Vice President, Demand Generation

About this position Vice President, Demand Generation

RSA provides trusted identity and access management for 12,000 organizations around the world, managing 25 million enterprise identities and providing secure, convenient access to millions of users. RSAspecializes in empowering security-first organizations in financial services, healthcare, energy, technology services, and other industries to thrive in a digital world, delivering complete capabilities for modern authentication, access, lifecycle management, and identity governance. Whether in the cloud or on-premises,RSAconnects people with the digital resources they depend on everywhere they live, work, and play.

For decades, RSA has pioneered many of the encryption, authentication, and identity federation technologies that still power the internet. And now RSA is transforming the industry yet again, paving the way for the future of digital identity through the RSA Unified Identity Platform; next-generation hybrid and cloud solutions ; the first ever and only multi-functional, passwordless hardware authenticator ; and a frictionless, mobile-optimized experience for the modern workforce.

If you are self-motivated and looking for a fast-paced challenge doing something that truly matters, come join our winning team! For more information, go to

RSA is building the demand engine that will carry a global cybersecurity leader into its next phase of growth. We are hiring a Vice President of Demand Generation to own it end to end: the strategy, the technology, the team, and the number.

You will own global marketing-sourced pipeline and be accountable for creating leads that drive pipeline that become revenue. You will design and execute the digital demand model and, strategically using AI-strategies and best practices, drive demand and generate leads.

You will lead the regional lead development team that builds pipeline for our in-region sales hunters, and own the marketing technology stack that powers the whole engine. You are an out-of-the-box thinker and an aggressive marketer who tries new things and makes strong calculated decisions. Our buyers are hard to move so will need to be deliberate and strategic.

You are analytical and go deep with data but can see and tell compelling stories through the data and represent what’s really happening in marketing to those outside the department.

• Own the global demand-generation strategy and carry the marketing-sourced and marketing-influenced pipeline targets that feed the revenue plan.
• Build a repeatable, forecastable pipeline model across regions and segments, and defend it in front of the CEO, CRO, and board.
• Own the demand-generation budget and the return on it.

• Build RSA into an AI-native demand function. Deploy agentic workflows to research accounts, personalize outreach at scale, sequence follow-up, and book qualified meetings.
• Own generative engine optimization and AI engine optimization (GEO/AEO). Ensure RSA is the answer buyers get inside ChatGPT, Perplexity, Copilot, and AI search. Treat AI answer visibility as a primary demand channel alongside traditional search.
• Build a signal-to-pipeline system that pairs real buying signals (intent, funding, hiring, leadership changes, product usage) with personalization specific enough to earn the meeting. Signal-qualified beats list-based, every time.
• Lead enterprise Account-Based Marketing against priority ICPs, aligned to regional sales teams and named-account plans.
• Design buying-committee engagement and personalized account journeys that move whole committees, not single leads. Build and report on multi-attribution of leads to pipeline.
• Own RSA's intent and orchestration strategy in 6sense (or equivalent): account prioritization, predictive audiences, buying-stage insight, and sales orchestration.

• Own and scale digital demand generation across paid search, paid social (Linked In and beyond), programmatic, content syndication, and demand-gen webinars.
• Drive website and funnel conversion through experimentation, personalization, CTA strategy, and continuous testing across the buyer journey.
• Work with brand and comms to ensure that first party thought-leadership content can be used to generate demand.

• Manage the marketing operations and analytics team and ensure data quality and operational excellence.
• Own the marketing technology stack end to end, from Hub Spot (or equivalent), Big Marker (or equivalent) for webinars, 6
  
  Sense (or equivalent) for intent, data enrichment and ABM.
• You will drive best practices for workflows, lead scoring, lifecycle, nurture, and reporting.

• Lead the regional lead development team, aligned to in-region sales hunters and accountable for the pipeline it builds. Set the qualification bar, the playbooks, and the handoff to Sales.
• Set the operating rhythm with Sales, Product Marketing, Field Marketing, Brand, Web, and Revenue Operations.
• Give the executive team a…