Head of Demand Generation, US
Hawk · United States
About Us
Hawk is the leading provider of AI-supported anti-money laundering and fraud detection technology. Banks and payment providers globally are using Hawk’s powerful combination of traditional rules and explainable AI to improve the effectiveness of their AML compliance and fraud prevention by identifying more crime while maximizing efficiency by reducing false positives. With our solution, we are playing a vital role in the global fight against Money Laundering, Fraud, or the financing of terrorism. We offer a culture of mutual trust, support and passion – while providing individuals with opportunities to grow professionally and make a difference in the world.
Your Mission
Hawk is looking for an exceptional Head of Demand Generation to run a numbers-driven demand program that delivers pipeline and revenue goals.
You'll own the full-funnel demand strategy — from creating global and localized campaigns for top-of-funnel awareness through to optimizing the inbound customer journey — across ABM, digital, events, partner marketing, and beyond.
You'll head up a talented team of specialist marketers, providing leadership, direction and orchestration to ensure perfect alignment of work for exceptional outcomes. You’ll work hand-in-glove with the other Marketing functions, aligning closely with Product Marketing, Content, Business Development and Operations to ensure synchronicity. You’ll partner with Sales, Partnerships, Customer Success, and RevOps to develop winning strategies for prospect and customer engagement.
You’ll be the person the CMO and CRO turn to for a clear-eyed view of what's generating pipeline, what isn't, and why.
This is a leadership role for someone who has both built demand generation strategies and can still get into the weeds — whether it’s being the onsite Marketing lead at a conference, helping to optimize ABM ads, or sense-checking a paid media budget.
Your Responsibilities
Own the demand generation strategy and pipeline number: set targets for MQLs/SQLs/pipeline by channel and be accountable for delivering on those goals
Build and lead an integrated, multi-channel demand plan spanning ABM, paid and organic digital, events/webinars, partner marketing, BDRs, and more — ensuring all channels align and reinforce each other
Identify the campaigns you need to be successful, working with the Content and Product Marketing teams on quarterly strategy plans and then collaborating on a weekly basis to execute campaign activity
Manage, coach, and develop a team of marketing specialists — setting clear goals, giving regular feedback, and building a high-performing, accountable department
Be hands-on — you’ll own some elements of the demand gen program as you prove their value and grow your team, plus you’ll step in and be on-site for events taking place in your location
Partner with Sales on lead handoff, scoring, SLAs, and follow-up — demand gen doesn't stop at the MQL, and you'll own the quality of that handoff
Own the demand gen budget: allocate spend across channels based on performance, defend the ROI of that spend to the exec team, and reallocate quickly when something isn't working
Drive attribution and reporting: build a clear, trusted view of what's working across the funnel (multi-touch attribution, pipeline velocity, CAC by channel/segment) and report on it to the CMO, CRO, and board
Build a testing culture: run structured experiments across channels and segments, and use the results to continuously improve efficiency and conversion rates
Work with Marketing Ops to ensure we have the right martech stack relevant to demand gen (e.g. ABM platform, marketing automation, ad platforms, intent data), ensuring it's used effectively and integrated cleanly with CRM
Bring an outside-in view: track what's working in B2B demand gen more broadly and bring new channels, formats, or approaches to the team.
What You'll Bring
7+ years in B2B demand generation, with proven experience of delivering on pipeline and revenue targets
3+ years managing people, with a track record of developing specialists into strong independent operators
Experience in marketing to the financial services industry, preferably in financial crime and compliance or cybersecurity
Hands-on fluency across channels, especially ABM, paid and organic digital, field/virtual events and webinars, and partner marketing
A passion for identifying and executing on campaign ideas, both local and global, that successfully take a prospect through the buying funnel
Experience in actively fostering productive relationships with your Marketing colleagues to achieve stellar outcomes
The ability to work closely with Sales, with a genuine orientation toward pipeline quality and revenue outcomes over other metrics (lead volume, website traffic, etc.)
A track record of building scalable systems and processes, not just running individual campaigns — this role is as much about building the machine as operating it
Excellent written and verbal communication, including comfort presenting results and plans to executive leadership and the board
Sharp budget management and prioritization instincts; comfortable making the case for (and against) spend with data