VP of Demand Generation - Americas

📌 Core Information

🔹 Job Title: VP of Demand Generation - Americas

🔹 Company: Workiva

🔹 Location: United States (Remote)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: April 21, 2025

🔹 Experience Level: 15+ years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Providing visionary leadership and strategic direction for the Americas demand generation team
• Driving initiatives that fuel customer acquisition, retention, and revenue growth
• Managing a team of marketing professionals and a multi-million-dollar budget
• Collaborating closely with sales and product marketing to deliver exceptional results

ASSUMPTION: This role requires a high level of strategic thinking, leadership, and cross-functional collaboration. It is ideal for an experienced marketing professional looking to make a significant impact on a global scale.

📋 Key Responsibilities

✅ Set the vision and strategy for demand generation, aligning with overall company objectives and revenue goals

✅ Lead a team of directors and 30+ marketing professionals, fostering a culture of innovation, accountability, and excellence

✅ Collaborate with C-suite executives and cross-functional teams to align marketing initiatives with business priorities

✅ Serve as the primary advocate for demand generation in executive discussions, ensuring alignment and visibility of key initiatives

✅ Oversee the development and execution of comprehensive, multi-channel demand generation strategies, including digital, social, and traditional advertising campaigns

✅ Drive customer acquisition and pipeline progression initiatives that deliver measurable revenue impact

✅ Lead the creation of marketing programs that enhance conversion rates, promote multi-product adoption, and improve customer retention

✅ Manage large-scale marketing campaigns, ensuring alignment with brand standards and organizational goals

✅ Define and implement a robust framework for analyzing and optimizing demand generation performance, ensuring maximum ROI on marketing investments

✅ Partner with sales leadership to optimize lead flow processes, driving MQL-to-SQL conversion and pipeline progression metrics

✅ Own the creation and maintenance of a marketing performance dashboard, tracking key KPIs and presenting insights to senior leadership

✅ Provide mentorship, career development, and leadership to directors and their teams, fostering a high-performing, motivated organization

✅ Oversee the demand generation budget, ensuring strategic allocation of resources to maximize impact

✅ Manage vendor relationships, negotiating contracts to deliver cost-effective, high-quality services

✅ Ensure operational excellence and agility across all demand generation functions, promoting efficiency and scalability

ASSUMPTION: This role involves a high degree of strategic planning, execution, and optimization. It requires strong leadership, communication, and analytical skills to drive business impact and team success.

🎯 Required Qualifications

Education: Undergraduate degree in Marketing, Business, or related field

Experience: 15+ years of management experience with demonstrated effectiveness building and managing an organization or team. 10+ years experience in supporting Sales, Product, and/or Marketing teams at a mid-to-large scale multi-geographical organizations.

Required Skills:

• Proven track record of driving significant business impact through strategic demand generation initiatives
• Exceptional ability to communicate marketing performance insights and recommendations to C-suite executives and senior stakeholders
• Expertise in multi-channel marketing strategies, including digital, social media, and traditional advertising
• Demonstrated success in managing large budgets and optimizing resource allocation

Preferred Skills:

• VP-level experience, managing large, diverse teams and complex marketing programs
• MBA or advanced degree preferred
• Advanced knowledge of marketing automation platforms, CRM systems, and performance analytics tools
• Visionary leadership with the ability to inspire and align teams toward common goals
• Data-driven mindset with a focus on continuous improvement and measurable outcomes
• Strong collaboration and influencing skills, with a proven ability to build relationships across functions and levels
• Strategic thinker with exceptional problem-solving and decision-making abilities
• Passionate about innovation and staying ahead of industry trends

ASSUMPTION: Candidates should have a strong background in demand generation, with a proven track record of driving business impact and managing high-performing teams. They should also be comfortable working in a dynamic, fast-paced environment and collaborating with cross-functional stakeholders.

💰 Compensation & Benefits

Salary Range: $233,000.00 - $303,000.00 per year

Benefits:

• Discretionary bonus typically paid annually
• Restricted Stock Units granted at time of hire
• 401(k) match and comprehensive employee benefits package

Working Hours: Full-time, with up to 25% travel required to meet with teams in other offices, vendors, and/or attend events. Reliable internet access for remote work.

ASSUMPTION: The salary range represents the low and high end of the salary range for this job in the US. Minimums and maximums may vary based on location. The actual salary offer will carefully consider a wide range of factors, including your skills, qualifications, experience, and other relevant factors.

📌 Applicant Insights

🔍 Company Context

Industry: Software Development

Company Size: 1,001-5,000 employees

Founded: 2008

Company Description:

• Workiva powers transparency, accountability, and trust. Finance, accounting, sustainability, risk, and audit teams from more than 6,000 organizations worldwide rely on Workiva for their mission-critical work.
• Their platform transforms how customers connect data, unify processes, and empower teams in a secure, audit-ready, AI-powered, collaborative platform.
• Workiva is a public company with a strong focus on innovation and customer success.

Company Specialties:

• Government Reporting
• Internal Controls
• Section 16
• SEDAR Reporting
• SOX
• SEC Reporting
• CCAR/Stress Tests
• Enterprise Risk Management
• Environmental Health and Safety
• ORSA
• RRP
• Sustainability
• Board Reporting
• Investor Relations
• Managerial Reporting
• CASS
• Statutory Reporting
• Regulatory Reporting
• Internal Audit Management
• Financial Close Reporting
• Berichtspflichten
• ESEF-Berichterstattung
• Geschäftsberichte
• Internes Kontrollmanagement
• Regulatorisches Berichtswesen
• SEC-Berichterstattung
• Reporting annuel
• Gestion des Contrôles Internes
• Reporting réglementaire
• Reporting statutaire
• ESEF Reporting
• Statutory Reporting
• Regulatory Reporting
• Annual Reporting
• ESG and CSRD

Company Website: http://www.workiva.com

ASSUMPTION: Workiva is a well-established company in the software development industry, with a strong focus on regulatory reporting and compliance. They offer a comprehensive platform that caters to various business needs, making them an attractive employer for professionals in the field.

📊 Role Analysis

Career Level: Executive

Reporting Structure: This role reports directly to the Chief Marketing Officer and oversees a team of directors and 30+ marketing professionals.

Work Arrangement: Remote OK, with up to 25% travel required to meet with teams in other offices, vendors, and/or attend events.

Growth Opportunities:

• This role offers significant growth potential, as it is a critical leadership position within the marketing organization.
• Successful candidates may have the opportunity to expand their team, take on additional responsibilities, or advance to a more senior role within the company.
• Workiva's commitment to innovation and customer success creates an environment where high-performing individuals can thrive and grow their careers.

ASSUMPTION: This role presents a unique opportunity for an experienced marketing professional to make a significant impact on a global scale. It offers a high degree of autonomy, strategic influence, and the chance to lead a large, high-performing team.

🌍 Location & Work Environment

Office Type: Remote-first, with offices in multiple locations across the United States and internationally.

Office Location(s): Ames, Iowa (Headquarters), Bozeman, Montana, Charleston, South Carolina, Denver, Colorado, Missoula, Montana, New York, New York, Philadelphia, Pennsylvania, Scottsdale, Arizona, Sault Ste. Marie, Ontario, Amsterdam, Netherlands, London, England, Paris, France, Frankfurt, Germany, Singapore, Hong Kong, Melbourne, Australia, Sydney, Australia, Madrid, Spain

Geographic Context:

• Workiva's headquarters is located in Ames, Iowa, a mid-sized city with a low cost of living and a strong sense of community.
• The company has offices in major cities across the United States and internationally, offering employees the opportunity to work in vibrant urban environments or remote settings.
• Workiva's remote-first policy allows employees to work from any location within their country of employment, providing flexibility and work-life balance.

Work Schedule: Full-time, with up to 25% travel required to meet with teams in other offices, vendors, and/or attend events. Reliable internet access for remote work.

ASSUMPTION: Workiva's remote-first policy and global office network provide employees with a high degree of flexibility and the opportunity to work in diverse geographic contexts. This can be particularly appealing to candidates who value work-life balance and the ability to live and work in various locations.

💼 Interview & Application Insights

Typical Process:

• Online application and resume screening
• Phone or video call with a member of the HR team
• Behavioral and situational interviews with hiring managers and team members
• Final interviews with senior leadership
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and leadership capabilities
• Experience in demand generation and marketing strategy
• Ability to manage large budgets and optimize resource allocation
• Communication and presentation skills, with a focus on executive-level stakeholder management
• Technical proficiency in marketing automation platforms, CRM systems, and performance analytics tools

Application Tips:

• Tailor your resume to highlight your experience in demand generation, marketing strategy, and leadership roles.
• Prepare for behavioral and situational interview questions that focus on your strategic thinking, leadership, and communication skills.
• Demonstrate your understanding of Workiva's business and the specific challenges faced by the demand generation team.
• Showcase your ability to manage large budgets and optimize resource allocation through specific examples from your past experiences.

ATS Keywords: Demand Generation, Strategic Leadership, Multi-Channel Marketing, Performance Optimization, Team Development, Budget Management, Collaboration, Data-Driven Insights, Sales Alignment, Innovation, Problem-Solving, Communication, Mentorship, Resource Allocation, Marketing Automation, CRM Systems

ASSUMPTION: Workiva's interview process is designed to assess candidates' strategic thinking, leadership, and communication skills, as well as their technical proficiency in marketing automation platforms and CRM systems. Successful candidates will demonstrate a strong track record in demand generation and the ability to manage large, high-performing teams.

🛠️ Tools & Technologies

• Marketing automation platforms (e.g., Marketo, Pardot, HubSpot)
• CRM systems (e.g., Salesforce, HubSpot CRM, Zoho CRM)
• Performance analytics tools (e.g., Google Analytics, Adobe Analytics, Mixpanel)
• Advertising platforms (e.g., Google Ads, Facebook Ads, LinkedIn Ads)
• Collaboration tools (e.g., Slack, Microsoft Teams, Google Workspace)
• Project management tools (e.g., Asana, Trello, Jira)
• Data visualization tools (e.g., Tableau, Power BI, Looker)

ASSUMPTION: This role requires proficiency in marketing automation platforms, CRM systems, and performance analytics tools. Familiarity with advertising platforms, collaboration tools, project management tools, and data visualization tools is also beneficial.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric: Workiva prioritizes the needs and success of its customers above all else.
• Innovative: The company fosters a culture of continuous learning and improvement, encouraging employees to challenge the status quo and drive progress.
• Collaborative: Workiva values teamwork, open communication, and cross-functional collaboration to achieve common goals.
• Accountable: The company holds its employees responsible for delivering high-quality work and driving meaningful business impact.
• Inclusive: Workiva is committed to creating a diverse, equitable, and inclusive work environment where all employees feel valued and respected.

Work Style:

• Strategic: This role requires a high degree of strategic thinking, planning, and execution.
• Data-driven: Candidates should be comfortable working with data and using it to inform decision-making and optimize performance.
• Collaborative: This role involves close collaboration with cross-functional teams, including sales and product marketing.
• Adaptable: Workiva's fast-paced environment requires employees to be flexible, resilient, and able to pivot quickly in response to changing priorities and market conditions.
• Results-oriented: The company values employees who take ownership of their work, drive results, and continuously seek to improve their performance.

Self-Assessment Questions:

• How do you align with Workiva's customer-centric value, and how have you demonstrated this in your past roles?
• Can you provide an example of a time when you drove innovation and challenged the status quo in a marketing context?
• How do you approach collaboration and cross-functional teamwork, and how have you successfully navigated complex stakeholder dynamics in the past?
• How do you ensure accountability and deliver high-quality work, especially when working remotely or in a fast-paced environment?
• How do you stay informed about industry trends and adapt your strategies to capitalize on emerging opportunities?

ASSUMPTION: Workiva's culture values strategic thinking, data-driven decision-making, collaboration, adaptability, and a results-oriented mindset. Candidates should be able to demonstrate these qualities and provide specific examples of how they have applied them in their past roles.

⚠️ Potential Challenges

• Managing a large, remote team with a high degree of autonomy and accountability
• Balancing strategic planning and execution with day-to-day team management and tactical demands
• Navigating a fast-paced, dynamic work environment with shifting priorities and market conditions
• Managing a multi-million-dollar budget and optimizing resource allocation to maximize impact
• Collaborating effectively with cross-functional teams, including sales and product marketing, to align marketing initiatives with business priorities
• Ensuring operational excellence and agility across all demand generation functions, promoting efficiency and scalability

ASSUMPTION: This role presents significant challenges, including managing a large, remote team, balancing strategic and tactical demands, and navigating a fast-paced, dynamic work environment. Successful candidates will possess strong leadership, communication, and adaptability skills, as well as a proven track record in demand generation and team management.

📈 Similar Roles Comparison

• VP of Demand Generation vs. VP of Marketing: The VP of Demand Generation role focuses more on customer acquisition, pipeline progression, and revenue growth, while the VP of Marketing role encompasses a broader range of marketing functions, including brand management, product marketing, and customer retention.
• Industry-specific context: Workiva operates in the software development industry, with a focus on regulatory reporting and compliance. This may differ from other industries, such as consumer goods or technology, where demand generation strategies and priorities may vary.
• Career path comparison: The VP of Demand Generation role is typically a stepping stone to more senior marketing leadership positions, such as Chief Marketing Officer or Chief Revenue Officer. It may also serve as a pathway to general management roles within the organization.

ASSUMPTION: The VP of Demand Generation role at Workiva is similar to other VP-level demand generation positions in the software development industry. However, the specific challenges, priorities, and career path considerations may vary based on the company's size, structure, and strategic goals.

📝 Sample Projects

• Developing and executing a comprehensive, multi-channel demand generation strategy that drives a 30% increase in qualified leads and a 20% improvement in conversion rates
• Managing a team of 30+ marketing professionals to execute a large-scale advertising campaign, resulting in a 50% increase in brand awareness and a 25% increase in website traffic
• Optimizing the lead scoring model and lead nurturing process, leading to a 40% improvement in lead quality and a 20% increase in pipeline velocity

ASSUMPTION: These sample projects demonstrate the strategic, tactical, and leadership aspects of the VP of Demand Generation role at Workiva. Successful candidates will have a proven track record in driving business impact through demand generation initiatives and managing high-performing teams.

❓ Key Questions to Ask During Interview

• Can you describe the current state of the demand generation function at Workiva, and what are the most pressing challenges facing the team?
• How does Workiva approach cross-functional collaboration, and how do you envision working with the sales and product marketing teams to align marketing initiatives with business priorities?
• What are the key performance indicators (KPIs) used to measure the success of demand generation campaigns at Workiva, and how are they tracked and reported to senior leadership?
• How does Workiva support the professional development and career growth of its marketing team members, and what opportunities exist for growth and advancement within the organization?
• What is Workiva's approach to innovation and staying ahead of industry trends, and how does the company foster a culture of continuous learning and improvement?

ASSUMPTION: These interview questions are designed to assess the candidate's understanding of Workiva's business, demand generation function, and culture. They also provide insight into the company's priorities, challenges, and growth opportunities.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume to highlight your experience in demand generation, marketing strategy, and leadership roles
• Prepare for behavioral and situational interview questions that focus on your strategic thinking, leadership, and communication skills
• Demonstrate your understanding of Workiva's business and the specific challenges faced by the demand generation team
• Showcase your ability to manage large budgets and optimize resource allocation through specific examples from your past experiences
• Follow up with the hiring manager one week after your final interview to express your continued interest in the role and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.