VP Campaign Activation - Workday Product

Job Profile 

As VP Campaign Activation, you will define and lead the global campaign activation strategy, translating commercial priorities into integrated, high-impact marketing programs that drive pipeline growth and revenue performance. You will act as the strategic bridge between Product Marketing, Sales, Partner and Field Marketing, ensuring campaigns are insight-led, aligned to go-to-market objectives and executed with operational excellence. Leading a high-performing team, you will use performance data, audience insight and continuous optimisation to maximise demand generation impact and marketing ROI. 

Your key responsibilities will include: 

• Own and implement Campaign Activation Strategy and Leadership by defining the global campaign activation framework aligned to company and Business Unit growth objectives. You will translate product-based commercial priorities and go-to-market strategies into integrated, multi-channel campaigns, leading and mentoring a high-performing team while owning activation budgets and ensuring investment delivers measurable pipeline and revenue impact. 
   

• Own and lead Integrated Campaign Planning and Execution by working closely with product marketing teams to identify key opportunities and turning these into end-to-end campaigns across digital, field, partner and account-based channels. You will ensure alignment to defined target segments, buyer journeys and regional priorities, embedding structured planning processes and governance to drive consistency, scalability and excellence in execution. 
   

• Lead Audience Insight, Tactics and Optimisation by leveraging data, marketing automation and CRM systems to define audience strategies, segmentation and targeting frameworks. You will use performance analytics and attribution models to refine activation strategies, ensuring campaigns are insight-led and ROI-driven. You will use this to help decide the optimal set of marketing tactics – in-person events, webinars and work closely with the product marketing and content marketing teams to ensure we have the right, compelling content to drive campaign success. 
   

• Drive Demand Generation and Pipeline Growth by partnering closely with Sales, SDR, Product Marketing, Marketing Operations and Revenue Operations teams to ensure campaigns are aligned to pipeline goals and account strategies. You will optimise campaign performance to improve lead quality, conversion rates and contribution to revenue, fostering a culture of experimentation and continuous improvement. 
   

• Own Strategic Alignment, Partners and Cross-Functional Collaboration by working closely with Product Marketing, Brand, Alliances and Regional Marketing teams to ensure messaging, positioning and activation plans are fully integrated. You will align global frameworks with regional execution needs, balancing standardisation with local market relevance. A key component of this will be the partner marketing relationships with Workday to ensure we fully leverage our strategic connections across their calendar of key events and campaigns. 
   

• Own Campaign Impact analysis, Governance and ROI by defining clear KPIs for campaign effectiveness across engagement, pipeline, revenue and market impact. You will work with the VP, Marketing Operations to set up performance dashboards, report regularly to executive leadership and embed a culture of accountability, transparency and data-driven decision making. 
   

• Putting people first & developing others: You’ll lead, coach and develop a team of campaign and activation specialists, fostering a high-performance culture built on collaboration, wellbeing, inclusion and continuous professional growth. 

Minimum (essential) requirements:  

• Proven experience in a senior demand generation, campaign activation or marketing leadership role within a technology or professional services environment. 

• Significant SaaS experience, with a strong understanding of subscription-based business models, recurring revenue dynamics and customer lifecycle marketing. 

• Demonstrated success in designing and executing integrated, multi-channel campaigns that deliver measurable pipeline and revenue growth. 

• Strong commercial acumen with a track record of aligning marketing activation to sales objectives and revenue targets. 

• Experience leading and scaling high-performing campaign or demand generation teams in a growth organisation. 

• Deep understanding of CRM, marketing automation, attribution modelling and performance analytics. 

• Experience working cross-functionally with Product Marketing, Sales, Revenue Operations and regional marketing teams. 

• Proven ability to manage significant marketing budgets and optimise investment for ROI. 

• Strong executive presence with the ability to influence senior stakeholders and present performance insights at leadership level. 

Desirable:  

• Degree or higher in Marketing, Communications or a similar relevant discipline.  

• MBA or other relevant post-grad qualification. 

• Significant technology/ SaaS experience. 

• Experience within the Workday ecosystem.