Director of demand generation

Way Security · US-based, East Coast Preferred · Exceptional Israeli candidates considered · Reports to the VP of Marketing (Tel Aviv)

Fresh out of stealth and backed by top-tier investors, we are looking for a founding demand generation leader to establish our brand globally. Once identity leaders discover our solution, they are immediately sold - and you will design and scale the engine that drives this discovery.

In this role, you will construct our entire growth strategy from the ground up, taking charge of channels, budgeting, and performance metrics. You will operate primarily on US hours, aligning closely with enterprise buyers, field events, and business development representatives, while collaborating with the core marketing team based in Tel Aviv.

About Way

Every large organization has applications its identity stack never reached: legacy systems, homegrown tools, apps that don't speak modern standards. Way connects them to the IAM stack already in place, without replacing it. We are selling to CISOs and Heads of IAM at US enterprises and have some of the best people in the industry working with us.

About the role

Own the demand budget and channel mix: ABM, paid, webinars, and the path from events to meetings. The 2027 plan is ambitious and funded.

Every channel gets a goal: meetings booked and held, and the qualified opportunities behind them.

You will have real backup: a GTM engineer, product marketing, a field marketer, and BDRs. Tell us what you need to succeed, and you'll get it.

What you'll do

• Work towards cost per meeting goals by channel, and move money every week based on it.
• Run ABM end to end: tiers, plays, gifting, and clean audiences checked against the CRM before anything goes out.
• Turn events into meetings: target lists before, follow-up after, and every relevant contact with an owner and a next step.
• Run paid search and LinkedIn with our agencies: briefs, pacing, tests, keep or cut.
• Turn webinars, founder content and interviews into offers worth a meeting, together with product marketing.
• Own the demand dashboard in HubSpot and report it weekly, misses included.
• Make campaigns CISOs remember. The bar: a prospect brings one up on a sales call.

Requirements

• 6+ years in B2B SaaS demand gen or performance marketing, with at least 2 owning a meetings or pipeline number. Cybersecurity is a plus.
• You test fast and kill fast. You've moved real budget between channels based on data, and you can walk us through the call.
• A campaign people talked about: what you built, what it did to pipeline, what failed and what you changed.
• Hands-on in HubSpot, Google Ads, LinkedIn Campaign Manager and an ABM or intent tool. You can fix a routing rule yourself.
• AI tools in your daily workflow.
• Sharp writing, in plain English a US CISO would read.
• Visibly active on LinkedIn.
• Comfortable working with an Israel-based team: your mornings overlap with our afternoons, and you start with two weeks in Tel Aviv.

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