Director of Demand Generation

Overview

Liquibase is the leader in Database Change Governance. Trusted by many of the world’s largest enterprises and downloaded more than 100 million times, Liquibase helps organizations govern database change across modern applications, data platforms, and AI-driven delivery environments.

We are building the category around governed database change and modern database delivery. That requires a different type of demand generation leader.

We are looking for a Director of Demand Generation to help scale pipeline, accelerate Community-to-commercial conversion, expand enterprise penetration, and build modern AI-assisted demand programs across new logo, customer expansion, ABM, partner, and field motions.

This is not a traditional campaign management role. We need someone who can think strategically, operate autonomously, move fast, and build programs tied directly to revenue outcomes.

What You’ll Own

• Build and scale pipeline generation programs across paid search, paid social, webinars, nurture, field, partner, and account-based marketing motions

• Drive Community-to-commercial conversion programs that identify, engage, and convert Liquibase Community users into qualified opportunities for Liquibase Secure

• Partner closely with Sales, RevOps, CS, and Product Marketing to build campaigns tied to pipeline, expansion, and revenue outcomes

• Develop and execute ABM and target account plays across strategic enterprise accounts, competitive takeovers, regulated industries, and modern data platform teams

• Build and optimize nurture programs that improve engagement, conversion, and sales velocity across the funnel

• Use AI-assisted workflows to improve campaign execution, segmentation, personalization, research, testing, and content development

• Own paid media performance across Google, LinkedIn, retargeting, and other digital channels

• Partner with Product Marketing on positioning, launches, messaging, and campaign strategy

• Analyze campaign performance, conversion rates, attribution, and pipeline contribution to make investment and optimization recommendations

• Help scale SEO and AEO programs that improve discoverability, category authority, and inbound demand

• Operate comfortably in a lean, fast-moving environment where speed, ownership, and initiative matter

What Success Looks Like

• Consistent contribution to qualified pipeline and revenue growth

• Stronger Community-to-commercial conversion

• Increased enterprise account penetration and expansion

• Scalable ABM and customer growth motions

• Faster campaign execution through AI-assisted workflows

• Improved funnel conversion and campaign efficiency

• Strong alignment across Marketing, Sales, RevOps, and Customer Success

• Clear reporting, accountability, and operational rigor across the funnel

The Ideal Candidate

• Thinks like an operator, not just a marketer

• Comfortable building in ambiguity and moving quickly

• Strong bias toward ownership and execution

• Understands how modern B2B revenue teams operate together

• Data-driven but commercially minded

• Able to simplify complex technical topics into compelling campaigns

• Understands both developer audiences and executive buyers

• Uses AI tools aggressively and thoughtfully to improve execution speed and quality

• Comfortable being hands-on in a lean, fast-moving environment

Must Haves

• 7+ years of experience in B2B demand generation or growth marketing

• Experience driving measurable pipeline and revenue impact

• Experience in enterprise software, infrastructure, DevOps, data, security, or developer tooling

• Strong understanding of paid search, paid social, SEO, AEO, nurture, webinars, email, retargeting, and conversion optimization

• Experience with converting an open source project

• Experience building and executing ABM programs

• Experience partnering closely with Sales and RevOps

• Strong understanding of funnel metrics, attribution, and pipeline analysis

• Strong written communication and messaging instincts

• Comfortable operating both strategically and tactically

• Highly organized, proactive, and execution-oriented

• Comfortable using AI tools to accelerate campaign execution and research

Nice to Haves

• Experience with HubSpot, Claude, Outreach, OnFire, Webflow, Google Analytics, Google Tag Manager, LinkedIn Campaign Manager, and Google Ads

• Experience marketing to developer or platform engineering audiences

• Experience in Database DevOps, DataOps, DevOps, AI infrastructure, or data platform markets

• Experience supporting both new logo and customer expansion motions

• Experience in a high-growth or category-creation environment

Perks of life at Liquibase:

• Remote First culture, potential for company-wide in-person gatherings

• Home office allowance for remote workers

• Meaningful equity

• Comprehensive health, vision, and dental benefits - country dependent

• Generous paid time off and paid holidays

• 401k match program (US only)

• No punks, no jerks culture

• Growth opportunities and ability to move up within the company

We take pride in:

• A transparent and collaborative team environment. We value multiple perspectives and fresh thinking.

• Our entrepreneurial culture. We provide every employee the opportunity to make a meaningful impact.

• Providing the opportunity to work with new technologies and learn from experienced professionals.

• How organizations, large and small, use DevOps to drive developer agility and accelerate software delivery.

Company Overview - We are Liquibase

A career at Liquibase means joining a quickly growing company on the front lines of the DevOps space. Our vision is to be the easiest, safest, and most powerful community-led database change management solution. As companies of all sizes continue to adopt an agile methodology and DevOps practices, there is a growing realization that the database needs to be considered as part of this innovation process.

At Liquibase, we foster a culture rooted in the open-source values of freedom, choice, transparency, and meritocracy. These are not just fashion labels here, but sincere convictions, and you’ll see that reflected in the way we operate daily. We’re caffeinated, collaborative & confident experts, eager to solve the most challenging database CI/CD problems for our customers.

Want to help the software world move faster? You’ve found the right place.

Eligible candidates may be subject to criminal history checks, which will be conducted and used in accordance with applicable local, state, and federa