Jennifer Fields Joins Oyster as Director of Demand Generation & Growth Marketing

Jennifer Fields has joined Oyster as Director of Demand Generation & Growth Marketing, taking on a marketing leadership role focused on demand generation and growth.

Fields announced the move on LinkedIn, sharing that she had joined Oyster and thanking Claudia Hoeffner for the opportunity. Her new role brings together two closely connected areas of B2B marketing: generating demand and building growth programs.

Fields brings more than 12 years of experience in B2B SaaS revenue marketing, with a background in building demand generation programs and connecting marketing activity to pipeline outcomes. Her experience includes work across account-based marketing, executive programs and revenue-focused marketing operations.

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Her appointment comes as demand generation continues to evolve beyond traditional lead-generation models. B2B buying groups are becoming larger and more complex, requiring marketing teams to engage multiple stakeholders across longer purchasing journeys. As a result, marketers are increasingly looking at intent signals, account-level engagement and closer alignment with sales when planning demand programs.

AI is also becoming part of this shift. Marketing teams are experimenting with AI-driven content, automation and data analysis while reassessing how demand programs are measured and managed. Fields has previously focused on these areas, including the use of AI in marketing operations and strategies designed around complex B2B buying groups.

At Oyster, Fields will work across demand generation and growth marketing as the company continues operating in the global employment and HR technology market. The role places emphasis on building demand while connecting marketing activities with broader business objectives.

For Fields, the appointment marks a new chapter in her B2B SaaS marketing career. For the wider marketing industry, the move reflects how demand generation leadership is increasingly tied to revenue, data, sales alignment and emerging AI-driven workflows.