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Summary/Objective:
The B2B Marketing Director is responsible for driving measurable revenue growth by aligning marketing strategy, brand positioning, and demand-generation programs with sales objectives. This role leads the planning and execution of integrated marketing initiatives that generate high-quality marketing-qualified leads (MQLs) and convert them into sales-qualified leads (SQLs) through campaigns, outbound engagement, and close collaboration with internal teams and external agencies.
Essential Functions:
1. Lead Generation & Pipeline Ownership
The B2B Marketing Director is responsible for driving measurable revenue growth by aligning marketing strategy, brand positioning, and demand-generation programs with sales objectives. This role leads the planning and execution of integrated marketing initiatives that generate high-quality marketing-qualified leads (MQLs) and convert them into sales-qualified leads (SQLs) through campaigns, outbound engagement, and close collaboration with internal teams and external agencies.
Essential Functions:
1. Lead Generation & Pipeline Ownership
- Own all top-of-funnel programs and channels driving MQLs/SQLs
- Ensure effective nurture, follow-up, and high-quality handoff to Sales
- Manage agencies supporting outbound, email, paid media, social, and events
- Monitor funnel performance and optimize conversion, velocity, and cost efficiency
- Develop marketing strategy, positioning, and value propositions
- Execute integrated campaigns that drive awareness, demand, and pipeline
- Maintain consistent brand messaging across all touchpoints
- Align with Sales, CRO, Marketing Team, Operations, and CS on pipeline goals and GTM execution
- Provide Sales with enablement content, insights, and tools
- Track marketing ROI, lead quality, and pipeline contribution
- Deliver clear reporting to leadership and optimize based on data
- Manage budget and direct spend toward revenue-driving initiatives
- Oversee agencies/vendors and develop a high-performing marketing team
- Set priorities, KPIs, and promote continuous improvement
- Build brand credibility through PR, content, thought leadership, and corporate communications
- Consistent increase in MQL-to-SQL conversion rates
- Marketing-sourced and influenced pipeline growth
- Improved lead quality and faster sales cycle velocity
- Strong alignment and satisfaction between Sales and Marketing
- Clearly reported ROI and efficient use of budget
- Elevated brand perception and market presence
Required Education and Experience
Education:
- Bachelor's degree in either Marketing or Communications
- 8+ years of B2B marketing experience, ideally in SaaS, technology, or complex solution environments
- Proven track record of building and scaling lead generation engines that drive revenue
- Experience working with and managing agencies for demand generation, outbound calling, digital, and content
- Strong understanding of CRM systems (e.g., Salesforce, Pipedrive, HubSpot) and marketing automation tools
- Highly analytical mindset with the ability to use data to inform marketing and revenue decisions
- Exceptional collaboration and communication skills with experience partnering closely with Sales and executive leadership
- Experience in Logistics a plus
Core Behaviors:
Demonstrate to comply with Custom Goods’ Core Behaviors:
- Servant Leadership
- Passion for Excellence
- Integrity
- Resilient
- Intense Safety Focus
- Trust
AAP/EEO Statement: Custom Goods, LLC committed to providing equal employment opportunities to all employees and applicants without regard to race, religion, color, sex, national origin, citizenship status, uniform service member status, age, disability, sexual and gender orientation, genetic information or any other protected status in accordance with all applicable federal, state and local laws.
This commitment extends to all aspects of Custom Goods’ employment practices including, but not limited to, recruiting, hiring, promoting, transferring, compensation, benefits, training, leaves of absence, termination, and other terms and conditions of employment.
Custom Goods Carson, California, USA Office
1035 E Watson Center Rd, Carson, California, United States, 90745
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Los Angeles is a global leader in entertainment, so it’s no surprise that many of the biggest players in streaming, digital media and game development call the city home. But the city boasts plenty of non-entertainment innovation as well, with tech companies spanning verticals like AI, fintech, e-commerce and biotech. With major universities like Caltech, UCLA, USC and the nearby UC Irvine, the city has a steady supply of top-flight tech and engineering talent — not counting the graduates flocking to Los Angeles from across the world to enjoy its beaches, culture and year-round temperate climate.
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- Number of Tech Workers: 375,800; 5.5% of overall workforce (2024 CompTIA survey)
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- Funding Landscape: $11.6 billion in venture capital funding in 2024 (Pitchbook)
- Notable Investors: Strong Ventures, Fifth Wall, Upfront Ventures, Mucker Capital, Kittyhawk Ventures
- Research Centers and Universities: California Institute of Technology, UCLA, University of Southern California, UC Irvine, Pepperdine, California Institute for Immunology and Immunotherapy, Center for Quantum Science and Engineering
