Senior Director, Brand Activation & Demand Generation

Chicago, Onsite

Role Summary

The Senior Director, Brand Activation & Demand Generation is a senior leader responsible for: (i) owning brand strategy, identity, and activation across our client's portfolio of consumer smart-home/security brands — stewarding core brand narratives in every customer-facing moment — and (ii) leading integrated campaign development for tentpole launches and seasonal moments, in partnership with Product Marketing, the business units, and the Communications & Content team.

Requires 12+ years of progressive marketing leadership with direct ownership of brand activation and demand generation (paid media, CRM, lifecycle) at scale — ideally within a consumer/subscription brand; meaningful B2B experience a strong plus.

Proven track record delivering against unit, subscription, and category share targets through integrated campaigns, with quantifiable in-role impact. Hands-on fluency with modern lifecycle/CRM platforms and paid media platforms.

Essential Duties and Responsibilities

• Own brand strategy, identity, and activation across the company's brand portfolio — stewarding core brand narratives in every customer-facing moment.
• Lead integrated campaign development for tentpole launches and seasonal moments, in partnership with Product Marketing, the business units, and the Communications & Content team.
• Direct sponsorship, experiential, and event activation strategy where it advances brand and demand goals.
• Set and enforce brand standards, messaging architecture, and creative quality across the portfolio.
• Direct always-on social strategy across brand, community, and category authority — with a clear content calendar that integrates with launches and tentpole moments.
• Own the paid media operating model across social, display, video, and audio — shared KPIs, weekly performance reviews, and a test-and-learn backlog.
• Set channel mix and media governance standards in partnership with the business units' Growth Marketing Directors.
• Partner with the VP on executive-level agency relationships, holding day-to-day agency management accountability for paid media partners.
• Drive measurable improvements in media efficiency and ROAS on a constant-mix basis.
• Own SEO strategy and execution across the portfolio's digital properties, in close partnership with the Communications & Content team (editorial content) and the Marketing Technology team (on-page and technical SEO).
• Lead the B2C and B2B CRM/lifecycle programs end-to-end — strategy, journey design, content, deployment, and measurement — powered by modern CDP and lifecycle marketing platforms.
• Drive revenue contribution from lifecycle programs, with quantifiable growth in email/CRM share of the total mix.
• Partner with the CDP Product Managers (Marketing Technology team) to operationalize audiences and personalization in lifecycle journeys.
• Build and develop a team of senior specialists across brand, media, SEO, social, CRM/lifecycle, and email automation — raising the talent bar through hiring, coaching, and clear standards.
• Build and sustain strong working relationships across peer leaders, business unit partners, and functional stakeholders to drive alignment and shared outcomes. Represent the function with confidence in executive forums and support senior leadership reviews, serving as a credible voice for the team's work and strategic direction.
• Comply with health and safety guidelines and rules; managers should also ensure compliance across their teams.
• Protect the company's reputation by keeping information confidential.
• Maintain professional and technical knowledge by attending educational workshops, reading professional publications, establishing personal networks, and participating in professional societies.
• Contribute to the team effort by accomplishing related results and participating on projects as needed.

Supervision Exercised

• Motivate and lead a high-performance team by attracting, developing, engaging and retaining team members.
• Drive the performance management and compensation processes by communicating job expectations, monitoring and evaluating performance, providing feedback and facilitating employee development per company policies.
• Maintain transparent communication by appropriately communicating organization information to the team through department meetings, one-on-one meetings, and regular interpersonal communications.
• Lead and motivate individuals and teams to create a workplace culture consistent with the company's mission, vision, and values.

Minimum Qualifications

Experience:

• 12+ years of progressive marketing leadership with direct ownership of brand activation and demand generation (paid media, CRM, lifecycle) at scale — ideally within a consumer/subscription brand; meaningful B2B experience a strong plus.
• Proven track record delivering against unit, subscription, and category share targets through integrated campaigns, with quantifiable in-role impact.
• Hands-on fluency with modern lifecycle/CRM platforms and paid media platforms (social, search, retail media, programmatic); strong agency management experience across paid media and creative partners, including commercial terms, performance accountability, and QBRs.
• Demonstrated people leadership — building teams, developing senior specialists, and operating across direct and dotted-line relationships.

Knowledge, Skills, and Abilities:

• Fluent across brand and performance marketing — refuses the false choice between the two; strong creative instincts paired with quantitative discipline across funnel math, attribution, MMM, and media efficiency.
• Excellent integrator of paid, owned, and earned into one cohesive program; deep working knowledge of CRM/lifecycle strategy (B2C and B2B), audience segmentation, and personalization.
• Strong commercial fluency across unit economics — CAC, LTV:CAC, ARR:CAC, payback periods, and channel ROI — with the executive communication skills to translate marketing performance into the language of GMs, CFOs, and CEOs.
• Proven team builder and developer of senior specialists; hiring, coaching, and clear operating standards are core habits, alongside strong cross-functional partnership across Product, Sales, IT, Finance, and business unit leadership.

Preferred Qualifications / Education:

• Bachelor's degree in Marketing, Business, Communications, Economics, or a related field.
• MBA or advanced degree in Marketing, Business, or a quantitative discipline — preferred.
• Continuing education or certifications in digital marketing, CRM/lifecycle, or marketing analytics is a plus.

Compensation: $220,000–$250,000 base

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