Developing, executing, and optimizing integrated demand generation programs is the core of this role, supporting pipeline growth within assigned regions, industries, or market segments. This position translates business priorities into targeted demand plans, leveraging various marketing strategies to create and accelerate qualified pipeline. The manager monitors program performance, identifies risks and opportunities, and recommends actions to improve conversion, engagement, and revenue impact.
Responsibilities
Lead the creation and management of the overall marketing plan and strategy for a given GTM segment or plan area, setting key goals, objectives, and plan area KPIs to measure success
Identify and integrate insights and priorities from key stakeholders and inputs from GTM strategy team to ensure alignment with business objectives
Establish and evangelize audience-specific and/or industry-specific thought-leadership strategies, tying into the brand and horizontal thought-leadership strategy
Identify and execute flagship strategic industry events to drive awareness and generate demand, partnering with Field Marketing on the pre- and post-event sales outreach orchestration
Partner with Field Marketing and sales leaders to develop targeted prospect/customer high-touch ancillary events that support the overall go-to-market strategy
Collaborate with campaign strategy teams to review and approve the content mix and tactics, ensuring alignment with business goals and maximizing impact
Own creation of comprehensive campaign briefs in partnership with the Portfolio Marketing team by defining objectives, target audiences, messaging, and creative requirements for guiding strategy and execution
Partner with international regional marketers to ensure marketing plans and campaigns drive global engagement and demand
Prioritize tasks, resources, and project timelines to meet business goals and deadlines
Operate as a trusted advisor to business leaders and sales; develop and maintain strategic working relationships
Own the health of the demand funnel, ensuring lead generation KPIs are met, and optimize strategies as needed
Track campaign performance against plan area KPIs to ensure achievement of plan area goals
Monitor spend, ensure key milestones are met and provide necessary readouts of campaign elements to key stakeholders
Operate as a trusted advisor to business leaders and sales, develop and maintain strategic working relationships and provide regular analysis on marketing pipeline contribution
Partner with external vendors, agencies, and industry partners to amplify the reach and impact of global programs
Mentor, coach, train, and provide feedback to other team members; provide feedback to leadership on abilities of team
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Operate as an innovative thought leader; contribute significantly to the overall growth and quality of the department through knowledge sharing and coaching on current best practices and market trend
Provide feedback to leadership on team capabilities and development opportunities
Develop and execute demand generation plans aligned to pipeline, revenue, and growth objectives for assigned regions, industries, or market segments
Design, execute, and optimize integrated demand programs using digital campaigns, webinars, nurture programs, ABM, partner programs, and sales activation motions
Monitor pipeline health, campaign performance, and conversion trends to identify risks, opportunities, and recommended actions
Partner with Sales counterparts, SDRs, Account Executives, and Partner teams to align demand generation activities with business priorities and target account needs
Collaborate with Product Marketing, Field Marketing, Marketing Operations, Web, Campaigns, and Corporate Marketing teams to support integrated planning and execution
Establish and track KPIs to measure demand generation effectiveness
Requirements
Bachelor's degree or equivalent experience, with 5+ years of B2B marketing experience, including 3+ years in demand generation, revenue marketing, digital marketing, campaign marketing, or ABM
Proven success partnering with Sales or revenue teams to support pipeline and revenue goals
Experience participating in pipeline reviews, forecast discussions, account planning, and quarterly business reviews
Demonstrated ability to design and execute integrated demand generation programs across digital campaigns, ABM, webinars, nurture, partner, and sales activation motions
Clear accountability for measurable program contribution and quality of execution
Experience using marketing automation, CRM, analytics, and digital marketing technologies to manage, report, and optimize program performance
Strong communication, project management, analytical, and stakeholder management skills
Ability to influence through data, business context, and practical recommendations while supporting shared pipeline goals
Ability to work in a fast-paced, dynamic environment
Strong ability to handle sensitive information with discretion and tact
Strong collaboration & negotiation skills, showing ability to influence without ownership, gaining support and trust across the organization to achieve agreed upon business outcomes
Strong ability to establish rapport and gain the trust of others; effective at gaining consensus
Strong ability to work independently and in a team environment
Strong business and technology acumen
Ability to think creatively and bring innovative ideas to the table to support marketing efforts
Ability to provide guidance and support to developing team members
Action oriented
Collaborates, drives engagement
Cultivates innovation and is tech savvy
Plans and aligns to drives results
Nice to have:
Experience leveraging AI and automation tools to improve marketing effectiveness, efficiency, scale, targeting, and personalization across demand generation programs
Demonstrated ability to manage program timelines, dependencies, deliverables, and stakeholder communication across complex, cross-functional marketing initiatives
Experience preparing and presenting performance insights and recommendations to sales and marketing stakeholders in a clear, actionable, and executive-ready format
Proven ability to drive continuous improvement through testing, experimentation, data analysis, and post-campaign learnings, with a strong analytical and problem-solving mindset
Experience translating segment, regional, or industry priorities into coordinated marketing programs that align field, digital, SDR, and partner motions to drive unified pipeline impact
Benefits
401(k) Retirement Savings
Flexible Schedule
Paid Time Off
Medical, Dental, Vision
Volunteer Paid Time Off
Wellness Reimbursement
Paid Parental Leave
Sabbatical Program
Important Details
Travel time: Up to 20% required
Application Process
Recruiters will contact you within 1 to 2 weeks regarding next steps
About the Company
Hyland is the pioneer of the Content Innovation Cloud, delivering ubiquitous enterprise intelligence to organizations with solutions that unlock actionable insights and drive automation. Trusted by thousands of organizations worldwide, including many of the Fortune 100, Hyland's solutions create the foundation for a connected, agentic enterprise, where teams harness the power of AI to redefine how they operate and engage with those they serve. Since 1991, it has been Hyland's mission to help employees, customers and partners exceed their potential with its industry-leading content services platform. Hyland has grown to a company of nearly 4,000 strong.
Hyland uniquely empowers your organization with unified access to AI-enabled enterprise content and unstructured data across repositories, unlocking profound insights that fuel innovations – fundamentally redefining how you operate and engage with those you serve..
