Field Marketing Manager

Workday is seeking a Regional Marketing Manager to join its North America Marketing team and support the U.S. federal market. The role will develop, execute, and measure integrated marketing plans, collaborate with sales and cross-functional teams, and drive measurable pipeline and revenue impact through demand generation and account-based marketing.

Responsibilities:

• Execute integrated marketing programs that drive demand generation and pipeline growth within federal accounts, continuously optimizing campaigns based on performance data
• Collaborate with solutions marketing to develop and refine messaging, content, and campaign assets that resonate with federal decision-makers and align to mission-driven outcomes
• Partner closely with federal sales teams to align on target accounts, campaign strategy, and pipeline goals, supporting account-based marketing initiatives that accelerate deal progression
• Work cross-functionally with digital marketing, creative services, demand generation, and paid media teams to deliver coordinated, multi-channel campaigns
• Oversee end-to-end campaign execution, ensuring programs are properly set up, launched, and tracked within marketing systems with high operational accuracy
• Analyze campaign performance, pipeline contribution, and conversion metrics to identify trends, optimization opportunities, and actionable insights
• Collaborate with sales enablement, sales development, alliances, and value management teams to ensure cohesive go-to-market execution
• Maintain disciplined investment practices and transparent reporting to demonstrate measurable business impact across net-new ACV and pipeline velocity

Requirements:

• • Deep expertise in demand generation, pipeline development, and integrated marketing program execution
• • Strong understanding of U.S. federal agency buying cycles, government procurement processes, and public sector stakeholder dynamics
• • Excellent verbal and written communication skills with the ability to craft compelling narratives for executive and government audiences
• • Strong critical thinking and creative problem-solving abilities to navigate complex marketing challenges
• • Proven project management capabilities with the ability to multitask and manage multiple programs simultaneously in fast-paced environments
• • Proficiency with marketing automation and CRM platforms including Salesforce and Marketo
• • Data-driven mindset with the ability to translate performance metrics into strategic recommendations
• • Client-service orientation with a collaborative, can-do attitude and a focus on collective team success
• • Familiarity with project management tools such as Workfront
• • 5–8 years of field marketing experience in the B2G software industry with a focus on demand generation and pipeline development
• • Proven track record of executing integrated marketing programs that drive measurable business impact
• • Experience working closely with sales teams to build and manage pipeline within named or target accounts
• • Prior experience marketing to U.S. federal agencies or within the broader public sector strongly preferred