VP, Field Marketing

Date: May 12, 2024

Location: Dublin 2, IE

Company: Bentley Systems

Location: Dublin, Ireland (Hybrid)


Position Summary:

The VP of Field Marketing – EMEA, APAC, is a critical role within the Go-To-Market (GTM) team, responsible for driving pipeline and revenue growth in targeted regions, working in partnership with Sales while also helping position Bentley Systems as the preferred infrastructure engineering software in the region. Reporting to the Head of Global Growth Marketing, you will lead the development and execution of the GTM strategy in targeted territories within EMEA and APAC and will manage a team of regional marketers to drive all field marketing activities. You will be responsible for leading a unified Sales and Marketing plan for each Region, ensuring that marketing campaigns, local and virtual events, and pipeline development and acceleration activities are highly aligned and customized for the identified growth territories and are successfully executed within budget. This is a very hands-on role and the successful candidate will be a strong cross-functional collaborator, partnering with regional Sales leaders, the Channel team, and in-region Channel Partners, and working closely with other Marketing leaders, including the Product Marketing and Digital Marketing teams to ensure coordinated GTM planning and execution.


Responsibilities include, but are not limited to:

  • Create go-to-market plans, working with regional Sales leaders, industry leads, and demand gen team, to support market opportunities for targeted revenue growth.
  • Lead regional EMEA and APAC marketing teams in local demand creation, providing local/regional customization of corporate-led initiatives, from demand creation to product launches.
  • Identify and execute events, including in-person, virtual, and hybrid to support demand generation efforts.
  • Provide localized guidance to the regional sales leadership and Partner Marketing teams on strategic go-to-market opportunities.
  • Drive new and scalable revenue growth of Bentley enterprise business and develop repeatable playbooks for mid-market, SMB, and channel GTM plans.
  • Work directly with each Regional Sales Executive/leader to align marketing activities with sales efforts.
  • Use best-in-class GTM practices to drive pipeline acceleration, working with Sales and other parts of marketing to develop and execute integrated and innovative marketing strategies, from events to demand campaigns.
  • Develop and execute specific user (customer) outreach activities that help drive consumption of Bentley products within target accounts.
  • Use Account-based marketing (ABM) methodologies to drive deep user (customer) engagement on a one-to-one and one-to-few basis; working closely with the ABM team to target accounts and specific opportunities within those accounts and then develop the initiatives to target them, including cross-sell and up-sell efforts.
  • Develop and execute industry solution marketing campaigns in the region, working in tight alignment with Industry Marketing leaders.
  • Support Channel Partner marketing and sales efforts as identified within the region to expand growth in designed territories, aligning with both regional Sales and Channel leaders to present a coordinated and strategic approach to generating new revenue opportunities and awareness of Bentley products and services.
  • Collaborate with Digital Marketing and Demand Gen teams to measure, analyze, and adjust campaign execution for continuously improved performance and consistently report on campaign performance and KPI metrics to key stakeholders including Sales and Channel leaders, and other internal executive stakeholders.
  • Own quarterly and annual KPIs for the field marketing team in each region, collaborating with regional Sales leaders and other executives to set appropriate success metrics that align with both corporate and regional initiatives and growth plans.
  • Attract, develop, and retain diverse and best-in-class field marketing teams across the EMEA and APAC regions.
  • Travel of up to 10% required.



  • Minimum 10-15 years of experience in marketing with a proven background in strategy, planning, and execution of demand generation and pipeline acceleration campaigns and activities.
  • Minimum 7-10 years of experience in effectively leading a regional/field marketing team and prefer at least 5 years of experience leading a global field team.
  • Understand market dynamics and conditions specific to each region, with the ability to identify, adjust, and communicate changing market opportunities and risks.
  • Must possess functional marketing skills for the development of successful marketing strategies and innovative programs, both direct and indirect, including but not limited to digital marketing, ABM, and industry marketing.
  • Absolutely must be an active, hands-on leader who can work from a strategic viewpoint and is willing and able to lead and support in the tactical execution of GTM plans, working alongside regional team leaders.
  • Strong collaboration and Influencing skills with proven expertise in building and managing relationships with Sales leaders, Marketing peers, C-level executives, and other key stakeholders that are critical to successful GTM programs and achieving goals.
  • Must bring a strategic and analytical approach to GTM planning as well as tactical execution to drive performance; should have a track record of leading major strategic initiatives with a focus on core business growth, and ability to address both short-term opportunities and long-term objectives.
  • Exhibits exceptional leadership skills with the ability to lead and inspire changes in thinking and approach throughout a regional team.
  • Must have strong analytical and critical thinking skillset with a data-centric approach to strategy development and execution.
  • Strong project and time management skills are critical with the ability to manage multiple parallel initiatives across target territories and accounts.
  • An undergraduate degree in marketing or business is preferred, and a post-graduate business degree (MBA) is desirable.
  • Strong written and verbal communication skills are essential, including fluency in English. An additional language is preferred but not required.


What We Offer:

  • A great team and culture – please see our Recruitment Video.
  • An exciting career as an integral part of a world-leading software company providing solutions for architecture, engineering, and construction.
  • Competitive salary and benefits.
  • The opportunity to work within a global and diverse international team.
  • A supportive and collaborative environment.
  • Colleague Recognition Awards.


About Bentley Systems:

Bentley Systems (Nasdaq: BSY) is the infrastructure engineering software company. We provide innovative software to advance the world’s infrastructure – sustaining both the global economy and environment. Our industry-leading software solutions are used by professionals, and organizations of every size, for the design, construction, and operations of roads and bridges, rail and transit, water and wastewater, public works and utilities, buildings and campuses, mining, and industrial facilities. Our offerings, powered by the iTwin Platform for infrastructure digital twins, include MicroStation and Bentley Open applications for modeling and simulation, Seequent’s software for geoprofessionals, and Bentley Infrastructure Cloud encompassing ProjectWise for project delivery, SYNCHRO for construction management, and AssetWise for asset operations. Bentley Systems’ 5,200 colleagues generate annual revenues of more than $1 billion in 194 countries.



Equal Opportunity Employer:

Bentley is proud to be an equal opportunity employer and considers for employment all qualified applicants without regard to race, color, gender/gender identity, sexual orientation, disability, marital status, religion/belief, national origin, caste, age, or any other characteristic protected by local law or unrelated to job qualifications.




Job Segment: Engineer, Wastewater, Water Treatment, Engineering