VP, Digital and Demand Generation

Company Description

PG Forsta is the leading experience measurement, data analytics, and insights provider for complex industries-a status we earned over decades of deep partnership with clients to help them understand and meet the needs of their key stakeholders. Our earliest roots are in U.S. healthcare -perhaps the most complex of all industries. Today we serve clients around the globe in every industry to help them improve the Human Experiences at the heart of their business. We serve our clients through an unparalleled offering that combines technology, data, and expertise to enable them to pinpoint and prioritize opportunities, accelerate improvement efforts and build lifetime loyalty among their customers and employees.

Like all great companies, our success is a function of our people and our culture. Our employees have world-class talent, a collaborative work ethic, and a passion for the work that have earned us trusted advisor status among the world's most recognized brands. As a member of the team, you will help us create value for our clients, you will make us better through your contribution to the work and your voice in the process. Ours is a path of learning and continuous improvement; team efforts chart the course for corporate success.

Our Mission:

We empower organizations to deliver the best experiences. With industry expertise and technology, we turn data into insights that drive innovation and action.

Our Values:

To put Human Experience at the heart of organizations so every person can be seen and understood.

• Energize the customer relationship:Our clients are our partners. We make their goals our own, working side by side to turn challenges into solutions.
• Success starts with me:Personal ownership fuels collective success. We each play our part and empower our teammates to do the same.
• Commit to learning:Every win is a springboard. Every hurdle is a lesson. We use each experience as an opportunity to grow.
• Dare to innovate:We challenge the status quo with creativity and innovation as our true north.
• Better together:We check our egos at the door. We work together, so we win together.

As the Vice President for Digital and Demand Generation, you will be responsible for driving scalable growth through innovative, data-driven marketing initiatives. The ideal candidate for this position is a strategic thinker, a hands-on leader, and a passionate advocate for leveraging emerging technologies to optimize marketing performance and customer engagement. As a senior leader on the Marketing team, you will play a key role in translating business priorities into effective campaigns across multiple lines of business and across multiple geographies. To accomplish this, you will manage a team of professional staff with responsibility for campaign management and planning, inbound marketing, website, and marketing operations. You and your team will work collaboratively with leadership across the organization and act as an advisor across the business on strategies, channels, and messages to reach the desired audiences.

Key Responsibilities:

Demand Generation Strategy & Leadership

• Design and execute the overarching demand generation strategy aligned with corporate growth goals, ensuring a consistent pipeline of high-quality opportunities.
• Partner with executive stakeholders across Sales, Product, Client Success, and Finance to define strategic priorities allocate spend, and go-to-market alignment.
• Develop annual and quarterly revenue acceleration plans with measurable KPIs, integrating brand awareness, lead generation, and conversion optimization.
• Manage, optimize, and forecast the departmental budget to maximize ROI, balancing strategic investments with operational efficiency.

Technology-Driven Marketing Innovation & Martech Optimization

• Champion the integration of AI, machine learning, and emerging technologies into marketing workflows - leveraging predictive analytics, personalization engines, dynamic content generation, and advanced customer journey orchestration.
• Continuously evaluate and adopt next-generation tools and trends to keep the organization at the forefront of marketing innovation and competitive advantage.
• Oversee and evolve the organization's digital ecosystem - including website, marketing automation platforms, CRM, analytics, and personalization tools - ensuring seamless integration, scalability, and security.
• Lead governance and continuous improvement efforts related to the marketing technology stack, ensuring security, scalability, and best-practice usage.
• Drive UX and conversion optimization to improve visitor engagement, lead capture, and sales readiness.

End-to-End Demand Generation & Performance Marketing

• Own the complete demand generation lifecycle from lead acquisition to nurturing scoring to conversion, ensuring alignment with sales objectives.
• Optimize paid media, SEO/SEM (including LLM, Generative Engine, and Answer Engine optimization), social advertising, email marketing, and account-based marketing (ABM) efforts through data-driven targeting and marketing automation.
• Implement rigorous performance tracking and attribution models to measure impact, improve forecasting, and increase marketing ROI.

Campaign, Event, & Partnership Activation

• Develop and execute high-impact, multi-channel campaign blueprints that combine storytelling, data, and creative execution to drive market penetration and pipeline acceleration.
• Collaborate cross-functionally with business Unit General Managers, Sales, Client Success, and other internal stakeholders to uncover growth opportunities and inform campaign strategy.
• Identify and activate high-value digital events, sponsorships, and partnership opportunities to increase brand visibility and generate qualified leads. Designs integrated content and outreach strategies tailored to each event or partnership for maximum engagement and conversion.
• Partner with field marketing teams to support physical events with digital support for pre-, during, and post-event digital activity to maximize attendance and ROI
• Build and evolve persona-based messaging frameworks in partnership with product marketing team to ensure relevance and resonance across buyer segments.

Digital Marketing Operations Excellence

• Oversee relationships with digital marketing vendors, including contracting, vendor management, and financial oversight.

• Negotiates, secures, and manages content partnership agreements to ensure on-brand execution and measurable ROI.

• Maintains data hygiene and operational efficiency in CRM and automation platforms to ensure maximal value.
• Ensure all digital marketing activities, audience targeting, and data collection practices comply with applicable international data protection and privacy laws (e.g., GDPR, CASL, CCPA) to mitigate risk and protect brand trust.

Qualifications:

• 12+ years of significant and progressive expertise in marketing analytics, attribution modeling, and performance optimization, with 7+ years in leadership role.
• Experience with enterprise-level Martech ecosystem, including established and emerging tools.
• Deep knowledge of social/digital/technology platforms, content distribution channels and the production/creative development process
• Sharp analytical skills and leverage data to inform decision making
• Proficient in process and project management- ability to plan, organize, prioritize, build structure and execute a vision on deadline and with attention to detail
• Experience working with sales organizations and supporting revenue generation
• Skilled in establishing and growing meaningful, trust-based internal and external relationships
• Excellent written and verbal communications skills
• Strong leadership, collaboration, and stakeholder management abilities. Experienced in leading/developing staff, motivating a team to achieve goals and managing up

Don't meet every single requirement?Studies have shown that women and people of color are less likely to apply to jobs unless they meet every single qualification. At PG Forsta we are dedicated to building a diverse, inclusive and authentic workplace, so if you're excited about this role but your past experience doesn't align perfectly with every qualification in the job description, we encourage you to apply anyways. You may be just the right candidate for this or other roles.

Additional Information for US based jobs:

Press Ganey Associates LLC is an Equal Employment Opportunity/Affirmative Action employer and well committed to a diverse workforce. We do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity, veteran status, and basis of disability or any other federal, state, or local protected class.

Pay Transparency Non-Discrimination Notice - Press Ganey will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information.

The expected base salary for this position ranges from $175,000to $250,000. It is not typical for offers to be made at or near the top of the range. Salary offers are based on a wide range of factors including relevant skills, training, experience, education, and, where applicable, licensure or certifications obtained. Market and organizational factors are also considered. In addition to base salary and a competitive benefits package, successful candidates are eligible to receive a discretionary bonus or commission tied to achieved results.

All your information will be kept confidential according to EEO guidelines.

Our privacy policy can be found here:https://www.pressganey.com/legal-privacy/