Director, Digital Marketing

Who this role is best for

Derived from job-description analysis by Serendipath's career intelligence engine.

Skills & requirements

About the role

Our Mission:

6sense's mission is to multiply what matters: growth, retention, and efficiency.  We envision a future where companies, teams and people reach their full potential.

Our People:

People are the heart and soul of 6sense. We serve with passion and purpose. We live by our Being 6sense values of Win as One Team, Stay Curious, Do The Right Thing, Own the Outcome, and Create Belonging.  Every 6sensor plays a part in defining the future of our industry-leading technology.  6sense is a place where difference-makers roll up their sleeves, take risks, act with integrity, and measure success by the value we create for our customers.  We want 6sense to be the best chapter of your career. 

Director of Digital Marketing

Organizational Reporting

Reports to: VP of Revenue Marketing  Department: Marketing

Purpose of the Role

The Director of Digital Marketing owns the company's most important always-on marketing asset: the website. But this role extends far beyond web management alone. This leader is responsible for turning every digital surface - the website, paid media channels, third-party review and comparison platforms, and search presence - into a measurable, pipeline-generating engine that fuels the company's growth.

This is a commercially-minded leadership role for someone who sees a website as a revenue instrument. The right candidate brings deep technical fluency across SEO, GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), CRO, and paid media - and pairs it with the strategic judgment to prioritize what truly moves pipeline.

They will lead a cross-functional digital team spanning paid media, web development, CRO and testing, and regional marketing coordination, while managing agency relationships and collaborating across product marketing, content, campaigns, and demand generation.

This is a high-impact, high-visibility position at the center of how the company shows up digitally - and how effectively that presence converts into revenue.

Responsibilities & Accountabilities

Website Ownership & Pipeline Performance

Own the company website end-to-end as a critical marketing surface, accountable for both overall marketing health metrics (traffic, engagement, domain authority) and pipeline-specific outcomes (conversion rates, MQL/SQL generation, pipeline contribution)

Treat the website as a living product - continuously optimizing structure, content, UX, and conversion paths to maximize its effectiveness as a revenue-generating asset

Lead the technical SEO, GEO, and AEO strategy to ensure the company is discoverable, authoritative, and well-represented across traditional search engines, AI-driven answer engines, and generative search experiences

Web Development & Technical Direction

Manage the relationship with an external web development agency, ensuring alignment on timelines, deliverables, and technical direction - providing clear technical guidance, sprint priorities, and quality standards for all site builds, feature releases, and maintenance

Lead major website projects such as migrations with hands-on involvement - from platform evaluation and technical planning through execution, QA, and post-launch optimization

Maintain deep working proficiency in the company's primary CMS and web platform

Paid Media & Digital Advertising

Oversee the global paid media program through a direct report (the Digital Director), ensuring campaigns are tightly aligned to pipeline targets and regional demand generation priorities

Partner with the external Google/paid media agency to optimize spend allocation, channel mix, and campaign performance across search, display, social, and programmatic channels

Ensure paid media strategy is integrated with organic, ABM, and field marketing motions rather than operating in a silo

CRO, Testing & Digital Experimentation

Drive a disciplined culture of conversion rate optimization and experimentation through a direct report focused on testing, CRO, and coordination

Establish and maintain a structured testing roadmap across landing pages, CTAs, forms, site architecture, and user flows

Use data to arbitrate decisions

Campaigns & Cross-Functional Execution

Bring campaigns and messaging to life across all digital channels, partnering with content, campaigns, and product marketing teams to translate strategy into execution

Collaborate with regional demand generation teams to ensure digital programs are localized, relevant, and aligned to territory-level pipeline goals

Serve as the digital execution partner for product launches, seasonal campaigns, and integrated marketing moments

Team Leadership

Lead and develop a team that includes a paid media lead and a CRO/testing and coordination lead

Set clear goals, create accountability structures, and build a team culture that values both creative ambition and commercial discipline

Manage agency relationships to support digital motions

Performance Measurement

Website Pipeline Contribution

Marketing-sourced and marketing-influenced pipeline generated through the website, measured by volume, velocity, and conversion rates at each funnel stage

Organic Search & Discovery Performance

Growth in organic traffic, keyword rankings, domain authority, and share of voice across traditional search, AI answer engines, and generative search surfaces

Paid Media Efficiency & ROI

Pipeline generated per dollar of paid media spend, cost-per-MQL/SQL, and ROAS across all paid channels globally

Conversion Rate Optimization

Measurable improvement in site-wide and page-level conversion rates driven by a sustained testing and experimentation program

Website Health Metrics

Core site performance indicators including page speed, uptime, crawlability, and user engagement metrics

Execution

On-time, low-disruption delivery of major projects like website migrations with preservation or improvement of SEO equity and conversion performance

Team Development

Growth, retention, and performance of direct reports and the broader digital marketing team

 

Role Specifications

Educational and Experience Requirements

8+ years of progressive digital marketing experience in B2B SaaS or technology companies, with a strong emphasis on website management, SEO, and demand generation

3+ years of people leadership experience at the Director level or equivalent, including managing both onshore and offshore teams

Proven track record of owning a company website as a pipeline generation engine - with measurable revenue impact

Strong working proficiency in Webflow as a CMS and web platform

Deep expertise in SEO and emerging search disciplines including GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization), with a clear point of view on how AI-driven search is reshaping digital discovery

Experience managing global paid media programs across search, display, social, and programmatic channels, either directly or through a team lead and agency partners

Demonstrated experience integrating AI tools and technologies into digital marketing workflows - whether for content optimization, audience targeting, predictive analytics, testing prioritization, or search strategy - with a mindset of continuously exploring how AI can sharpen performance and efficiency

Experience managing third-party agency relationships (paid media, SEO, web development) with clear accountability for deliverables and ROI

Familiarity with CRO methodologies and A/B testing platforms

Experience collaborating with product marketing, content, and demand generation teams in a matrixed marketing organization

Competencies and Behaviors

Technical Depth with Strategic Altitude

Can go deep on Webflow architecture, SEO crawl audits, or page speed diagnostics - and then step back to present a digital strategy to the CMO that connects technical decisions to business outcomes. Moves fluidly between the tactical and the strategic without losing credibility in

Source: 6sense careers (Greenhouse)