Sr. Director, Demand Generation

Date:  Mar 29, 2024

Phoenix, AZ, US, 85008

Company:  WillScot | Mobile Mini
Req ID:  51211

At WillScot Mobile Mini (NASDAQ WSC), our 4000+ people are at the heart of everything we do. In addition to providing industry-leading pay and benefits, we provide opportunities for development and upward mobility, while investing in the communities we serve.  We are the undisputed leader in providing innovative flexible workspace and portable storage solutions, serving an incredible range of customers across all industries from 240+ locations across the United States, Canada, and Mexico.


Our values are our foundation. We constantly strive to diversify our teams to ensure we have the best and brightest talent. We’re deeply committed to creating an inclusive and equitable workplace where each person can contribute while being their authentic self. For more about WillScot Mobile Mini and who we are, click here.  Build your future with us!


B2B Demand Generation Senior Director is a strategic leader responsible for developing and executing compelling marketing campaigns that drive consideration among target segments and generate and nurture high quality leads for the products and solutions offered by WillScot. The marketing campaigns will include high-touch to low-touch tactics across SEO/SEM, PPC, Display Ads, Events, Tradeshows, Webinars, Paid media, Paid Social, Re-targeting etc. Leveraging Account-Based Marketing tactics will be a significant lever this leader will leverage to build compelling, agile, differentiated and personalized campaigns. In addition to driving net new prospect activity there is a significant opportunity to cross-sell / up-sell to existing customer base. This role involves a combination of strategic thinking, strong marketing automation & mar-tech, B2B demand generation, ABM, lead scoring, and omni-channel engagement expertise. This leader will collaborate with various departments, including IT, commercial sales, product, finance and operations.


Strategy Development:

  • Develop and implement a comprehensive demand generation strategy aligned with business goals
  • Define target audiences and segments, needs, and value proposition and messaging tailored to each segment
  • Develop a quarterly demand generation calendar and gain buy-in from critical stakeholders in Commercial and product functions. Plan calendars at the minimum 1 quarter in advance

Marketing Campaign Development:

  • Develop holistic marketing campaigns and tactics that leverage the full suite of capabilities including SEO/SEM, PPC, Display Ads, Events, Tradeshows, Webinars, Paid media, Paid Social, Re-targeting, ABM etc.
  • Ensure campaigns and tactics reflect current organizational priorities and are personalized and hyper-localized

Lead Generation and Funnel Management:

  • Own overall lead generation and management, define different lead stages from MQL to SQL and implement lead scoring to qualify leads from marketing stand point and develop 2-way lead handoffs and qualification between marketing and commercial teams
  • Build strong organic traffic and lead funnel from our website in addition to bringing high quality paid leads
  • Utilize marketing automation tools (salesforce marketing cloud) to nurture leads through the sales funnel
  • Leverage ABM tools (e.g. Demandbase) to de-anonymize anonymous traffic on website and use intent data to decode purchase signals and partner with commercial teams for prompt conversion
  • Provide weekly lead trending updates to commercial teams

Performance Monitoring and Reporting:

  • Analyze existing demand generation and lead trending dashboards and develop a holistic demand generation dashboard that helps us understand effectiveness and efficiency of our marketing campaigns and demand generation programs
  • Partner with Business Intelligence teams to validate data accuracy and automate report generation
  • Provide visibility around demand generation effectiveness and YoY/QoQ trending to broader organization

Data Analysis:

  • Use analytics tools (Tableau and others) to measure and analyze the performance of demand generation campaigns
  • Optimize strategies based on data insights to improve conversion rates
  • Drive a culture of data-driven decision making

Innovation and Emerging Trends:

  • Stay informed about industry trends, competitive activities, and customer behaviors
  • Employ a growth mindset and continuous learning mentality to seek and understand emerging trends and technologies in B2B demand generation
  • Implement and leverage marketing technology and automation tools to streamline processes and enhance effectiveness

Budget Management:

  • Develop and manage the budget for demand generation activities
  • Ensure cost-effectiveness and a positive return on investment (ROI)

Customer and Prospect Data Ownership:

  • Own customer and prospect databases and develop robust, automated processes to avoid duplicates and augment segmentation variables with other external data sources (e.g. Zoominfo)
  • Ensure cost-effectiveness and a positive return on investment (ROI)



  • Bachelor's degree in computer science, business, marketing, finance, economics, or a related field. Advanced degree (MBA) preferred


  • 15+ years of progressive experience in B2B demand generation either working at marketing agencies or leading in-house marketing teams in large industrial organizations
  • Proven Expertise in building strong lead funnel, implementing lead scoring and ability to own the overall lead funnel 
  • Tech-savvy marketing strategist with deep expertise with salesforce CRM, salesforce marketing cloud for automation and Demandbase other similar ABM platforms 
  • Ability to manage other marketing agencies and own outcomes

Analytical Skills:

  • Strong analytical and quantitative skills, with the ability to interpret complex data 

Financial Acumen:

  • Ability to put together compelling business cases for ongoing marketing investments that garner executive support and championship
  • Communication Skills:
  • Excellent communication and presentation skills. Ability to tailor level of detail based on audience

Negotiation Skills:

  • Proven ability to negotiate and influence strategic decisions

Leadership Abilities:

  • Demonstrated leadership skills with the ability to lead and motivate a team
  • Ability to collaborate with key leaders in a variety of functions to drive organization alignment and commitment to digital platforms


  • Ability to adapt to changing market conditions and business needs

Personal Attributes:

  • Results Oriented, self-starter with high energy who is able to balance multiple priorities and work with ambiguity 
  • Healthy “Customer Obsession” focused on understanding needs of various segments and tailoring messaging appropriately 

Disclaimer: This posting describes the general nature and level of work performed and does not represent an exhaustive list of responsibilities, duties, or skills required. Collaboration and teamwork drive our success. Team members may be required to perform duties outside normal responsibilities from time to time as needed.


WillScot Mobile Mini provides equal employment opportunities to 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.


WillScot Mobile Mini embraces diversity and is committed to equal opportunity in all aspects of employment, including recruiting, hiring, promotion, termination, leaves of absence, compensation, and training. We are focused on building teams that include a variety of backgrounds, lived experiences, and skills.  The more inclusive we are, the stronger we will be!

Nearest Major Market: Phoenix

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