Vice President, Vertical Marketing – Demand
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Job Description
Vice President leading vertical marketing, demand generation, and AI-powered growth strategy. Driving pipeline, bookings, and market adoption for Blackbaud’s social-impact technology.
Responsibilities:
- Define and lead marketing strategy across Blackbaud’s vertical markets
- Identify growth, market expansion, and untapped demand opportunities and translate them into annual and multi-year plans aligned to revenue objectives
- Own accountability for market adoption, pipeline creation, bookings contribution, and demand performance
- Own demand creation, demand capture, and demand conversion across all verticals
- Establish operating rhythms and performance standards driving predictable pipeline growth
- Make and optimize investment decisions across search, performance marketing, events, partnerships, customer advocacy, and emerging acquisition channels
- Identify and scale growth opportunities across search, AI-powered discovery, performance marketing, partnerships, customer advocacy, and emerging acquisition channels
- Establish experimentation frameworks to test, learn, and scale growth opportunities
- Partner with Product Marketing and Product Management on adoption and expansion opportunities
- Drive AI-powered planning, personalization, content creation, audience targeting, campaign optimization, and analytics
- Integrate buyer signals, automation, predictive insights, and agentic workflows into the demand engine
- Establish standards for marketing productivity, decision-making speed, and operational effectiveness
- Lead, coach, and develop Vertical Marketing Directors and their teams
- Foster ownership, curiosity, experimentation, and accountability
- Build future leaders and strengthen strategic marketing capabilities
- Partner with Sales leadership on pipeline goals, quality standards, and growth priorities
- Partner with Product Marketing to align product and market strategy
- Partner with Revenue Operations on visibility, forecasting, measurement, and optimization
- Represent marketing strategy, growth performance, and investment decisions to executive leadership
Requirements:
- 15+ years of B2B marketing leadership experience
- Proven success leading demand generation, growth marketing, or go-to-market organizations
- Demonstrated ability to build scalable demand engines tied directly to pipeline and revenue outcomes
- Deep expertise across search, performance marketing, account-based marketing, digital acquisition, and growth strategy
- Experience identifying, evaluating, and scaling emerging growth opportunities
- Strong analytical and financial acumen with experience managing significant marketing investments
- Experience leading organizational transformation and change
- Strong executive communication and stakeholder management skills
- An owner mindset, natural curiosity, and the willingness to challenge how work gets done
- A builder’s orientation and the ability to move between growth strategy, demand performance, buyer behavior, AI, and operating-model decisions
- A record of focusing teams on business impact rather than marketing activity
- Passion for applying AI to improve business performance and customer outcomes
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