VP, Demand Generation
San Francisco / Seattle / Los Angeles / Portland / San Diego
Marketing – Integrated Campaigns /
Full-time /
Remote
Who are we?
UpGuard’s mission is to make life easier for security teams. We meticulously create robust solutions that enable our customers to identify, assess, and remediate cybersecurity risk across their attack surface, vendor ecosystem, workforce, and trust relationships. Our integrated cyber risk posture management platform combines comprehensive security ratings, instant risk assessments, templated security questionnaires, threat intelligence capabilities, and agentic AI to give organizations a holistic view of their risk surface.
The Marketing team at UpGuard includes multiple marketing and design functions, including Product Marketing, Demand Gen, Marketing Ops, Content Marketing, SEO, Community, Design, and Video. UpGuard’s vision is to become a leader in the markets we play in (Cyber VRM, Attack Surface Management) by providing a best-in-class SaaS platform for organizations to manage their third-party risk and external attack surface. Our purpose as a Marketing team is to facilitate this goal by growing UpGuard with a repeatable and scalable marketing engine and a leading brand.
We are seeking a Vice President of Demand Generation to drive the full pipeline generation engine at UpGuard. This role is accountable for the marketing engine that converts market opportunity into sales pipeline and ARR. You will oversee digital acquisition, integrated campaigns, account-based marketing, lifecycle programs, SDR/BDR teams, and marketing operations, ensuring every lever works together to deliver qualified pipeline to our Revenue team.
This is a highly cross-functional role, partnering closely with the Revenue org, Product Marketing, and Brand to align GTM strategy and execution.
What will you do?
- Build and execute the global demand generation strategy aligned to our revenue targets and GTM priorities.
- Lead a set of teams spanning digital marketing, campaigns, lifecycle, SDR/BDR, and marketing ops.
- Oversee integrated campaigns and account-based plays across regions and products.
- Drive lifecycle marketing programs to maximize funnel conversion, expansion, and multi-product adoption.
- Scale and optimize the global SDR/BDR function for efficiency, aligning outbound and inbound motions to campaigns.
- Own the revenue infrastructure, from attribution to lead routing/scoring, funnel diagnostics and dashboards.
- Partner with Revenue leadership on pipeline coverage, account strategy, and handoff processes.
What will you bring?
- 12+ years in B2B SaaS marketing, with proven success owning pipeline at scale.
- Experience leading multi-disciplinary demand teams (digital, campaigns, ABM, lifecycle, ops, SDR/BDR).
- Commercial mindset with deep understanding of funnel metrics, attribution, CAC efficiency, and ROI.
- Strong leadership and cross-functional collaboration skills — trusted partner to Sales and Product.
- Track record of building high-performing teams and scaling organizations through rapid growth.
What will give you an edge?
- Experience in multi-product SaaS and category creation.
- Background operating at $30M–$200M ARR scale, ideally with global teams.
- Fluency with modern GTM and AI tech stacks (HubSpot, Outreach, Pocus, n8n).
- Hands-on ability to balance strategy with execution — willing to roll up your sleeves when needed.
$250,000 - $325,000 a year
UpGuard is a Certified Great Place to Work® in the US, Australia, UK and India, establishing its position as a leading global technology employer. 99% of team members agree that UpGuard is a great place to work, apply now to find out why!
As an Equal Employment Opportunity and Affirmative Action Employer, qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status.
For applications to positions in the United States, please note, at this time we can only support hiring in the following US states: CA, MD, MA, IL, OR, WA, CO, TX, FL, PA, LA, MO, or DC.
Before starting work with us, you will need to undertake a national police history check and reference checks. Also please note that at this time, we cannot support candidates requiring visa sponsorship or relocation.
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.
