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Affinitiv is the largest provider of end-to-end, data-driven marketing and software solutions exclusively focused on the automotive customer lifecycle. Backed by 20+ years of automotive and marketing expertise, we pride ourselves on being the go-to experts in the industry. Not only do we work with over 6,500 dealerships and every major manufacturer in the country, we’re well-versed in OEM standards and the intricacies of a dealership or group’s local business.

Director of Lead Generation leads the strategy and execution of marketing programs designed to attract, engage, and generate qualified leads for our business. This role owns the systems, campaigns, and channel performance needed to drive consistent pipeline creation with a strong focus on measurable demand generation outcomes

Key Responsibilities

- Lead Generation & Demand Creation (Primary Focus)

- Own and execute a top-of-funnel demand generation strategy to increase lead volume and pipeline contribution.

- Develop multi-channel acquisition campaigns across channels such as:

- Paid digital (search/social/display)

- Content marketing and SEO

- Webinars and virtual events

- Email nurture and lead magnet programs

- Partnerships/co-marketing (as applicable)

- Create compelling messaging and campaign offers optimized for conversion at each step of the funnel.

Performance Marketing & Channel Optimization

- Manage and optimize campaign performance using KPIs such as:

- CTR, CPL, MQL rate, lead-to-MQL conversion

- Landing page conversion rates

- Marketing sourced pipeline and revenue attribution (where tracked)

- Use data and experimentation (A/B testing, creative testing, offer testing) to continuously improve results.

Funnel Strategy & Marketing Automation

- Partner with Sales and RevOps to define audience targeting, lead scoring, and lifecycle stages.

- Oversee lead routing/nurture workflows in marketing automation platforms (e.g., Marketo, HubSpot, Pardot, etc.).

- Ensure marketing programs support the full journey from awareness → conversion → handoff to Sales.

Collaboration & Alignment

- Collaborate with Sales, Customer Success, Product, and Sales Engineering to ensure messaging is aligned with target buyer needs.

- Work closely with Sales to identify gaps in lead quality and iterate on campaign targeting.

Budget, Team, and Vendor Management

- Own and manage the marketing budget for lead generation channels.

- Lead or manage a team and/or contractors (e.g., campaign managers, content, designers, media buyers).

- Select, manage, and evaluate vendors where applicable (creative, media, event partners, etc.).

Reporting & Forecasting

- Build reporting dashboards and provide regular performance updates to leadership.

- Deliver actionable insights and forecasts tied to lead goals, conversion rates, and pipeline targets.

Qualifications

Required

- 5+ years of marketing experience with at least 2+ years in demand generation / performance marketing leadership.

- Proven success driving top-of-funnel lead generation with measurable outcomes.

- Strong knowledge of:

- Demand gen funnel mechanics (awareness → MQL)

- Paid acquisition and conversion rate optimization

- Marketing automation and CRM reporting

- Demonstrated ability to translate performance data into strategy and execution.

- Experience managing budgets, vendors, and cross-functional stakeholders.

Preferred

- Experience in B2B SaaS, services, or technology (industry dependent).

- Familiarity with ABM or hybrid demand-gen models (if applicable).

- Hands-on experience with tools such as:

- HubSpot / Marketo / Salesforce / etc.

- Google Analytics & reporting dashboards

- Ads platforms (Google Ads, LinkedIn Ads, Meta, etc.)

KPIs / Success Measures

- Lead volume and cost per lead (CPL)

- Lead-to-MQL conversion rate

- MQL quality indicators (e.g., SQL rate, conversion to opportunity)

- Marketing-attributed pipeline and/or influenced revenue (depending on attribution model)