Associate Director, Planning (B2B - Demand Generation)

About the role

B2B marketing is evolving - and so are we. At Omnicom, we're building the next generation of demand generation: one that moves beyond traditional lead volume to drive real business growth through media, data, and buying group orchestration . We're looking for a Director of B2B Demand Generation to help lead that transformation. This is a high-impact role for a strategic leader who knows how to turn complex buying journeys into measurable pipeline - connecting media, ABM, content syndication, and CRM systems into a unified growth engine . You won't just run programs - you'll help shape the future of our Demand Generation practice, working across clients, teams, and disciplines to define what modern B2B marketing should look like.

Responsibilities

• Design the Future of Demand Generation
• Build and lead media-led demand strategies that connect brand and performance to drive pipeline and revenue
• Orchestrate engagement across entire buying groups , reaching multiple stakeholders within priority accounts
• Translate client business challenges into scalable, full-funnel demand programs
• Lead ABM & Buying Group Marketing
• Integrate Account-Based Marketing (ABM) into broader demand strategies across 1:1, 1:few, and 1:many programs
• Develop account prioritization and engagement strategies grounded in buying group dynamics
• Align marketing and sales efforts to accelerate opportunity creation and progression
• Own Lead Generation & Content Syndication
• Oversee lead generation programs including content syndication, paid media, and nurture strategies
• Ensure leads are not just generated-but validated, enriched, and conversion-ready
• Partner with teams to continuously improve lead quality, performance, and pipeline impact
• Drive Data, Tech & CRM Integration
• Advise clients on CRM and marketing automation integrations (Salesforce, HubSpot, Marketo, etc.)
• Ensure seamless flow from audience engagement to pipeline and revenue
• Leverage Omnicom's data capabilities (including identity and audience intelligence) to enable precision targeting across channels
• Build the Practice
• Play a key role in growing Omnicom's Demand Generation practice - developing new frameworks, solutions, and capabilities
• Partner across media, data, and creative teams to deliver integrated client solutions
• Support new business efforts and help expand demand generation engagements across clients
• Act as a Strategic Advisor
• Serve as a trusted partner to senior clients, helping them modernize their approach to demand generation
• Lead workshops, planning sessions, and executive conversations
• Connect marketing performance directly to business outcomes
• What You Bring
• 8-12+ years of experience in B2B marketing, demand generation, or growth strategy
• Proven expertise in Account-Based Marketing (ABM) and buying group-based marketing
• Deep experience in lead generation, including content syndication and performance channels
• Strong understanding of lead validation, enrichment, and data quality
• Hands-on experience with CRM and marketing automation platforms (Salesforce, HubSpot, Marketo, Eloqua)
• Familiarity with ABM and intent platforms (e.g., 6sense, Demandbase, Bombora)
• Ability to connect marketing efforts to pipeline and revenue outcomes
• Experience in an agency, consultancy, or fast-paced, matrixed environment
• Strong storytelling, client leadership, and strategic thinking skills
• Why Join Us
• Shape the future of B2B marketing at one of the world's largest media and marketing networks
• Work at the forefront of media-led demand and buying group orchestration
• Access industry-leading data, technology, and partnerships
• Collaborate across a global network of experts in media, data, and creative
• Play a visible role in building a high-growth, high-impact practice
• What Success Looks Like
• You build demand programs that don't just generate leads - but drive real pipeline and revenue
• You help clients shift from fragmented tactics to orchestrated, buying group-led strategies
• You elevate demand generation into a strategic growth driver across the organization
• You contribute meaningfully to the growth and differentiation of Omnicom's B2B capabilities
• Wage and Benefits
• We offer a Total Rewards package that includes medical and dental coverage, 401(k) plans, flex spending, life insurance, disability, employee discount program, employee stock purchase program and paid family benefits to support you and your family.
• Employment Transparency
• It is our

Benefits

Additional Information

Associate Director, B2B Demand Generation Location: New York

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