Head of Growth Marketing - Adaptive Planning

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About the Team

The Adaptive Planning Growth Marketing team drives demand, pipeline, and revenue impact through a full-funnel growth approach, including demand generation, lifecycle marketing, events, and field marketing. The team partners closely with Product Marketing, Sales, RevOps, and the extended Marketing teams to engage the right customers, at the right time, with the right message.
The team operates with a builder’s mindset: experimental, analytical, and outcomes-driven. We value speed, learning, and ownership, while maintaining the rigor required to scale within an enterprise environment.

About the Role

Workday Adaptive Planning is seeking a Head of Growth Marketing to lead global demand generation and pipeline growth for the Adaptive business unit. This role will own the strategy and execution of growth marketing programs that drive high-quality pipeline, accelerate new logo pipeline and revenue, drive customer expansion efforts, and improve funnel efficiency across global markets. While largely focused on top-of-funnel new lead acquisition, this leader also must be experienced and comfortable with mid-funnel and post-sale campaign tactics and strategies.

This is a senior role that partners closely with Sales, Product Marketing, RevOps, the extended Marketing organization, and more to translate business priorities into measurable growth outcomes. This role also oversees lifecycle and field marketing, ensuring cohesive engagement from first touch through opportunity creation and acceleration, and translating global strategy into regionally relevant programs that support sales priorities.

About You

What You’ll Do

This leader needs to be a growth-minded marketer who blends the discipline and scale of enterprise SaaS with the creativity, speed, and scrappiness of a high-growth startup. You know how to build demand engines that perform in complex, sales-led environments — and you’re equally comfortable rolling up your sleeves to test, learn, and iterate when the path forward isn’t obvious.

• Lead the end-to-end growth marketing strategy for Adaptive Planning, with accountability for pipeline creation, ACV contribution, and customer expansion programs

• Own planning, execution, and optimization of full-funnel growth programs across digital, paid media, ABM, lifecycle, and partner channels

• Partner with Sales, RevOps, and Marketing Ops to align on ICPs, segmentation, account prioritization, and pipeline targets.

• Drive a culture of experimentation and continuous optimization to improve conversion rates, CAC, and funnel velocity.

• Work with Marketing Operations to develop and maintain KPIs, dashboards, and operating rhythms to measure and report on performance, attribution, and RO

• Lead lifecycle marketing strategy and execution, designing integrated nurture, engagement, and expansion programs that improve conversion, velocity, and pipeline quality across the buyer journey.

• Oversee field marketing programs in partnership with regional sales leaders, ensuring consistent execution of growth plays while enabling local relevance and flexibility.

• Align lifecycle, digital, and field efforts into a single, coordinated growth motion, rather than disconnected programs.

• Build, develop, and lead a high-performing, entrepreneurial growth marketing team.

Basic Qualifications:

• 12+ years of B2B SaaS marketing experience, with deep expertise in growth marketing and demand generation - ideally at both enterprise SaaS & startup organizations

• Proven experience owning pipeline and revenue outcomes in an enterprise or upper mid-market environment.

• Strong perspective on modern marketing technology platforms, including how and where to leverage AI tooling to scale team productivity and output

• An understanding of how to connect digital, nurture, and in-market execution into a unified motion to support business objectives

• Cross-channel expertise and experiencing driving omnichannel campaigns, leveraging email, social, paid media, content syndication, events, OOH, display, and more

• Experience building, leading, and scaling high-performing marketing teams

• Strong analytical skills with experience in attribution modeling, funnel analytics, and performance optimization

• Thorough understanding of digital channels, including but not limited to, paid and organic search (including LLMs), paid social, email, web, and more, as well as conversion rate optimization strategies and tactics

• Experience partnering closely with Sales, RevOps, and Product Marketing teams

• Comfort managing up and reporting out to senior executives outside of Marketing

Other Qualifications:

• Familiarity with multi-product or platform organizations preferred

• Experience operating within a matrixed or global organizations, where aligning with diverse sets of stakeholders is the norm

• Comfort in ambiguity, with a proven ability to continuously pressure-test assumptions, and always look for ways to improve conversion, efficiency, and impact

• Perspective on the best ways to partner with inbound and outbound SDRs teams to maximize impact and scale

• Ability to balance strategic thinking with hands-on execution, leading teams with clarity, accountability, and momentum

Workday Pay Transparency Statement

The annualized base salary ranges for the primary location and any additional locations are listed below.  Workday pay ranges vary based on work location. As a part of the total compensation package, this role may be eligible for the Workday Bonus Plan or a role-specific commission/bonus, as well as annual refresh stock grants. Recruiters can share more detail during the hiring process. Each candidate’s compensation offer will be based on multiple factors including, but not limited to, geography, experience, skills, job duties, and business need, among other things. For more information regarding Workday’s comprehensive benefits, please click here.

Primary Location: USA.CA.Pleasanton

 

Primary Location Base Pay Range: $200,800 USD - $301,200 USD

 

Additional US Location(s) Base Pay Range: $173,300 USD - $301,200 USD

Our Approach to Flexible Work
 

With Flex Work, we’re combining the best of both worlds: in-person time and remote. Our approach enables our teams to deepen connections, maintain a strong community, and do their best work. We know that flexibility can take shape in many ways, so rather than a number of required days in-office each week, we simply spend at least half (50%) of our time each quarter in the office or in the field with our customers, prospects, and partners (depending on role). This means you'll have the freedom to create a flexible schedule that caters to your business, team, and personal needs, while being intentional to make the most of time spent together. Those in our remote "home office" roles also have the opportunity to come together in our offices for important moments that matter.

Pursuant to applicable Fair Chance law, Workday will consider for employment qualified applicants with arrest and conviction records.

Workday is an Equal Opportunity Employer including individuals with disabilities and protected veterans.

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