Director, Demand Generation

Hyland•Westlake, OH

About The Position

The Director, Demand Generation for Industry Markets is responsible for driving pipeline performance across Hyland’s priority industry segments, including Insurance, Government/Education, and Financial Services. This role defines and executes segment-specific demand generation strategies that align to revenue goals, market opportunity, and go-to-market priorities. This leader owns pipeline creation and progression within their assigned verticals, partnering closely with Sales, Product Marketing, Partner Marketing, and central marketing teams to deliver measurable business outcomes.

Requirements

10+ years of experience in B2B marketing, with a focus on demand generation, field marketing, or growth roles
Proven track record of driving pipeline and revenue outcomes within industry segments or vertical-based marketing models
Experience supporting Sales organizations and aligning to account-based and segment-driven strategies
Strong expertise in: Demand generation and pipeline management
Strong expertise in: Industry/vertical marketing strategy (Insurance, Public Sector, Financial Services preferred)
Strong expertise in: Digital marketing, integrated campaigns, and ABM
Strong expertise in: Field marketing and account engagement strategies
Strong expertise in: Performance measurement, reporting, and ROI optimization
Experience working within a global, matrixed marketing organization
Strong cross-functional collaboration and stakeholder management skills
Analytical mindset with ability to translate data into action
Bachelor’s degree required

Responsibilities

Own pipeline creation and progression across assigned verticals (Insurance, Gov/Ed, FSI)
Translate company revenue goals into vertical-specific demand plans, targets, and investment priorities
Partner with Sales to align on pipeline targets, account coverage, and growth opportunities
Drive visibility into marketing’s contribution to vertical pipeline and revenue outcomes
Define and execute end-to-end demand generation and Field Marketing strategies tailored to each vertical’s buying dynamics and customer needs
Activate integrated industry-specific, full-funnel programs including digital campaigns, account focused activities and field initiatives
Drive continuous improvement in campaign performance, engagement, and conversion across vertical audiences
Align demand generation execution to vertical sales coverage models and account strategies
Partner closely with Sales leaders to drive shared ownership of pipeline and conversion outcomes
Enable account-based and segment-specific strategies to increase relevance within target accounts
Support pipeline acceleration through coordinated marketing, SDR, and sales engagement
Partner with Global Campaigns to leverage scalable programs
Partner with Product Marketing to ensure strong vertical messaging and positioning
Partner with Marketing Operations for reporting, insights, and performance tracking
Partner with Digital and Web teams to support campaign execution and conversion
Monitor and optimize pipeline performance, campaign effectiveness, and marketing ROI across verticals
Identify inefficiencies and opportunities to improve targeting, messaging, and channel performance
Leverage data and insights to improve demand generation effectiveness and investment allocation