UpGuard · 1 week ago
Director of Pipeline Marketing
United States
Full-time
Remote
Senior Level, Lead/Staff
$145K/yr - $165K/yr
10+ years expUpGuard is seeking a Director of Pipeline Marketing, who will lead a high-performance team to enhance customer growth and conversion strategies. The role involves integrating marketing automation with human outreach, architecting customer journeys, and driving revenue through innovative marketing practices.
Artificial Intelligence (AI)Enterprise SoftwareFinancial ServicesRisk ManagementSaaSSoftware
Responsibilities
Lead a Unified Conversion Team: Manage and mentor a global team of Lifecycle Marketers and Inbound BDR Managers (Americas/APAC & EMEA), fostering a culture where automation and human outreach work in perfect lockstep
Architect "Always-On" Motions: Collaborate with Product Squads to design and implement sophisticated, evergreen marketing journeys that nurture MQLs into SQLs and drive existing customers toward adoption and cross-sell opportunities
Integrate the BDR Function: transform the BDR team from an isolated unit into a strategic arm of the squads, ensuring they are equipped with squad-produced content, battlecards, and insights to execute highly relevant outreach
Modernize Rules of Engagement (ROE): Overhaul the existing BDR ROE to define clear "Product Qualified Lead" (PQL) thresholds, ensuring low-tier PLG leads are handled by AI agents while BDRs focus exclusively on high-value territory accounts
Drive Customer Revenue (NDR): Own the lifecycle strategy for existing customers, deploying automated "Win-Back" motions (e.g., Old Deal Outreach / ODO) and "Expansion Plays" that utilize BDRs to re-engage stalled deals or upsell usage tiers
Innovate with AI & Ops: Partner with the Marketing Operations team to deploy AI-driven agents and process flows that automate lead qualification and personalization, allowing your BDRs to focus solely on high-value interactions
Own the Conversion Playbooks: Define, document, and optimize the Playbooks for Email Nurture and BDR Outreach, creating the standard for how UpGuard communicates with prospects and customers across these channels
Analyze and Optimize: Obsess over pipeline metrics—specifically MQL to SQL conversion rates, velocity, and customer retention rates—continuously iterating on your Motions to improve efficiency and CAC payback
Qualification
Required
10+ years of B2B marketing experience, with specific expertise in managing both Marketing Automation/Lifecycle functions and Sales Development (BDR/SDR) teams
A proven track record of designing complex customer journeys that seamlessly blend automated digital touches (email, in-app) with human sales intervention
Deep proficiency with HubSpot, having used it not just for email sending, but as an orchestration engine for the entire sales and marketing funnel
Strong leadership experience managing 'managers,' with the ability to coach BDR leadership on operational rigor while guiding Lifecycle experts on strategy
A 'Revenue First' mindset: you understand that MQLs are a means to an end, and you measure success in Pipeline ARR, Expansion Revenue, and Retention
Exceptional collaboration skills, capable of working with Product Marketing Squads to extract the core messaging needed to fuel your conversion engines
Preferred
Experience implementing AI Sales Agents or advanced PLG (Product-Led Growth) routing logic that dynamically segments users between self-service and sales-assisted paths
Background in the Cybersecurity or GRC industry, with an understanding of the specific buyer personas and long sales cycles typical of this market
Experience restructuring a siloed BDR team into an integrated marketing function, specifically within a Matrix or Squad-based organizational structure
Benefits
Monthly Lifestyle subsidy: use this for financial, physical and mental wellbeing (all regions)
WFH set-up allowance: to ensure you have the right environment to work in, we will help you get set-up within your first 3 months at UpGuard (all regions)
$1500 USD annual Learning & Development allowance: to support your career development all team members will be able to expense development opportunities against this allowance (all regions)
Generous Annual Leave/PTO allowances: time to recharge your batteries (all regions)
18 weeks paid Parental Leave: irrespective of parenting role (all regions)
Personal Leave allowance: this includes sick & carer’s leave (all regions)
Fully remote working environment: whilst we have physical offices in Sydney & Hobart, we do not mandate compulsory attendance (all regions)
Top spec hardware: all team members will be provided with top-spec laptops for their role (all regions)
Personal device security & online privacy protection subsidy: UpGuard provides team members with a paid subscription to personal device security & online privacy protection platform (all regions)
Generative AI subsidy: UpGuard provides paid subscriptions for all team members to access generative AI tools to support their work (all regions)
Company
UpGuard
UpGuard is a cyber resilience platform designed to proactively assess and manage the business risks posed by technology.
201-500 employees
Funding
Current Stage
Growth StageTotal Funding
$47.38MKey Investors
August Capital
2021-06-09Series B· $19M
2016-08-11Series B· $17M
2016-06-01Series Unknown· $1.45M
Leadership Team
Mike Baukes
CEO & Co-Founder
Kevin Levine
Chief Financial Officer
Recent News
Help Net Security
2026-01-05
Company data provided by crunchbase