Senior Demand Generation Manager

About the role:

As a Senior Demand Generation Manager, you'll be the driving force behind creating a winning demand gen strategy for a specific vertical category at THG Ingenuity. You'll lead the charge in generating leads and pipeline, while managing a team of demand gen managers to focus on other vertical categories. Reporting to the Head of Vertical Marketing, your expertise will be vital in creating, sharing, and championing demand gen campaigns and best practices that generate pipeline and prioritise quality leads over quantity. 

Key Responsibilities: 

• Develop and execute game-changing demand generation plans to drive pipeline and revenue growth for your vertical. 
• Strategize and execute multi-touch campaigns that generate pipeline for a specific vertical category, tailored to the user’s journey. 
• Be the ultimate champion for your vertical, building connections with internal and external stakeholders to identify target audiences, understand their pain points, and create messaging that resonates. 

• Deeply understand THG Ingenuity's proposition for your vertical, your target audience, and buyer journey to create an innovative and effective strategy. 
• Work with Head of Vertical Marketing to establish the demand gen vision and drive adoption across team members, instilling best practices. 
• Lead a team of demand gen managers and campaign coordinator to plan, execute, and optimise multi-channel campaigns across channels, promoting a culture of channel exploration and test. 
• Collaborate with cross-functional teams including product, sales, and marketing to align demand gen efforts with overall business goals. 
• Analyse campaign performance and provide insights and recommendations to improve ROI and customer acquisition cost. 

• Stay on top of industry trends and best practices, always looking for new ways to improve demand gen efforts. 
• Manage budget and resources for demand gen initiatives. 
• Work with the wider marketing team to identify and capitalise on opportunities to drive qualifying leads and pipeline. Report on key KPIs, assess pipeline health, and identify key challenges and priorities. 
• Create a test and learn culture within the team, championing ideas, validating through robust testing, and constantly enhancing the demand gen playbook. 
• Work with Head of Vertical Marketing to identify tech gaps and enable the team to hit their targets. 

• Partner with Marketing Ops to manage and optimize the use of our CRM (Zoho). 
• Collaborate closely with Sales Development team to align on messaging and capitalize on success. 
• Collaborate with senior sales team and category manager to collate inputs to plan. 

Ideal Candidate: 

• 7+ years of experience in demand generation, preferably in a B2B tech company. 

• Proven track record of developing and executing successful demand generation campaigns across B2B channels 
• Experience leading and managing teams of demand gen professionals 
• Strong analytical and data-driven mindset 
• Excellent communication and collaboration skills 
• Knowledge of marketing automation and CRM platforms 

• Thorough understanding of lead-to-revenue process 
• Expertise in understanding buyers journey and buying committee logics 
• Strong analytical and data-driven mindset 
• Track record of hitting aggressive growth goals leveraging a diverse set of channels and tactics, with expertise in end-to-end campaign development, execution, and measurement 
• Expertise in LinkedIn Paid, and other Paid Social channels, constantly refining campaigns for success. 

• Customer-centric and driven by insights, understanding the customer journey, each influencer within the decision-making process, and leveraging customer insights to design your campaigns. 
• Great at building cross-functional relationships, working closely with sales, content clients success and ops teams. 
• Excel at managing budgets and resources to achieve goals.