Job Description

Description

The Director of Growth & Digital Marketing is a strategic and execution-oriented leader responsible for building and scaling a modern, data-driven marketing engine at Betco. This role owns demand generation, digital strategy, content execution, and marketing performance, with a strong focus on driving measurable business growth.

This individual will lead the transformation of Betco’s current branding and digital capabilities into a high-performing growth function, anchored in account-based marketing (ABM), digital excellence, and data-driven decision-making. The Director will partner closely with Sales and Product Management to align marketing strategies with revenue objectives and customer needs.

Leading a cross-functional team of content creators and designers, this role will establish a scalable “content and demand engine” that drives engagement, pipeline, and brand strength.

Requirements

• Demand Generation & Growth Strategy Develop and execute integrated demand generation strategies across digital channels to drive pipeline and revenue growth. Lead and optimize Betco’s Account-Based Marketing (ABM) strategy in close alignment with Sales. Design and manage full-funnel campaigns targeting key industries and customer segments. Establish campaign frameworks that are scalable, repeatable, and measurable
• Digital Strategy & Channel Performance Define KPIs and success metrics across all digital channels (web, email, paid media, social, SEO). Continuously analyze and optimize channel performance to improve engagement, conversion, and ROI. Leverage tools such as ZoomInfo MarketingOS and other intent data platforms to inform targeting and strategy. Identify and implement new technologies and digital capabilities to enhance marketing effectiveness.
• Content Strategy & Execution Lead the development of a cohesive content strategy aligned with target audiences, vertical markets, and campaign objectives. Oversee creation of high-quality, impactful content across digital, print, and sales enablement channels. Ensure messaging consistency and alignment with Betco’s brand positioning. Drive evolution toward more dynamic content formats (video, storytelling, thought leadership).
• Marketing Operations & Analytics Establish a data-driven marketing culture grounded in performance measurement and continuous improvement. Define and implement dashboards, reporting structures, and attribution models. Track and report on campaign performance, pipeline contribution, and ROI. Partner with Sales to align on metrics, lead quality, and funnel performance.
• Team Leadership & Development Lead, mentor, and develop a team of content creators, designers, and marketing specialists. Assess current team capabilities and evolve roles to align with a modern marketing structure. Foster a culture of accountability, innovation, and continuous improvement. Identify and build capabilities in key areas such as demand generation, marketing operations, and digital analytics.
• Cross-functional Collaboration Partner closely with Product Management to align campaigns with category strategies, product launches, and market opportunities. Collaborate with Sales leadership to ensure alignment on ABM targets, messaging, and campaign execution. Support go-to-market strategies and ensure marketing is proactively driving—not reacting to—business needs.
• Brand & Market Positioning Ensure all marketing efforts reinforce a strong, consistent brand presence across all channels. Contribute to brand strategy and positioning, ensuring relevance across key markets and customer segments. Elevate Betco’s digital presence and perception through modern marketing practices.
• Events & Field Marketing Alignment Oversee trade show and event strategy to ensure alignment with demand generation efforts. Integrate events into broader campaign strategies, including pre- and post-event engagement. Partner with Sales to maximize ROI from events and field marketing activities.

Qualifications

• 8–12+ years of experience in digital marketing, demand generation, or growth marketing, preferably in B2B environments
• Proven success developing and executing digital demand generation and ABM strategies
• Strong understanding of marketing analytics, performance metrics, and attribution models
• Experience leading and developing high-performing marketing teams
• Demonstrated ability to balance strategic thinking with hands-on execution
• Experience leveraging AI tools to improve content creation, efficiency, and campaign performance
• Excellent communication and presentation skills, with the ability to influence senior leadership

Key Competencies

• Growth Mindset: Focused on measurable business outcomes and continuous optimization
• Strategic Thinking: Ability to connect marketing initiatives to long-term business objectives
• Data-Driven Decision Making: Uses analytics and insights to guide strategy and execution
• Execution Excellence: Drives results through disciplined planning and follow-through
• Innovative & Forward-Thinking: Embraces new tools, technologies, and approaches
• Collaborative Leadership: Builds strong partnerships across functions and develops team capabilities