VP, Demand Generation & Marketing Operations

Category-defining tech. Career-defining work. The next era of software won’t operate at human scale. Applications will create applications. Systems will coordinate with systems. Data and decisions will move faster than teams can react to them. The infrastructure powering that world cannot be fragile, reactive, or limited by the assumptions of the past. Cockroach Labs exists to build what comes next — before the world requires it. We created CockroachDB to survive failures, scale without compromise, and adapt to changing conditions automatically. Now we’re helping define a future where complexity fades into the background and infrastructure simply works, no matter the scale. This is the kind of challenge that attracts people who want to shape industries, not just participate in them. The work is ambitious, the standards are high, and the impact is real. The Role Cockroach Labs is hiring a Vice President of Demand Generation & Marketing Operations to lead a unified function that combines pipeline creation, marketing operations, and agentic-led account programs under one team. This is a new role created as part of a broader marketing transformation. You will own everything from digital demand generation and campaign execution to the operational infrastructure, automation platform, and data pipelines that power the marketing engine. This leadership position demands a systems thinker who can tie together demand gen strategy, marketing technology, AI-powered workflows, and a growing account-play motion into a single operating model. A key aspect of this role involves working closely with peers in sales development, field marketing, corporate marketing, the data team, and RevOps to ensure the marketing operations and demand gen functions are aligned with broader revenue goals and company strategy. You will inherit a team of experienced builders and operators who are already deep into AI-powered workflows: a revenue agent in production pilot, Clay-based account acquisition running across vertical pods, automated SDR sequencing through Outreach and Nooks, and the foundation of a self-serve campaign platform built on our internal AI platform. The infrastructure exists. What we need is the senior leader who ties it together, sets the strategic direction, and scales it. This is not a traditional demand gen leadership role. We are rebuilding the marketing operating model around AI, and the right leader is energized by that opportunity. If your playbook is limited to paid media, MQL targets, and Marketo campaigns, this isn't the right fit. We're looking for someone who thinks in systems, builds with data, and understands that AI is collapsing the cost of marketing execution. This role requires three days a week on site in New York City. You Will Own pipeline creation across paid & organic. You own the number. Digital marketing strategy and execution across paid search, paid social, display, content syndication, and retargeting. Campaign strategy & planning (in tandem with Product Marketing), and performance optimization across all digital channels. Own the marketing technology stack end-to-end: and the enrichment and scoring layers that feed them. Drive tool rationalization and vendor management for all marketing-owned platforms. Own SDR operations: the revenue agent platform, prospecting automation, contact enrichment, event follow-up workflows, and Outreach/Nooks tooling. Your ops team builds the systems that the SDR organization runs their plays on. Own ICP modeling, account targeting, and the data infrastructure behind attribution and ROI reporting. Build the measurement framework that the team uses to make resource allocation decisions. Own the agentic-led account play motion. Cohort-based account selection, AI-assembled microsites, gifting triggers, event invitations, geo-targeted ads, and automated multi-channel execution. You provide strategic direction and operational infrastructure to scale this to X plays per week running semi-au