MM Global Integrated Demand Program Lead

Summary

The Global Senior Marketing Manager, Mid-Market is responsible for designing, executing, and optimizing annual integrated demand programs for the mid-market that drive pipeline growth and align with organizational goals. You will own the end-to-end lifecycle of demand generation initiatives, from strategic planning through execution and performance delivery, ensuring programs are tailored to diverse regions, audiences, and product ecosystems.  This role reports into the VP Global Integrated Demand Programs

Key Responsibilities

Strategic Demand Program Planning:

• Develop annual integrated demand programs incl. demand generation plans and demand strategy, identifying growth opportunities and setting clear KPIs aligned to shared organizational goals and attribution models
• Own pipeline generation and the end-to-end program lifecycle — from strategic planning through execution to results delivery for respective programs oriented to ecosystems / products
• Own the investment for the IDP, defining scope and investment levels (e.g., budget $, channel mix, country/language coverage) to guide campaign planning and resource allocation
• Ensure programs are tailored for different regions, audience, buying lifecycle
• Engage with Demand Management team along with Sales, RevOps, and Marketing Ops to address gaps in demand gen and demand extraction when pipeline targets are missed

Multi-Channel Campaign Management:

• Ensure campaigns in demand programs are optimized for key segments, personas, and geographies. 
• Maintain consistent messaging across all channels, for internal comms and external marketing
• Coordinate with digital media, social media, paid media, nurture emails and fields managers / partner marketing to provide comprehensive coverage throughout the buyer’s journey
• Ensure program budget is optimally utilized & provide input to budget allocation decisions and trade-offs

Cross-Functional Collaboration and Leadership:

• Act as the primary liaison with leadership for designated IDP, presenting demand generation priorities and gathering and acting on feedback on performance and improvement areas
• Maintain regular alignment with other IDP Program Leads to surface dependencies and optimize campaign investment allocation based on cross-IDP performance insights
• Interface with product, sales, and broader marketing teams to ensure demand programs align with future product launches and GTM/sales strategies
• Work with Partner Marketing team and Partner organisation to receive inputs for demand programs / campaigns to be executed with or through partners and tailor/create draft demand gen collateral (e.g., campaigns in a box)
• Conduct regular performance updates and interlock meetings to report on campaigns in IDP

Program Optimization and Performance Tracking:

• Use appropriate analytics to continuously monitor & refine demand programs for better outcomes
• Track & analyze performance data to enhance lead generation, scoring, and routing processes
• Identify underperforming campaigns and drive corrective actions by coordinating with funnel feeders to remediate breakdowns in lead generation, scoring, routing, or conversion performance
• Identify opportunities for automation, scalability, and process standardization to improve efficiency

Key Skills

Demand Programs Management

• Ability to define demand program strategy that aligns with business goals and navigate trade-offs
• Proven track record of managing complex projects and ensuring timely delivery
• Strong stakeholder management skills; ability to build cooperative partnerships of trust
• Demonstrated track record of owning and achieving pipeline contribution goals, with clear accountability for marketing-sourced and influenced revenue

Marketing

• Ability to define content needs and prioritize messaging themes, ensuring campaign kits include the right assets mapped to personas, buyer stages, and partner/field requirements
• SaaS-specific experience—knowing the unique pressures, buying cycles, and customer needs in the mid-market. engagement preferences and significant global B2B marketing experience in a technology solution context
• Must have successfully carried demand / pipeline quotas before
• Deep knowledge of Demand Generation and Extraction tactics
• For Program Lead, experience in working with creating demand via marketplaces such as MSFT is essential as is
• Keeping up to date with tech trends and mid-market business requirements helps align marketing messages and strategies.

Tech & Data

• AI-first mindset in creating campaign strategy, reviewing pipeline health for the solution ecosystem
• Data-driven decision-making with ability to utilize data to optimize program to support big picture business goals

Other Qualifications
The Winning Way behaviors that all Vertex employees need in order to meet the expectations of each other, our customers, and our partners.

• Communicate with Clarity - Be clear, concise and actionable. Be relentlessly constructive. Seek and provide meaningful feedback.
• Act with Urgency - Adopt an agile mentality - frequent iterations, improved speed, resilience. 80/20 rule – better is the enemy of done. Don’t spend hours when minutes are enough.
• Work with Purpose - Exhibit a “We Can” mindset. Results outweigh effort. Everyone understands how their role contributes. Set aside personal objectives for team results.
• Drive to Decision - Cut the swirl with defined deadlines and decision points. Be clear on individual accountability and decision authority. Guided by a commitment to and accountability for customer outcomes.
• Own the Outcome - Defined milestones, commitments and intended results. Assess your work in context, if you’re unsure, ask. Demonstrate unwavering support for decisions.

COMMENTS:

• The above statements are intended to describe the general nature and level of work being performed by individuals in this position. Other functions may be assigned, and management retains the right to add or change the duties at any time.

Base pay offered to new hires may vary based upon factors including relevant industry and job-related skills and experience, geographic location, and business needs. The range displayed does not encompass the full potential of the role, which allows for further growth and career progression.

In addition, as a part of our total compensation package, this role may be eligible for the Vertex Bonus Plan (VOB), a role-specific sales commission/bonus, and/or equity grants.

Learn more about Life at Vertex and connect with your recruiter for more details regarding Vertex's compensation and benefit programs.

In no case will your pay fall below applicable local minimum wage requirements.