Senior Lead, Demand & Digital Field Marketing

The Revenue Marketing team is responsible for generating and accelerating the pipeline that grows Shopify's business with mid-market and upmarket merchants. We're looking for a Senior Lead, Demand & Digital Field Marketing to create demand across AMER Sales Segments. You will be the marketing counterpart of our sales leaders rely on: the person who turns their territory priorities into programs that produce qualified pipeline. You'll lead the strategy on sales play, signals, and digital field programs. That means a quarterly play calendar built against real opportunity types (new logo, expansion, competitive displacement, closed-lost win-back), buying signals actioned into outreach that reps actually run, and a portfolio of virtual events, webinars, gifting, and incentive programs that create demand. You'll partner with Growth Marketing on targeted campaigns so the top of the funnel and the plays underneath it point at the same accounts. We're looking for a leader who is equally comfortable in a territory review with sales leaders and demand programs. You lead a small team of marketers, you set the bar for execution quality, and you're measured on quality pipeline. Your key KPIs are inbound and outbound Sales Accepted Leads (count and value), in alignment with the AMER sales team's targets. Key Responsibilities: Responsible for the AMER sales play system: build the quarterly play calendar against pipeline targets,land it with sales leadership, and execute to drive pipeline Own pipeline generation numbers in Sales forecast calls and be able to translate Marketing-led programs into pipeline impact Equip reps with plays they will actually run: clear positioning, ready-to-send outreach, supporting content, and a defined follow-up motion Turn product, account, and intent signals into prioritized outreach and campaign triggers, and define which signals matter most to action Partner with sales and funnel operations on routing, follow-up SLAs, and speed to lead so signals convert instead of aging Own our digital-first field portfolio: virtual events, executive roundtables, webinars built as demand programs, gifting and incentive programs, and activations around major industry moments Partner with Growth Marketing on targeted campaigns and paid programs that reach priority accounts and feed consistent, quality pipeline Report performance to marketing and sales leadership weekly in a form that drives decisions, and build measurement into every program before it launches Put AI agents and tooling to work on program build, reporting, and campaign production, and expect the same from your team Qualifications Strong track record of building demand or field marketing programs that hit pipeline and revenue targets in B2B SaaS, ecommerce, or technology Direct experience partnering with sales leaders as a peer. Bring a strong spirit of collaboration and “win together” attitude Demonstrated ownership of Sales pipeline and programs, including sales plays or account-based programs Experience running virtual events, webinars, and executive programs as pipeline vehicles, with clear before-and-after numbers Strong analytical skills. You're fluent in funnel and pipeline data, can interrogate a dashboard, and can design an experiment with a hypothesis and a kill criterion Working knowledge of the modern marketing and CRM stack (marketing automation, CRM, intent and signal data, campaign attribution) Excellent written and verbal communication. You can compress a complicated program into a paragraph a sales leader will read Keen interest in AI and a habit of putting agents and tools to work on your own programs, reporting, and production Resilient and resourceful in the face of ambiguity, and able to thrive on change rather than endure it Strong understanding of the ecommerce market, mid-market merchant needs, and the competitive set