Senior Director, Industry Demand Generation

Overview

Circle is a financial technology company at the epicenter of the emerging internet of money, where value can travel like other digital data — globally, nearly instantly and less expensively than legacy settlement systems. Our infrastructure – including USDC, a blockchain-based dollar – helps businesses, institutions and developers harness these breakthroughs and capitalize on this major turning point in the evolution of money and technology.

Circle is committed to visibility and stability in everything we do. As we grow, we expand into strong jurisdictions. Speed and efficiency are motivators for our success and our employees live by our company values:
High Integrity, Future Forward, Multistakeholder, Mindful, and Driven by Excellence. We have built a flexible and diverse work environment where new ideas are encouraged and everyone is a stakeholder.

Circle is seeking a highly motivated and experienced leader to lead, as a Senior Director, our Industry Marketing and Account Based Marketing functions. This person will be based in the United States, but will have a global remit. This role will report to the VP of Growth Marketing, and will be the primary point of liaison with our global Business Development leadership for all pre-Sales Demand Generation initiatives.

This leader will have the dual responsibility of developing our account centric demand generation plan across multiple products, verticals, channels, and geographies, as well as our Industry and deal specific positioning initiatives across key focus verticals (Payments, Banking), to deliver pre-Sales consideration and pipeline. We are looking for a dynamic individual with a strong marketing background and a deep understanding of ABM practices in Fintech / Financial Services / Payments.

Your role will involve close collaboration with cross-functional teams including Business Development, Partner Marketing, Product Marketing, Content, Creative Labs, Sales Development, Field Marketing, and Marketing Operations. Your team will develop and implement customized deal centric positioning for pre-sales prospecting and deal maturation. You will build the strategy and approach to map product messages against customer needs to drive engagement with target markets.

Your ability to manage high-powered stakeholders will be integral to your success.

• Ownership of our global pipeline mix from a Marketing standpoint, and our conversion funnel for our core products, in collaboration with cross-functional teams.
• Development of deal-specific positioning and collateral in target industry verticals (beginning with Payments and Banking), leveraging canonical positioning from the Product Marketing team to create narratives and educational collateral for the BD team.
• Significant stakeholder management within the Revenue organization to understand signals and gain feedback on prospect interactions.
• Ownership of target account lists across the intersection of products, industries, and geographies, in conjunction with the Revenue Strategy organization.
• Strategy around Account Based Marketing engagements for the named account universe, including close interactions with the SDR teams to facilitate targeting.
• ABM budget allocation monitoring and management in partnership with Performance Marketing and agency partners.
• Collaboration with marketing operations to refine tactics and content mix based on campaign activity, outcomes, and opportunities.

Core Requirements

• 12+ years of experience in Account Based Marketing, Demand Generation, Industry marketing, strategic go-to-market, or product/partner marketing, ideally with hands-on execution in crypto, payments, banking, or financial infrastructure verticals.
• 5+ years of people management experience, and 5+ years of partnering with Sales and Business Development teams.
• Expertise in B2B campaign & B2B2C design and deployment, message development & results analysis, and reporting.
• Proven ability to develop clear, differentiated messaging and positioning for complex, technical products.
• Robust knowledge of how money moves in a global construct.
• Excepti…