Senior Director of Regional Marketing - Northern Europe

The Senior Director of Regional Marketing will develop and execute regional marketing strategies to drive brand awareness and pipeline generation for Workiva across the UK, Ireland, Nordics and Benelux markets (EMEA North). Reporting to the VP of Revenue Marketing EMEA, this role will align regional marketing efforts with business objectives, collaborating closely with Sales, Partnerships, Customer Success, Demand Generation, Product Marketing and Global Marketing teams to drive revenue growth and hit quarterly bookings targets.

This leader will oversee brand building, demand generation, and demand conversion initiatives within EMEA North, while managing a team of Regional Marketers responsible for crafting and driving the marketing strategy for their respective countries/regions. Additionally, the Senior Director will lead marketing efforts and strategic initiatives for the Financial Services Industry (FSI) vertical in the region.

The ideal candidate has a proven track record of delivering high-impact, integrated regional marketing programs, managing cross-functional teams, developing individuals, and scaling European Marketing teams, while effectively communicating performance metrics to senior stakeholders.
 

What You’ll Do

Strategic Leadership

• Set the vision for a EMEA North regional marketing strategy aligned with business goals, driving pipeline growth and brand awareness across EMEA North (UK, Ireland, Nordics, and Benelux)

• Manage, coach, and develop a team of Regional Marketers, each responsible for marketing strategy and execution in their respective territories

• Develop and drive the marketing strategy for the Financial Services Industry (FSI) vertical within the region, collaborating with Regional Marketers and the Demand Generation team to engage key accounts and ensure pipeline coverage

• Partner with Sales leadership to develop targeted go-to-market strategies, ensuring marketing initiatives support pipeline and revenue attainment

• Serve as the voice of EMEA North in regional and global marketing discussions, ensuring regional needs and market dynamics are factored into broader strategies and organizational design

• Ensure close cross-functional collaboration with Demand Generation, Partner Marketing, Product Marketing, and Marketing Operations teams to optimize regional impact

Brand Awareness

• Increase Workiva brand awareness in EMEA North - ensuring alignment with global branding strategies and market needs

• Develop and execute local brand initiatives to build Workiva’s reputation and visibility across the Region

• Ensure operational excellence and consistency in brand execution, messaging, and visual identity across all regional activities

• Lead the team to develop and execute integrated campaigns to deliver pipeline generation targets and pipe progression goals.

• Develop and drive integrated programs to generate and progress pipeline for the FSI vertical.

• Ensure close collaboration and alignment across all GTM functions to achieve regional bookings targets and associated KPIs.

• Assess key performance indicators (KPIs) for regional marketing programs, ensuring transparency in impact and contribution to pipeline and revenue.

• Provide regular reporting and insights to EMEA leadership - identifying opportunities for improvement and innovation.

Team Leadership

• Lead, mentor, and develop a high-performing team of Regional Marketers - fostering a culture of collaboration, innovation, and excellence

• Ensure operational excellence across all regional marketing activities

What You’ll Need

Minimum Qualifications

• 12+ years of related career experience in B2B Marketing, Demand Generation, Field/Regional Marketing or similar in SaaS in technology organizations

• 8+ years of experience in a Marketing team leadership - ideally across multiple geographic regions

Preferred Qualifications

• Strong understanding of Financial Services Industry (FSI) is highly valuable

• Experience in developing and executing industry-specific marketing programs

• Proven ability to partner with Sales, Partnerships, Customer Success and Marketing teams to develop and execute marketing strategies that drive measurable pipeline and revenue impact

• Excellent communication and stakeholder management skills - with the ability to influence across functions and geographies

• Deep commercial understanding of the Northern European market - including regional business culture, buyer personas, and competitive landscape

• Experience working within a global matrix organisation, collaborating with international teams

• Proficiency in marketing automation platforms, CRM systems, and analytics tools.

• Strong analytical mindset with a data-driven approach to decision-making

Travel & Working Conditions

• Up to 25% travel for internal and customer events

• Reliable internet access for any period of time working remotely and not in a Workiva office