**Introduction** We’re looking for a visionary Demand Strategy first line manager to lead a team of demand strategists to deliver marketing-led pipeline and revenue growth across growth client segments for IBM. This role is a critical leadership position within our Marketing organization, operating at the intersection of strategy, audience insight, and execution orchestration. You will lead a team of demands strategists across the US and Canada to activate compelling end-to-end audience journeys—from awareness to conversion. You’ll play a pivotal role in shaping our North America market demand creation strategy and optimizing execution across client segments and routes to market, across both IBM and our Ecosystem partners. **Your role and responsibilities** * Lead Market Demand Strategy for Market: Prioritize and deploy demand generation strategies across North America and team of aligned demand strategists, tailored to client segments and regions—ensuring consistent execution of omni-channel, data-driven campaigns. Co-create the strategy with WW Demand counterparts and own mkt execution for omnichannel marketing journeys aligned to persona/product set, including optimizing channel mix to achieve pipeline objectives across all routes * Own Marketing’s Contribution to Revenue: Drive qualified demand generation and influence full-funnel KPIs in alignment with company pipeline and win revenue targets. * Audience & Journey Leadership: Deeply understand our priority audiences—their pain points, use cases, and decision-making triggers. * Cross-Functional Orchestration: Align with Sales, Product Marketing, and Ecosystem teams to ensure GTM plans are integrated across inbound, outbound, F2F Sales, and Partner motions. * Own lead pass engine for Market: Collaborate with Digital Sales to pass leads to skilled, high converting partners to improve yield * Act as Marketing SME for aligned brand, including enablement to sales and partners on brand marketing strategy, campaign best practices & latest marketing material * Market & Performance Insights: Track and analyze North America pipeline performance across geographies, segments, and tactics. Drive performance diagnostics and corrective action planning. KPIs * Opportunity conversion to pipeline * Lead velocity/age and deal acceleration * New Pipeline Creation * Out qtr pipeline target attainment for market **Required technical and professional expertise** * 10+ years of experience in enterprise B2B demand generation marketing or GTM leadership—preferably within high-growth SaaS, AI, or cloud-based technology environments * People management experience * Deep experience owning market marketing KPIs with measurable impact on revenue and pipeline * Experience driving successful, agile demand strategy through omni-channel journeys: digital, events, nurture programs, sales plays, etc. * Brings innovative thinking and market-leading techniques, strategy, and approach * Hands-on experience with real-time journey orchestration using marketing-leading tools like Adobe Journey Optimizer and Adobe suite. * Strong strategic thinking with hands-on ability to lead execution across matrixed teams * Comfortable influencing at the executive level while driving alignment across Product, Sales, and Marketing executive stakeholders * Fluency in full-funnel marketing techniques and modern martech ecosystems * Strong understanding of enterprise buyer personas, decision journeys, and account-based marketing principles IBM is committed to creating a diverse environment and is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, caste, genetics, pregnancy, disability, neurodivergence, age, veteran status, or other characteristics. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.