Director, Demand Engineering

SonicWall AG seeks a Director of Demand Engineering to lead GTM engineering, marketing operations, and the digital stack in a 100% channel model, reporting to the CMO.

This position replaces traditional campaign-based demand generation with a systems-thinking approach to pipeline creation. The Director will build and lead the GTM Engineering capability for a global company with multiple product lines and a 100% channel model, owning marketing operations and the digital marketing stack while reporting directly to the CMO.

Responsibilities

• Design and manage SonicWall's global demand engine.
• Map and optimize the full GTM motion from market awareness through partner engagement to pipeline creation.
• Define the instrumentation and measurement framework that makes the demand engine visible.
• Own the marketing operations function in its entirety.
• Own and govern SonicWall's digital marketing stack.
• Drive data quality, CRM hygiene, and marketing attribution standards across the organization.
• Lead the organization's adoption of AI-powered marketing tools and workflows.
• Design demand strategies that treat the channel as the primary route to market.
• Partner closely with global field marketing teams to ensure the demand system is designed for regional execution.
• Partner closely with product marketing counterparts to co-develop campaign messaging, GTM strategy, and launch frameworks.
• Directly manage Integrated Marketing Managers and the Marketing Operations team.
• Own the demand intelligence function and develop pipeline attribution models.

Requirements

• 8 to 12 years in B2B marketing.
• Thinks like an engineer and approaches GTM as a system to be designed, instrumented, and optimized.
• Has owned or deeply managed marketing operations and/or a marketing technology stack.
• Deep fluency in channel-led and partner-led GTM models.
• Experience working with or alongside global field marketing teams.
• Comfortable working across the full modern marketing stack.
• Deeply data literate and can build attribution models.
• Has used AI tools in a real GTM context.
• Demonstrated ability to lead and develop direct reports across more than one functional area.
• Track record of productive collaboration with product marketing, field marketing, and channel or sales organizations.

Nice to have

• Cybersecurity or enterprise tech background preferred but not required.

About the company

SonicWall operates on a 100% channel model. The company is building a coordinated, data-driven, AI-augmented system that creates pipeline consistently and at scale. The company is making a deliberate choice to stop separating strategy from infrastructure.

• SonicWall operates on a 100% channel model.
• The company is building a coordinated, data-driven, AI-augmented system that creates pipeline consistently and at scale.
• The company is making a deliberate choice to stop separating strategy from infrastructure.