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Wolters Kluwer Director Marketing - Demand Generation in Boston, Massachusetts

The Director of Marketing - Demand Generation is a leader within the Strategic Marketing team and responsible for end to end demand generation for our highly innovative Tax & Accounting North America Division. The person in this role must thoroughly understand critical market-related information such as customer needs processes, competitive threats, trends and opportunities. You will lead a team of demand generation marketers who will ideate and execute campaigns, both paid and organic, that are designed to increase the amount of qualified leads across all of our segments. In this role, you will utilize all the latest marketing tactics, partnerships, and thought leadership to increase the pipeline and improve our brand awareness where it matters. The person in this role supervises a team of 12. This team consists of a Campaign team and a Paid Ad team based in the U.S and Canada.

The Director Marketing - Demand Generation will partner closely with other stakeholders across the Tax and Accounting division at Wolters Kluwer, Strategic Marketing and the segments – including Sales, the Renewal team, Product Management, and Finance. You’ll work with our content marketing, design & development, and product marketing teams to test and implement strategies to acquire new leads and prospects. You will own and manage the acquisition of qualified leads into our Sales funnel. You will be responsible for managing the paid acquisition budget and monitoring expenditure into efforts that provide a positive return on investment.

Essential Duties and Responsibilities:

  • Develop strategy and execute demand generation initiatives designed to rapidly grow the Marketing driven sales pipeline and help company it achieve top-line objectives.

  • Lead, grow and develop a team that covers all aspects of demand generation.

  • Defines and executes campaign strategy for the segment’s portfolio of products, including email, paid advertising, media, sales materials and promotions and trade shows while maximizing ROI.

  • Define demand generation KPIs and create Marketing dashboards to align with team and executives on performance and return on investment

  • Partner closely with Sales leadership and teams to develop campaigns and drive high quality MQLs.

  • Provides direction to Content Marketing Manager for the development of press releases, case studies, testimonials, insights, etc., to increase market awareness.

  • Works closely with Product Management and Product Marketing to establish the segment marketing plan, revenue forecasting, campaign priorities and relevant pricing strategies and tactics. Advocates specific product and segment marketing plan and revenue forecasting channel strategies and tactics.

  • Conducts sub-segmentation analysis around persona needs and buying preferences.

  • Works with customers directly to understand customer needs; participates in sales calls, trade shows, and industry events. Works closely with Product Management to define, modify, enhance, adapt, and deliver products for the respective market segment.

  • Develops marketing plans informed by a deep understanding of assigned market segment and actively monitors, communicates, acts upon changes relevant to customer and competition.

  • Proactively addresses sales and revenue variances for markets assigned – both short and projected long-term.

  • Proactively identifies and champions new revenue opportunities.

Other Duties:

Performs other duties as assigned by supervisor.

Job Qualifications:

Minimum Qualifications:

  • Bachelor’s Degree in Marketing, related field, OR equivalent.

  • 7+ years of marketing experience.

  • 5 or more years of experience in B2B demand generation.

  • 3 or more years of experience leading a team, motivating and developing employees.

  • Competence with marketing to professionals in a B2B environment; specific exposure to tax, accounting or legal a definite asset.

  • Experienced with: Pardot, Salesforce, Microsoft Office Suite (Word, Excel, PowerPoint, Outlook).

As a top candidate, you will demonstrate the following attributes and skills:

  • Strong communication skills, both written and verbal, with an ability to be successful in a matrix environment.

  • Proven ability to accurately summarize analysis with relevant points for executive presentations and proven ability to communicate effectively with all levels of management.

  • Function as an integral part of a team and build positive, collaborative relationships and credibility.

  • Maintain a proactive approach and a focus on resolving problems and delivering results.

  • Comfortable communicating cross-functionally and with geographically distributed, virtual teams and various levels of leadership including executive level management.

  • Self-motivated and demonstrated ability to work and think independently, interpret and exercise professional judgment, creatively problem solve.

  • Proven track record of being forward thinking and proactive in identifying business issues and opportunities, developing plans of action and executing on those plans.

  • Excellent organization, attention to detail, negotiation, time management and project management skills.

  • Ability to work on and manage multiple projects simultaneously in a demanding, fast-paced environment.

  • Successful track record as a business partner and organization leader.

  • Demonstrated ability to identify, recommend, and position products to optimize revenue potential.

  • Experience working in remote work environments as part of a virtual team.

Travel requirements:

10-20% travel

Physical Demands:

Normal office environment

The above statements are intended to describe the general nature and level of work being performed by most people assigned to this job. They re not intended to be an exhaustive list of all duties and responsibilities and requirements.


Wolters Kluwer U. S. Corporation and all of its subsidiaries, divisions and customer/business units is an Equal Opportunity / Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.