Vice President, Demand Generation, International

Overview

Role Overview 

The Vice President, Demand Generation International (EMEA, APJ, LATAM) 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 to 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 market, including full ownership of routes to market including 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, working closely with marketing, partner and sales on their respective sources 

• 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 into marketing’s contribution to pipeline and revenue outcomes at the executive level 

• Create and leverage the latest AI techniques to help with scaled growth 

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 organization focused on accountability, speed, and impact 

Embedded Digital & Full-Funnel Strategy 

• Ensure demand generation & digital strategy is fully integrated into each demand generation role 

• Improve conversion performance across the funnel through channel integration, content optimization, and digital innovation 

• Partner with centralized digital operations teams to ensure execution excellence while maintaining regional ownership of outcomes across international markets 

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 fully aligned to pipeline goals and integrated with digital and SDR 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 Optimization & Investment Strategy 

• Optimize marketing investment across channels and programs to maximize 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 organization 

• Experience using AI to get to market faster & drive growth 

• Experience building and scaling regionally distributed, segment-driven demand generation organizations 

• Deep 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 organizational transformation and operating model change 

• Bachelor’s degree required; MBA or advanced degree preferred 

About Hyland

Hyland is the pioneer of the Content Innovation Cloud™, delivering ubiquitous enterprise intelligence to organizations with solutions that unlock actionable insights and drive automation. © Hyland. All rights reserved.

Trusted by thousands of organizations worldwide, including many of the Fortune 100, Hyland's solutions create the foundation for a connected, agentic enterprise, where teams harness the power of AI to redefine how they operate and engage with those they serve. For additional information on Hyland's platform and services, please visit Hyland.com.

#HylandLife

Since 1991, it has been Hyland's mission to help our employees, customers and partners exceed their potential with our industry-leading content services platform. Our employees exude a contagious energy and are passionate about what they do – whether it's helping customers succeed, raising up their fellow Hylanders, or engaging in the communities where they live and work.

The #HylandLife hashtag encompasses our employee-centric culture. Our employees live our culture day in and day out by bringing their best self to work. Hyland supports them to do just that through career development resources, wellbeing programs and innovation practices. We thrive on diverse viewpoints and new ideas and believe that a positive, inclusive workplace is imperative to sustainable success.

As we've grown to a company of nearly 4,000 strong, we have the opportunity to make a significant impact on our communities. We strongly support employee initiatives and align our giving campaigns and programs to organizations that are important to them.

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 any characteristic protected by applicable laws and regulations. Information collected during the hiring process is used solely to assess qualifications, verify identity, and comply with legal requirements.