Director - Demand Generation

Company Description

Organizations everywhere struggle under the crushing costs and complexities of “solutions” that promise to simplify their lives. To create a better experience for their customers and employees. To help them grow. Software is a choice that can make or break a business. Create better or worse experiences. Propel or throttle growth. Business software has become a blocker instead of ways to get work done.

There’s another option. Freshworks. With a fresh vision for how the world works.

At Freshworks, we build uncomplicated service software that delivers exceptional customer and employee experiences. Our enterprise-grade solutions are powerful, yet easy to use, and quick to deliver results. Our people-first approach to AI eliminates friction, making employees more effective and organizations more productive. Over 72,000 companies, including Bridgestone, New Balance, Nucor, S&P Global, and Sony Music, trust Freshworks customer experience (CX) and employee experience (EX) software to fuel customer loyalty and service efficiency. And, over 4,500 Freshworks employees make this possible, all around the world.

Fresh vision. Real impact. Come build it with us.

Job Description

Freshworks is looking for a senior demand generation leader to help build and modernize our scaled demand engine across our product portfolio.

This role is for a hands-on operator and builder. You will own the day-to-day demand generation engine across channels, work closely with Revenue Marketing leadership on strategy and prioritization, and help rethink how demand generation should operate in an AI-forward company.

We are not looking for someone to simply run the traditional demand gen playbook faster. We want someone who can question what is working, identify what is not, build better systems, and use AI and automation to fundamentally improve how we generate, qualify, nurture, and convert demand.

You will partner closely with Sales, RevOps, Product Marketing, Analytics, and regional marketing teams to create an integrated demand engine that drives measurable pipeline and revenue impact.

Key Responsibilities

• Own and execute the scaled demand generation roadmap across our product portfolio, balancing pipeline goals, audience priorities, channel performance, and budget.
• Build and optimize always-on demand programs across SEM, SEO, AI search/GEO, content syndication, webinars, conversational marketing, lifecycle, nurture, and emerging channels.
• Build AI-native and agentic workflows into the demand engine, including audience identification, campaign orchestration, lead qualification, personalization, optimization, and reporting.
• Own performance across key demand generation metrics including MQCs/MQLs, SAOs, conversion rates, pipeline contribution, pipeline velocity, CAC, CPL, and channel efficiency.
• Manage and continuously optimize multi-million-dollar budgets across channels and campaigns based on incremental pipeline impact and ROI.
• Partner with Sales and RevOps on lead scoring, qualification, routing, SLAs, and handoff processes to improve conversion from demand through pipeline.
• Partner with Product Marketing to ensure campaigns, messaging, and audience strategies are coordinated across product lines rather than fragmented.
• Build a rigorous testing and experimentation culture, with clear hypotheses, measurement frameworks, and decisions on where to scale, optimize, or stop investment.
• Lead and develop a high-performing demand generation team while remaining close enough to the work to diagnose problems and drive execution.
• Evaluate and help evolve the demand generation martech stack, including marketing automation, intent data, conversational marketing, AI tools, and orchestration platforms.

What Success Looks Like:

In this role, success means building a demand engine that is:

• Predictable in generating qualified pipeline
• Efficient in how budget is deployed
• Stronger at converting demand into sales opportunities
• Integrated across products, regions, and channels
• Increasingly automated and AI-native
• Measured on business outcomes, not activity volume

The Profile We Are Looking For

• You are equally comfortable looking at a pipeline dashboard, challenging a channel strategy, designing a new operating system, and getting into the details with the team.
• You are not overly attached to legacy marketing playbooks. You care about what actually creates an incremental pipeline and are willing to stop programs that no longer perform.
• Most importantly, you are a builder. You see demand generation as a system to continuously redesign and improve, not simply a collection of campaigns to run.