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Director of Demand Generation

ZeroTier, Inc.

ZeroTier, Inc.

Sales & Business Development
Los Angeles, CA, USA
Posted on Tuesday, June 25, 2024
ZeroTier is a successful startup originally founded in 2015 as an Open Source project and is now backed by leading venture capital investors including Bonfire Ventures, Anorak Ventures, Grand Enterprises B.V. and First In Capital. Our mission is to directly connect the world’s devices (over 2 million in over 230 countries today) and enable a new era of decentralized computing. On Github, we have over 13,800 stars.
ZeroTierOne is a secure network overlay product that allows you to manage all of your network resources as if they were on the same LAN. It is complemented by our SaaS control platform, ZeroTier Central, which allows for creation and administration of ZeroTier networks from anywhere. The software-defined solution can be deployed in minutes from anywhere and empowers your team to create global private networks that connect your devices directly to each other, no matter where they are in the world.
Reporting to the Vice President of Sales & Services, the Director of Demand Generation will be an entrepreneurial, strategic, and operational leader responsible for architecting and executing all strategic growth marketing initiatives.
You will drive strategy and execution across marketing channels, including email, web, social, mobile, search, events, and partners. You will drive brand awareness, audience engagement, and revenue growth for self-service, mid-market, and enterprise. You will build and lead a dynamic, data-driven marketing team, while fostering a culture of close collaboration with other key departments, contractors, and agencies to ensure the company's marketing efforts deliver on overall growth plans.
Our team is distributed across the US and EU, and we use modern software engineering practices and tools to support asynchronous remote collaboration. Every team member at ZeroTier is expected to work independently and leverage shared issue tracking, documentation, and automated testing to contribute to our shared base of reliable, well-defined libraries and APIs.
Preference for this role will be shown to qualified candidates in the United States and in particular ZeroTier’s operating hubs in Irvine, California and Portland, Oregon. We encourage you to apply for this position if you feel you are a match, regardless of location.


  • Own and evolve ZeroTier’s growth marketing strategy
  • Be a thought leader and expert in marketing, helping to define and implement our customer acquisition and overall marketing growth strategies
  • In partnership with the VP of Sales & Marketing, set department annual, quarterly, and monthly new customer acquisition and expansion goals
  • Research, recommend, and develop marketing campaigns to deliver best-in-class execution that maximizes campaign impact and drives revenue
  • Provide vision and implement processes and practices to create a high-performing, data-driven marketing engine
  • Lead the team to generate actionable insights for messaging, engagement, conversion, and profitability to improve channel performance
  • Foster and enhance cross-functional collaboration with Product, Engineering, Sales, and the Executive Team to drive alignment on prioritization, performance, and outcomes
  • Identify and introduce innovative marketing strategies and tools to the current marketing mix that lead to new customer acquisition, increase top account customer spend, enhance customer loyalty engagement, and help scale the marketing team and efforts
  • Establish business rhythms and processes for ongoing planning, analysis, application of learnings, and employee development that lead to ROI improvement
  • Drive the marketing operations strategy across channels and ensure execution including marketing stack management, integrations, data hygiene and segmentation, lead management, analytics, tracking, QA testing, email execution
  • Conduct A/B testing across channels in pursuit of maximizing new customer conversions, increasing customer spend, and achieving budget efficiencies
  • Develop marketing budget strategy & spend planning and own expense reconciliation
  • Evaluate, negotiate, and manage new/existing marketing partners and agencies as needed
  • Effectively manage and grow a team of growth marketers and marketing operations
  • Coach, mentor, educate, and support all direct reports in their role, with clear understanding and execution of individual and team KPIs, as well as overall company and department


  • Minimum of 7 years in B2B SaaS demand generation
  • Proven track record of successful marketing campaign management across various channels including web, email, social, mobile, events, content and partners
  • Strong self-service experience from free trial to customer acquisition to retention
  • Strong Mid-Market/Enterprise demand generation experience
  • Experience with account-based marketing strategies to enhance customer acquisition and retention for top account partners
  • Technical Skills:
  • Expertise in marketing automation and analytics platforms to streamline marketing processes and improve efficiencies
  • Strong analytical skills with experience in A/B testing, data analysis, and turning insights into actionable marketing strategies
  • Proficiency in Salesforce and customer data analytics
  • Leadership Skills:
  • Demonstrated ability to lead and inspire a team of marketers towards achieving targeted goals
  • Capability to architect and execute strategic growth marketing initiatives
  • Skilled in researching, recommending, and developing impactful marketing campaigns
  • Experience in setting and managing budgets for marketing departments and campaigns
  • Ability to foster a collaborative work environment with other departments
  • Innovative Mindset:
  • Experience introducing innovative marketing strategies and tools into the marketing mix to boost customer acquisition and loyalty
  • Habit of staying abreast of the latest trends in marketing to incorporate into strategic planning
  • Communication Skills:
  • Strong ability to communicate and negotiate with internal stakeholders and external partners, including marketing agencies
  • Proficient in articulating trade-offs, risks, and opportunities to senior management
  • Accountability:
  • Responsibility for growth marketing budget and its effective allocation to drive maximum ROI.
  • Regular evaluation and management of marketing partners and agency relationships
  • Cross-functional Collaboration:
  • Enhance collaboration with cross-functional teams, including Product Marketing, Engineering, Sales, and Exec, to ensure alignment on strategies, performance, and outcomes
  • Coaching and Mentoring:
  • Commitment to coaching, mentoring, and supporting team members in achieving individual KPIs and overall departmental goals


  • 7+ years B2B SaaS demand generation marketing experience
  • Bachelor's or Master's degree in Marketing, Business Administration, or a related field
  • Knowledge of global networking landscape
  • Deep knowledge of marketing automation systems and Sales CRMs
  • Awareness of key terminology surrounding networking (VPN’s, SD-WAN, TLS/SSL, encryption, firewalls), cloud, cybersecurity, and SaaS / NaaS Solutions
  • Self-service, subscription, and enterprise SaaS experience in technical field
  • Willingness and ability to travel domestically and potentially internationally
  • Bonus points for being a ZeroTier user
  • We encourage candidates from non-traditional backgrounds to apply, regardless of formal education, training, and certification. We value diversity of experience and perspectives on our team and strive to maintain a culture that allows every team member to do great work, bring their best ideas forward, and align those efforts with company goals and practices.


  • Hybrid / remote work (Pacific time zone preferred)
  • Equity compensation package
  • Generous employer-paid health insurance, including preventative dental care for adults
  • 401K Plan
  • Flexible PTO policy
  • Flexible work hours (subject to manager approval)
  • Maternal and paternal leave
  • Career Enhancement Funds
  • Employee Referral Bonus
ZeroTier develops software that automatically handles the complexities of networking across physical network boundaries, dealing with mobility and unifying cloud & edge to free customers from spending time building their projects and focus on running their business. Our network virtualization technology delivers the power of enterprise software-defined networking to every device, service, and application whether it’s located at the edge or in the cloud. It’s capable enough for large businesses with complex networking needs but easy enough that tens of thousands of regular people use it to do simple things like play games online or connect to their home PC from their mobile device.
We work to solve the hard technical problems underlying decentralized application development so you can deliver applications that offer a positive low-friction user experience while avoiding the cost, liability, and security/privacy impact of a large highly involved cloud presence.
ZeroTier was founded by Adam Ierymenko in 2015.
The company’s network virtualization software is used by millions of users in over 230 countries and territories. For more information about us please visit our website at www.zerotier.com
PLEASE NOTE: Individuals seeking employment at ZeroTier are considered without regard to race, color, religion, national origin, age, sex, marital status, ancestry, physical or mental disability, veteran status, or sexual orientation. Direct applicants ONLY. Any recruiter/3rd party submissions we receive will be considered a gift. Written CV’s and Cover Letters are encouraged. No calls please.