OverviewVP, Demand Generation (Marketing)
Location: United States Work Arrangement: Remote
About the Role
The VP, Demand Management owns Hyland's domestic demand generation engine — responsible for pipeline creation, progression, and the performance of a globally distributed team of demand generation and field marketing leaders. This role drives full-funnel marketing strategy across verticals and segments, aligns tightly with Sales leadership on shared pipeline accountability, and modernizes the demand function through AI, data-driven execution, and integrated digital and field strategies. Success means building a high-performing organization where every leader owns their market, their number, and their outcomes.
Your Role Responsibilities? Here's What You'll Do.
- Own the full domestic pipeline target including creation and progression across priority segments — establishing clear accountability models, business rhythms, and performance tracking to translate company revenue goals into regional pipeline plans, targets, and investment strategies.
- Lead a high-performing team of demand generation and field marketing leaders aligned to verticals and segments including cross-industry, healthcare, FSI, and government/education — ensuring each leader owns their defined market, pipeline number, and end-to-end demand generation strategy.
- Drive full-funnel demand execution including ABM, cross-channel campaigns, and pre-meeting engagement — ensuring digital strategy is fully integrated across all demand generation roles and partnering with centralized digital operations teams to maintain execution excellence and regional ownership of outcomes.
- Align demand generation strategy and execution to sales coverage models, partnering directly with Sales leadership to ensure shared pipeline ownership — and leading the SDR strategy and operating model to drive tight alignment, effective handoffs, and consistent conversion of demand into qualified meetings.
- Oversee domestic field marketing execution including events, local programs, and account engagement strategies — ensuring field programs are fully aligned to pipeline goals, integrated with digital and SDR motions, and continuously innovated to accelerate deal cycles and improve ROI.
- Build a culture of ownership, accountability, and performance transparency — optimizing marketing investment across channels, developing talent and leadership capability, and leveraging AI for scaled growth, speed to market, and data-driven decision-making.
Role Essentials
You'll be set up for success if you have:
- 15+ years of experience in B2B marketing with significant leadership responsibility in demand generation, field marketing, or growth roles
- Proven track record of owning and delivering pipeline or revenue targets in a complex, global organization
- Experience building and scaling vertically aligned, segment-driven demand generation organizations with clear accountability models
- Deep expertise in modern marketing disciplines including digital strategy, performance marketing, account-based marketing (ABM), and integrated cross-channel campaigns
- Strong experience partnering with Sales leadership and aligning marketing strategy and execution to shared revenue outcomes
What We'd Like to See
Bonus points if you bring:
- MBA or advanced degree in addition to a Bachelor's degree
- Hands-on experience using AI to accelerate go-to-market execution, improve segmentation, and drive growth at scale
- Demonstrated ability to lead organizational transformation and operating model change within a complex marketing function
- Experience leveraging partner relationships to scale growth through joint activities and co-marketing programs
- Proven track record of driving innovation in field marketing to increase engagement, accelerate deal cycles, and measurably improve ROI
