Director, Demand Generation

Who we are

Our mission at Sourcegraph is to make it so that everyone can code, not just ~0.1% of the population. 

We are transforming how the world’s most important companies build software by industrializing development with AI. Today, most professional developers spend a disproportionate amount of time understanding code and performing repetitive, low-level tasks—leaving less time for innovation and meaningful impact.

We’re changing that. Sourcegraph brings AI-powered search and agents to the enterprise, helping teams automate the mundane and amplify what developers do best— solving hard problems and creating great products.

Here’s how we’re making a difference:

• Accelerating developers with AI agents that deliver insights and precision—enabling 5x faster test creation, 30% increase in merge requests, and saving 20 minutes per developer daily.
• Automating repetitive tasks, from remediating vulnerabilities (saving teams 1,000+ hours annually) to speeding up migrations that would take years to months. 
• Enabling innovation by addressing complex problems like automated bug triage, vulnerability detection, and AI-driven code reviews seamlessly integrated into workflows.

Trusted by 7/10 top software companies by market cap, 4/6 top US banks and many of the companies leading global innovation, like Stripe, Indeed, Tesla, and 1Password, and with $225M in funding from investors like a16z, Sequoia, and Redpoint, we are building the tools that will define the next era of enterprise software development.

If you’re passionate about solving the hardest problems in software and shaping the future of technology, join us. Let’s build something extraordinary together.

Hours & location

🌎 While we hire almost anywhere in the world, we have office hubs in select locations and expect this person to reside in San Francisco or Denver to be able to work from one of our office locations several days per week. 

Required locations:

• San Francisco, CA (Preferrable) 

We do not subscribe to “I do my best work when I work 40 hours a week.”  People we hire at Sourcegraph believe that building outstanding things means working very hard — smarter and more hours than the competition.

Why this job is exciting

We’re seeking a strategic, data-driven Demand Generation Director to own & drive our global acquisition strategy across all channels, including SEM, social, digital and direct marketing, events, web & more. You’re a creative Demand Gen expert with a track record of scaling pipeline at high-growth organizations by building trust and affinity with enterprise buyers. Collaborating closely with our sales, marketing, and product teams, you’ll build the development and execution of high performing campaigns and programs to increase brand awareness and scale new business pipeline. This person must have a knack for technical writing and editing and has even dabbled in coding themselves.

Responsibilities:

• Own performance against key metrics, including marketing qualified leads (App downloads, Cody downloads, MQLs, SAO, conversion rates, and cloud trial conversions)) and marketing sourced and influenced pipeline
• Partner with Product Marketing to launch exciting new products and features, and build out vertical marketing programs
• Collaborate closely with Sales on outbound and account-based strategy
• Own demand forecasting and campaign reporting, including detailed funnel data and campaign insights
• Manage the demand generation team and programs to budget, timelines, and goals (including hiring and management of teammates and agencies)

📅 Within one month, you will…

• Work with the CMO and Head of Sales to understand upcoming fiscal year strategies and objectives and quarterly OKRs
• Sync with Marketing and Sales Leadership on GTM strategy and plans to achieve quarterly goals.
• Meet with cross-functional teams to learn about our customers and use cases, and watch recorded sales calls to learn about our product and how we position it
• Immediately own and execute on pipeline development
• Dig into the data and assess channel and campaign performance
• Develop and socialize your 30-60-90 plan, including pipeline strategy

📅 Within two months, you will…

• Implement any necessary tools for your team
• Partner with the sales and business operations teams on attribution tracking, funnel reporting & analytics dashboards to give company-wide visibility into all GTM efforts
• Complete a lead-scoring audit and implement any recommendations
• Clearly define demand generation priorities, goals, and strategy and build a framework for data-driven experimentation
• Start to execute against your plan, capitalizing on the biggest opportunities for optimization
• Forecast, track, analyze, and report on the impact of demand activities on pipeline, revenue, and funnel velocity
• Begin to finalize your plan for an integrated PLG and SLG demandgen motion

📅 Within three months, you will…

• Be able to measure and report on the end-to-end metrics around acquisition, effectiveness on campaign spend and conversion rates with hypotheses on what works really well and what doesn’t. 
• Scale pipeline generation efforts and pilot new marketing channels (and messaging) based on data, market intel, and trends.
• Track SEM and SEO conversions and work with Product Marketing to optimize our website and digital platforms
• Optimize the customer journey across all touchpoints, and build out personalized experiences for our target customer personas
• Build a strong pipeline that will help us exceed our revenue goals
• Contribute to meaningful pipegen with both IC devs and enterprise buyers

📅 Within one year, you will…

• Continue to drive significant growth (20%+) year over year, especially around inbound - hand raisers from our segment of ideal customer profiles. A huge bonus would be if you are able to also reduce the cost of acquisition.

About you 

You are a hands on Demand Generation/Growth expert that knows and loves to drive growth by numbers. Experimentation is in your nature and you love working with sales teams and getting hands into the product in order to build product-centric campaigns. Even though you are hands on, you can inspire your team to take your lead and execute on your behalf. You are also extremely data driven and organization of the work and data is your second nature. 

• You’re a high agency marketing expert with deep expertise in data-driven demand generation, ideally for developer-focused products with a self-serve or freemium component
• You have 5+ years of experience specifically within the Demand Gen space
• You have experience with product-led growth strategies and account-based marketing
• You have deep experience with digital acquisition channels, behavioral and demographic targeting, and ROI-driven marketing optimization techniques
• You’ve managed a full marketing tech stack and you’re very comfortable with marketing automation, personalization tools, and CRM (preferably HubSpot and Salesforce), and BI tools like Tableau and Looker
• You lead with a focus on quality and understand the devastating impact of poor experiences on brand credibility and trust.
• You’re a great storyteller with proven experience using creative content to attract, engage, and delight your target audience
• You are collaborative and naturally work cross-functionally
• You are comfortable rolling up your sleeves to make things happen

Nice to haves:

• 🔍 Any experience working directly with developers and software engineers

Level

📊 This job is an M4-M5.  You can read more about our job leveling philosophy in our Handbook.

Compensation

💸 We pay you an above-average salary because we want to hire the best people who are fully focused on helping Sourcegraph succeed, not worried about paying bills. As an open and transparent company that values competitive compensation, our compensation ranges are visible to every single Sourcegraph teammate.

Your salary is determined by your pay band for the M4-M5 job level. For determining pay bands, we use a number of market and data-driven salary sources, along with your location zone, and target the high-end of the range to ensure we’re always paying above market regardless of where you live in the world. Both U.S. and international locations are divided into one of four zones, determined by the cost of labor index for each area. The salary for a successful candidate will be based on level, job-related skills, experience, qualifications, and location zone. Please note that the salaries below may be adjusted in the future.

💰 The target compensation for this role is based on the M4-M5 pay band for your zone. 

• Zone 1 / M5 : $230,000
• Zone 2 / M5: $184,000
• Zone 1 / M4: $195,000
• Zone 2 / M4: $156,000

Please speak with a recruiter for additional information regarding zone locations.

📈 In addition to our cash compensation, we offer equity (because when we succeed as a company, we want you to succeed, too) and generous perks & benefits.

Interview process 

Below is the interview process you can expect for this role (you can read more about the types of interviews in our Handbook). It may look like a lot of steps, but rest assured that we move quickly and the steps are designed to help you get the information needed to determine if we’re the right fit for you… Interviewing is a two-way street, after all! 

We expect the interview process to take 4.5 hours in total.

👋 Introduction Stage - we have initial conversations to get to know you better…

• [30 min] Recruiter Screen - Kelsey Nagel
• [30 min] Hiring Manager Screen - Madhukar Kumar

🧑‍💻 Team Interview Stage - we then delve into your experience in more depth and introduce you to members of the team, including cross-functional partners…

• [45m] Cross-functional Collaboration - Andrew Reed
• [45m] Peer Interview - Amie Rotherham 
• [60m] Resume Deep Dive & Working session - Madhukar Kumar

🎉 Final Interview Stage - we move you to our final round, where you gain a better understanding of our business and values holistically…

• [30m] Values
• [30m] Leadership with co-founder 
• We check references and conduct your background check

Please note - you are welcome to request additional conversations with anyone you would like to meet, but didn’t get to meet during the interview process.

Learn more about us

You can learn more about what it is like to work at Sourcegraph by reading our handbook.

We are an ambitious team who are collectively working hard to build the most influential company in the world.  You can read more about our culture, competitive compensation and benefits here.

Sourcegraph is an equal opportunity workplace; we welcome people from all backgrounds. 

Sourcegraph participates in E-Verify for U.S. Employees.