Head of Industry Field and Demand Generation Marketing

Qualtrics; Great Falls Crossing (VA); Hybrid; USD 90,000 - 150,000; Full time

Job summary

An established industry player seeks a strategic Head of Industry Field and Demand Generation Marketing to spearhead marketing efforts in regulated sectors. This role involves developing comprehensive strategies, managing a team, and collaborating with sales to drive pipeline growth. You'll thrive in a dynamic environment that values innovation and teamwork, ensuring Qualtrics remains a trusted partner in the Public Sector, Financial Services, and Healthcare. Join a vibrant culture that encourages creativity and work-life balance, while making a significant impact in the industry.

Benefits

Vibrant culture

Team-building activities

Competitive health coverage

Wellness stipends

Annual experience bonus

Qualifications

• 10+ years in B2B field marketing with a focus on regulated industries.
• Proven success in pipeline and revenue growth strategies.

Responsibilities

• Lead industry-specific marketing strategies for regulated sectors.
• Collaborate with sales to accelerate pipeline growth.

Skills

B2B field marketing

Demand generation

People management

Analytical skills

Communication skills

Education

Bachelor's degree

Master's degree (preferred)

Job description

At Qualtrics, we create software used by the world's best brands to deliver exceptional frontline experiences, build high-performing teams, and design products people love. We are more than a platform; we are the creators and stewards of the Experience Management category, serving over 18K clients globally. Building a category takes grit, determination, and a disdain for convention—most of all, it requires close-knit, high-functioning teams dedicated to serving our customers.

When you join one of our teams, you'll be part of a nimble group empowered to set aggressive goals and move fast to achieve them. Strategic risks are encouraged, and complex problems are solved collaboratively, iterating until the best solution emerges. Growth opportunities are abundant—ready or not, they’ll find you. From retail to government to healthcare, we aim to bring humanity, connection, and empathy back to business. Join over 5,000 people worldwide who believe this is work worth doing.

Head of Industry Field and Demand Generation Marketing

Why We Have this Role

We seek an experienced and strategic Head of Industry Field and Demand Generation Marketing to lead our industry-focused marketing efforts in the US, especially in regulated sectors including Public Sector, Financial Services, and Healthcare. This leadership role involves owning our industry demand generation strategy and execution, managing a team of Field Marketing Managers covering Federal, State & Local Government, Education, Healthcare, and Financial Services sectors. Your leadership will be key to driving growth and positioning Qualtrics as a trusted partner in these highly regulated environments.

How You’ll Find Success

1. Develop and implement comprehensive field marketing and demand generation strategies to drive pipeline growth and market penetration in regulated industries.
2. Leverage your expertise in B2B SaaS industry field marketing to create targeted approaches addressing challenges faced by the Public Sector, Financial Services, and Healthcare sectors.
3. Lead your team to execute industry demand generation campaigns that position Qualtrics as a leader in experience management within specialized markets.
4. Collaborate with sales leadership to align marketing efforts with business objectives and accelerate sales cycles.
5. Analyze performance metrics and market trends to refine strategies and improve marketing effectiveness.

How You’ll Grow

You will manage and mentor a team of 3 Field Marketing Managers, providing strategic guidance, professional development, and performance management. You will also build relationships with industry influencers, analysts, and partners to strengthen Qualtrics' presence in regulated markets.

Things You’ll Do

1. Lead the development and execution of industry-specific field marketing strategies for regulated sectors, especially the Public Sector (Government, SLG, Education), Healthcare, and Financial Services.
2. Partner with sales leadership to develop and implement plans that generate pipelines and accelerate sales within target industries.
3. Coordinate with marketing teams to support industry-specific campaigns and content that communicate Qualtrics' value propositions effectively.
4. Organize industry-specific events and programs.
5. Deepen understanding of industry challenges, buying processes, and regulatory requirements to inform marketing strategies.
6. Work with product marketing to ensure messaging resonates with target audiences and addresses their needs.
7. Use reporting and insights to measure program effectiveness, ROI, and impact on pipeline and revenue.
8. Collaborate with digital marketing, content, and communications teams for consistent messaging and integrated campaigns.
9. Manage and optimize budget allocation for marketing initiatives to maximize impact and ROI.

What We’re Looking for on Your Resume

1. 10+ years of progressive experience in B2B field marketing, demand generation, or related roles, with at least 5 years in regulated industries, especially Public Sector.
2. 3+ years of people management experience, demonstrating the ability to lead high-performing teams.
3. Proven success in developing and executing strategies that drive pipeline and revenue growth in B2B SaaS environments.
4. Deep knowledge of challenges, buying processes, and regulations in Public Sector, Healthcare, and Financial Services.
5. Strong track record of collaborating with sales teams on integrated go-to-market strategies.
6. Experience managing complex multi-channel campaigns from start to finish.
7. Excellent communication and interpersonal skills, capable of influencing senior stakeholders.
8. Analytical skills with experience using data to inform strategies and measure ROI.

What You Should Know about this Team

1. Our team thrives in a dynamic, fast-growing environment emphasizing innovation and adaptability.
2. We prioritize collaboration across departments to ensure aligned marketing strategies.
3. We are committed to professional development and mentorship, supporting team growth in regulated sectors.

Our Team’s Favorite Perks and Benefits

1. Vibrant culture encouraging collaboration, creativity, and work-life balance.
2. Team-building activities and company celebrations fostering community.
3. Competitive health coverage, wellness stipends, and an annual experience bonus.

The Qualtrics Hybrid Work Model

Our hybrid model combines in-office and remote work: three days in the office (Mondays, Thursdays, and one other day), with the rest of the week flexible to work remotely. This approach supports collaboration and innovation while respecting work-life integration.

Qualtrics is an equal opportunity employer. All qualified applicants will receive consideration without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or other protected characteristics.

Applicants in the U.S. have rights under Federal Employment Laws: Family & Medical Leave Act, Equal Opportunity Employment, Employee Polygraph Protection Act.

Qualtrics is committed to inclusion and provides reasonable accommodations for persons with disabilities. Please inform your contact/recruiter if accommodations are needed.

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