# Vice President, Demand Generation

**Company:** [RSA](https://hotfix.jobs/companies/rsa)
**Location:** Burlington, MA
**Role:** Growth Marketing
**Experience:** 15+ years
**Skills:** Account-Based Marketing, 6sense, HubSpot, Demand Generation, generative engine optimization, ai engine optimization, paid search, paid social, programmatic advertising, Marketing Automation, lead scoring, Attribution, pipeline forecasting, webinars, data enrichment
**Posted:** 2026-08-07

> Leads RSA’s global demand-generation function, owning marketing-sourced pipeline, AI-native demand programs, enterprise ABM, digital conversion, marketing technology, and regional lead development. Requires 15+ years in enterprise B2B SaaS or cybersecurity marketing and 5+ years leading demand generation with pipeline accountability.

## Job Description

## Responsibilities

### Pipeline and Revenue Accountability
- Own the global demand-generation strategy and marketing-sourced and marketing-influenced pipeline targets.
- Build a repeatable, forecastable pipeline model across regions and segments.
- Own the demand-generation budget and return on investment.

### AI-Native Demand Engine
- Deploy agentic workflows to research accounts, personalize outreach, sequence follow-up, and book qualified meetings.
- Own generative engine optimization and AI engine optimization (GEO/AEO) across ChatGPT, Perplexity, Copilot, and AI search.
- Build a signal-to-pipeline system using intent, funding, hiring, leadership changes, and product-usage signals.

### Enterprise ABM and Account Engagement
- Lead enterprise account-based marketing for priority ideal customer profiles in partnership with regional sales teams.
- Design buying-committee engagement and personalized account journeys.
- Own intent and orchestration strategy in 6sense or an equivalent platform.

### Digital Demand and Conversion
- Scale demand generation across paid search, paid social, programmatic, content syndication, and demand-generation webinars.
- Improve website and funnel conversion through experimentation, personalization, calls-to-action, and continuous testing.
- Partner with brand and communications teams to use thought-leadership content for demand generation.

### Marketing Technology and Operations
- Manage the marketing operations and analytics team.
- Own the marketing technology stack, including HubSpot or an equivalent, BigMarker or an equivalent, 6sense or an equivalent, data enrichment, and ABM platforms.
- Establish best practices for workflows, lead scoring, lifecycle management, nurture, reporting, and data quality.

### Leadership and Executive Communication
- Lead the regional lead-development team and establish qualification standards, playbooks, and sales handoffs.
- Set the operating rhythm with Sales, Product Marketing, Field Marketing, Brand, Web, and Revenue Operations.
- Provide executives with dashboards, attribution, forecasts, and actionable demand narratives.
- Prepare and present executive leadership team and board materials.
- Report marketing-spend returns to Finance.

## Success Measures
- Marketing-sourced and marketing-influenced pipeline and resulting revenue.
- Pipeline velocity, funnel conversion, and cost per opportunity.
- Engagement and coverage across priority accounts and buying committees.
- Adoption and measurable impact of AI-native demand motions.
- Website and lifecycle conversion improvement.
- A scalable global demand function and high-performing team.

## Requirements
- 15+ years of experience in enterprise B2B SaaS or cybersecurity marketing.
- 5+ years leading demand generation at scale with direct pipeline accountability.
- Proven record of owning and achieving a pipeline target with shared revenue accountability with Sales.
- Demonstrated expertise applying AI to demand generation, including agentic and AI-SDR platforms, GEO/AEO, AI-assisted content, and campaign operations.
- Deep enterprise ABM experience and fluency with intent platforms such as 6sense.
- Expertise in digital demand generation across paid search, paid social, and programmatic channels.
- Expert ownership of HubSpot or an equivalent marketing automation platform and the broader marketing technology stack.
- Experience leading a regional lead-development function with a pipeline target.
- Strong analytical skills covering attribution, forecasting, and pipeline mathematics.
- Executive presence and experience presenting to boards.
- Experience building and leading teams and establishing functions from the ground up.

## Leadership Profile
- Nimble, results-oriented builder who applies rigor to lead generation.
- Strong collaborator who builds effective cross-functional relationships and teams.
- Comfortable working in a fast-paced, demanding environment and driving immediate results.

## Compensation and Benefits
- Full-time, non-Sales US employees are eligible for annual discretionary bonuses funded based on prior-year company performance.
- RSA offers eligible US employees a comprehensive benefits package.

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