applicants with disabilities. 

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