Job description

Actian is seeking a results-driven Vice President of Demand and Account-Based Marketing to lead our efforts in customer acquisition and pipeline growth. This role will focus on leveraging a mix of traditional demand generation and account-based marketing (ABM) strategies to engage high-value accounts and accelerate sales cycles.

As the leader of this function, you will oversee digital paid media programs, ABM initiatives, campaign delivery, and marketing operations. You will work cross-functionally with sales, marketing, and revenue operations to ensure alignment and execution of programs.

This is a high-impact role requiring a proven track record in driving change, optimizing demand generation, and scaling and automating ABM strategies in B2B enterprise software—preferably in metadata management, data cataloging, or data intelligence solutions.

Key Responsibilities:

Demand Generation & Pipeline Growth

Develop and execute multi-channel demand generation programs that drive awareness, engagement, and conversion across target accounts.

Own paid digital media strategy and agency management to optimize pipeline growth and customer acquisition.

Align with sales leadership to develop data-driven demand strategies that prioritize high-value accounts and industries.

Account-Based Marketing (ABM) Strategy & Execution

Lead the development and execution of ABM programs, leveraging Demandbase to engage and convert target accounts.

Build a scalable ABM framework to support sales teams in high-touch, high-value account engagement.

Partner with sales and field marketing to create personalized experiences and campaigns tailored to specific account segments.

Marketing Operations, Analytics & Martech

Oversee marketing operations, including reporting and analytics to optimize demand generation and ABM efforts.

Drive marketing automation and outbound strategies via Marketo, ensuring lead nurture and conversion optimization.

Own the martech stack, identifying and implementing best-in-class technologies to enhance efficiency and performance.

Sales & Cross-Functional Alignment

Partner closely with sales, marketing, and revenue operations to ensure alignment on pipeline goals, lead quality, and conversion metrics.

Develop SLA agreements with sales to ensure seamless handoff and follow-up on marketing-sourced leads and marketing qualified accounts.

Enable sales with insights, account intelligence, and personalized outreach strategies to maximize impact.

Leadership & Change Management

Drive organizational change and adoption of demand and ABM best practices across marketing and sales teams.

Lead a team of demand generation, ABM, and marketing operations professionals, ensuring executional excellence and continuous innovation.

Foster a test-and-learn culture, leveraging data-driven insights to refine campaigns and optimize performance.

Qualifications & Requirements:

10+ years of experience in B2B demand generation, account-based marketing, and marketing operations, preferably within the metadata management, data cataloging, or data intelligence space.

Deep expertise in ABM technologies such as Demandbase, 6sense, Terminus, or similar platforms.

Strong background in digital paid media, marketing automation (Marketo preferred), and martech strategy.

Proven success in driving pipeline and revenue growth through integrated demand and ABM programs.

Experience aligning closely with sales teams and implementing processes that drive collaboration and efficiency.

Strong analytical mindset with experience in marketing analytics, reporting, and performance optimization.

Ability to drive change and lead cross-functional teams in a fast-paced, high-growth environment.

Excellent leadership, communication, and strategic thinking skills.

Required profile