Director, Demand Generation

Overview

Role Overview 

 

The Director, Demand Generation for Industry Markets is responsible for driving pipeline performance across Hyland’s priority industry segments, including Insurance, Government/Education, and Financial Services. This role defines and executes segment-specific demand generation strategies that align to revenue goals, market opportunity, and go-to-market priorities. 

 

This leader owns pipeline creation and progression within their assigned verticals, partnering closely with Sales, Product Marketing, Partner Marketing, and central marketing teams to deliver measurable business outcomes. 

 

Key Responsibilities 

Pipeline Ownership & Growth Execution 

• Own pipeline creation and progression across assigned verticals (Insurance, Gov/Ed, FSI) 

• Translate company revenue goals into vertical-specific demand plans, targets, and investment priorities 

• Partner with Sales to align on pipeline targets, account coverage, and growth opportunities 

• Drive visibility into marketing’s contribution to vertical pipeline and revenue outcomes 

Vertical Demand Generation Strategy & Execution 

• Define and execute end-to-end demand generation and Field Marketing strategies tailored to each vertical’s buying dynamics and customer needs 

• Activate integrated industry-specific, full-funnel programs including digital campaigns, account focused activities and field initiatives 

• Drive continuous improvement in campaign performance, engagement, and conversion across vertical audiences 

Sales Alignment & Account-Based Execution 

• Align demand generation execution to vertical sales coverage models and account strategies 

• Partner closely with Sales leaders to drive shared ownership of pipeline and conversion outcomes 

• Enable account-based and segment-specific strategies to increase relevance within target accounts 

• Support pipeline acceleration through coordinated marketing, SDR, and sales engagement 

Cross-Functional Integration & Operating Model 

• Partner with: 

• Global Campaigns to leverage scalable programs 

• Product Marketing to ensure strong vertical messaging and positioning 

• Marketing Operations for reporting, insights, and performance tracking 

• Digital and Web teams to support campaign execution and conversion 

Performance Optimization & ROI 

• Monitor and optimize pipeline performance, campaign effectiveness, and marketing ROI across verticals 

• Identify inefficiencies and opportunities to improve targeting, messaging, and channel performance 

• Leverage data and insights to improve demand generation effectiveness and investment allocation 

 

Experience & Qualifications 

• 10+ years of experience in B2B marketing, with a focus on demand generation, field marketing, or growth roles 

• Proven track record of driving pipeline and revenue outcomes within industry segments or vertical-based marketing models 

• Experience supporting Sales organizations and aligning to account-based and segment-driven strategies 

• Strong expertise in: 

• Demand generation and pipeline management 

• Industry/vertical marketing strategy (Insurance, Public Sector, Financial Services preferred) 

• Digital marketing, integrated campaigns, and ABM 

• Field marketing and account engagement strategies 

• Performance measurement, reporting, and ROI optimization 

• Experience working within a global, matrixed marketing organization 

• Strong cross-functional collaboration and stakeholder management skills 

• Analytical mindset with ability to translate data into action 

• Bachelor’s degree required 

About Hyland

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