Vice President, Demand Generation

APPLICATION DEADLINE: We encourage you to apply soon if interested, this role will be taken offline based on applicant volume. 

Who We Are

M-Files is the leading platform for AI-native information management. Its metadata-driven architecture, embedded workflow engine and built-in AI (including the Aino assistant) let customers find information faster, automate business processes, and strengthen security and compliance, without moving content out of the systems where it already lives.

Headquartered in Finland with teams worldwide, M-Files is investing in the next phase of the platform: agentic AI, intelligent metadata and process automation, and open integration with the wider enterprise AI ecosystem.

Why this role exists

We need a global Vice President, Demand Generation leader to architect and run a unified growth engine that creates predictable, efficient pipeline and revenue across regions, segments, and routes to market.

• Growth strategy & planning. Build a global demand strategy and integrated plan aligned to ARR bookings and pipeline targets; set quarterly targets and ROI guardrails.
• Strong alignment with GTM Ops to drive marketing analytics & ops. Drive funnel architecture, attribution, forecasting, performance management, data integrity, ICP/segmentation, routing, and SLA adherence.
• Full-funnel ABM. Own 1:few and 1:1 ABM programs with Sales; orchestrate plays across ads, web, email, outbound, and events to progress target accounts from intent → opportunity → revenue.
• Digital marketing performance & website. Lead paid, organic, and lifecycle programs across digital channels to drive efficient acquisition and conversion. Own m-files.com performance (conversions, speed, personalization), SEO, LLM, CRO, and governance.
• Events, pre-/post-event orchestration. Define the global events portfolio (owned/3rd-party), with rigorous pre-event activation and post-event follow-up SLAs to maximize sourced/influenced pipeline.
• Partner marketing. Build co-marketing and co-selling motions with strategic partners; enable Partner Account Managers with repeatable plays, MDF utilization, and sourced pipeline commitments.
• SDR/BDR excellence. Lead US SDR/BDR org (inbound & outbound) and oversee goaling, territories, cadences, enablement, compensation inputs, and conversion throughput. Lead/align with EMEA Growth VP on their BDR/SDR org.
• Executive communication & alignment. Engage credibly with ELT/Board and field leaders; drive joint accountability with Sales, Marketing, and Customer Success. Publish monthly growth reviews to the CMO/ELT with insights and actions.
• AI-forward marketer. Strong adoption of AI tooling to drive productivity across the team. Ability to influence the team to adopt the tools and create agents to scale the org.
• Team leadership. Attract, grow, and retain top talent.

Success in this role will be demonstrated by measurable impact across pipeline, efficiency, and organizational maturity.

6 months

• Pipeline creation & quality: Increase in qualified, sourced, and influenced pipeline versus plan — by segment, region, and route to market — with an improved mix from target accounts. Quarter-over-quarter improvement in pipe-to-revenue conversion (9%+), with forecast accuracy and clear ROI by channel.
• ABM impact: Growth in closed-won revenue influenced by ABM, deeper penetration across buying groups, and increased engagement among key personas in top accounts.
• Events & field execution: Documented linkage between event investments and sourced/influenced pipeline, with consistent pre- and post-event follow-up compliance.

12 months

• Digital growth engine: Build a modern, scalable digital demand engine leveraging paid, organic, and intent-based tactics to drive predictable, measurable growth globally.
• SDR/BDR productivity: Consistent global attainment with strong inbound SLA compliance, improved outbound productivity, and higher conversion rates from lead → opportunity → closed won.
• Partner marketing performance: Rising partner-sourced and co-marketing pipeline contribution, with MDF utilization and ROI tracking above 90%.
• Team health & execution: High engagement, retention, and hiring velocity for critical roles within the global growth organization.

Direct reports

• VP, Growth Marketing EMEA
• NA Senior Growth Marketing Manager
• NA Growth Marketing Manager
• NA Digital Marketing Manager
• NA Head of SDR/BDR
• Senior Manager, Global Campaigns
• Head of Website/SEO/LLM

Key partners: Sales & GTM Ops, Product Marketing, Brand/Comms, Partner Sales, Customer Success, Finance, IT/Security.

• Global role with ~25–30% travel for team meetings, field alignment, and flagship conferences.
• Remote position working across US and EMEA time zones.

Strategic & executive leadership

• Enterprise B2B SaaS growth leadership at scale: built and led global demand & business development teams delivering predictable pipeline.
• Executive presence & influence: clear communicator with Board-ready command of funnel math, growth levers, and trade-offs.
• Change agent: known for ability to influence and drive change effectively across a global organization.

Analytical & systems fluency

• Analytical rigor: expert with funnel modeling, attribution, forecasting, testing, and financial guardrails (CAC, payback, LTV/CAC).
• Systems fluency: marketing automation, MAP-CRM integration, attribution, ABM platforms, data/intent, web analytics, testing.

Functional expertise

• ABM: experience with 1:1 and 1:few programs, partnering with Sales for complex deals.
• Website/SEO/CRO: proven record owning a revenue-centric website and organic strategy to drive search engine optimization and generative/LLM search optimization.
• Events to revenue: track record of turning event spend into validated pipeline with disciplined pre-/post-process.
• Partner marketing: co-marketing programs that generate sourced pipeline with strategic and named partners. Familiarity with the Microsoft ecosystem is a plus.

• 10 paid holidays annually
• Unlimited PTO
• Matching 401K Plan (25% of employee's contribution up to the IRS max)
• Health insurance (PPO and HDHP/HSA plans offered)
• Dental insurance
• Vision insurance
• Life insurance (1x employee salary)
• Short-term disability (employer paid)
• Long-term disability (employer paid)
• Flexible Spending Plan (medical and dependent)
• As remote enabled company our employees enjoy the flexibility to establish their own life/work balance