Senior Director, Growth Marketing

The Sr. Director of Growth Marketing is accountable for architecting and accelerating WillScot's demand engine, pipeline performance, and digital customer acquisition strategy across North America. This leader will build and scale an integrated, data-driven growth model that balances near-term revenue impact with long-term brand equity; driving qualified demand, conversion velocity, and customer lifetime value across priority segments.
This role will shape our end-to-end growth strategy, spanning performance marketing, demand generation, digital experience, lifecycle marketing, marketing operations, ABM, and field activation. The Sr. Director will partner closely with Product, Sales, Branch Operations, and Commercial Excellence to define ICPs, develop targeted campaigns, mature attribution and funnel analytics, and optimize content, media, and channel investment to drive predictable, profitable growth.
A strategic builder and operator, this leader will establish disciplined experimentation, measurement, and sequencing; leaning into analytics, intent data, and a refined marketing technology stack while ensuring strong alignment with field teams and our commercial motion. The ideal candidate combines strategic depth, customer-centric creativity, operational rigor, and the ability to scale a modern, high-performing growth team in a complex B2B environment.

Growth Strategy & Pipeline Ownership
* Architect and own the integrated demand generation strategy to drive qualified pipeline, conversion velocity, and revenue across priority segments.
* Develop and refine ICPs, segmentation, and value messaging to ensure targeted, efficient customer acquisition.
* Establish growth goals, investment guardrails, and sequencing that balance near-term performance with long-term brand and market expansion.
Performance Marketing & Digital Acquisition
* Lead paid media, SEO/SEM, website optimization, content performance, marketing automation, and conversion rate optimization to accelerate growth across digital funnel stages.
* Build and scale structured experimentation, rapid iteration, and funnel-level AB testing to drive channel efficiency and CAC improvement.
* Mature omni-channel attribution and develop insight-driven investment models.
Demand Generation & Campaign Execution
* Own full-funnel campaign strategy from awareness through conversion, including ABM, content, and lifecycle programs.
* Integrate demand programs tightly with Sales and Branch Operations, ensuring alignment on account targeting, qualification criteria, handoff, and pipeline accountability.
* Drive enablement programs and content that increase Sales productivity and improve qualification, close rates, and revenue attainment.
Marketing Operations & Analytics
* Build a modern marketing operations function including automation, data, reporting, and technology stack optimization.
* Implement measurement frameworks across MQLSQLOpportunityRevenue, ensuring clear performance visibility and forecast accuracy.
* Operationalize dashboards and insights that inform prioritization, resourcing, and GTM focus.
Team Leadership & Cross-Functional Partnership
* Lead and develop a high-performance growth organization spanning performance, demand gen, digital, ops, and field partnership.
* Serve as a strategic partner to Product, Brand, Sales, Commercial Excellence, and Operations to ensure synchronized GTM planning and execution.
* Foster a disciplined, agile, learning-focused culture centered on customer insights, accountability, and excellence in execution.
Additional Duties and Functions as assigned

Required Education and Experience:
* Bachelor's degree required; advanced degree (MBA or equivalent) strongly preferred.
* 12+ years of progressive experience across growth marketing, demand generation, performance marketing, or digital GTM functions.
* Proven success leading marketing in a B2B environment; experience in complex sales motions and capital-intensive or industrial markets strongly preferred.
* Demonstrated track record building and scaling high-performing growth engines - from lead acquisition through revenue realization and retention.
* Meaningful experience partnering with Sales, Operations, and Product to define ICPs, build integrated GTM programs, and drive measurable pipeline impact.
* Hands-on ownership of marketing tech stack, attribution modeling, and full-funnel performance analytics; Salesforce alignment and Marketing Ops leadership preferred.
* History of hiring, developing, and leading multi-disciplinary teams, including performance, demand gen, ABM, content, and marketing operations.
* Track record managing external partners and agency performance against pipeline and efficiency goals.

Required Skills and Abilities:
Strategic & Commercial Acumen
* Deep expertise in full-funnel growth strategy, demand generation, and pipeline acceleration in B2B environments.
* Strong understanding of ICP definition, segmentation, commercial models, sales alignment, and revenue forecasting.
* Ability to translate customer and market insights into targeted programs that drive measurable business outcomes.
Digital, Data & Technical Expertise
* Proficiency across digital acquisition channels (paid media, SEO/SEM, content, lifecycle automation).
* Strong command of marketing analytics, funnel measurement, attribution modeling, CAC/LTV analysis, and experimentation frameworks.
* Experience with modern marketing tech stacks - CRM, MAP, analytics platforms, automation, ABM tools, and data systems (Salesforce preferred).
Leadership & Cross-Functional Influence
* Proven ability to lead, mentor, and scale high-performance teams across growth, performance, ABM, and marketing ops.
* Strong executive communication skills, able to influence senior-level stakeholders and drive alignment across Sales, Product, Operations, and Finance.
* Demonstrated experience establishing accountability, OKRs/KPIs, and performance rigor across teams and agencies.
Execution Excellence & Operational Discipline
* Demonstrated ability to build processes and systems for pipeline forecasting, ROI tracking, budgeting, and resource prioritization.
* Strong project leadership skills - able to balance strategic roadmap development with tactical execution in a fast-paced environment.
* Bias toward experimentation, iteration, and continuous improvement, with a practical focus on business impact.
Customer-Centric Mindset
* Deep curiosity around customer behavior, decision paths, and friction points in the buying journey.
* Ability to integrate VOC, field feedback, and behavioral data into messaging, targeting, and funnel design.

Physical Requirements:
Ability to sit, stand, walk, kneel, etc. during course of day.

Work Environment:
This is an in office role; not hybrid. Ability to travel up to 20%.

Supervisory Responsibility:
This role is currently responsible for a team of up to 10 employees at various levels in terms of titles and experience.