Demand Generation Associate Director (AI Market Unit)
Role Summary
The Demand Generation Associate Director is the end-to-end owner of demand generation and go-to-market (GTM) execution for the AI Market Unit. This role designs and orchestrates the full-funnel demand engine across content, campaigns, events and sales enablement—ensuring marketing activities translate into measurable, qualified pipeline and revenue influence within targeted accounts. Working closely with Sales and AIMU leadership, the role drives business development within existing accounts, builds strong marketing-to-sales alignment and ensures disciplined follow-up and conversion from programs into opportunities.
Responsibilities
- Own end-to-end demand generation and GTM strategy for the AI Market Unit, including target audience definition, segmentation and full-funnel conversion paths.
- Drive business development within existing accounts in partnership with BU/Service Line Sales leads—supporting client calls, presentations and meetings to progress AI opportunities and deals.
- Design and operationalize integrated demand programs by translating AIMU priorities and offerings into measurable campaigns, events and activation plans.
- Establish and maintain marketing-to-sales alignment, including a clear feedback loop, shared definitions (e.g., MQL/SQL), pipeline governance and program follow-up motions.
- Lead sales enablement for AIMU offerings, coordinating with Content Strategy and Field & Growth Marketing to create enablement assets, deliver training and run office hours.
- Provide orchestration and insight across demand programs, ensuring the right mix of channels and tactics is used to generate and progress demand.
- Own post-program follow-up processes to ensure events and campaigns convert to meetings, opportunities and pipeline; act as liaison with Sales for lead/deal/opportunity follow-up and tracking.
- Measure performance and continuously optimize across funnel conversion rates, campaign/event ROI and account engagement, using insights to improve program effectiveness.
- Collaborate cross-functionally with AIMU Director of Marketing, Content Strategist, Field Marketing, Sales & GTM Leadership and partner alliance teams to deliver aligned outcomes.
Required Qualifications
- 10+ years proven experience leading business development, B2B demand generation and integrated marketing programs with measurable pipeline impact.
- Strong understanding of full-funnel marketing (awareness through conversion), including lead management, conversion paths and pipeline governance.
- Demonstrated ability to partner with Sales leaders to drive opportunity progression, enablement and follow-up discipline.
- Experience orchestrating cross-functional stakeholders (content, field marketing, partner teams and sales) to deliver GTM outcomes.
- Strong analytical and performance management capability, including tracking and optimizing KPIs such as MQL/SQL volume, pipeline contribution, funnel conversion rates and ROI.
- Excellent communication and executive presence; able to translate technical and business value into clear, actionable GTM motions.
- Ability to manage multiple priorities in a fast-paced environment with a high degree of ownership and accountability.
Preferred Qualifications
- Experience supporting GTM for AI, data, analytics or technology consulting/service offerings.
- Experience with account-based marketing (ABM) motions and executive/field event strategy.
- Familiarity with sales enablement practices (playbooks, training, office hours) and stakeholder adoption measurement.
- Hands-on knowledge of marketing automation and CRM-driven reporting (e.g., campaign attribution, pipeline reporting).
- Experience using AI to augment and develop demand gen programs
- Experience working in a matrixed, global enterprise environment.
Success Measures
- Primary: Qualified leads (MQLs/SQLs), pipeline contribution/acceleration, new pipeline creation, lead velocity, and revenue influence.
- Secondary: Funnel conversion rates, campaign and event ROI and increased brand awareness within targeted accounts.
- Sales enablement adoption and measurable improvement in sales readiness for AIMU offerings.
- Clear, timely and consistent post-campaign follow-up resulting in meeting bookings and opportunity progression.
Salary and Other Compensation:
Applications will be accepted until April 30, 2026
The annual base salary for this position is between $150,000-$170,000 depending on experience and other qualifications of the successful candidate.
This position is also eligible for Cognizant’s discretionary annual incentive program, based on performance and subject to the terms of Cognizant’s applicable plans.
Benefits: Cognizant offers the following benefits for this position, subject to applicable eligibility requirements:
- Medical/Dental/Vision/Life Insurance
- Paid holidays plus Paid Time Off
- 401(k) plan and contributions
- Long-term/Short-term Disability
- Paid Parental Leave
- Employee Stock Purchase Plan
Disclaimer: The salary, other compensation, and benefits information is accurate as of the date of this posting. Cognizant reserves the right to modify this information at any time, subject to applicable law.
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Les informations relatives à la rémunération du poste à pourvoir dépendent de la date de publication de l’offre de poste. Cognizant se réserve le droit de modifier ces informations à tout moment, sous réserve des lois applicables.
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