Director, Segment Marketing

Cohesity•Santa Clara, CA

22h•Hybrid

About The Position

Cohesity is a leader in AI-powered data security and management. Aided by an extensive ecosystem of partners, Cohesity makes it easy to secure, protect, manage, and get value from data — across the data center, edge, and cloud. Cohesity helps organizations defend against cybersecurity threats with comprehensive data security and management capabilities, including immutable backup snapshots, AI-based threat detection, monitoring for malicious behavior, and rapid recovery at scale. We’ve been named a Leader by multiple analyst firms and have been globally recognized for Innovation, Product Strength, and Simplicity in Design. Join us on our mission to shape the future of our industry. This is a rare opportunity for a senior B2B marketing leader to own and transform how Cohesity generates pipeline at scale across both our established Enterprise segment and our newly created Commercial segment (organisations with $100M–$1B in revenue). You will define and execute the global integrated campaign strategy, build a modern AI-powered demand engine, and lead a team of three segment marketers covering Enterprise, Commercial, and Webinar Marketing. You will report into the Growth Marketing leader and work in close partnership with Sales, Product Marketing, ABM, Vertical Marketing, Partner Marketing, and regional field teams worldwide. This role carries direct accountability for pipeline delivery across both segments. If you thrive on strategy, execution, and data and you're energised by the complexity of marketing to two distinct buyer types at global scale, this role is for you!

Requirements

10+ years in B2B technology marketing, with strong hands-on experience across both Enterprise and Commercial/mid-market segments
Deep understanding of how buying behaviour, messaging, channel mix, and sales motion differ between Enterprise and Commercial buyers and proven ability to build for both simultaneously
Proven track record leading integrated demand generation programmes with direct accountability to pipeline and revenue targets
Experience building and scaling global campaign frameworks, including working across regional marketing, ABM, vertical, and sales play teams
Experience managing and developing high-performing marketing teams in complex, matrixed organisations
Strong analytical mindset able to move fluently between pipeline data, campaign strategy, and hands-on execution
Deep, hands-on experience with AI tools across the full marketing workflow not just familiarity, but a genuine practitioner who actively uses AI to scale content production, personalisation, and campaign performance. This includes experience with many of the following: Content & copy generation: Jasper, ChatGPT, Claude, Copy.ai Video & avatar creation: Synthesia, HeyGen (AI video at scale for webinars, ads, and personalised outreach) Campaign personalisation & ABM: 6sense, Demandbase, Mutiny, Tofu Marketing automation & analytics: Marketo, Salesforce, Tableau
Exceptional communication and stakeholder management skills, including the ability to influence at senior leadership level
Experience aligning marketing to sales motions, including SDR/BDR functions, ABM strategies, and sales plays
Background in IT infrastructure, cybersecurity, data protection, cloud, or adjacent B2B technology categories strongly preferred

Nice To Haves

Experience building an AI-native marketing workflow using tools not just individually but as a connected system (e.g. webinar transcript → Jasper/ChatGPT for repurposing → HeyGen for video → Marketo for nurture)
Experience standing up a new segment or market motion from scratch defining the ICP, messaging, and acquisition playbook
Background scaling marketing at a high-growth or category-defining technology company
Experience building global campaign playbooks and enablement frameworks for distributed teams

Responsibilities

Lead Strategy Across Enterprise and Commercial Segments: Define and execute the integrated campaign framework. Own the annual and quarterly campaign plans for both segments including messaging, ICPs, channel mix, and budget allocation. Translate Cohesity's AI-powered data security platform into compelling, segment-specific narratives: outcome-led messaging for Enterprise and efficiency- and value-oriented positioning for Commercial. Partner with Product Marketing and Growth Marketing leadership to align campaigns with company priorities, verticals, sales plays and buyer personas.
Build a Global Campaign Framework: Develop a unified global campaign framework that integrates Enterprise and Commercial workstreams, and connects seamlessly with the ABM, Vertical Marketing, and Sales Play teams. Ensure the framework is scalable, regionally adaptable, and inclusive of the full buyer journey from awareness through to pipeline and revenue.
Build and Lead a High-Performing Team: Manage and develop a team of three covering Enterprise, Commercial, and Webinar Marketing. Set a high bar for accountability, experimentation, and continuous improvement. Build capability in modern demand generation practices, AI adoption, and data fluency across the team.
Drive Pipeline and Performance: Own pipeline targets for both segments. Build a robust measurement framework across funnel conversion, attribution, ROI, and velocity. Use data to continuously improve. Report on performance with clarity and confidence to senior stakeholders, including Growth Marketing leadership and Sales.
Orchestrate Integrated Campaigns: Bring together paid media, email, webinars, digital, field, ABM, and vertical programmes into cohesive, segment-specific campaign plans. Define a tiered market approach across core, expansion, and growth geographies, with strategies tailored to maturity and investment level.
Own the Global Webinar Programme: Take full ownership of Cohesity's webinar strategy and execution - one of our highest-volume demand generation channels. Define the editorial calendar, topic strategy, speaker mix, and format innovation across Enterprise and Commercial audiences. Drive continuous improvement in promotion, registration, attendance, and pipeline conversion, and ensure the programme is fully integrated into the broader campaign framework and buyer journey. Review and launch new channels for NNLs.
Pioneer the Commercial Segment GTM: The Commercial segment is a new motion for Cohesity. You will play a defining role in standing it up, identifying the right acquisition tactics, expanding on the messaging playbook, reviewing the ICP, and selecting the channel mix that works for mid-sized buyers at scale globally. Bring hands-on knowledge of what resonates with IT and security decision-makers in mid-sized organisations, and how buying dynamics differ from Enterprise.
Align Lifecycle and Conversion: Map segment-specific buyer journeys from acquisition through pipeline and revenue. Partner with Lifecycle Marketing and the Email Activation team, Marketing Operations, and SDRs to optimise nurture programmes, scoring models, and conversion paths. Leverage AI and automation to deliver personalised buyer experiences at scale.
Build Strong Cross-Functional Partnerships: Align tightly with Product Marketing, ABM/Vertical Marketing, Paid Media, Social, Content, SDR, Partner Marketing, and regional field teams. Influence without authority. Create shared accountability and feedback loops that make everyone more effective. Work especially closely with the Communications and Product Marketing teams to ensure campaigns are tightly integrated with corporate messaging, product launches, and thought leadership moments. Bring these teams into campaign planning early so that PR, analyst relations, and product narratives amplify demand generation activity and vice versa. Act as the connective tissue between segment-level execution and the broader Cohesity brand story.