Director of Digital Marketing

Organizational Reporting

Reports to: VP of Revenue Marketing
Department: Marketing

Purpose of the Role

The Director of Digital Marketing owns the company's most important always-on marketing asset: the website. But this role extends far beyond web management alone. This leader is responsible for turning every digital surface - the website, paid media channels, third-party review and comparison platforms, and search presence - into a measurable, pipeline-generating engine that fuels the company's growth.

This is a commercially-minded leadership role for someone who sees a website as a revenue instrument. The right candidate brings deep technical fluency across SEO, GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), CRO, and paid media - and pairs it with the strategic judgment to prioritize what truly moves pipeline.

They will lead a cross-functional digital team spanning paid media, web development, CRO and testing, and regional marketing coordination, while managing agency relationships and collaborating across product marketing, content, campaigns, and demand generation.

This is a high-impact, high-visibility position at the center of how the company shows up digitally - and how effectively that presence converts into revenue.

Responsibilities & Accountabilities

Website Ownership & Pipeline Performance

• Own the company website end-to-end as a critical marketing surface, accountable for both overall marketing health metrics (traffic, engagement, domain authority) and pipeline-specific outcomes (conversion rates, MQL/SQL generation, pipeline contribution)
• Treat the website as a living product - continuously optimizing structure, content, UX, and conversion paths to maximize its effectiveness as a revenue-generating asset
• Lead the technical SEO, GEO, and AEO strategy to ensure the company is discoverable, authoritative, and well-represented across traditional search engines, AI-driven answer engines, and generative search experiences

Web Development & Technical Direction

• Manage the relationship with an external web development agency, ensuring alignment on timelines, deliverables, and technical direction - providing clear technical guidance, sprint priorities, and quality standards for all site builds, feature releases, and maintenance
• Lead major website projects such as migrations with hands-on involvement - from platform evaluation and technical planning through execution, QA, and post-launch optimization
• Maintain deep working proficiency in the company's primary CMS and web platform

Paid Media & Digital Advertising

• Oversee the global paid media program through a direct report (the Digital Director), ensuring campaigns are tightly aligned to pipeline targets and regional demand generation priorities
• Partner with the external Google/paid media agency to optimize spend allocation, channel mix, and campaign performance across search, display, social, and programmatic channels
• Ensure paid media strategy is integrated with organic, ABM, and field marketing motions rather than operating in a silo

CRO, Testing & Digital Experimentation

• Drive a disciplined culture of conversion rate optimization and experimentation through a direct report focused on testing, CRO, and coordination
• Establish and maintain a structured testing roadmap across landing pages, CTAs, forms, site architecture, and user flows
• Use data to arbitrate decisions

Campaigns & Cross-Functional Execution

• Bring campaigns and messaging to life across all digital channels, partnering with content, campaigns, and product marketing teams to translate strategy into execution
• Collaborate with regional demand generation teams to ensure digital programs are localized, relevant, and aligned to territory-level pipeline goals
• Serve as the digital execution partner for product launches, seasonal campaigns, and integrated marketing moments

Team Leadership

• Lead and develop a team that includes a paid media lead and a CRO/testing and coordination lead
• Set clear goals, create accountability structures, and build a team culture that values both creative ambition and commercial discipline
• Manage agency relationships to support digital motions

Performance Measurement

Website Pipeline Contribution

Marketing-sourced and marketing-influenced pipeline generated through the website, measured by volume, velocity, and conversion rates at each funnel stage

Organic Search & Discovery Performance

Growth in organic traffic, keyword rankings, domain authority, and share of voice across traditional search, AI answer engines, and generative search surfaces

Paid Media Efficiency & ROI

Pipeline generated per dollar of paid media spend, cost-per-MQL/SQL, and ROAS across all paid channels globally

Conversion Rate Optimization

Measurable improvement in site-wide and page-level conversion rates driven by a sustained testing and experimentation program

Website Health Metrics

Core site performance indicators including page speed, uptime, crawlability, and user engagement metrics

Execution

On-time, low-disruption delivery of major projects like website migrations with preservation or improvement of SEO equity and conversion performance

Team Development

Growth, retention, and performance of direct reports and the broader digital marketing team

Role Specifications

Educational and Experience Requirements

• 8+ years of progressive digital marketing experience in B2B SaaS or technology companies, with a strong emphasis on website management, SEO, and demand generation
• 3+ years of people leadership experience at the Director level or equivalent, including managing both onshore and offshore teams
• Proven track record of owning a company website as a pipeline generation engine - with measurable revenue impact
• Strong working proficiency in Webflow as a CMS and web platform
• Deep expertise in SEO and emerging search disciplines including GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization), with a clear point of view on how AI-driven search is reshaping digital discovery
• Experience managing global paid media programs across search, display, social, and programmatic channels, either directly or through a team lead and agency partners
• Demonstrated experience integrating AI tools and technologies into digital marketing workflows - whether for content optimization, audience targeting, predictive analytics, testing prioritization, or search strategy - with a mindset of continuously exploring how AI can sharpen performance and efficiency
• Experience managing third-party agency relationships (paid media, SEO, web development) with clear accountability for deliverables and ROI
• Familiarity with CRO methodologies and A/B testing platforms
• Experience collaborating with product marketing, content, and demand generation teams in a matrixed marketing organization

Competencies and Behaviors

Technical Depth with Strategic Altitude

Can go deep on Webflow architecture, SEO crawl audits, or page speed diagnostics - and then step back to present a digital strategy to the CMO that connects technical decisions to business outcomes. Moves fluidly between the tactical and the strategic without losing credibility in either space.

Revenue-First Digital Thinking

Views every digital surface through the lens of revenue impact. Doesn't get seduced by vanity metrics - consistently asks "what did this produce?" and orients the team around pipeline outcomes.

Discovery Forward-Thinking

Understands that the way buyers find and evaluate software is fundamentally changing. Brings genuine curiosity and a well-formed perspective on how GEO, AEO, and AI-driven search are reshaping the digital landscape - and actively positions the company to win in that evolving environment.

Cross-Functional Orchestration

Operates effectively in a matrixed organization where digital marketing is both a centralized function and a shared service. Builds strong working relationships with product marketing, content, campaigns, and regional demand gen teams - earning influence through competence and collaboration.

Agency & Vendor Management Rigor

Holds external partners to clear deliverables, timelines, and performance standards. Treats agency relationships as extensions of the team - investing in alignment and communication while maintaining accountability for outcomes.

Data-Driven Decision Making

Comfortable in analytics platforms and dashboards. Uses data to set priorities, resolve competing opinions, and build the case for investment. Brings analytical rigor to everything from testing roadmaps to budget allocation.

Distributed Team Leadership

Experienced in leading teams across geographies, time zones, and employment models. Sets clear expectations, builds asynchronous communication rhythms, and maintains high standards of output quality regardless of where the team sits.

Experimentation Mindset

Champions a culture of continuous testing and iteration. Builds systems and habits that ensure every major digital surface is being actively optimized over time.

Base Salary Range: $158,130.00 - $215,000. The base salary range represents the anticipated low and high end of the base salary range for this position. Actual salaries may vary and may be above or below the range based on various factors, including but not limited to work location and experience. The base salary is one component of 6sense’s total compensation package for this position. Other compensation may include a bonus program or commission plan, and stock options if approved by 6sense’s board. In addition, 6sense provides a variety of benefits, including generous health insurance coverage, life, and disability insurance, a 401K employer matching program, paid holidays, self-care days, and paid time off (PTO). #Li-remote

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