Director, Demand Generation

Marketing Seattle, Washington


Trupanion, North America’s fastest growing medical insurance provider for pets is looking for a proven detail-oriented, and pet-passionate marketing professional to work on our high performance Veterinary Marketing Team. The Demand Generation Director will plan, create, manage and execute lead generation campaigns across Trupanion’s key channels, notably through the veterinary world.

The ideal candidate is an established demand generation expert; a passionate marketer with a proven track record of executing effective multi-channel lead development programs that create demand at various levels of the funnel both on and offline.


Key Responsibilities Include:

  • The Demand Generation Director is responsible for managing all aspects of lead and demand generation activities throughout the animal health world utilizing database management, segmentation
  • Develop and execute lead generation plans, strategies and tactics to accelerate the number of veterinary hospitals entering the funnel to become a Trupanion Partner
  • Objectives will be accomplished by database optimization, segmentation, selecting targets, determining the appropriate campaign mix, measuring, analyzing and reporting on the impact of demand generation
  • Providing business-wide insight and reporting in supportive of company-wide growth goals


Key Functions Include:

  • Understanding segmentation best practices for efficient and effective campaign targeting and retargeting
  • Creating a test matrix to determine the best messaging, delivery timing and vehicle for each segment
  • Ability to effectively deploy a portfolio of smart online and offline integrated marketing-led generation programs
  • Create and maintain a marketing reporting dashboard to continuously refine and improve lead generation efforts that support data-driven marketing decisions
  • Measure and report on campaign effectiveness and ROI across a variety of metrics, including number of and quality of leads.
  • Developing target lists through the CRM database and 3rd party vendors
  • Collaborate with colleagues in Pet Owner Customer Marketing, Public Relations, Marketing Operations and Sales Management to ensure alignment of marketing strategies with other functions and initiatives.
  • Prepare and monitor the demand generation budget
  • Other special projects and activities essential in the organization and flow of the department
  • Visiting veterinary hospitals with Territory Partners as needed to gain first- hand knowledge of the market and Trupanion Express utilization 


Education & Experience:

  • Bachelor’s degree in Marketing or other business related fields
  • Minimum of 8-10 years of work experience in Demand Generation
  • Experience working with creative and technical leads

Skills, Knowledge & Abilities:

  • Highly analytical, motivated by exceeding high performance standards, and enjoys designing and executing multichannel programs that drive results
  • Ability to manage multiple projects and priorities in a fast-paced and deadline-oriented environment
  • Highly organized and responsive with a great attention to detail
  • Exceptional oral and written communication skills
  • Strong work ethic, positive attitude and willingness to take ownership of projects
  • Energetic and able to work with impact
  • Working knowledge of Marketo, Microsoft Office suite, design and print principles
  • Willingness to be a team player 

Benefits and Perks:

  • Full medical, dental and vision benefits at no cost to the employee
    Paid time off and paid vacation time
  • Restricted Stock Units
  • On-site child care center for employee (limited availability)
  • Open, casual, pet-friendly and fun office environment
  • Free dog walking services during business hours
  • Free pet health insurance (1 dog or cat)
  • Paid time off to volunteer at nonprofit organizations
  • Free on-site parking


Company Background:

Trupanion is the industry-leader in medical insurance for cats and dogs, offering policies in the United States, Canada, and Puerto Rico. Trupanion’s mission is to help the pets we all love receive the best veterinary care. A career at Trupanion means you share our passion to help pets and want to be a part of an organization that makes a difference.

The Trupanion policy is underwritten by the American Pet Insurance Company (USA) and Omega General Insurance Company (Canada), which has earned a Financial Stability Rating of A, Exceptional, from Demotech, Inc. Trupanion is a founding member of the North American Pet Health Insurance Association (NAPHIA), demonstrating a commitment to high standards and transparency in all actions and products.


Why Trupanion?

Pet owners in the United States will spend almost $16 billion annually on veterinary care in 2016, yet only approximately 1% of North American pets are insured, compared to 42% in the U.K. and as many as 70% in Sweden. Trupanion is a trusted industry leader in medical insurance for cats and dogs and creating a shift in the U.S. and Canadian markets, having helped thousands of pet owners build predictability into their pet medical cost budgets. If you are looking for passion, energy, and a sense of belonging in a cause-driven business where hard work is the mantra, this may be the right opportunity for you.

For more information about Trupanion, visit