Vice President, Demand Generation

RSA Security•Burlington, MA

8d•Onsite

About The Position

RSA is building the demand engine that will carry a global cybersecurity leader into its next phase of growth. We are hiring a Vice President of Demand Generation to own it end to end: the strategy, the technology, the team, and the number. You will own global marketing-sourced pipeline and be accountable for creating leads that drive pipeline that become revenue. You will design and execute the digital demand model and, strategically using AI-strategies and best practices, drive demand and generate leads. You will lead the regional lead development team that builds pipeline for our in-region sales hunters, and own the marketing technology stack that powers the whole engine. You are an out-of-the-box thinker and an aggressive marketer who tries new things and makes strong calculated decisions. Our buyers are hard to move so will need to be deliberate and strategic. You are analytical and go deep with data but can see and tell compelling stories through the data and represent what’s really happening in marketing to those outside the department.

Requirements

15+ years in enterprise B2B SaaS or cybersecurity marketing, including 5+ years leading demand generation at scale with direct pipeline accountability.
A track record owning a pipeline number and hitting it, with revenue accountability shared with Sales.
Demonstrated command of AI in demand generation: agentic and AI-SDR platforms, generative engine optimization, AI-assisted content and campaign operations, and the judgment to know where automation ends and human strategy begins.
Deep enterprise ABM expertise, fluency in intent platforms (6sense or equivalent), and command of scaled digital demand generation across paid search, paid social, and programmatic.
Expert-level ownership of HubSpot (or equivalent) and the broader marketing and AI technology stack.
Experience leading a regional lead development function that carries a pipeline target and feeds field sales.
The analytical depth to own attribution, forecasting, and pipeline math, and the executive presence to present it to the board.
A record of building and leading teams, and of building the function before the team exists.
All employees must be legally authorized to work in the US.

Nice To Haves

Nimble builder who wants to lead a small but aggressive team.
Fluent in the newest demand-gen practices and disciplined about applying rigor to lead-generation.
Builds bridges with others and is great at building a great team and collaborating across departments.
Passionate about RSA’s success and the mission behind what we do.
Eager to jump into a fast-pace and rigorous environment and drive immediate results.

Responsibilities

Own the global demand-generation strategy and carry the marketing-sourced and marketing-influenced pipeline targets that feed the revenue plan.
Build a repeatable, forecastable pipeline model across regions and segments, and defend it in front of the CEO, CRO, and board.
Own the demand-generation budget and the return on it.
Build RSA into an AI-native demand function. Deploy agentic workflows to research accounts, personalize outreach at scale, sequence follow-up, and book qualified meetings.
Own generative engine optimization and AI engine optimization (GEO/AEO). Ensure RSA is the answer buyers get inside ChatGPT, Perplexity, Copilot, and AI search. Treat AI answer visibility as a primary demand channel alongside traditional search.
Build a signal-to-pipeline system that pairs real buying signals (intent, funding, hiring, leadership changes, product usage) with personalization specific enough to earn the meeting. Signal-qualified beats list-based, every time.
Lead enterprise Account-Based Marketing against priority ICPs, aligned to regional sales teams and named-account plans.
Design buying-committee engagement and personalized account journeys that move whole committees, not single leads. Build and report on multi-attribution of leads to pipeline.
Own RSA's intent and orchestration strategy in 6sense (or equivalent): account prioritization, predictive audiences, buying-stage insight, and sales orchestration.
Own and scale digital demand generation across paid search, paid social (LinkedIn and beyond), programmatic, content syndication, and demand-gen webinars.
Drive website and funnel conversion through experimentation, personalization, CTA strategy, and continuous testing across the buyer journey.
Work with brand and comms to ensure that first party thought-leadership content can be used to generate demand.
Manage the marketing operations and analytics team and ensure data quality and operational excellence.
Own the marketing technology stack end to end, from HubSpot (or equivalent), Big Marker (or equivalent) for webinars, 6Sense (or equivalent) for intent, data enrichment and ABM.
Drive best practices for workflows, lead scoring, lifecycle, nurture, and reporting.
Lead the regional lead development team, aligned to in-region sales hunters and accountable for the pipeline it builds. Set the qualification bar, the playbooks, and the handoff to Sales.
Set the operating rhythm with Sales, Product Marketing, Field Marketing, Brand, Web, and Revenue Operations.
Give the executive team a clear, trusted view of demand: real-time dashboards, honest attribution, and a narrative leadership can act on.
Own how demand is presented. Build and deliver ELT presentations and board slides that translate pipeline, forecast, and investment decisions into a clear, defensible story.
Represent marketing through the numbers in weekly business reviews, pipeline reports and board readouts
Create and present regular meetings with finance to show return on marketing spend.