Sr. Director Demand Generation & Marketing Operations

CentralReach is a leading provider of autism and IDD care software for Applied Behavior Analysis (ABA), multidisciplinary therapy, and special education. Trusted by more than 200,000 users, we enable therapy providers, educators, and employers to scale the way they deliver ABA and related therapies with innovative technology, market-leading industry expertise, and world-class customer satisfaction. We are looking for a Sr. Director, Demand Generation & Marketing Operations to own the pipeline engine behind CentralReach's growth. This is a player-coach role: you will set the demand strategy, carry a pipeline target, and stay hands-on, while leading a team of four, with the opportunity to grow it, alongside our agency and vendor partners. The ideal candidate is a self-starter who prioritizes well, adapts quickly as priorities change, and can move from building a campaign to presenting performance to executive leadership. This role reports directly to the CMO. Key Accountabilities: Deliver the pipeline number Own the marketing-sourced and influenced pipeline target, set jointly with the CMO and Sales leadership, and the plan to hit (or exceed it!) it. Partner with Sales to turn that pipeline into closed-won revenue. Build and maintain the pipeline model: channel mix, spend allocation, conversion rates, and stage-by-stage targets. Agree lead definitions, handoff SLAs, and feedback loops with Sales so lead quality and conversion keep improving. Reallocate budget quickly based on results: invest, pause, or stop. Run a full-funnel demand engine Set the strategy and stay close to execution, building and optimizing campaigns yourself when necessary. Run multi-channel programs across paid (search, LinkedIn, social), SEO and content, email, webinars, events, and partner channels. Design and run plays for priority segments: account tiering, multi-channel orchestration, and account-level measurement. Partner with Creative & Brand to make the website a core demand engine, with shared goals for conversion rate, lead quality, and pipeline contribution. Test continuously with structured experiments, including A/B testing, and scale what works. Build the marketing operating system Own Pardot, the martech stack, and the data that makes the funnel measurable and trustworthy. Own the martech roadmap, budget, and vendors, including Pardot, CRM integration, analytics, and enrichment tools. Own the lead lifecycle: scoring, segmentation, routing, nurture, and data hygiene and governance. Keep marketing and sales systems integrated with Sales, Revenue Operations, and IT, and apply AI and automation to targeting, content workflows, and reporting. Lead the AI strategy for demand generation and marketing operations: own the roadmap, decide where and how we adopt new technology, and make our workflows measurably faster and more efficient. Lead the team, agencies, and budget Lead the team and partner bench that can scale without adding overhead. Lead, coach, and develop a 4 person team, with the opportunity to grow it to 6-8, across demand generation and marketing operations. Manage agency and vendor partners on scope, performance, and cost. Own the demand generation and marketing operations budget with discipline and transparency. Be the voice on pipeline performance Give the CMO and executive team a clear, trusted view of what is working and where to inve