Vice President, Demand Generation (Global) - UK Based

M-Files; Finland; Remote; GBP 180,000 - 240,000; Full time

Job summary

M-Files seeks a global Vice President of Demand Generation to architect and run a unified growth engine driving predictable pipeline and revenue across regions and routes to market. The role offers remote work across US and EMEA with executive visibility and measurable impact.

You will own growth strategy, ABM, digital marketing performance, events orchestration, partner marketing, SDR/BDR excellence, and AI-forward tooling adoption to scale the organization.

Qualifications

• Requires proven experience building global growth engines and demand-generation strategies.
• Experience leading ABM programs with Sales; strong ROI forecasting and analytics.
• Demonstrated ability to collaborate with ELT/Board and cross-functional teams.

Responsibilities

• Develop a global demand strategy aligned to ARR, bookings, and pipeline targets.
• Own 1:1 and 1:few ABM programs with orchestrated cross-channel plays.
• Lead digital marketing across paid, organic, and lifecycle programs; optimize m-files.com and SEO.

Skills

Strategic planning

Executive leadership

Global growth

Digital marketing

ABM programs

Sales alignment

AI tooling adoption

Education

MBA or equivalent

Tools

Marketing automation (MA) platforms

CRM (Salesforce/HubSpot)

Analytics & attribution tools

Job description

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. This is a global role with the flexibility to be based in either the United States or the United Kingdom.

What you'll own & deliver

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 metrics & measurement (6-12 months)

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.

Team & org scope

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.

Working model

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

Requirements

Experience Strategic & executive