Vice President - Demand Generation

Argano · United States · posted today ago

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About this role

About Argano

Argano is a global specialist consultancy that helps mid-to-large enterprises run high-performance operations on the platforms they already own. We bring deep expertise across Oracle, SAP, Microsoft, Salesforce, Workday, UKG, Anaplan, Blue Yonder, Databricks, MuleSoft, and Boomi — connected by Argano Connect, our system-agnostic data and decision-intelligence layer — and industry depth in healthcare, life sciences, financial services, energy and utilities, retail, wholesale and distribution, and homebuilding. Our clients choose us because we pair publisher-level depth with an outcomes-first, client-centric way of working.

The Role

Marketing at Argano is shifting from a collection of business-unit efforts to a single, scalable demand engine. The VP, Demand Generation will build and lead that engine: a Demand Center of Excellence that designs, executes, and continuously improves campaigns for every Argano business unit, runs account-based marketing for our most strategic accounts, and owns the channels and content that move buyers from awareness to pipeline.

This is a builder’s role with a revenue mandate. You will be accountable, in partnership with business-unit marketing leaders, for each business unit hitting its lead and marketing-sourced pipeline targets. You will set the operating model, hire and develop the team, install the campaign system the CoE runs on, and get campaigns into market fast by partnering closely with Marketing and Campaign Operations, Creative, and Events.

What You’ll Own

Build the Demand Center of Excellence

Design and stand up the Demand CoE: charter, operating model, team structure, roles, and the intake, prioritization, and service-level model that business units use to bring campaigns to market.
Establish repeatable campaign “containers” — defined audience, cadence, creative recipe, offer and CTA, measurement plan, and stop condition — so every program is planned, launched, and measured the same way across business units.
Build the shared calendar and Plan-on-a-Page discipline that shows leadership what is in market, what is coming, and what each program is expected to produce.
Hire, coach, and develop a high-performing team of campaign, ABM, email, webinar, and content professionals; set clear goals and build a culture of speed, rigor, and accountability.

Campaign Strategy and Execution

Own integrated campaign strategy and execution for all Argano business units, from campaign brief to in-market launch to post-campaign readout.
Translate each business unit’s offerings, ICP, and pipeline plan into an annual and quarterly campaign plan with explicit lead and pipeline targets by program.
Partner with business-unit marketers to tailor messaging, offers, and content to publisher ecosystems (Oracle, SAP, Microsoft, Salesforce, and others) and to priority industries.
Drive cross-sell and install-base expansion campaigns that introduce existing clients to additional Argano capabilities.

Account-Based Marketing

Build and execute the ABM program for Argano’s most strategic named accounts, tiered across one-to-many, one-to-few, and one-to-one plays based on account priority and opportunity.
Partner with sales leadership, account teams, and BDR/outbound to align account selection, plays, and engagement, and to orchestrate marketing and sales touches around the same accounts.
Stand up intent, engagement, and account-scoring signals that tell sales which accounts are warming and why.

Channel Ownership

Email marketing: lifecycle and nurture architecture, database health and segmentation, deliverability, testing, and sending governance across business units.
Webinars and virtual events: program strategy, run-of-show, promotion, follow-up, and conversion to meetings and pipeline.
Content strategy and creation by business unit: the editorial plan, funnel-stage content mix, and production of the demand-focused assets (offers, guides, client stories, ROI/TCO content, campaign copy) each business unit needs to fill its programs.
Digital conversion: partner with web and paid media owners to ensure campaign landing pages, forms, and journeys convert.

Cross-Functional Partnership

Marketing and Campaign Operations: define requirements for campaign build, routing, scoring, attribution, and reporting; be an active partner in the marketing operations system upgrade.
Creative: brief and prioritize creative work so campaign assets ship on time and on brand; build reusable templates that speed production.
Events: connect field and partner events to pre-, during-, and post-event campaign motions so events become a pipeline engine rather than a moment in time.
Sales and BDR: agree on lead definitions, hand-off SLAs, and follow-up standards; run a regular sales-marketing cadence on lead quality and conversion.

Pipeline Accountability and Measurement

Own the marketing-sourced lead and pipeline targets for each business unit, in partnership with business-unit marketing leaders; forecast, track, and report performance weekly, monthly, and quarterly.
Build the funnel measurement model — reach, engagement, hand-raise, MQL, SAL, opportunity, pipeline, and closed-won influence — and use it to engineer conversion, velocity, and cost-per-stage improvements.
Replace activity reporting with plan-based reporting: every target tied to a mechanism, an expected contribution, and an early indicator.
Manage the demand-generation budget and program mix for return on pipeline.

What Success Looks Like

First 90 days: The Demand CoE charter, operating model, and intake process are live, and every business unit has a documented campaign plan with lead and pipeline targets.
First 6 months: Campaign containers, the shared calendar, and the funnel dashboard are in place; ABM is running for the first tier of strategic accounts; core nurture and webinar programs are live for each business unit.
First year: Business units are on track to marketing-sourced pipeline targets; campaign cycle time and cost-per-stage are improving quarter over quarter; the team is fully staffed and operating as a shared service the business units trust.

What You Bring

Required

12+ years in B2B marketing with at least 5 years leading demand generation, campaigns, or ABM teams, ideally in professional services, technology consulting, or enterprise software.
A track record of building — not just running — a demand function or center of excellence that serves multiple business units, practices, or product lines.
Proven accountability for pipeline targets and hands-on fluency with funnel math, attribution, and marketing-sourced pipeline reporting.
Deep experience across ABM (one-to-many through one-to-one), email and lifecycle marketing, webinars, and content strategy.
Strong working knowledge of marketing automation and CRM (e.g., HubSpot, Marketo, Salesforce), ABM and intent platforms, and webinar tools.
Exceptional cross-functional leadership: you can align sales, business-unit marketers, operations, creative, and events teams around a shared plan and hold it together.
A player-coach mindset — comfortable setting strategy in the morning and reviewing campaign copy in the afternoon.

Preferred

Experience marketing within enterprise software publisher ecosystems (Oracle, SAP, Microsoft, Salesforce, Workday, UKG, Anaplan, Blue Yonder, Databricks).
Experience with install-base, cross-sell, and expansion marketing in a services organization.
Experience partnering with or managing a BDR/outbound function.
Familiarity with account-planning tools (e.g., Altify), Plan-on-a-Page or similar planning disciplines, and Forrester or SiriusDecisions demand frameworks.