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.