Hyland
Vice President, Demand Generation, International
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Vice President, Demand Generation, International
Vice President, Demand Generation International (EMEA, APJ, LATAM)
Role Overview
The Vice President, Demand Generation International is responsible for owning and delivering the company’s international pipeline performance for EMEA, APJ and LATAM. This leader defines and operates the international marketing growth engine, ensuring that strategy, execution, and investment are fully aligned with revenue outcomes across priority regions, industries, and accounts.
This role leads a regionally aligned team of demand generation and field marketing leaders, each accountable for pipeline generation and progression within their respective markets. This includes:
- Full ownership of routes to market
- Digital strategy and execution
Operating within a global marketing framework, this role partners closely with Sales leadership and central marketing functions to deliver measurable pipeline impact and accelerate growth in a scalable, repeatable way across international markets.
Key Responsibilities
Pipeline Ownership & Growth Accountability
- Own the full international pipeline target, including creation and progression across priority regions and segments, collaborating with marketing, partners, and sales on their respective contributions
- Establish clear accountability models, business rhythms, and performance tracking to manage pipeline health and outcomes
- Translate company revenue goals into regional (international) pipeline plans, targets, and investment strategies
- Drive visibility of marketing’s contribution to pipeline and revenue outcomes at the executive level
- Utilise latest AI techniques to drive scaled growth and operational efficiency
International Demand Generation Leadership
- Lead a team of demand generation and field marketing leaders aligned to regions and vertical segments
- Build and scale a high-performing international demand organisation, focusing on accountability, speed, and impact
- Embed embedded digital and full-funnel strategy within each demand generation role
Embedded Digital & Full-Funnel Strategy
- Ensure demand generation and digital strategy are fully integrated into each demand generation role
- Improve conversion performance across the funnel through channel integration, content optimisation, and digital innovation
- Partner with centralised digital operations teams to ensure execution excellence while maintaining regional ownership of outcomes across international markets
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Sales Alignment & Regional Integration
- Align demand generation strategy and execution to sales coverage models (regional and vertical)
- Partner directly with international sales leadership to ensure shared ownership of pipeline targets and joint accountability for results
- Enable account-based and segment-specific strategies to increase relevance and conversion
Field Marketing & Market Execution
- Oversee international field marketing execution, including events, local programs, and account engagement strategies
- Ensure field programs are aligned with pipeline goals and integrated with digital and SDR (Sales Development Representative) motions
- Drive innovation in field marketing to increase engagement, accelerate deal cycles, and improve ROI
- Leverage partner relationships to drive scaled growth through joint activities
Performance Optimisation & Investment Strategy
- Optimise marketing investment across channels and programs to maximise pipeline ROI
- Identify and address inefficiencies in campaign performance, digital spend, and resource allocation
- Continuously improve demand generation effectiveness through testing, measurement, and data-driven decision-making
Experience & Qualifications
- 15+ years of experience in B2B marketing, with significant leadership responsibility in demand generation, field marketing, or growth roles
- Proven track record of owning and delivering pipeline or revenue targets in a complex, global organisation
- Experience using AI tools to drive faster-to-market and scalable growth
- Experience building and scaling regionally distributed, segment-driven demand generation organisations
- In-depth expertise in modern marketing disciplines, including:
- Digital strategy and performance marketing
- Account-Based Marketing (ABM)
- Integrated, cross-channel campaigns
- Strong experience partnering with Sales leadership and aligning to revenue outcomes
- Demonstrated ability to lead organisational transformation and operating model change
- Bachelor’s degree required; MBA or advanced degree preferred
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About Hyland
Hyland is the pioneer of the Content Innovation Cloud™, delivering ubiquitous enterprise intelligence to organisations through solutions that unlock actionable insights and drive automation.
Trusted by thousands of organisations worldwide, including many of the Fortune 100, Hyland’s solutions create the foundation for a connected, agentic enterprise. Teams harness the power of AI to redefine how they operate and engage with their stakeholders. For more information, visit Hyland.com.
#HylandLife
Since 1991, Hyland’s mission has been to help employees, customers, and partners exceed their potential through our industry-leading content services platform. Employees embody a contagious energy and passion for their work, whether helping customers succeed, championing teammates, or engaging in their communities.
The #HylandLife hashtag encapsulates our employee-centric culture. Employees live their values every day by bringing their best self to work. Hyland supports this through:
- Career development resources
- Wellbeing programs
- Innovation practices
We thrive on diverse viewpoints and new ideas, believing a positive, inclusive workplace is critical to sustainable success.
As Hyland continues to grow to nearly 4,000 employees, we have the opportunity to make a significant impact on local communities. We strongly support initiatives that reflect our employees’ personal values and align with our giving programmes and charitable campaigns.
Equal Opportunity Statement
Hyland is an equal opportunity employer. We value diversity and are committed to providing an inclusive workplace for all employees and applicants. Employment decisions are made without regard to protected characteristics under applicable laws and regulations. All information collected during the hiring process is used solely for qualification assessment, identity verification, and compliance purposes.
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