VP, Demand Generation



Administration, Sales & Business Development
Boston, MA, USA · Charlottesville, VA, USA · Columbus, OH, USA · Durham, NC, USA
Posted on Thursday, June 22, 2023

Location and Flexibility

Our VP, Demand Generation will be an integral part of our Marketing leadership at WillowTree. To help retain our deep culture of collaboration, this role will maintain an in-office presence in a hybrid (Work From Near) capacity. Please indicate which of our available office location(s) you're interested in via the application form below.

Learn more about Work From Near.

Who We Are

WillowTree, a TELUS International Company, partners with the world’s leading brands to help them tackle their thorniest challenges - be it launching new digital products, delivering personalized marketing at scale, or harnessing the power of data and AI to transform their business. These mission-critical initiatives aren’t solved by a single discipline. Great digital is a team game - it requires seamlessly combining strategy, engineering, design, data science, marketing, and more. Other firms have bolted on these capabilities - as digital natives, we’ve built them into our teams from Day 1. The result? Top and bottom lines that grow, alongside our client’s capabilities. Check out how we have impacted our clients' digital portfolios over the years.

In January 2023, WillowTree was acquired by TELUS International (Symbol: TIXT). The combined company brings an unparalleled ability to deliver seamless, trusted, digitally-enabled experiences across any channel a customer might choose - be it mobile apps, websites, voice skills, chatbots, email, service agents, or associates.

The Opportunity

As VP, Demand Generation, you will be responsible for establishing and evangelizing the role demand generation plays within WillowTree’s broader commercial go-to-market team. You will play a critical role in WillowTree’s revenue growth by developing and driving a comprehensive demand-generation strategy to increase qualified sales opportunities. This isn’t leads for leads’ sake, but rather the intentional targeting and engagement of prospective customers with an eye toward revenue growth.

As a strategic innovator with a strong understanding of B2B marketing, ABM, and lead generation best practices, you will bring a ‘playbook’ for both the strategy and tactics of effectively building the pipeline for the company, and evolving the team required for its execution.

You will work closely with cross-functional teams to build and implement creative campaigns to educate and convert prospective customers and upsell/cross-sell existing customers on new service lines.

This is a greenfield opportunity to design a demand gen operation from scratch, backed by a growing and talented team of in-house content strategists, brand designers, copywriters, partner marketing managers, and event strategists and supported by a senior revenue operations leader. We have a robust marketing stack in place, with the flexibility to continue evolving the tools and technology at our disposal. You will report directly to the Chief Marketing Officer.


  • Collaborate with our service line leaders to develop strategies that address customer needs across buying groups throughout the customer life cycle and differentiate WillowTree from competitors.
  • Collaborate across marketing and business development / sales on account prioritization and campaign plans, and in partnership with the in-house creative team, develop creative assets and educational materials for awareness building and account-based marketing campaigns
  • Drive the execution of multi-channel marketing campaigns
  • Establish a series of ‘plays’ or motions, with associated triggers, workflows, and accountability, for generating opportunities with prospects and customers
  • Build and manage a lean team of marketing and outbound specialists, attracting top talent to WillowTree
  • Vet and manage external agency partners as the strategy requires
  • Create and maintain a robust reporting framework to track and communicate demand generation performance to senior leadership
  • Utilize data-driven insights to continuously optimize demand generation programs and track success metrics
  • Continuously test new channels and tactics alongside “always on” campaigns
  • Own and manage the annual demand generation budget, including advocating for additional resources when campaign results warrant it
  • Oversee lead management processes, ensuring leads are captured, nurtured, and passed on to the business development team at the point they become a qualified opportunity
  • Stay up to date on industry trends, competitor activity, and emerging technologies to inform demand generation strategy and tactics


  • 10+ years experience as a proven B2B demand generation practitioner
  • Deep knowledge of digital advertising best practices, optimizing campaigns within and across key channels
  • Experience building and managing a data-driven, 1:1 outbound marketing channel
  • Ability to flow seamlessly from strategy to execution, driving vision and commanding a deep understanding of tactical day-to-day
  • ‘Player-coach’ mindset, with a desire to DO the work, beyond simply MANAGE it
  • Experience working with Salesforce and leveraging it as the reporting hub for campaign performance, going beyond engagement metrics and all the way through to pipeline influence and revenue generation
  • Deep knowledge of leading Marops/Saleops tools such as Salesforce, Pardot, Marketo, Rollworks, ZoomInfo, Demandbase, 6sense, etc.
  • Knowledge and understanding of the digital product industry and relevant trends in the space

Bonus Points

  • Experience in a professional services digital agency

Why WillowTree?

We offer a place to be yourself.

Our differences, both visible and invisible, benefit our teams, our communities, and the products we craft. That’s why WillowTree strives to build a team with diverse backgrounds, skills, and perspectives. You’ll work hard here; however, we’ll balance that with a culture that supports your growth and cares about your well-being. We’re committed to creating an environment of inclusion — a place where every Tree can thrive.

We want you to reach your fullest potential and part of your professional development at WillowTree will include dedicated time to innovate on passion projects and an annual stipend to fund your professional pursuits.

WillowTree celebrates our differences and provides equal employment opportunities to all team members and applicants without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.