Vice President of Integrated Campaigns & Demand Generation, UpGuard

• 10+ years of B2B marketing experience, with at least 5 years in a leadership role overseeing integrated campaigns, demand generation, and BDR/SDR—ideally in a SaaS and/or cybersecurity environment
• Familiar with both PLG and sales-led motions
• Proven track record of building, developing, and retaining top talent, and fostering a collaborative, high-performance team culture
• Excellent proficiency with Hubspot CRM, and the latest in intent-based outbound tooling (e.g. Unify, Pocus)
• Strong analytical and problem-solving abilities, with the aptitude to interpret complex data sets and drive actionable insights
• Exceptional verbal and written communication skills, with the ability to influence and motivate team members and stakeholders at all levels

Desirable

• Before starting work with us, you will need to undertake a national police history check and reference checks
• The Marketing team at UpGuard includes multiple marketing and design functions, including Product Marketing, Demand Gen, Marketing Ops, Content Marketing, SEO, Community, Design, and Video. UpGuard’s vision is to become a leader in the markets we play in (Cyber VRM, Attack Surface Management) by providing a best-in-class SaaS platform for organizations to manage their third-party risk and external attack surface
• Our purpose as a Marketing team is to facilitate this goal by growing UpGuard with a repeatable and scalable marketing engine and a leading brand
• As the VP of Integrated Campaigns & Demand Generation, you will be responsible for designing and executing end-to-end marketing campaigns that drive pipeline, revenue, and brand awareness
• You will oversee global nurture programs (both inbound and outbound) and regional field initiatives to generate and convert leads into high-value sales opportunities
• This is a strategic, high-impact role that requires close collaboration with Product Marketing, Sales, Growth Marketing, and other cross-functional teams to deliver measurable results
• Develop and own a cohesive global campaign framework aligned with our buyer’s journey and new product launches
• Collaborate with Product Marketing to ensure campaign themes and messaging resonate with our ICP and target personas
• Lead a team responsible for planning and executing field programs, industry events, and regional activities that generate qualified leads and strengthen relationships with prospects and customers
• Develop multi-channel nurture journeys (both inbound and outbound) that guide prospects through the middle of our funnel
• Oversee and provide strategic direction to a global team of BDRs that process inbound leads today, ensuring they effectively qualify and engage leads generated by campaigns, events, and account-based initiatives
• Leverage the latest warm outbound tools, AI, and marketing automation to drive efficiency in the middle of the funnel
• Ensure our marketing database is effectively segmented and enriched for account-based outreach
• Drive email best practices (deliverability, A/B testing, personalization) to improve open rates and conversions
• Recruit, mentor, and develop a high-performing global team of campaign managers, field marketers, and ABM program specialists
• Foster a data-driven, collaborative culture that encourages innovation, continuous improvement, and accountability.Oversee budgeting, resource allocation, and vendor relationships to meet campaign goals efficiently
• Define KPIs and success metrics (e.g., MQL to SQL conversion, pipeline contribution, ROI) for integrated campaigns and field programs
• Use analytics and insights to iterate on strategies, optimize campaign performance, and forecast future marketing investments
• Present quarterly business reviews and findings to senior leadership, providing recommendations to scale impact