VP, Demand Generation

About the role

Own the pipeline target and the underlying model — channel mix, spend allocation, conversion rates, and stage‑by‑stage targets. Manage paid media across LinkedIn, Google, SEO, Reddit and any ROI‑driven channel. Design and run ABM programs for named enterprise accounts, including account selection, tiering, segment‑specific strategy (1:1, 1:few, 1:many), creative stack, orchestration across paid, email, direct mail and sales plays, and account‑level conversion tracking and attribution. Lead content and inbound programs (webinars, newsletters, syndication, gated assets, SEO content, blog) to drive traffic and MQL conversion, owning editorial calendar, production cadence, distribution and optimization. Plan, execute and measure field marketing activities such as tradeshows, conferences, hosted dinners and regional events. Oversee marketing operations: routing, scoring, lifecycle management, campaign ops and data hygiene. Own the full martech and lead‑gen stack for demand generation, capture, enrichment and routing. Build marketing analytics capability — multi‑touch attribution, funnel analytics, cohort and channel ROI, CAC and payback by source — and create reporting that informs budget decisions. Inherit and grow a team, defining roles, hiring operators and setting them up to own their domains.

Responsibilities

• Pipeline Model & Budget – own pipeline target and model (channel mix, spend allocation, conversion rates, stage‑by‑stage targets)
• Paid Media – manage LinkedIn, Google, SEO, Reddit and any channel that earns its place on ROI
• ABM Campaigns – design and run account‑based programs for named enterprise accounts; own account selection/tiering, segment strategy (1:1, 1:few, 1:many), content/creative stack, orchestration across paid, email, direct mail and sales plays, and account‑level conversion tracking & attribution
• Content & Inbound – own webinars, newsletters, syndication, gated assets, SEO content, blog; responsible for editorial calendar, production cadence, distribution strategy and conversion optimization from visit to MQL
• Field Marketing – plan, execute and measure tradeshows, industry conferences, hosted dinners and regional events
• Marketing Operations – lead routing, scoring, lifecycle management, campaign ops and data hygiene
• Martech & Lead‑Gen Stack – own the full tech stack required to generate, capture, enrich and route demand
• Marketing Analytics – build multi‑touch attribution, funnel analytics, cohort and channel ROI, CAC and payback by source; create reporting that tells the truth and drives budget decisions; build missing dashboards
• Team – inherit a partial team and build out the rest; scope roles, hire operators, set people up to own their domains

Requirements

• Pipeline track record – you've personally owned a demand number and hit it, at scale, with real budget behind it
• 8‑12 years in demand gen / growth – senior demand generation, growth, or performance marketing roles at high‑growth B2B SaaS companies, ideally enterprise; experience running multi‑channel paid, owning a martech stack, managing a meaningful budget end‑to‑end
• People leader – 3+ years managing marketers and operators directly; you hire well, develop fast, and can build a function from zero
• Analytically rigorous – you live in CAC, payback, attribution, and conversion by stage and source; you build models from scratch, interrogate data, and reallocate spend based on evidence
• ABM experience – you've run account‑based programs at enterprise scale — tiered account lists, multi‑channel orchestration, account‑level measurement
• AI builder, not just AI user – you build with LLMs and AI tools (enrichment automations, programmatic content, attribution dashboards, campaign‑ops scripts); you go from “we need this” to a working prototype without filing an engineering ticket; you hold your team to the same standard
• Peer‑level operator – you can sit across from a VP of Sales or Biz Ops, push back where needed, and drive alignment through clarity and results
• Builder mentality – you don’t wait for a playbook; you see a gap, build the solution, ship it; speed over polish