Demand Generation and Marketing leader

Job Overview:

We are seeking a strategic and results-driven Demand Generation and Marketing Lead with experience in IT consulting and services. In this role, you will own the strategy and execution of direct marketing initiatives with a strong focus on lead generation, pipeline creation, and revenue growth. You will drive integrated campaigns targeting key industries, working closely with sales, product, and digital marketing teams to directly impact business outcomes.

Key Responsibilities:

1. Demand Generation and Pipeline Growth:

• Design and execute direct marketing programs focused on lead acquisition, pipeline acceleration, and sales enablement.
• Build a scalable demand generation engine targeting key decision-makers across industries such as finance, healthcare, manufacturing, and more.
• Develop and execute account-based marketing (ABM) strategies in collaboration with the sales teams to accelerate pipeline development.

2. Direct Marketing Strategy:

• Define and implement direct marketing strategies (email marketing, personalized outreach, targeted campaigns) to drive qualified lead generation.
• Align marketing activities closely with pipeline goals, sales targets, and regional business priorities.
• Use segmentation, targeting, and personalization techniques to improve lead conversion rates across all stages of the funnel.

3. Integrated Campaign Management:

• Lead the end-to-end campaign lifecycle — planning, execution, optimization, and reporting — across direct channels (email, outbound messaging, events, webinars, etc.).
• Prioritize campaigns based on business needs, lead scoring models, and revenue potential.
• Maintain a robust campaign calendar aligned with quarterly and annual pipeline goals.

4. Cross-Functional Collaboration:

• Work closely with Sales, Pre-Sales, Product, and Digital teams to align marketing tactics with revenue generation priorities.
• Collaborate with Sales Enablement to ensure messaging, targeting, and follow-up strategies are tightly coordinated.
• Integrate direct marketing efforts with broader marketing programs to ensure a seamless buyer journey.

5. Content and Messaging Alignment:

• Develop and oversee content tailored for direct marketing efforts, such as emails, landing pages, nurture streams, and sales engagement assets.
• Create and promote thought leadership assets (whitepapers, case studies, blogs) to support lead generation and nurturing efforts.
• Ensure all content resonates with customer pain points, industry trends, and key buying triggers.

6. Data-Driven Campaign Optimization:

• Implement robust metrics to measure direct marketing performance, including MQLs, SQLs, pipeline influence, conversion rates, and campaign ROI.
• Analyse data to optimize targeting, messaging, and channels for higher engagement and better pipeline contribution.
• Use A/B testing, intent data, lead scoring, and attribution modelling to continuously refine marketing strategies.

7. Leadership and Team Management:

• Lead and mentor a team of direct marketing specialists and campaign managers.
• Foster a performance-driven culture focused on accountability, experimentation, and continuous improvement.
• Drive the adoption of best practices across direct marketing, Martech platforms, and sales collaboration.

Key Skills and Qualifications:

• 15–20 years of experience in direct marketing, demand generation, or pipeline marketing, preferably within IT consulting and technology services.
• Proven success in developing and executing direct marketing programs that generate qualified leads and drive revenue.
• Deep understanding of IT consulting services, buyer personas, and B2B marketing best practices.
• Strong hands-on experience with CRM and marketing automation tools (e.g., Salesforce, Marketo, HubSpot).
• Expertise in campaign analytics, lead scoring, nurture programs, and pipeline reporting.
• Excellent communication, leadership, and project management skills with the ability to collaborate with senior sales and business leaders.

Preferred Qualifications:

• Experience managing global or regional demand generation and direct marketing programs.
• Knowledge of ABM strategies, intent data usage, and modern B2B marketing frameworks.
• Familiarity with SEO, SEM, and content marketing techniques to support direct campaigns.
• A proven track record of measurable impact on pipeline creation and acceleration through direct marketing efforts.