VP Demand Generation

ServiceChannel is the leading cloud-based service automation platform for facilities management, offering a single platform to source, procure, manage, and pay for repair and maintenance services from commercial contractors. We serve market leaders in retail, restaurant, grocery, convenience store, fitness, banking, education, and health industries, including CVS, Trader Joe’s, Adidas, Louis Vuitton, and Chipotle across 70+ countries. As a high-growth company with a startup spirit, we innovate in data analytics, IoT, and machine learning to maintain our leadership position.

About the role

The Vice President of Demand Generation will lead our demand generation strategy, planning, and execution to drive growth and scale for ServiceChannel. Reporting to the CMO, this leader will manage a team and agencies, collaborating with Sales, Operations, and Customer Success to achieve go-to-market, revenue, and retention goals. The role is pivotal in helping ServiceChannel continue its high year-over-year growth trajectory.

Responsibilities

• Planning & Strategy: Own the Demand Generation sub-function, including annual planning, budget/investment prioritization, performance management, and execution across digital, ABM, lifecycle, events, Marketing Ops, and MarTech. Define the demand generation plan, channel mix, campaigns, and investments aligned with organizational goals. Partner with the CMO and GTM leadership to shape growth strategy and annual marketing plans. Maintain and enhance a campaign measurement framework tied to funnel KPIs, pipeline, bookings, and revenue targets. Manage the demand generation budget, agency/vendor investments, and resource allocation for optimal ROI.
• Account-Based Marketing (ABM): Manage target account lists and ideal customer profiles using data-driven insights, mapping buying groups and key decision-makers. Develop and enhance full-funnel ABM strategy and campaigns to drive awareness, engagement, and adoption. Use 6Sense and third-party intent data to score accounts, build customer journeys, and measure engagement. Leverage advanced techniques like multithreading to maximize ABM impact.
• Digital Demand Gen: Drive multi-channel digital marketing programs to expand reach, increase website traffic, and drive inbound/outbound pipeline. Collaborate with Product Marketing and Brand to refine creative and messaging for landing pages, ads, emails, and digital assets. Develop and iterate on testing plans for campaign improvements and channel optimizations. Establish and track KPIs and leading indicators.
• AI & LLM-Driven Marketing: Champion AI-assisted workflows to reduce manual lift and increase campaign velocity. Lead adoption of AI/agentic tools for account research, campaign orchestration, content generation, and personalization at scale. Partner with Marketing Ops and IT/Engineering to integrate AI tools into the Martech stack while ensuring data quality and governance.
• SEO/GEO/AEO and Website: Expand search strategy to include Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) to surface content in AI-powered search experiences (e.g., ChatGPT, Perplexity, Google AI Overviews). Optimize website conversion rates and leverage content to support the full marketing funnel.
• Tradeshows & Events: Own strategy and execution for trade shows and conferences to drive pipeline, revenue, and brand awareness. Research, evaluate, and prioritize industry events. Collaborate with Marketing, Sales, Product, and Customer Success teams for consistent messaging and lead follow-up. Coordinate event logistics, including booth design, promotional materials, and technology requirements. Analyze event outcomes for lead generation, sales conversions, and brand exposure.
• Relationship Marketing (Lifecycle/Engagement): Oversee strategies to build customer relationships, increase share of wallet, and drive upselling/cross-selling. Map customer journeys and design targeted campaigns (e.g., email, in-app marketing, webinars). Deliver periodic newsletters with customer stories, product updates, and vertical insights.
• Operations / Technology Stack: Own the company’s MarTech and data stack, including Salesforce, HubSpot, Optimizely, and 6Sense. Oversee Marketing Ops, managing a dedicated team member and collaborating with IT/Engineering.
• Manager and Leader: Lead the demand generation organization, directing teams and agencies across demand gen, campaigns, digital, ABM, lifecycle/engagement, events, and Marketing Ops. Develop and mentor the team, filling gaps as needed. Partner with Product Marketing and Corporate Marketing to develop programs and campaigns. Contribute to content strategy and asset development.

Requirements

• Minimum of 15 years of experience in B2B high-tech demand generation, with at least 6 years leading the entire demand generation function.
• Experience in enterprise, commercial/mid-market, and SMB marketing (SMB a plus).
• Strategic, creative, and analytical thinker with a track record of building impactful marketing campaigns that drive pipeline.
• Expertise in inbound and outbound strategies, including digital advertising, email marketing, SEM, AEO/GEO/SEO, content syndication, direct mail, and events.
• Data-driven mindset with a firm grasp of key metrics and performance indicators.
• Marketing technology expert with deep experience in tools for demand generation (e.g., Salesforce, ABM/intent data platforms).
• Hands-on experience leveraging AI/LLM-based tools for marketing efficiency, from account research to content generation.
• Proven ability to work cross-functionally to achieve revenue and retention goals with a team-first approach.
• Strong leadership skills, including recruiting, developing, and retaining top talent.
• Comfortable leading change in people, systems, and processes to optimize revenue engines.
• Accountable for results, with a collaborative approach across Sales, Marketing, and Operations.
• Problem-solving skills to address complex challenges in a high-performing, fast-paced environment.
• BA/BS degree; MBA preferred.

Benefits

ServiceChannel is part of the Fortive group of leading technology companies, united by a mission to make the world stronger, safer, and smarter. As a Fortive company, we offer:

• Accelerated growth through access to extraordinary business systems, cross-industry expertise, and employee development resources.
• A dynamic, inclusive culture with a focus on continuous improvement, integrity, and teamwork.
• Opportunities to work alongside industry leaders in high-impact fields like workplace safety, build environments, and healthcare.
• Limitless learning and growth potential within a diverse team of 10,000+ professionals.
• Use of the proven Fortive Business System (FBS) to drive positive impact.