Vice President, Demand Generation

Vice President, Demand Generation

RSA provides trusted identity and access management for 12,000 organizations around the world, managing 25 million enterprise identities and providing secure, convenient access to millions of users. RSA specializes in empowering security-first organizations in financial services, healthcare, energy, technology services, and other industries to thrive in a digital world, delivering complete capabilities for modern authentication, access, lifecycle management, and identity governance. Whether in the cloud or on-premises, RSA connects people with the digital resources they depend on everywhere they live, work, and play.

For decades, RSA has pioneered many of the encryption, authentication, and identity federation technologies that still power the internet. And now RSA is transforming the industry yet again, paving the way for the future of digital identity through the RSA Unified Identity Platform; next-generation hybrid and cloud solutions; the first ever and only multi-functional, passwordless hardware authenticator; and a frictionless, mobile-optimized experience for the modern workforce. If you are self-motivated and looking for a fast-paced challenge doing something that truly matters, come join our winning team!  For more information, go to rsa.com.

RSA is building the demand engine that will carry a global cybersecurity leader into its next phase of growth. We are hiring a Vice President of Demand Generation to own it end to end: the strategy, the technology, the team, and the number.

You will own global marketing-sourced pipeline and be accountable for creating leads that drive pipeline that become revenue. You will design and execute the digital demand model and, strategically using AI-strategies and best practices, drive demand and generate leads.

You will lead the regional lead development team that builds pipeline for our in-region sales hunters, and own the marketing technology stack that powers the whole engine. You are an out-of-the-box thinker and an aggressive marketer who tries new things and makes strong calculated decisions.  Our buyers are hard to move so will need to be deliberate and strategic.  

You are analytical and go deep with data but can see and tell compelling stories through the data and represent what’s really happening in marketing to those outside the department.

Principal Responsibilities:

Pipeline & revenue accountability

• Own the global demand-generation strategy and carry the marketing-sourced and marketing-influenced pipeline targets that feed the revenue plan.
• Build a repeatable, forecastable pipeline model across regions and segments, and defend it in front of the CEO, CRO, and board.
• Own the demand-generation budget and the return on it.

An AI-native demand engine

• Build RSA into an AI-native demand function. Deploy agentic workflows to research accounts, personalize outreach at scale, sequence follow-up, and book qualified meetings.
• Own generative engine optimization and AI engine optimization (GEO/AEO). Ensure RSA is the answer buyers get inside ChatGPT, Perplexity, Copilot, and AI search. Treat AI answer visibility as a primary demand channel alongside traditional search.
• Build a signal-to-pipeline system that pairs real buying signals (intent, funding, hiring, leadership changes, product usage) with personalization specific enough to earn the meeting. Signal-qualified beats list-based, every time.

Enterprise ABM & account engagement

• Lead enterprise Account-Based Marketing against priority ICPs, aligned to regional sales teams and named-account plans.
• Design buying-committee engagement and personalized account journeys that move whole committees, not single leads.  Build and report on multi-attribution of leads to pipeline.
• Own RSA's intent and orchestration strategy in 6sense (or equivalent): account prioritization, predictive audiences, buying-stage insight, and sales orchestration.

Digital demand & conversion

• Own and scale digital demand generation across paid search, paid social (LinkedIn and beyond), programmatic, content syndication, and demand-gen webinars.
• Drive website and funnel conversion through experimentation, personalization, CTA strategy, and continuous testing across the buyer journey.
• Work with brand and comms to ensure that first party thought-leadership content can be used to generate demand.

Marketing technology stack

• Manage the marketing operations and analytics team and ensure data quality and operational excellence. 
• Own the marketing technology stack end to end, from HubSpot (or equivalent), Big Marker (or equivalent) for webinars, 6Sense (or equivalent) for intent, data enrichment and ABM.
• You will drive best practices for workflows, lead scoring, lifecycle, nurture, and reporting.

Leadership & influence

• Lead the regional lead development team, aligned to in-region sales hunters and accountable for the pipeline it builds. Set the qualification bar, the playbooks, and the handoff to Sales.
• Set the operating rhythm with Sales, Product Marketing, Field Marketing, Brand, Web, and Revenue Operations.
• Give the executive team a clear, trusted view of demand: real-time dashboards, honest attribution, and a narrative leadership can act on.

Executive communication

• Own how demand is presented. Build and deliver ELT presentations and board slides that translate pipeline, forecast, and investment decisions into a clear, defensible story.
• Represent marketing through the numbers in weekly business reviews, pipeline reports and board readouts
• Create and present regular meetings with finance to show return on marketing spend.

How we will measure success

• Marketing-sourced and marketing-influenced pipeline, and the revenue it converts to.
• Pipeline velocity, funnel conversion, and cost per opportunity.
• Depth of engagement and coverage across priority ICP accounts and buying committees.
• Adoption and measurable lift from AI-native motions: agentic outreach, GEO/AEO visibility, signal-qualified pipeline.
• Website and lifecycle conversion improvement.
• A scalable global demand function and a team that outperforms its size.

What you will bring

• 15+ years in enterprise B2B SaaS or cybersecurity marketing, including 5+ years leading demand generation at scale with direct pipeline accountability.
• A track record owning a pipeline number and hitting it, with revenue accountability shared with Sales.
• Demonstrated command of AI in demand generation: agentic and AI-SDR platforms, generative engine optimization, AI-assisted content and campaign operations, and the judgment to know where automation ends and human strategy begins.
• Deep enterprise ABM expertise, fluency in intent platforms (6sense or equivalent), and command of scaled digital demand generation across paid search, paid social, and programmatic.
• Expert-level ownership of HubSpot (or equivalent) and the broader marketing and AI technology stack.
• Experience leading a regional lead development function that carries a pipeline target and feeds field sales.
• The analytical depth to own attribution, forecasting, and pipeline math, and the executive presence to present it to the board.
• A record of building and leading teams, and of building the function before the team exists.

Leadership Profile

We are looking for a nimble builder who wants to lead a small but aggressive team. Someone fluent in the newest demand-gen practices and disciplined about applying rigor to lead-generation. This person builds bridges with others and is great at building a great team and collaborating across departments. The right candidate will be passionate about RSA’s success and the mission behind what we do. They are eager to jump into a fast-pace and rigorous environment and drive immediate results.

 Full-time, non-Sales US employees are also eligible for annual discretionary bonuses that are funded based on prior year company performance. RSA Sales team members are eligible to participate in company commission plans.

In addition, RSA offers its eligible US employees a comprehensive array of benefit programs including flexible paid-time-off, health, disability, and life insurance, and a 401(k) retirement plan with company matching contributions.

RSA is committed to the principle of equal employment opportunity for all employees and applicants for employment and to providing employees with a work environment free of discrimination and harassment. All employment decisions at RSA are based on business needs, job requirements and individual qualifications, without regard to race, color, religion, national origin, sex (including pregnancy), age, disability, sexual orientation, gender identity and/or expression, marital, civil union or domestic partnership status, protected veteran status, genetic information, or any other characteristic protected by federal, state or local laws. RSA will not tolerate discrimination or harassment based on any of these characteristics. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training. All RSA employees are expected to support this policy and contribute to an environment of equal opportunity.

If you need a reasonable accommodation during the application process, please contact [email protected]. All employees must be legally authorized to work in the US. RSA and its approved consultants will never ask you for a fee to process or consider your application for a career with RSA. RSA reserves the right to amend or withdraw any job posting at any time, including prior to the advertised closing date.

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