Director of Demand Generation for our Office in Medellin Colombia

Roca Alliances is a specialized recruitment and operations partner in the technology sector, dedicated to building high-performance teams across Latin America for multinational companies.

For this opportunity, we are hiring talent to join our Cross-Border Teams, supporting a global technology client operating in a fast-evolving and highly competitive industry focused on protecting digital environments.

This organization values data-driven decision-making, cross-functional collaboration, and financial discipline to drive sustainable growth and operational excellence.

We are seeking a Director of Demand Generation to lead the strategy, execution, and continuous optimization of the company’s global demand generation engine.

This role is responsible for driving high-quality pipeline growth through scalable, measurable, and innovative demand programs that support expansion across international markets.

Reporting into the Growth organization, this leader will work closely with Product Marketing, Sales, Revenue Operations, Customer Success, and strategic partners to translate the company’s value proposition into demand, convert interest into qualified pipeline, and optimize performance across the entire marketing and sales funnel.

• Own the end-to-end demand generation strategy, from awareness through MQL, SQL, and pipeline contribution.

• Design, execute, and optimize multi-channel demand programs, including digital campaigns, ABM initiatives, outbound support, events, and partner-led campaigns.

• Move beyond templated campaigns by continuously testing, iterating, and introducing new ideas when performance stalls.

• Translate the company’s value proposition into persona-based and industry-specific demand programs.

• Establish clear goals and reporting for MQLs, SQLs, pipeline contribution, and conversion rates.

• Partner with Revenue Operations to ensure strong attribution, measurement, and visibility into demand performance.

• Define and manage separate demand goals for new customer acquisition and expansion within existing accounts.

• Use data and performance insights to prioritize investments and continuously improve marketing ROI.

• Own the demand generation technology stack and workflows, including marketing automation and CRM integrations.

• Leverage tools such as HubSpot, paid media platforms, LinkedIn, and emerging digital channels to scale demand efficiently.

• Build repeatable and automated programs that continuously learn and improve performance over time.

• Partner closely with Product Marketing to activate messaging, positioning, and customer success stories.

• Align with Sales and Customer Success teams to ensure clear MQL/SQL definitions and seamless handoffs.

• Collaborate with Partner and Alliances teams to drive partner-sourced and partner-influenced demand.

• Lead, mentor, and develop a high-performing demand generation team.

• Establish clear priorities, expectations, and accountability across the team.

• Foster a performance-driven culture that balances creativity, operational rigor, and ownership.

• 8–12+ years of experience in demand generation, growth marketing, or marketing operations.

• 3+ years of leadership experience managing demand generation or marketing teams.

• Proven track record of building and scaling demand programs in B2B SaaS or technology environments.

• Strong understanding of marketing automation, campaign architecture, and funnel analytics.

• Experience supporting sales-led growth and Account-Based Marketing (ABM) strategies.

• Comfortable operating in fast-moving environments, with the ability to build structure and processes where needed.

• Experience in retail, grocery, or multi-location industries is a plus (but not required).