VICE PRESIDENT, DEMAND GENERATIONJob DescriptionWe9re seeking a Vice President of Demand Generation to join our Marketing team to lead our demand generation strategy, planning, and execution to drive growth and scale for ServiceChannel business. This leader will report to the CMO and manage a team and agencies, working with Sales, Operations, and Customer Success to achieve our overall go-to-market, revenue, and retention goals. You9ll bring your expertise and track record to help ServiceChannel continue to achieve high year-over-year growth.
Key Responsibilities - Own the Demand Generation sub-function for ServiceChannel, including annual planning, budget/investment prioritization, performance management, and execution across digital, ABM, lifecycle, events, Marketing Ops, and MarTech.
- Define the overall demand generation plan, including strategy, marketing channel mix, campaigns, and investments - aligned with the goals of the organization.
- Partner with the CMO and GTM leadership team to shape ServiceChannel9s growth strategy and annual marketing plan.
- Maintain and enhance a campaign measurement framework to ensure ongoing management and adjustments aligned with the marketing funnel KPIs as well as pipeline, bookings, and revenue targets.
- Accountable for the demand generation budget, agency/vendor investments, campaign spend effectiveness, and resource allocation decisions.
- Accountable for measurable contribution to pipeline creation, bookings, revenue growth, customer expansion, retention support, funnel conversion, and campaign ROI.
- Account-Based Marketing (ABM):
- Work closely within Marketing and with Sales and Operations to manage the ServiceChannel target account lists and ideal customer profiles (for different customer segments) using data-driven insights. This includes understanding and mapping out buying groups with organizational decision-makers and influencers, including identifying key contacts within named accounts through tools and data providers.
- Develop, enhance, and strengthen the company9s full-funnel ABM strategy and campaigns to expand into key customer accounts with targeted tactics that drive awareness, engagement and adoption through touchpoints across marketing and sales channels.
- Use our ABM platform (6Sense) with third-party intent data and our first-party data to score accounts and build, manage, and measure customer journeys and their specific campaigns that drive account engagement forward through the funnel and resulting revenue.
- Leverage advanced techniques (e.g., multithreading) to maximize ABM program impact, while identifying tactics to operationalize buying groups in target accounts across the entire GTM organization.
- Drive strategy, execution, and optimization of multi-channel digital marketing programs to expand our marketing reach and partner with Brand to ensure ServiceChannel is the preferred vendor of vendors being evaluated during buying processes, therefore increasing website traffic and account engagement and driving inbound and outbound pipeline from our target customers.
- Work with product marketing and brand marketing to hone the creative and messaging of landing pages, ads, emails, and other digital assets.
- Develop and constantly iterate on a testing plan designed to identify incremental campaign improvements and channel optimizations.
- Establish and track KPIs and leading indicators as part of these campaigns.
- AI & LLM-Driven Marketing
- Champion the use of AI-assisted workflows to reduce manual lift on the team and increase campaign velocity.
- Identify & and lead adoption of AI/agentic tools to help across the funnel; from account and contact research to campaign orchestration, to content generation and personalization at scale.
- Partner with Marketing Ops and IT/Engineering to responsibly integrate AI tools into the existing Martech and data stack, ensuring data quality and governance.
- Expand the team9s search strategy beyond traditional SEO to include Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) - ensuring the company9s content and brand are surfaced accurately in AI-powered search experiences and LLM-based answer engines (e.g., ChatGPT, Perplexity, Google AI Overviews) as well as SEO.
- Capture inbound leads via the website, including conversion rate optimization for turning website visitors into leads, and leveraging content on the site to support not only the top of the funnel, but also the middle and bottom of the funnel.
- Own the strategy and execution of the company9s participation in trade shows and conferences that help drive pipeline, revenues, and brand awareness.
- Research, evaluate, and prioritize key industry conferences and trade shows to ensure the company9s optimal participation and visibility.
- Collaborate with Marketing, Sales, Product, and Customer Success teams to ensure consistent messaging and a well-orchestrated presence at the event and optimize lead follow-up processes.
- Coordinate all aspects of event logistics including booth design and setup, promotional materials, technology requirements, and event-specific marketing campaigns.
- Analyze event outcomes in terms of lead generation, sales conversions, brand exposure, and other KPIs to guide future participation decisions.
- Relationship Marketing (Lifecycle / Engagement):
- Oversee the strategy and execution to build strong relationships with our customers and increase share of wallet by up-selling & cross-selling new offerings.
- Map out the customer journey and identify triggers/opportunities for upselling and cross-selling new offerings. Work cross-functionally to determine the best way to reach and impact those customers (e.g., email, in-app marketing, phone, webinar) and design and execute campaigns.
- Design and deliver periodic targeted newsletters for existing customers to include customer stories, new product offerings, insights by vertical, and other relevant information. Work cross-functionally to identify and leverage content from around the broader ServiceChannel organization.
- Operations / Technology Stack:
- Serve as the owner within Marketing of the company9s MarTech and data stack, which includes Salesforce, HubSpot, Optimizely, and 6Sense, amongst others.
- Oversee Marketing Ops, including managing a team member dedicated to marketing ops, and collaborating closely with IT / Engineering.
- Lead the demand generation organization through subordinate managers and senior functional leads, directing multiple teams and external agencies across demand gen, campaigns, digital, ABM, lifecycle/engagement, events, and Marketing Ops.
- Continue to lead and develop a team of marketers to support all of the above - demand gen, campaigns, channels, digital marketing, trade shows/events, Ops/tech, and lifecycle/engagement marketing. Help build the team where gaps exist.
- Apply your experience in project management to initiatives and campaigns that include internal stakeholders and external agencies.
- Partner with product marketing and corporate marketing functions to develop programs and campaigns.
- Contribute to the content strategy and assets developed by product marketing.
Required Skills & Experience - Minimum of 15 years of experience creating, executing, and leading demand generation in B2B high-tech industries with at least 6 years leading the entire demand generation function.
- Enterprise and commercial/mid-market marketing experience is required; experience also marketing to SMB is a plus.
- Strategic, creative, and analytical thinker with the ability to build creative marketing campaigns that have a measurable impact on pipeline.
- Expertise across inbound and outbound strategies and tactics, including setting priorities across display/ digital advertising, email marketing, SEM, AEO/GEO/SEO, content syndication, direct mail, events, etc.
- Data-driven, with a firm grasp on key metrics and performance indicators.
- Marketing technology expert, with deep experience with the tools necessary for effective demand generation and those that are a 44;nice to have.45; Experience with Salesforce and Intent data/ABM technology a strong plus.
- Hands-on experience leveraging AI/LLM-based tools and agentic workflows to drive marketing efficiency, from account research and campaign orchestration to content generation at scale.
- Demonstrated track record of working with cross-functional teams to achieve revenue and retention goals, taking a team-first and company-first approach.
- Ability to recruit, develop, and retain top talent.
- Comfortable leading change and know what it takes from a people, systems, and processes standpoint to optimize the predictable revenue engine.
- Accountable for results, with the ability to work collaboratively across sales, marketing and operations teams to achieve results.
- Problem solving skills to identify and solve complex problems.
- Comfortable working on a high-performing team that is constantly challenging itself.
- Can-do, positive, inspiring attitude.
- Ability to manage multiple priorities in a fast-paced environment, while still ensuring high quality deliverables and a strong attention to detail.
- BA/BS degree.
Preferred Skills & Experience We offer an excellent benefits package including medical, dental, vision, life and LTD insurance, HSA, and a 401(k) retirement plan.
