About this Vice President, Demand Generation (ALT: Revenue Marketing) role at Backbase
Backbase built the AI-native Banking OS, the control plane that unifies customers, employees, and AI agents across the banking frontline. Over 120 banks already run on our platform, but our next phase of growth requires a deliberate, hyper-targeted focus on winning the Global 2000.
Winning the Global 2000 requires competing against both entrenched legacy giants and heavily capitalized point-solutions. In this environment, market leadership will require that we skillfully out-smart and out-position the market, not out-spend it. This is a player-coach role for an enterprise marketer who can architect high-impact, capital-efficient strategies for a complex 12-to-18-month sales cycle while actively driving the execution of the core campaigns that turn executive attention into predictable pipeline.
This role reports directly to the Chief Marketing Officer.
RESPONSIBILITIES
Leadership:
- Develop and refine our unified demand generation strategy: who we sell to, how those buyers decide, and which motions and channels earn their attention.
- Drive a tight operational model that aligns cross-functional partners and speeds up time to market.
- Hire, lead, and mentor a multidisciplinary team, fostering a culture of accountability and continuous improvement.
- Build relationships with external partners, agencies, and vendors that help the team scale.
Campaign development & execution:
- Lead the execution of integrated demand generation campaigns globally.
- Build a traffic strategy across owned, earned, and paid channels that aligns with audience targeting and campaign goals.
- Prioritize and oversee campaign localization, balancing global consistency with market-specific needs.
- Manage a 7-figure demand generation budget and allocate it for maximum ROI across campaigns.
Data & outcomes:
- Define what great looks like, get the team aligned and bought in, then hold everyone to it. Pivot fast when the data calls for it. Measure real business outcomes, not vanity metrics.
- Build workback forecasting models and clear dashboards that track funnel health and account-level velocity.
- Run rigorous post-mortems on closed-won pipeline data to continuously optimize digital channels and spend allocation.
QUALIFICATIONS
- You bring 10+ years of enterprise demand generation leadership, with prior experience in B2B fintech.
- A proven track record marketing high-ACV software solutions to Global 2000 executive buyers.
- You are an expert funnel engineer who can design connected, multi-stage GTM flywheels out of disconnected content and traffic sources.
- 3+ years managing localized marketing campaigns that resonate with diverse audiences in international markets.
- Strong collaboration skills, with the ability to influence and work effectively in a diverse, multinational organization to win alignment and drive execution.
- Strong project management skills, with experience running full campaign planning cycles and managing large budgets.
- You communicate strategy, performance, and trade-offs clearly, to any level of the organization.
- Ability to travel up to 20%
