Vice President, Vertical Marketing – Demand

• Define and lead marketing strategy across Blackbaud’s vertical markets




• Identify growth, market expansion, and untapped demand opportunities and translate them into annual and multi-year plans aligned to revenue objectives




• Own accountability for market adoption, pipeline creation, bookings contribution, and demand performance




• Own demand creation, demand capture, and demand conversion across all verticals




• Establish operating rhythms and performance standards driving predictable pipeline growth




• Make and optimize investment decisions across search, performance marketing, events, partnerships, customer advocacy, and emerging acquisition channels




• Identify and scale growth opportunities across search, AI-powered discovery, performance marketing, partnerships, customer advocacy, and emerging acquisition channels




• Establish experimentation frameworks to test, learn, and scale growth opportunities




• Partner with Product Marketing and Product Management on adoption and expansion opportunities




• Drive AI-powered planning, personalization, content creation, audience targeting, campaign optimization, and analytics




• Integrate buyer signals, automation, predictive insights, and agentic workflows into the demand engine




• Establish standards for marketing productivity, decision-making speed, and operational effectiveness




• Lead, coach, and develop Vertical Marketing Directors and their teams




• Foster ownership, curiosity, experimentation, and accountability




• Build future leaders and strengthen strategic marketing capabilities




• Partner with Sales leadership on pipeline goals, quality standards, and growth priorities




• Partner with Product Marketing to align product and market strategy




• Partner with Revenue Operations on visibility, forecasting, measurement, and optimization




• Represent marketing strategy, growth performance, and investment decisions to executive leadership

Requirements

• 15+ years of B2B marketing leadership experience




• Proven success leading demand generation, growth marketing, or go-to-market organizations




• Demonstrated ability to build scalable demand engines tied directly to pipeline and revenue outcomes




• Deep expertise across search, performance marketing, account-based marketing, digital acquisition, and growth strategy




• Experience identifying, evaluating, and scaling emerging growth opportunities




• Strong analytical and financial acumen with experience managing significant marketing investments




• Experience leading organizational transformation and change




• Strong executive communication and stakeholder management skills




• An owner mindset, natural curiosity, and the willingness to challenge how work gets done




• A builder’s orientation and the ability to move between growth strategy, demand performance, buyer behavior, AI, and operating-model decisions




• A record of focusing teams on business impact rather than marketing activity




• Passion for applying AI to improve business performance and customer outcomes

Core Competencies

Demonstrates extensive expertise in B2B marketing leadership, focusing on demand generation, growth marketing, and the application of AI to enhance business performance. Proven ability to build scalable demand engines and drive pipeline growth through strategic partnerships and innovative marketing practices.

Highest-signal resume keywords

• B2B Marketing Leadership




• Demand Generation




• Growth Marketing




• Performance Marketing




• AI-Powered Planning

Hard Skills

• Demand Creation




• Market Expansion




• Pipeline Management




• Account-Based Marketing




• Digital Acquisition




• Analytical Skills




• Financial Acumen




• Organizational Transformation




• Campaign Optimization




• Growth Strategy

Soft Skills

• Executive Communication




• Stakeholder Management




• Curiosity




• Ownership




• Coaching

Industry Keywords

• Demand Performance




• Marketing Strategy




• Revenue Objectives




• Investment Decisions




• Customer Advocacy

Tools & Technologies

• AI-Powered Discovery




• Predictive Insights




• Automation




• Marketing Analytics




• Performance Marketing Tools