Vice President, Demand Generation, International

Overview

Role Overview

The Vice President, Demand Generation International (EMEA, APJ, LATAM) is responsible for owning and delivering the company’s international pipeline performance for EMEA, APJ and LATAM. This leader defines and operates the international marketing growth engine, ensuring that strategy, execution, and investment are fully aligned to revenue outcomes across priority regions, industries, and accounts.

This role leads a regionally aligned team of demand generation and field marketing leaders, each accountable for pipeline generation and progression within their market, including full ownership of routes to market including digital strategy and execution.

Operating within a global marketing framework, this role partners closely with Sales leadership and central marketing functions to deliver measurable pipeline impact and accelerate growth in a scalable, repeatable way across international markets.

• Own the full international pipeline target, including creation and progression across priority regions and segments, working closely with marketing, partner and sales on their respective sources.
• Establish clear accountability models, business rhythms, and performance tracking to manage pipeline health and outcomes.
• Translate company revenue goals into regional (international) pipeline plans, targets, and investment strategies.
• Drive visibility into marketing’s contribution to pipeline and revenue outcomes at the executive level.
• Create and leverage the latest AI techniques to help with scaled growth.

• Lead a team of demand generation and field marketing leaders aligned to regions and vertical segments.
• Build and scale a high‑performing international demand organization focused on accountability, speed, and impact.

• Ensure demand generation & digital strategy is fully integrated into each demand generation role.
• Improve conversion performance across the funnel through channel integration, content optimization, and digital innovation.
• Partner with centralized digital operations teams to ensure execution excellence while maintaining regional ownership of outcomes across international markets.

• Align demand generation strategy and execution to sales coverage models (regional and vertical).
• Partner directly with international Sales leadership to ensure shared ownership of pipeline targets and joint accountability for results.
• Enable account‑based and segment‑specific strategies to increase relevance and conversion.

• Oversee international field marketing execution, including events, local programs, and account engagement strategies.
• Ensure field programs are fully aligned to pipeline goals and integrated with digital and SDR motions.
• Drive innovation in field marketing to increase engagement, accelerate deal cycles, and improve ROI.
• Leverage partner relationships to drive scaled growth through joint activities.

• Optimize marketing investment across channels and programs to maximize pipeline ROI.
• Identify and address inefficiencies in campaign performance, digital spend, and resource allocation.
• Continuously improve demand generation effectiveness through testing, measurement, and data‑driven decision‑making.

• 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 using AI to get to market faster & drive growth.
• Experience building and scaling regionally distributed, segment‑driven demand generation organizations.
• Deep expertise in modern marketing disciplines, including digital strategy and performance marketing, account‑based marketing (ABM), integrated, cross‑channel campaigns.
• Strong experience partnering with Sales leadership and aligning to revenue outcomes.
• Demonstrated ability to lead organizational transformation and operating model change.
• Bachelor’s degree required; MBA or advanced degree preferred.

Hyland is an equal opportunity employer. We value diversity and are committed to providing an inclusive workplace for all employees and applicants. Employment decisions are made without regard to any characteristic protected by applicable laws and regulations. Information collected during the hiring process is used solely to assess qualifications, verify identity, and comply with legal requirements.