VP, Demand Generation

Overview VP, Demand Generation (Marketing)

Location: United States Work Arrangement: Remote

The VP, Demand Management owns Hyland's domestic demand generation engine — responsible for pipeline creation, progression, and the performance of a globally distributed team of demand generation and field marketing leaders. This role drives full-funnel marketing strategy across verticals and segments, aligns tightly with Sales leadership on shared pipeline accountability, and modernizes the demand function through AI, data-driven execution, and integrated digital and field strategies.

Success means building a high‑performing organization where every leader owns their market, their number, and their outcomes.

• Own the full domestic pipeline target including creation and progression across priority segments — establishing clear accountability models, business rhythms, and performance tracking to translate company revenue goals into regional pipeline plans, targets, and investment strategies.
• Lead a high-performing team of demand generation and field marketing leaders aligned to verticals and segments including cross‑industry, healthcare, FSI, and government/education — ensuring each leader owns their defined market, pipeline number, and end‑to‑end demand generation strategy.
• Drive full‑funnel demand execution including ABM, cross‑channel campaigns, and pre‑meeting engagement — ensuring digital strategy is fully integrated across all demand generation roles and partnering with centralized digital operations teams to maintain execution excellence and regional ownership of outcomes.
• Align demand generation strategy and execution to sales coverage models, partnering directly with Sales leadership to ensure shared pipeline ownership — and leading the SDR strategy and operating model to drive tight alignment, effective handoffs, and consistent conversion of demand into qualified meetings.
• Oversee domestic field marketing execution including events, local programs, and account engagement strategies — ensuring field programs are fully aligned to pipeline goals, integrated with digital and SDR motions, and continuously innovated to accelerate deal cycles and improve ROI.
• Build a culture of ownership, accountability, and performance transparency — optimizing marketing investment across channels, developing talent and leadership capability, and leveraging AI for scaled growth, speed to market, and data‑driven decision‑making.

You’ll be set up for success if you have:

• 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 building and scaling vertically aligned, segment‑driven demand generation organizations with clear accountability models
• Deep expertise in modern marketing disciplines including digital strategy, performance marketing, account‑based marketing (ABM), and integrated cross‑channel campaigns
• Strong experience partnering with Sales leadership and aligning marketing strategy and execution to shared revenue outcomes

Bonus points if you bring:

• MBA or advanced degree in addition to a Bachelor's degree
• Hands‑on experience using AI to accelerate go‑to‑market execution, improve segmentation, and drive growth at scale
• Demonstrated ability to lead organizational transformation and operating model change within a complex marketing function
• Experience leveraging partner relationships to scale growth through joint activities and co‑marketing programs
• Proven track record of driving innovation in field marketing to increase engagement, accelerate deal cycles, and measurably improve ROI

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.