Head of Growth Marketing - Adaptive Planning

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About the Team

The Adaptive Planning Growth Marketing team drives demand, pipeline, and revenue impact through a full‑funnel growth approach, including demand generation, lifecycle marketing, events, and field marketing. The team partners closely with Product Marketing, Sales, Rev Ops, and the extended Marketing teams to engage the right customers, at the right time, with the right message.

The team operates with a builder’s mindset: experimental, analytical, and outcomes‑driven. We value speed, learning, and ownership, while maintaining the rigor required to scale within an enterprise environment.

About the Role

Workday Adaptive Planning is seeking a Head of Growth Marketing to lead global demand generation and pipeline growth for the Adaptive business unit. This role will own the strategy and execution of growth marketing programs that drive high‑quality pipeline, accelerate new logo pipeline and revenue, drive customer expansion efforts, and improve funnel efficiency across global markets. While largely focused on top‑of‑funnel new lead acquisition, this leader also must be experienced and comfortable with mid‑funnel and post‑sale campaign tactics and strategies.

This is a senior role that partners closely with Sales, Product Marketing, Rev Ops, the extended Marketing organization, and more to translate business priorities into measurable growth outcomes. This role also oversees lifecycle and field marketing, ensuring cohesive engagement from first touch through opportunity creation and acceleration, and translating global strategy into regionally relevant programs that support sales priorities.

About You

What You’ll Do

This leader needs to be a growth‑minded marketer who blends the discipline and scale of enterprise SaaS with the creativity, speed, and scrappiness of a high‑growth startup. You know how to build demand engines that perform in complex, sales‑led environments — and you’re equally comfortable rolling up your sleeves to test, learn, and iterate when the path forward isn’t obvious.

• Lead the end‑to‑end growth marketing strategy for Adaptive Planning, with accountability for pipeline creation, ACV contribution, and customer expansion programs

• Own planning, execution, and optimization of full‑funnel growth programs across digital, paid media, ABM, lifecycle, and partner channels

• Partner with Sales, Rev Ops, and Marketing Ops to align on ICPs, segmentation, account prioritization, and pipeline targets.

• Drive a culture of experimentation and continuous optimization to improve conversion rates, CAC, and funnel velocity.

• Work with Marketing Operations to develop and maintain KPIs, dashboards, and operating rhythms to measure and report on performance, attribution, and RO

• Lead lifecycle marketing strategy and execution, designing integrated nurture, engagement, and expansion programs that improve conversion, velocity, and pipeline quality across the buyer journey.

• Oversee field marketing programs in partnership with regional sales leaders,…