Sr. Director, Demand Generation

About Blackhawk Network

Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, egifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com.

This position may be performed remotely anywhere within the United States except for the State of Alaska, North Dakota, or South Dakota. Employees located within 50 miles of a BHN office will be considered a "Hybrid" employee and are required to come into the office 2 days per week based on office schedule.

Overview

Blackhawk Network (BHN) is seeking a Sr. Director, Demand Generation to lead the teams and programs that drive pipeline and revenue across our two distinct go-to-market motions — Enterprise and Direct Sales. This is a senior leadership role with direct accountability for marketing's contribution to new revenue, owning the full demand generation engine from digital acquisition and paid media through account-based programs and web experience.

You will lead two teams — Website Strategy and Digital Marketing — and work in close partnership with the Head of Strategic Marketing and Head of Marketing Data & Operations as peers on the broader NA B2B Marketing leadership team. This role reports to the Head of NA B2B Marketing.

The ideal candidate is an analytically rigorous demand generation leader with a strong bias for action — equally comfortable setting ABM strategy for Enterprise accounts and optimizing inbound conversion funnels for SMB self-serve and direct sales.

Responsibilities

Enterprise Demand Generation

• Own marketing's contribution to Enterprise pipeline — both marketing-sourced and marketing-influenced — across BHN's business units
• Lead account-based marketing (ABM) strategy and execution: target account selection, multi-channel campaign orchestration, and retargeting/pipeline progression programs
• Partner with sales leadership to align on target account lists, pipeline coverage goals, and handoff criteria
• Leverage intent data platforms to identify in-market accounts, prioritize outreach, and measure program impact
• Oversee LinkedIn and paid media programs targeting mid-market and Enterprise buyers across awareness, consideration, and pipeline stages

Direct Sales Demand Generation

• Own marketing's contribution to Direct Sales new revenue — all inbound leads for the Direct Sales team originate from this function
• Drive inbound acquisition strategy for BHN Tango, including paid search, SEO/content alignment, and conversion rate optimization for online sign-ups, bulk gift card inbound sales, and sales demos
• Optimize the full inbound funnel from first touch through qualified lead handoff, with a focus on volume, lead quality, and cost efficiency
• Partner with Sales leaders and Sales Operations to track lead conversion through the entire funnel to revenue, and incorporate sales feedback on lead quality into targeting and campaigns
• Partner with Product to optimize conversion and activation for online sign-ups, improving overall value for these accounts

Website Strategy & Performance

• Provide strategic leadership to the Head of Website Strategy and their team, who manage development and roadmap for BHN.com and Tango.com
• Set the strategic direction for web as a demand generation channel — ensuring the sites are optimized for conversion, SEO/AEO performance, visitor engagement, and pipeline contribution across both Enterprise and Direct Sales motions
• Hold the team accountable to web KPIs including organic traffic, engagement, conversion rates, and pipeline sourced from web
• Manage relationships with SEO and AEO agencies, working with Strategic Marketing and content teams to improve performance

Digital Marketing & Paid Media

• Lead the Head of Digital Marketing and their team, who manage paid search, LinkedIn campaigns, agency relationships, organic social (LinkedIn), and online reputation (Trustpilot, G2)
• Set performance standards and investment priorities across paid channels; ensure agency oversight is rigorous and ROI-accountable
• Drive LinkedIn strategy across both paid campaigns and organic presence, with increasing sophistication in ABM targeting and audience segmentation
• Own online reputation strategy across review platforms, ensuring BHN and Tango maintain strong presence in channels that influence buyer consideration
• Identify opportunities to leverage new tools and data platforms to improve targeting, expand audiences, and optimize performance

Analytics, Reporting & Optimization

• Define and own the demand generation KPI framework: Direct Sales new revenue (inbound), Enterprise pipeline sourced and influenced, channel ROAS, CPL, and funnel conversion rates
• Partner with the Head of Marketing Data & Operations on attribution, funnel reporting, and MTA to ensure demand gen performance is accurately measured and credibly reported to leadership
• Synthesize campaign performance, pipeline contribution, and channel insights into clear, executive-ready narratives for sales leadership and cross-functional stakeholders — connecting marketing activity to revenue outcomes in language that resonates with sales
• Drive a culture of testing and continuous optimization across channels, campaigns, and web experience
• Manage demand generation budgets within plan; contribute to marketing's FP&A process by providing demand gen inputs to LTV, CAC, and ROAS modeling in partnership with Finance

Qualifications

• 12+ years of B2B demand generation experience, with at least 3+ years in a senior leadership role managing multiple teams
• Demonstrated success driving results across both Enterprise/mid-market (ABM, upper-funnel LinkedIn, intent-driven programs) and SMB/Direct (inbound acquisition, paid search, conversion optimization) motions
• Strong command of paid media strategy — search, LinkedIn, programmatic — including agency management and performance accountability
• Experience with ABM platforms and intent data tools (6sense, Factors.ai, Bombora, or equivalents)
• Deep familiarity with web as a demand gen channel — SEO/AEO, CRO, and pipeline contribution from organic and direct traffic
• Proficiency with HubSpot and Salesforce for pipeline reporting, campaign attribution, and funnel analysis
• Analytically rigorous with the ability to connect campaign activity to revenue outcomes and present credibly to executive leadership
• Exceptional communicator with the ability to synthesize complex performance data into clear, compelling narratives for sales leadership and executive audiences — translating marketing metrics into revenue impact and business context
• Strong cross-functional collaborator — comfortable working alongside sales, RevOps, Finance, and peer marketing leaders

We seek candidates who not only demonstrate curiosity and adaptability in emerging technologies but have also successfully implemented and utilized AI tools to enhance their work, improve processes, or deliver measurable results. Our teams embrace continuous learning and the thoughtful integration of AI to create meaningful impact – for our employees and the future of work.

Benefits

Salary Range for California Residents Only: $211,990.00 to $296,800.00Salary Range for all U.S. Residents (excluding Alaska, California, North Dakota, South Dakota): $170,790.00 to $239,121.00

Pay is based on several factors including but not limited to education, work experience, certifications, etc. In addition to your salary, Blackhawk Network offers benefits including 401k with employer match, medical, dental, vision, 12 paid holidays throughout the year 2026, sick pay accrual according to state law, parental leave, life insurance, disability insurance, accident and illness insurance, health and dependent care flexible spending accounts, wellness benefits, and flexible time off for all full-time employees.

EEO Statement

Blackhawk Network provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. Blackhawk Network believes that diversity leads to strength. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.

Blackhawk Network encourages applicants with previous criminal records to apply to all positions and, pursuant to the San Francisco and Los Angeles Fair Chance Acts (and other “Fair Chance” laws), Blackhawk Network will consider for employment qualified applicants with arrest and conviction records. For Philadelphia applicants or jobs, please see a copy of Philadelphia’s ordinance on this topic by clicking this link: https://codelibrary.amlegal.com/codes/philadelphia/latest/philadelphia_pa/0-0-0-280104.