The Role
Demand Generation and ABM at Pattern is a signal-based function responsible for the full demand funnel and account lifecycle—from target account identification and awareness through engagement, conversion, and post-sale expansion. This is a full-funnel mandate focused on building pipeline and revenue, not simply generating leads.
Success in the role will be measured by both the bookings directly sourced by marketing and the bookings marketing influences throughout the buying journey. Because Pattern’s deals often involve multiple channels and stakeholders before closing, the role requires a leader who can connect those touchpoints into a cohesive demand strategy and clearly demonstrate their impact on pipeline and revenue. What will I need to thrive in this role? 15+ years of experience in digital and demand marketing, including 8+ years leading strategy and teams
Proven experience scaling paid media programs profitably and managing multi-million-dollar budgets across multiple channels
Experience developing multi-channel campaigns across email, content, events, outbound, and ABM, including complex, multi-stakeholder buying committees
Proven experience developing lead scoring and lifecycle/nurture programs and driving pipeline velocity
Strong experience with marketing analytics, attribution, and data-driven budget management
Experience with Salesforce, Marketo, and BI/reporting platforms, including building and validating lead scoring models
Experience applying AI and machine learning to marketing, including campaign optimization, personalization, predictive targeting, and creative production
Proven experience partnering with Sales, RevOps, Product, and Finance, including shared ownership of marketing budgets and go-to-market strategy
Prior accountability for marketing efficiency, ROI, and/or marketing-sourced and influenced pipeline
- Bachelor’s degree in Marketing, Business, or a related field, or equivalent experience
- What You'll Own:
- Account strategy and lead scoring. Own the ideal customer profile and target account universe, and sharpen the lead scoring model beneath Pattern's existing tiered account lists against real conversion and close behavior.
Full funnel orchestration. Run signal based programs across every stage of the demand funnel, target account identification, top of funnel awareness, mid funnel engagement, bottom of funnel conversion, and post sale expansion, coordinating paid, outbound, content, and events into one motion rather than disconnected touches.
Lifecycle marketing. Build and continually refresh an always on nurture motion across every channel, including email, so prospects and customers keep moving between active campaigns.
Sales alignment and enablement. Own the operating cadence with the sales team: shared account lists, handoff SLAs, and joint ownership of go to market strategy. Partner with sales to plan and deliver content matched to every stage of the sales cycle, from early education through late stage proof points, so reps always have the right asset to move a deal forward.
Attribution and budget partnership. Maintain a defensible, auditable view of what spend produces (anchored in Salesforce and Marketo), quantify the bookings marketing sources and influences, and partner directly with the CMO on building, defending, and reallocating the department budget.
Team leadership. Manage a paid media manager, a team of demand and integrated marketing managers, and a lifecycle marketing manager, all against an efficiency target rather than a flat activity budget. You'll also be asked to build out an autonomous AI layer across the function.
- Martech and AI partnership. Partner with Marketing Technology leadership on the tools and AI systems the team runs on, setting the standard for how the team uses AI without compromising brand judgment or data integrity.
- How You Lead:
- Move fluidly between executive level strategy and the operational detail of a single campaign, closing that gap personally.
Ground strategy in qualitative signal, sales calls, win and loss themes, account feedback, not only dashboards.
Build cross functional trust by understanding sales and finance priorities first, rather than negotiating from separate camps.
Have already owned a hard efficiency or ROI target in front of leadership, not just an activity or awareness target.
- Can point to a motion you already rebuilt in response to new tooling or buyer behavior.
- How We'll Measure Success:
- Marketing sourced and marketing influenced bookings growth against target
Pipeline velocity and win rate for target accounts relative to non target accounts
Expansion revenue within the target account universe, not only new logo acquisition
Attribution accuracy and auditability
Lead scoring model accuracy against actual pipeline and win outcomes
Lifecycle and nurture engagement across channels, including email
Department budget performance against the CMO's plan Sounds great! What’s the company culture? Game Changers- A game changer is someone who looks at problems with an open mind and shares new ideas with team members, regularly reassesses existing plans and attaches a realistic timeline to goals, makes profitable, productive, and innovative contributions, and actively pursues improvements to Pattern’s processes and outcomes.
Data Fanatics- A data fanatic is someone who recognizes problems and seeks to understand them through data, draws unbiased conclusions based on data that lead to actionable solutions, and continues to track the effects of the solutions using data.
Partner Obsessed- An individual who is partner obsessed clearly explains the status of projects to partners and relies on constructive feedback, actively listens to partner’s expectations, and delivers results that exceed them, prioritizes the needs of your partners, and takes the time to create a personable experience for those interacting with Pattern.
Team of Doers- Someone who is a part of a team of doers uplifts team members and recognizes their specific contributions, takes initiative to help in any circumstance, actively contributes to supporting improvements, and holds themselves accountable to the team as well as to partners. What is the hiring process? Initial phone interview with Pattern’s talent acquisition team
Video interview with a hiring manager
Onsite interview with a panel of department leaders
Professional reference checks
Executive review
- Offer
- How can I stand out as an applicant?
- Discuss professional accomplishments with specific data to quantify examples
Provide insights on how you can add value and be the best addition to the team
Focus on mentioning how you would be partner obsessed at Pattern
Share experience on any side projects related to data and analytics
