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VP of Demand Generation job description

A VP of Demand Generation is a high-level executive responsible for strategizing and implementing marketing initiatives that drive customer interest and engagement towards a company’s products or services. They focus on growing the company’s client base and revenue through various marketing channels and analytics-driven strategies.

Alexandros Pantelakis
Alexandros Pantelakis

HR content specialist at Workable, delivering in-depth, data-driven articles to offer insights into industry and tech trends.

Use this VP of Demand Generation job description template to advertise open roles for your company. Be sure to modify requirements and duties based on the unique needs of the role you’re hiring for.

What is a VP of Demand Generation?

A VP of Demand Generation is an executive role within the marketing department, focusing on generating demand for the company’s products or services. This involves developing and executing strategies that increase brand awareness, drive traffic, and convert leads into paying customers.

The VP of Demand Generation uses data and analytics to inform decisions, optimizing marketing efforts for maximum efficiency and impact.

What does a VP of Demand Generation do?

A VP of Demand Generation leads the efforts to create demand for a company’s offerings through targeted marketing strategies. They oversee the development of a marketing function that encompasses paid and organic channels, SEO, SEM, content marketing, and more.

This role involves managing teams, budgets, and external agencies to execute campaigns that align with the company’s growth objectives. By closely monitoring market trends and performance metrics, they adapt strategies to ensure ongoing improvement in customer acquisition, engagement, and retention.

The VP of Demand Generation plays a critical role in scaling the company’s reach and revenue by effectively attracting and converting leads into loyal customers.

VP of Demand Generation responsibilities include:

  • Building a scalable acquisition marketing function targeting quality traffic growth and conversion
  • Optimizing inbound marketing to improve website visitor conversion
  • Overseeing paid acquisition efforts and managing paid media budgets
  • Collaborating with content and product marketing teams to increase traffic and generate demand for new features and products

Job brief

Our company is seeking a dynamic VP of Demand Generation to spearhead our acquisition and revenue growth initiatives. In this pivotal role, you’ll apply your 10+ years of marketing experience to scale our leadership in the global SMB market.

You’ll strategize across performance marketing channels, optimize our inbound marketing, and oversee paid media efforts, including innovative channels like podcast and radio advertising.

Collaborating with cross-functional teams, you’ll drive demand for our product-led growth model, managing budgets, agencies, and personnel while reporting directly to the CMO. If you’re a data-driven marketer with a consumer mindset, ready to significantly impact our SMB client base expansion, join us in shaping the future of recruiting software.



  • Build and scale the acquisition marketing function
  • Optimize inbound marketing and conversion for Workable’s website
  • Oversee paid acquisition strategies and manage SEM/SEO agency relationships
  • Experiment with diverse paid media forms to maximize reach and conversion
  • Collaborate with content, product marketing, and sales teams to enhance demand generation
  • Develop and implement strategies to increase trial starts, conversions, and self-service revenue
  • Monitor and report on key metrics for acquisition and revenue growth

Requirements and skills

  • 10+ years in marketing, with a focus on demand generation in high-growth environments
  • Strong analytical skills and proficiency in martech and analytics tools
  • Proven leadership experience, with at least 3 years in team management
  • Expertise in SEO, conversion rate optimization, and A/B testing
  • Familiarity with the SaaS/tech industry and product-led growth models is preferred
  • Excellent verbal and written communication skills

Frequently asked questions

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