We are moving demand generation from a campaign execution function to a revenue accountability function. This role owns the global demand engine from end to end, covering how pipeline targets are translated into programs, how those programs are measured, and how the resulting intelligence reaches the sellers who must act on it.

The person in this seat sets the demand gen plan, architects the integrated campaigns that deliver it, decides where inbound and digital aircover dollars are spent, and gives Sales a prioritized, signal-backed view of which accounts to work and why the timing is right. They also build the AI-enabled workflows that allow a small team to operate at far greater scale.

The role has no direct reports, and shared execution capacity is accessed through a dotted line relationship with the Demand Generation Coordinator. Success depends on galvanizing Content Marketing, Field Marketing, Partners, Product Marketing, Sales, and Marketing Operations around a shared demand gen plan, and then holding those teams accountable to the commitments they make.

This is a strong career move for the right candidate. It offers a direct line to revenue outcomes, visible ownership of the AI operating model for marketing, and a hyperscaler partnership motion with AWS that is still early enough to shape.

1. Create a global demand gen plan and deliver against it

• Set and hit quarterly marketing pipeline contribution targets by channel and program, holding cost per lead and cost per opportunity within agreed efficiency ranges.

• Carry accountability for both the quality and the volume of inbound against the annual inbound budget, measured on conversion to opportunity rather than lead volume alone.

• Manage global advertising spend within approved thresholds, including digital aircover, and reallocate quarterly based on documented performance evidence.

2. Own integrated campaign strategy and the global calendar

• Manage a single integrated campaign calendar aligned to pipeline and revenue goals, published and maintained as the source of truth for every contributing team.

• Enforce the standard that no campaign launches without a written brief defining its objective, target segment, buyer journey stage, KPIs, and expected pipeline contribution, reaching full coverage by the end of the second quarter.

• Align campaign architecture to buyer journey stages and deliver measurable improvement in stage-to-stage conversion within the first year, against a baseline established on arrival.

• Partner with Product Marketing so that campaign messaging carries current positioning and own the translation of that positioning into demand programs.

• Own nurture performance by identifying improvement opportunities, running a structured testing roadmap, and reporting results on a fixed cadence.

3. Deliver sales targeting intelligence to BDRs and AEs

• Manage and optimize our propensity model as the backbone of account and lead prioritization, improving conversion lift above the current baseline.

• Deliver signal packs that give sellers context before outreach, including trigger events, technographic and intent signals, and recommended entry points into the account.

• Report on the conversion performance of supplied targeting compared with self-sourced activity and use that evidence to refine the model each quarter.

4. Elevate the partner motion and build the AWS demand strategy

• Meet with North American focus partners on a standing cadence to align campaign calendars, event calendars, and co-marketing commitments.

• Define and execute an AWS-focused demand strategy that begins with digital aircover and expands into co-branded campaigns and Marketplace-adjacent motions.

• Determine which partners genuinely support our focus verticals and recommend where investment should be reduced or stopped.

• Support content syndication and joint marketing initiatives, including execution of the zero-click distribution strategy.

5. Build the AI-embedded demand operating model

• Design and document AI-assisted workflows across the demand lifecycle, including campaign brief drafting, segment and audience modeling, account research and signal synthesis, channel copy variant generation, syndication asset adaptation, pipeline anomaly detection, and reporting narrative drafting.

• Reduce cycle time from campaign concept to launch-ready brief against a baseline established during the first month and increase campaign throughput per team member without adding headcount.

• Stand up a shared and actively maintained prompt and workflow library so that AI capability lives within the operating system of the team and survives any individual departure.

• Use agentic research workflows to enrich target account lists with current signals and to keep competitive and vertical context current for campaign messaging.

• Own AI governance for demand programs, including human review before anything customer-facing ships, brand and claim accuracy checks, data privacy compliance, and a documented decision on which parts of the workflow AI is permitted to touch.

6. Lead cross-functionally and direct work through influence

• Provide clear and structured campaign briefs to the Demand Generation team so that execution can proceed without repeated clarification.

• Direct campaign build work to the Demand Generation Coordinator through clear written briefs and agreed timelines and keep that work with the Coordinator rather than absorbing it personally. Because the relationship is a dotted line, the mechanism is a documented working agreement and consistent lead time rather than assignment.

• Establish a fixed reporting cadence with Marketing Operations, including agreed metric definitions, dashboard ownership, and a refresh schedule.

• Represent demand generation strategy and performance credibly to Sales leadership and executive stakeholders, with genuine fluency in the numbers and directness about what is underperforming.

First 90 Days: Learn, Baseline and Stabilize

By the end of the first 90 days, this person has accomplished the following.

• Documented a current-state understanding of global demand gen and can explain gaps to plan without assistance.

• Established performance baselines covering conversion by stage, cost per lead and cost per inquiry by channel and program, inbound quality trends, nurture performance, and current levels of AI and automation usage.

• Met every North American focus partner and each key cross-functional stakeholder, with documented takeaways and a prioritized list of what needs to be fixed.

• Taken ownership of the integrated campaign calendar and applied the brief and KPI standard to all newly launched campaigns.

• Completed a diagnostic of the MPACt propensity model covering what it predicts well, where it fails, and what data it is missing.

• Shipped two or three AI-assisted workflows into live use, most likely campaign brief drafting and account signal research, with a documented before and after comparison on cycle time.

• Presented a 6-month demand plan and a point of view on partner and AWS strategy to the Head of Global Revenue Marketing.

First 6 Months: Own and Operate

By the six-month mark, this person has accomplished the following.

• Taken full ownership of quarterly demand gen planning and is meeting or exceeding quarterly contribution targets with a defensible forecast.

• Achieved full brief and KPI coverage on all active campaigns, with multiple integrated campaigns launched under the new architecture.

• Completed the first round of MPACt model optimization, with measured improvement in stage conversion or pipeline velocity.

• Defined the AWS demand strategy and launched digital aircover, with an early performance read and a budget recommendation.

• Created a functioning monthly cross-functional demand planning cadence that other teams actively prepare for.

• Put the AI workflow library into active use across the Demand Generation team, with adoption measured and at least one workflow owned by another team member.

• Demonstrated budget discipline across the global advertising spend, holding within approved thresholds and making at least one documented reallocation decision supported by performance data.

First 12 Months: Scale and Lead

By the end of the first year, this person has accomplished the following.

• Delivered against annual demand gen contribution targets, with year-over-year improvement campaign pipeline influence.

• Built an integrated global demand engine that operates predictably by region, where the plan reliably predicts the outcome within an agreed tolerance.

• Improved inbound quality measurably against budget, producing better conversion at equal or lower cost per opportunity.

• Grown the partner motion into a meaningful source of influenced pipeline, supported by an evidence-based view of which partners deserve further investment and which should be exited.

• Established AWS as a repeatable demand channel with defined programs, tracked contribution, and a substantiated case for next-year investment.

• Embedded AI workflows deeply enough that throughput per team member is measurably higher than at the point of hire, with governance standards documented and consistently followed.

• Earned recognition from Sales leadership as the credible owner of demand strategy, evidenced by being included in pipeline and territory planning conversations rather than briefed afterward.

• Strengthened the working relationship with the Demand Generation Coordinator to the point where campaign build runs on standing briefs and shared standards, with at least one process fully handed off and operating without oversight.

• Delivered a next-year demand plan with a substantiated budget recommendation.