AVP Demand Generation

Overview

Job Description

The AVP Demand Generation Healthcare is responsible for driving pipeline performance across Hyland’s Healthcare segment. This leader defines and scales the Healthcare marketing growth engine strategy and execution across the segment ensuring strategy execution and investment are aligned to revenue outcomes across priority Healthcare accounts and sub-segments.

This role Leads a vertically aligned organization of demand generation and field marketing leaders delivering results through leadership of leaders.

Operating within a global marketing framework this leader aligns senior stakeholders across Healthcare Sales leadership and central marketing functions to drive segment outcomes.

Responsibilities

Pipeline Ownership & Growth Execution

• Own Healthcare pipeline creation and progression across priority accounts and segments in partnership with marketing partners and sales
• Execute against pipeline targets plans and investment priorities aligned to company revenue goals
• Establish operating rhythms reporting and performance tracking to manage pipeline health and outcomes
• Provide visibility into marketing’s contribution to Healthcare pipeline and revenue outcomes
• Apply AI and data-driven approaches to improve scale efficiency and growth

Healthcare Demand Generation Leadership

• Lead a team of demand generation and field marketing leaders aligned to Healthcare
• Drive accountability for pipeline performance execution quality and speed to market
• Build a high-performing organization aligned to modern B2B demand generation practices

Digital & Full-Funnel Execution

• Execute integrated demand generation strategies across digital field and account-based channels
• Improve conversion performance through optimization of campaigns content and channel mix
• Partner with centralized digital teams to ensure execution excellence while maintaining vertical accountability

Sales Alignment & Vertical Integration

• Align demand generation execution to Healthcare sales strategies and coverage models
• Partner with Healthcare Sales leadership to support pipeline targets and conversion outcomes
• Enable account-based and segment-specific programs to improve relevance and engagement

Field Marketing & Market Engagement

• Oversee Healthcare field marketing execution including industry events and targeted engagement programs
• Ensure alignment between field digital and SDR motions to support pipeline goals
• Leverage partner relationships to drive Healthcare-focused growth initiatives

Performance Optimization & Investment Management

• Oversees performance management frameworks across campaigns channels and programs to drive segment-level ROI
• Identify opportunities to improve efficiency targeting and conversion
• Introduce data-driven experimentation and continuous improvement practices

Minimum Qualifications

• 12–15 years of experience in B2B marketing with leadership in demand generation field marketing or growth roles

• Proven ability to drive pipeline and revenue outcomes within Healthcare or industry-based marketing models

• Experience executing within complex global marketing organizations

• Demand generation and pipeline management

• Digital marketing and performance optimization

• Account-based marketing (ABM)

• Integrated cross-channel campaigns

• Strong experience partnering with Sales leadership to drive pipeline outcomes

• Experience applying data technology and AI to improve marketing effectiveness

• Demonstrated ability to lead teams and drive execution in fast-paced environments

• Strong collaboration and stakeholder management skills