Vice President, Demand Generation

Circana

18h•Remote

About The Position

At Circana, we are fueled by our passion for continuous learning and growth, we seek and share feedback freely, and we celebrate victories both big and small in an environment that is flexible and accommodating to our work and personal lives. We have a global commitment to diversity, equity, and inclusion as we believe in the undeniable strength that diversity brings to our business, employees, clients, and communities. With us, you can always bring your full self to work. Join our inclusive, committed team to be a challenger, own outcomes, and stay curious together. Circana is proud to be Certified™ by Great Place To Work®. This prestigious award is based entirely on what current employees say about their experience working at Circana. Learn more at www.circana.com. What will you be doing? We are seeking a strategic and results-driven VP, Demand Generation to build and scale a world class demand engine that drives predictable leads, pipeline and revenue growth. This leader will own the end-to-end demand strategy across paid, earned, and owned media, partnering closely with marketing operations. The ideal candidate will bring a combination of strategic thinking, analytical rigor, and hands-on execution to increase MQLs and optimize revenue. This role will partner closely with Marketing Ops, Brand Activation, Product Marketing, Events, and Content to orchestrate campaigns that align marketing investments with revenue outcomes.

Requirements

15+ years of experience in demand generation roles across paid, earned and/or owned media.
5+ years managing demand gen team of experts.
Proven track record of leveraging demand gen programs to drive growth and building scalable programs.
Deep expertise in paid media, inbound marketing, marketing automation, and ABM.
Strong analytical skills and experience with attribution and marketing analytics.
Experience managing multi-million-dollar marketing budgets.
Exceptional cross-functional leadership and communication skills.

Responsibilities

Develop and execute a comprehensive omnichannel demand gen programs to support specific products in market, to drive MQLs and revenue on a global scale.
Build scalable programs across paid and organic acquisition, inbound marketing, ABM, events, partnerships and lifecycle marketing.
Optimize lead flow across the full funnel.
Leverage knowledge of core paid, earned, and owned platforms (e.g. Demandbase, Google, Wix, Hubspot, etc.) to drive integrated reporting, insights and growth
Manage and scale digital campaign execution across paid search, paid social, display, organic, content syndication, and retargeting.
Lead optimization efforts across SEO, GEO and AEO and adjusting as both web crawlers and AI bots adjust factors for findability.
Create a process for measuring and improving conversion rates across all channels.
Own budget allocation and performance tracking across all channels.
Implement and optimize Account-Based Marketing (ABM) strategies for target accounts.
Own funnel reporting and insights and ensure tight alignment between marketing programs and sales pipeline goals.
Design and optimize customer growth marketing programs including lead nurturing, to drive upsell/cross-sell campaigns, and retention campaigns throughout the customer lifecycle.
Collaborate with Brand Activation to deliver compelling messaging in market and with Product Marketing to align messaging across the funnel.
Coach, mentor and lead a high-performing global team across paid, earned and owned media.
Foster a culture of performance experimentation, data-driven decision making, and continuous optimization.
Build and maintain relationships with key stakeholders and align on growth strategies and business objectives.
Manage agency and vendor relationships as needed.