Senior Marketing Manager, Demand Generation Campaigns

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The Role

The Senior Marketing Manager, Demand Generation Campaigns is responsible for designing, planning and orchestrating integrated B2B demand generation campaigns that drive customer acquisition, lead generation and pipeline growth across priority sectors, products and audiences.

Working closely with the Global Head of Marketing, Demand Generation and the wider B2B Marketing organisation, this role will develop global campaign strategies and integrated campaign plans that align with commercial priorities and customer needs. Acting as the centre of excellence for campaign strategy and orchestration, the role will coordinate execution across specialist marketing teams, including Market Activation, Customer Experience & Loyalty, Performance & Marketing Technology and external partners, ensuring campaigns are delivered consistently and achieve measurable commercial outcomes.

As part of the Demand Generation function, the Senior Marketing Manager will build a scalable, insight-led and commercially focused campaign capability that delivers integrated customer experiences across all marketing channels and demonstrates measurable contribution to pipeline and revenue growth.

Key Responsibilities

Campaign Strategy & Leadership

• Develop and lead the global demand generation campaign strategy in support of customer acquisition, lead generation and pipeline growth.

• Lead a high-performing Demand Generation Campaigns team, fostering a culture of collaboration, innovation and commercial accountability.

• Define campaign planning frameworks, governance and operating rhythms that enable consistent, scalable campaign delivery.

• Ensure campaign priorities align with business objectives, audience needs and go-to-market strategies.

• Establish campaign success measures that demonstrate marketing's contribution to commercial performance.

Campaign Strategy & Planning

• Develop integrated demand generation campaign strategies that support customer acquisition, lead generation and pipeline growth.

• Design multi-channel campaign plans aligned with audience priorities, commercial objectives and go-to-market strategies.

• Translate business priorities into clear campaign briefs, messaging frameworks and execution plans.

• Ensure campaign strategies support both product-led and sector-led marketing priorities.

• Continuously evolve campaign planning methodologies to improve effectiveness, scalability and commercial impact.

Campaign Orchestration

• Lead the orchestration of integrated campaigns across multiple specialist marketing teams and channels.

• Coordinate campaign execution across Market Activation, Customer Experience & Loyalty, Performance & Marketing Technology and external agencies.

• Define campaign objectives, channel strategies, timelines and delivery priorities.

• Ensure campaigns deliver a consistent customer experience across all touchpoints while allowing appropriate regional adaptation.

• Identify risks, dependencies and resource requirements to ensure successful campaign delivery.

Campaign Performance & Optimisation

• Define campaign critical metrics and success measures aligned with commercial objectives.

• Monitor campaign performance, pipeline contribution and marketing effectiveness across channels.

• Analyse campaign data to identify optimisation opportunities and improve future campaign performance.

• Develop reporting frameworks that provide a well-rounded view of campaign effectiveness across markets, audiences and channels.

• Drive continuous improvement through structured campaign reviews, experimentation and performance analysis.

Campaign Governance & Marketing Planning 

• Maintain a well-rounded view of campaign activity across products, audiences and regions, ensuring alignment across the wider B2B Marketing organisation.

• Develop and maintain the global campaign calendar, coordinating priorities, dependencies and resource planning.

• Establish campaign governance, planning frameworks and standard across the B2B Marketing function.

• Ensure campaign documentation, reporting standards and planning processes are consistently applied.

• Champion integrated ways of working that improve campaign effectiveness and operational efficiency.

Cross-Functional Leadership & Collaboration

The Senior Marketing Manager, Demand Generation Campaigns will work closely with the wider B2B Marketing leadership team to ensure campaign activity is aligned, integrated and commercially effective.

• Strategy & Planning:

Partner with the Strategy & Planning team to translate audience strategies, positioning, value propositions and content plans into integrated campaign strategies that support commercial priorities and customer needs.

• Demand Generation Programmes:

Collaborate with the Demand Generation Programmes team to ensure campaigns are supported by effective digital acquisition journeys, conversion experiences and inbound demand generation programmes.

• Market Activation

Provide campaign direction, priorities and campaign briefs to the Market Activation team, ensuring campaigns are effectively activated across regions through events, partnerships and local engagement programmes.

The role will also play a critical role in building strong partnerships with: 

• Customer Experience & Loyalty teams to coordinate marketing automation, lead nurture and lifecycle communications that support campaign objectives.

• Performance & Marketing Technology teams to align paid media, digital channels, analytics and marketing technology capabilities with campaign priorities.

• B2B Sales leadership and commercial teams to ensure campaign priorities align with commercial objectives, pipeline goals and market opportunities.

• Product and Technology teams to align campaign priorities with product strategy, commercial initiatives and go-to-market plans.

• Editorial, research and subject matter experts to develop compelling campaign narratives, thought leadership and customer-facing content.

Required Skills and Experience 

• Significant experience leading B2B demand generation, integrated marketing, campaign management or revenue marketing functions within a complex organisation.

• Proven track record of designing and delivering integrated, multi-channel marketing campaigns that generate customer acquisition, lead generation, pipeline growth and commercial outcomes.

• Strong experience developing campaign strategies across multiple audiences, products and markets.

• Experience coordinating campaign execution across specialist marketing functions, agencies and cross-functional teams.

• Strong understanding of campaign planning, audience segmentation, customer journey design and integrated marketing.

• Experience establishing campaign governance, planning frameworks and marketing operating rhythms.

• Strong commercial skill with experience linking marketing investment to pipeline generation, revenue growth and return on investment.

• Experience leading and developing high-performing marketing teams within a collaborative, matrix environment.

• Strong analytical capability with experience using campaign performance data, attribution and marketing reporting to drive optimisation.

• Excellent partner management, communication and influencing skills, with the ability to align senior stakpartnersund shared marketing priorities.

• Experience operating effectively within a complex matrix organisation.

Leadership Attributes

• Commercially minded and customer-focused.

• Strategic problem solver with strong campaign planning capability.

• Collaborative and highly influential.

• Excellent communicator and cross-functional leader.

• Insight-led with a passion for performance optimisation.

• Organised, accountable and delivery-focused.

• Passionate about developing people and building high-performing teams.

What’s in it for you? Our benefits

Our benefits vary by location but we are committed to providing best-in-class perks across all our offices. These include generous annual leave, medical cover, inclusive parental leave packages, subsidised gym memberships and opportunities to give back to the community. Full details of our benefits are available here.

We currently operate a hybrid model which requires staff to work onsite 50% of the time, subject to role requirements & regular review. While flexible working requests will be considered, not all patterns are suitable for all roles. We believe this balanced approach supports flexibility and protects our culture, making collaboration and communication easier, building stronger relationships and team cohesion, and supporting peer learning.  We reserve discretion on reasonable notice to change this approach either generally or for specific individuals or teams.

Accessibility

We are a disability confident employer and Valuable 500 signatory.

Please let us know if you require any reasonable adjustments/personalisation as part of the application process or to enable you to attend an interview. If you would like to discuss your requirements or have any questions, email talent@ft.com and a member of our team will be happy to help.

Further information

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Candidates should be aware that the use of AI throughout the application process may be monitored to ensure a fair and transparent hiring process for all.

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