VP, Integrated Campaigns & Demand Generation

Summary

Join UpGuard as the VP of Integrated Campaigns & Demand Generation and lead the design and execution of global marketing campaigns driving pipeline, revenue, and brand awareness. You will oversee nurture programs and regional initiatives, collaborating with cross-functional teams. This strategic role demands strong leadership, analytical skills, and experience in B2B SaaS marketing. You will build and manage a high-performing team, leveraging data to optimize campaigns and present results to senior leadership. UpGuard offers a comprehensive benefits package including stock options, a lifestyle subsidy, WFH setup allowance, learning and development allowance, generous PTO, parental leave, and a fully remote work environment.

Requirements

• 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

Responsibilities

• 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

Preferred Qualifications

• You’ve built, run, and optimized a prospecting and lead nurture machine that predictably generates real revenue
• You’ve successfully launched a PLG motion within a Sales-led environment
• You’ve scaled a marketing team regionally using ABM and field marketing tactics

Benefits

• Stock Options: share in our future success with stock options
• Monthly Lifestyle subsidy: use this for financial, physical and mental wellbeing (all regions)
• WFH set-up allowance: to ensure you have the right environment to work in, we will help you get set-up within your first 3 months at UpGuard (all regions)
• $1500 USD annual Learning & Development allowance: to support your career development all team members will be able to expense development opportunities against this allowance (all regions)
• Generous Annual Leave/PTO allowances: time to recharge your batteries (all regions)
• 18 weeks paid Parental Leave: irrespective of parenting role (all regions)
• Personal Leave allowance: this includes sick & carer’s leave (all regions)
• Fully remote working environment: whilst we have physical offices in Sydney & Hobart, we do not mandate compulsory attendance (all regions)
• Top spec hardware: all team members will be provided with top-spec laptops for their role (all regions)
• Generative AI subsidy: UpGuard provides paid subscriptions for all team members to access generative AI tools to support their work (all regions)