Vice President, Vertical Marketing & Demand

What You’ll Do

• Define and lead marketing strategy across Blackbaud ’s vertical markets.
• Identify new growth opportunities, market expansion opportunities, and untapped sources of demand, then translate them into annual and multi-year plans aligned to company revenue objectives.
• Serve as the senior marketing leader accountable for market adoption, pipeline creation, bookings contribution, and demand performance.
• Own demand creation, demand capture, and demand conversion across all verticals.
• Establish the strategies, operating rhythms, and performance standards that drive predictable pipeline growth.
• Make investment decisions across search, performance marketing, events, partnerships, customer advocacy, and emerging acquisition channels.
• Continuously evaluate performance and redeploy investment toward the highest-return opportunities.
• Identify emerging buyer behaviors, acquisition opportunities, and market shifts before competitors.
• Identify and scale new growth opportunities across search, AI-powered discovery, performance marketing, partnerships, customer advocacy, and emerging acquisition channels.
• Establish a disciplined experimentation framework to test, learn, and scale new growth opportunities.
• Partner with Product Marketing and Product Management to uncover adoption and expansion opportunities within existing markets.
• Challenge existing operating models and workflows through an AI-first lens.
• Drive adoption of AI-powered planning, personalization, content creation, audience targeting, campaign optimization, and analytics.
• Integrate buyer signals, automation, predictive insights, and agentic workflows into the demand engine.
• Establish new standards for marketing productivity, decision-making speed, and operational effectiveness.
• Lead, coach, and develop Vertical Marketing Directors and their teams.
• Foster a culture of ownership, curiosity, experimentation, and accountability.
• Build future leaders and strengthen strategic marketing capabilities across the organization.
• Partner with Sales leadership to establish pipeline goals, quality standards, and growth priorities.
• Partner with Product Marketing to ensure product strategy and market strategy operate as one system.
• Partner with Revenue Operations to improve visibility, forecasting, measurement, and optimization.
• Represent marketing strategy, growth performance, and investment decisions with executive leadership.
• How Success Will Be Measured • Pipeline creation against plan. • Bookings contribution against plan.
• Pipeline per marketing dollar invested.
• Growth within strategic verticals.
• Demand conversion rates across the funnel.
• Marketing payback period. • Customer acquisition efficiency.
• Expansion and cross-sell pipeline contribution.
• AI adoption and productivity improvements.
• Team engagement, performance, and talent development.
• What You’ll Bring
• 15+ years of B2B marketing leadership experience.
• Proven success leading demand generation, growth marketing, or go-to-market organizations.
• Demonstrated ability to build scalable demand engines tied directly to pipeline and revenue outcomes.
• Deep expertise across search, performance marketing, account-based marketing, digital acquisition, and growth strategy.
• Experience identifying, evaluating, and scaling emerging growth opportunities.
• Strong analytical and financial acumen with experience managing significant marketing investments.
• Experience leading organizational transformation and change.

Strong executive communication and stakeholder management skills.