Vice President, Vertical Marketing & Demand

Vice President, Vertical Marketing & Demand
About the Role

Blackbaud unleashes the potential of the people and organizations who change the world. As the leading software provider exclusively dedicated to powering social impact, we help our customers move faster, work smarter, and achieve more.

As the Vice President of Vertical Marketing & Demand, you will own the growth strategy, demand engine, and market strategy across Blackbaud ’s vertical markets. You will lead a team of Vertical Marketing Directors and partner closely with Product Marketing, Sales, Customer Success, Product Management, and Revenue Operations to accelerate market adoption, pipeline creation, and bookings growth.

This is a builder role for a strategist, operator, and innovator. You will identify new growth levers, challenge conventional thinking, and continuously evolve how Blackbaud acquires, engages, converts, and expands relationships with buyers. You will bring an owner mindset to every decision and embed AI-native thinking into how we plan, execute, measure, and optimize growth.
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 eng