VP, Integrated Campaigns & Demand Generation

Who are we?UpGuard’s mission is to protect the world’s data. We obsessively seek out elegant, robust ways to enable our customers to find, acknowledge, and remediate cyber risk. With UpGuard, organizations leverage our security expertise and software to automate what was once laborious, spreadsheet-driven processes–whether it's monitoring the attack surface of hundreds of vendors or assessing the security of their own infrastructure. UpGuard is used by some of the world’s largest, fastest-growing, and most innovative companies. 
The Marketing team at UpGuard includes multiple marketing and design functions, including Product Marketing, Demand Gen, Marketing Ops, Content Marketing, SEO, Community, Design, and Video. UpGuard’s vision is to become a leader in the markets we play in (Cyber VRM, Attack Surface Management) by providing a best-in-class SaaS platform for organizations to manage their third-party risk and external attack surface. Our purpose as a Marketing team is to facilitate this goal by growing UpGuard with a repeatable and scalable marketing engine and a leading brand.
Where does this role fit in?As the VP of Integrated Campaigns & Demand Generation, you will be responsible for designing and executing end-to-end marketing campaigns that drive pipeline, revenue, and brand awareness. You will oversee global nurture programs (both inbound and outbound) and regional field initiatives to generate and convert leads into high-value sales opportunities. This is a strategic, high-impact role that requires close collaboration with Product Marketing, Sales, Growth Marketing, and other cross-functional teams to deliver measurable results.

What will you do?

• Integrated Campaign Strategy:
• Develop and own a cohesive global campaign framework aligned with our buyer’s journey and new product launches.
• Collaborate with Product Marketing to ensure campaign themes and messaging resonate with our ICP and target personas.
• Lead a team responsible for planning and executing field programs, industry events, and regional activities that generate qualified leads and strengthen relationships with prospects and customers.
• Nurture Programs and BDR
• Develop multi-channel nurture journeys (both inbound and outbound) that guide prospects through the middle of our funnel.
• Oversee and provide strategic direction to a global team of BDRs that process inbound leads today, ensuring they effectively qualify and engage leads generated by campaigns, events, and account-based initiatives.
• Leverage the latest warm outbound tools, AI, and marketing automation to drive efficiency in the middle of the funnel.
• Database & Email Management
• Ensure our marketing database is effectively segmented and enriched for account-based outreach.
• Drive email best practices (deliverability, A/B testing, personalization) to improve open rates and conversions.
• Team Leadership & Management
• Recruit, mentor, and develop a high-performing global team of campaign managers, field marketers, and ABM program specialists.
• Foster a data-driven, collaborative culture that encourages innovation, continuous improvement, and accountability.Oversee budgeting, resource allocation, and vendor relationships to meet campaign goals efficiently.
• Analytics & Optimization
• Define KPIs and success metrics (e.g., MQL to SQL conversion, pipeline contribution, ROI) for integrated campaigns and field programs.
• Use analytics and insights to iterate on strategies, optimize campaign performance, and forecast future marketing investments.
• Present quarterly business reviews and findings to senior leadership, providing recommendations to scale impact.

What will you bring?

• 10+ years of B2B marketing experience, with at least 5 years in a leadership role overseeing integrated campaigns, demand generation, and BDR/SDR—ideally in a SaaS and/or cybersecurity environment.
• Familiar with both PLG and sales-led motions.
• Proven track record of building, developing, and retaining top talent, and fostering a collaborative, high-performance team culture.
• Excellent proficiency with Hubspot CRM, and the latest in intent-based outbound tooling (e.g. Unify, Pocus).
• Strong analytical and problem-solving abilities, with the aptitude to interpret complex data sets and drive actionable insights.
• Exceptional verbal and written communication skills, with the ability to influence and motivate team members and stakeholders at all levels.

What will give you an edge?

• You’ve built, run, and optimized a prospecting and lead nurture machine that predictably generates real revenue.
• You’ve successfully launched a PLG motion within a Sales-led environment.