The VP of Demand Generation is a senior marketing leader responsible for developing and executing comprehensive demand generation strategies to drive qualified leads and revenue growth. This role is critical for scaling customer acquisition pipelines and optimizing marketing ROI through data-driven campaigns across multiple channels.
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What is a VP of Demand Generation?
A VP of Demand Generation is a strategic marketing executive who oversees the planning, execution, and optimization of demand creation programs. This leadership role combines data analysis, digital marketing expertise, and revenue operations to build scalable pipelines. They typically report to the CMO or Chief Revenue Officer and collaborate closely with sales leadership to align marketing efforts with revenue targets. The position requires deep understanding of marketing technology stacks, attribution modeling, and performance metrics to drive sustainable business growth.
What does a VP of Demand Generation do?
A VP of Demand Generation develops integrated marketing strategies across channels including email, content, paid media, and partnerships. They manage budget allocation, oversee marketing automation systems, and implement lead scoring methodologies. Key responsibilities include analyzing campaign performance data, optimizing conversion funnels, and mentoring demand generation teams. They establish KPIs, report on marketing-sourced revenue, and continuously test new approaches to improve cost per acquisition and lifetime value metrics.
Job Overview
As VP of Demand Generation, you will lead our growth strategy by developing and executing comprehensive demand generation programs to drive qualified leads and revenue growth. You will oversee all aspects of our marketing funnel, from top-of-funnel awareness to conversion optimization, leveraging data-driven insights to maximize ROI and accelerate pipeline development across multiple channels.
VP of Demand Generation responsibilities include:
1. Develop and implement integrated demand generation strategies across digital channels (SEM, SEO, email, social media)
2. Manage multi-million dollar marketing budget with rigorous ROI analysis and performance tracking
3. Lead marketing automation strategy (Marketo/HubSpot/Pardot) and CRM integration (Salesforce)
4. Optimize lead scoring, nurturing programs, and conversion rate optimization
5. Collaborate with sales leadership to align marketing efforts with revenue targets
6. Oversee ABM strategies and enterprise-level campaign execution
7. Manage team of demand generation specialists and performance marketers
8. Conduct competitive analysis and market research to identify new opportunities
1. 10+ years of B2B demand generation experience with 5+ years in leadership role
2. Proven track record of driving $50M+ revenue pipeline through marketing programs
3. Expertise in marketing automation platforms (Marketo, HubSpot, or Pardot certification)
4. Deep knowledge of Salesforce CRM and marketing-sales alignment best practices
5. Strong analytical skills with experience in marketing attribution and ROI measurement
6. Experience managing $5M+ annual marketing budgets
7. Demonstrated success with ABM strategies and enterprise targeting
8. Bachelor's degree in Marketing, Business, or related field
Preferred Qualifications
1. Experience in SaaS or technology industry with subscription-based revenue models
2. Background in high-growth startups or scale-up environments
3. Advanced degree or MBA from top-tier institution
4. Experience with international demand generation campaigns
5. Knowledge of predictive analytics and AI-powered marketing tools
6. Experience building demand gen teams from ground up
7. Industry recognition or awards for marketing excellence
8. Public speaking experience at major marketing conferences
Bonus Skills
1. Proficiency in SQL and data analysis tools (Tableau, Looker)
2. Experience with account-based marketing platforms (Terminus, Demandbase)
3. Content marketing and thought leadership development expertise
4. Strong network within marketing technology ecosystem
5. Experience with M&A integration from marketing perspective
6. Certification in Google Analytics, Google Ads, or other digital marketing platforms
7. Multilingual capabilities for global market expansion
8. Background in both B2B and B2C demand generation strategies
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