Director, Digital Marketing/Demand Generation in McLean, Virginia at Merlin International Inc
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Job Description
About Merlin Group
Merlin Group operates at the intersection of cyber innovation, national security, and technology-driven transformation. With a mission to accelerate the adoption of high-impact technologies across the U.S. public sector and regulated commercial markets, Merlin is uniquely structured around three core tenets – Invest, Enable, and Scale – each designed to address a specific stage of the technology lifecycle. Together, our affiliates – Merlin Ventures, CGC, and Merlin Cyber – form a flywheel that builds enduring capability for customers, partners, and the broader cyber ecosystem, operationalizing technological advancement into mission-ready, enterprise-grade solutions.
At Merlin, we believe our strength lies in our people. Team members are encouraged to be creative, collaborative, and nimble, pursuing paths to deliver the cutting-edge cybersecurity solutions that our customers rely on. From next-generation cyber defense to secure cloud and AI, we are united by one purpose – transforming innovation into mission impact.
The Opportunity
The Director, Digital Marketing & Demand Generation will lead Merlin Group's integrated digital marketing strategy, demand generation programs, and marketing operations to drive brand awareness, qualified pipeline, and revenue growth across federal, defense, intelligence, and regulated commercial markets.
This leader will develop and execute data-driven marketing campaigns that engage target audiences throughout the buyer journey while optimizing all digital demand channels, including email marketing and automation, website performance, Salesforce CRM integration, paid digital, content syndication, attribution and analytics. Working closely with Sales, Sales Operations, Senior Leadership, Marketing and our Independent Software Vendor (ISV) partners, the Director will build hands-on, scalable demand generation programs that support Merlin's Invest, Enable, and Scale strategy.
The ideal candidate is a strategic and analytical marketing leader with deep expertise in B2B digital marketing, account-based marketing (ABM), paid digital, Salesforce CRM, campaign management, marketing technology, and performance measurement. They are equally comfortable developing strategy, leading teams, and rolling up their sleeves to execute campaigns in a fast-paced, high-growth organization.
Primary Duties & Responsibilities
- Develop and execute Merlin Group's integrated digital marketing and demand generation strategy to increase awareness, engagement, marketing-qualified leads (MQLs), and revenue pipeline.
- Build and optimize multi-channel digital marketing campaigns across email, search, paid media, social media, webinars, events, content syndication, and partner marketing.
- Lead Account-Based Marketing (ABM) initiatives targeting priority federal agencies, systems integrators, commercial enterprises, and strategic partners.
- Partner with Product & Solutions Marketing to translate technical solutions messaging into high-performing digital campaigns and customer engagement programs.
- Manage Merlin's website demand and performance strategy, including SEO/SEM/AEO initiatives, landing pages, forms, gated content, conversion optimization, and user experience to maximize inbound lead generation and customer buying journeys across our digital ecosystem.
- Own all marketing automation platforms, CRM integration, lead scoring and attribution, nurture programs, campaign execution, and marketing analytics.
- Directly oversee and manage one direct report across a growing digital marketing function.
- Collaborate with Sales and Sales Operations to align marketing programs with pipeline goals, capture priorities, and account strategies.
- Oversee digital content distribution, campaign calendars, editorial planning, and marketing communications across all paid and demand-driving channels.
- Cross-collaborate on a variety of digital marketing and demand-driving initiatives with Merlin’s ecosystem of ISV partners aligned to strategic practice areas, market solutions and customer needs.
- Analyze campaign performance, customer behavior, and marketing KPIs to continuously improve ROI and marketing effectiveness.
- Manage agency partners, digital vendors, and marketing technology platforms as needed.
- Develop executive dashboards and reporting that demonstrate marketing's direct contribution to revenue growth.
- Stay current on emerging digital marketing trends, AI-enabled marketing technologies, and evolving best practices.
- Build scalable marketing processes and mentor future marketing team members as the organization grows.
Qualifications
Required- Bachelor's degree in Marketing, Business, Communications, or related field.
- 10-12+ years of B2B digital marketing and demand generation experience, including at least 7-10 years in a marketing leadership role.
- Proven success building integrated demand generation programs that drive measurable pipeline and revenue.
- Experience marketing enterprise cybersecurity technology is required, as well as a strong grasp of cloud, AI, SaaS, or other federal technology solutions.
- Strong expertise with email marketing automation platforms (HubSpot, Marketo, Pardot, or similar), CRM systems, and marketing analytics.
- Strong experience integrating with Salesforce CRM for lead scoring, attribution, reporting, etc.
- Experience with web forms, UTM codes, cookies and other digital conversion and tracking methods.
- Experience with Google Analytics for web performance management.
- Experience with SEO, SEM, AEO, paid digital advertising, content syndication, email marketing, website optimization, and content marketing.
- Demonstrated knowledge of Account-Based Marketing (ABM) strategies and execution.
- Strong analytical skills with experience measuring campaign effectiveness and marketing attribution.
- Excellent communication, project management, and cross-functional collaboration skills.
- Ability to manage multiple priorities in a dynamic, growth-oriented environment.
Preferred
- MBA or advanced degree.
- Experience supporting U.S. Federal Government, Defense, Intelligence Community, or regulated commercial markets.
- Experience with Salesforce, HubSpot, Google Analytics 4, LinkedIn Campaign Manager, and other modern marketing technology platforms.
- Familiarity with federal procurement cycles and GovCon marketing.
- Experience managing marketing agencies and vendor relationships.
- Knowledge of AI-powered marketing technologies and automation tools.
- Active U.S. security clearance or ability to obtain one.
Success Attributes
(FIRST 12–18 MONTHS):
- Increase qualified marketing pipeline through measurable improvements in lead generation, conversion rates, and campaign performance.
- Build a scalable demand generation engine supporting Merlin's strategic growth objectives.
- Launch integrated ABM programs for priority federal and commercial accounts.
- Improve website traffic, engagement, and lead conversion through SEO, UX, and content optimization.
- Establish executive dashboards that provide visibility into marketing performance, campaign ROI, and pipeline contribution.
- Increase marketing-sourced and marketing-influenced revenue through integrated digital campaigns.
- Improve lead nurturing, scoring, and marketing automation processes to enhance sales readiness.
- Optimize marketing technology platforms and reporting to improve operational efficiency and data quality.
Benefits & Perks
We want to empower and inspire employees to be and do their best. Our workdays are dynamic, collegial, and fun. Our office features multiple places to work unconstrained by typical office barriers. Our wellness package provides access to an on-site gym and includes medical, dental, and vision insurance along with options for FSA and EAP. We offer 401(k) with employer match, unlimited PTO, and a culture respectful of the reality that not everything in one’s personal life is guaranteed to happen only after hours.
All qualified applicants will receive consideration for employment without regard to disability, status as a protected veteran, or any other status protected by applicable federal, state, local, or international law.