Overview
The Demand Generation Marketing Manager will lead the planning and delivery of integrated marketing programmes designed to create and convert pipeline for the sales team. This role is responsible for orchestrating activity across key digital channels including email, paid media, content, and search.
Working closely with marketing, sales, product, and senior leadership, you will ensure demand generation activity is aligned to revenue targets, continuously optimised, and delivering impact across the full funnel.
Responsibilities
* Campaign Strategy & Execution: Define and execute multi-channel demand generation plans across email, content, SEO/SEM and paid social, with a clear focus on driving pipeline and accelerating buyer engagement.
* Lead Generation & Nurturing: Build and optimise campaigns that generate high-quality MQLs and effectively progress them through to SQL. Oversee lead flow, qualification, and seamless handover to sales.
* Paid Media Management: Own the performance of paid acquisition channels such as Google Ads and LinkedIn, continuously optimising campaigns to improve efficiency, reach, and return on investment.
* Content Development: Partner with the content team to produce compelling, conversion-focused assets (including whitepapers, case studies, blogs, and landing pages) that support campaign performance and educate target audiences on our SaaS offering.
* ABM & Segmentation: Support and execute targeted Account-Based Marketing initiatives, using segmentation and personalisation to engage priority accounts and key decision-makers.
* Collaboration with Sales: Work closely with sales to align on pipeline targets, lead definitions, scoring models, and follow-up processes. Incorporate sales feedback to refine targeting and campaign effectiveness.
* CRM & Marketing Automation: Utilise HubSpot to build, deploy, and manage campaigns, track engagement, and ensure accurate reporting and visibility of marketing impact across the funnel.
* Reporting & Analytics: Monitor and evaluate campaign performance, including metrics such as ROI, cost per lead, and conversion rates. Translate insights into clear recommendations and continuous improvement.
* Budget Management: Manage demand generation spend, ensuring budget is allocated effectively and delivers maximum return.
Qualifications
* Bachelor’s degree in Marketing, Business, Communications, or a related discipline (or equivalent experience).
* 4–6 years’ experience in demand generation, digital, or growth marketing, ideally within a B2B SaaS environment.
* Demonstrated success in building and scaling campaigns that drive measurable pipeline and revenue impact.
* Strong hands-on experience across paid media, email marketing, content, and marketing automation platforms (ideally HubSpot).
* Experience executing Account-Based Marketing and segmentation strategies.
* Good understanding of the B2B buying journey and SaaS sales processes.
* Data-driven mindset, comfortable using performance insights to inform decisions and optimise activity.
* Strong organisational skills, with the ability to manage multiple campaigns simultaneously.
* Confident communicator with experience working cross-functionally across sales, marketing, and product teams.
Preferred Skills
* Experience with SEO/SEM, retargeting strategies, and conversion rate optimisation (CRO).
* Background in demand generation within construction or related industries.
* Familiarity with lead scoring frameworks and lifecycle nurturing programmes.
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