Marketing Director

Reports to:Chief Revenue Officer

Position Overview:

The Director of Marketing is responsible for driving outbound growth by generating high-quality ICP-aligned qualified pipeline through scalable, data-driven marketing programs. This role is the single accountable owner of marketing-sourced pipeline performance, including delivery of agreed MQL, SQL and pipeline targets aligned to the CRO set revenue strategy.  The role owns MQL and SQL performance, with explicit accountability for pipeline quality, conversion, and ICP fit (not volume alone), with a strong focus on events, LinkedIn and social channels, partner leverage, and lifecycle marketing. Under the direction of the Chief Revenue Officer, the Director of Marketing will develop and execute a marketing roadmap that directly supports intentional growth, pipeline acceleration, and revenue outcomes while providing leadership, prioritization, and direction across all marketing resources supporting demand generation, content, events and campaign execution. 

 

Key Responsibilities 

Outbound Growth & Demand Generation 

• Own and deliver agreed MQL, SQL, and marketing sourced pipeline targets aligned with revenue and growth objectives. 
• Serve as single owner of marketing sourced pipeline performance, accountable for volume, quality, conversion and downstream impact on revenue. 
• Design and execute outbound demand programs including: industry and client-facing events, Linkedin and social channels, and account-based and targeted outbound campaigns.  
• Lead end-to-end campaign planning, execution, optimization, and reporting with a focus on ICP-aligned, sales-ready  pipeline generation and sales enablement. 
• Ensure pipeline quality through clear ICP definition, targeting discipline, and close alignment with Sales and Revenue Operations. 
• Continuously test, refine, and scale high-performing campaigns to drive predictable, repeatable growth. 
• Own marketing performance analytics:  target account engagement, account based activity, event ROI, content and campaign performance. 
• Manage conference and event marketing with disciplined, structured planning, including: annual event roadmaps, lead capture and CRM integration, ROI and pipeline impact reporting.  
• Champion a data-first marketing approach, ensuring all programs are grounded in clear performance goals and tied to measurable business outcomes. 

 

Data-Driven Marketing & Analytics 

• Leverage data and analytics to transform campaign and pipeline data into actionable growth insights. 
• Track and analyze marketing KPIs across the full funnel (lead, MQL, SQL, marketing-sourced pipeline, conversion). 
• Monitor pipeline quality indicators including ICP fit, conversion rates, deal velocity, and sales acceptance. 
• Evaluate campaign performance across channels (email, social, paid, events) to identify scalable, repeatable growth models. 
• Under the direction of the CRO, manage marketing spend and resource allocation toward the highest-performing initiatives. 

 

Funnel Optimization 

• Analyze and optimize the full customer journey, from initial engagement through conversion and retention. 
• Improve targeting, engagement, and conversion rates at each stage of the funnel, with particular focus on MQL-to-SQL and SQL-to-pipeline conversion. 

 

Audience Segmentation  

• Use data to segment audiences and develop targeted messaging strategies that increase engagement, conversion, and deal velocity. 
• Support account-based and partner-led growth motions where appropriate. 

 

Partner & Cross-Functional Collaboration 

• Partner cross-functionally to align marketing execution with revenue priorities and business goals. 
• Ensure tight operational alignment with Sales on ICP definition, lead qualification standards, and pipeline handoff processes. 
• Collaborate with internal teams and external partners to extend reach and accelerate pipeline growth. 
• Enable partners with campaigns, messaging, and events that generate incremental, measurable pipeline. 

 

Marketing Leadership & Prioritization  

• Provide leadership, direction, and prioritization across marketing; proactively manage internal/external resources to achieve deliverables; ensure marketing resources are deployed against the highest-impact growth initiatives. 
• Ensure consistent execution standards, messaging alignment, and performance accountability across the marketing function. 

 

Continuous Improvement & Scaling 

• Establish a culture of continuous improvement, testing, and optimization. 
• Identify scalable growth channels and build repeatable marketing playbooks. 
• Apply performance insights to continuously improve efficiency, effectiveness, and ROI. 

   

Qualifications & Experience 

• 8–10+ years of progressive marketing experience, with a strong emphasis on B2B demand generation and outbound growth. 
• Proven track record of owning end-to-end marketing-sourced pipeline performance,  
• Proven track record of owning and delivering MQL and SQL targets tied directly to pipeline and revenue outcomes. 
• Demonstrated experience using data and analytics to drive marketing decisions and ROI. 
• Strong understanding of the customer lifecycle, funnel metrics, and attribution models. 
• Hands-on experience with events, LinkedIn-based growth, and partner-driven marketing. 
• Demonstrated success aligning marketing efforts with sales cycles, procurement timelines, and business development goals. 
• Experience with CRM and marketing automation platforms, including workflow automation, lead scoring, segmentation, attribution, and reporting. 
• Advanced command of digital analytics and campaign platforms (e.g., Google Analytics, LinkedIn Campaign Manager). 
• Strong communication, analytical, and execution skills. 
• Proven ability to collaborate effectively with Sales, Revenue Operations, and executive leadership. 

 

Competencies & Attributes 

• Hands-On Leader:Actively engaged in execution while maintaining a strategic perspective. 
• Operationally Disciplined:Detail-oriented with strong ownership and follow-through. 
• Business Partner:Builds strong cross-functional relationships and delivers practical, growth-oriented solutions. 
• Change Agent:Drives process improvement, automation, and scalable operating models. 
• Integrity & Judgment:Demonstrates professionalism and discretion in handling sensitive information. 

 

Company Overview 

CIBT is the leading global provider of visa and immigration services for corporations and individuals. The Company offers a comprehensive suite of services under two primary brands: Newland Chase, focused on global immigration strategy and advisory services for corporations worldwide, and CIBTvisas, the market leader for business and other travel visa services for corporate and individual clients. 

CIBT operates in a fast-paced, growth-oriented environment with a strong focus on scalability, controls, transparency, and value creation.