Senior Demand Generation Manager

Luminik; Köln; On-site; EUR 80,000 - 120,000; Full time

Job summary

Cognism in Cologne is seeking a Senior Demand Generation Manager to own the DACH Enterprise and Mid‑Market demand generation strategy, campaign planning, ABM execution, and pipeline creation. You will collaborate with SDRs, AEs, Sales Leadership, RevOps, and Brand to build integrated programs that drive qualified pipeline and revenue.

The ideal candidate brings strong B2B SaaS demand generation experience, deep ABM understanding, and the ability to translate GTM priorities into high‑impact

Qualifications

• 5–7 years’ experience in demand generation, growth marketing, or B2B marketing.
• Proven experience building and running multi‑channel demand generation campaigns for Enterprise and/or Mid‑Market.
• Strong understanding of ABM, including target account planning and campaign orchestration.
• Proven ability to work closely with SDRs, AEs, Sales Leadership, RevOps, and Marketing teams.
• Track record of driving qualified pipeline and revenue impact through demand generation activity.
• Experience managing campaign budgets and optimising spend based on performance.

Responsibilities

• Own and evolve demand generation strategy for DACH Enterprise and Mid‑Market segments.
• Build integrated campaigns across ABM, paid media, events, webinars, content, email, direct mail, and outbound support.
• Translate DACH GTM priorities into clear campaign plans aligned to ICPs, personas, buying stages, and pipeline goals.
• Define programs for priority Enterprise and Mid‑Market accounts, industries, buyer groups, and use cases.
• Identify growth opportunities across DACH accounts, verticals, regions, and channels.
• Balance scalable demand creation with focused account-based activity.
• Work with SDRs and AEs to align campaigns to target accounts, outbound plays, and live opportunities.
• Build ABM plays for priority accounts, including messaging, offers, events, sales enablement, and account progression.
• Forecast, track, and optimise pipeline coverage with Sales Leadership.
• Ensure campaigns support new pipeline creation and pipeline acceleration.
• Gather feedback to improve targeting, messaging, lead quality, and conversion.
• Create clear campaign briefs, talk tracks, and follow‑up motions for sales teams.
• Plan, launch, and optimise multi‑channel campaigns for the DACH Enterprise and Mid‑Market audience.
• Coordinate with Paid Media, Content, PMM, Web, Brand, and Events to deliver joined‑up programs.
• Own campaign objectives, audience strategy, channel mix, budget, timelines, and success metrics.
• Ensure messaging is relevant to senior buyers and purchasing committees.
• Support campaign execution without owning every channel.
• Manage performance against MQL, SQL, pipeline, revenue, and engagement targets.
• Own DACH Enterprise and Mid‑Market demand generation budget allocation across campaigns.
• Track spend, performance, ROI, CAC, and account engagement.
• Build regular reporting connecting activity to pipeline and revenue outcomes.

Skills

Demand generation

Multi-channel campaigns

ABM strategy

Cross-functional collaboration

Pipeline & revenue impact

Budget management

Job description

WHO ARE WE

Cognism is the leading provider of European B2B data and sales intelligence. Ambitious businesses of every size use our platform to discover, connect, and engage with qualified decision-makers faster and close more deals. Headquartered in London with global offices, Cognism’s contact data and contextual signals are trusted by thousands of revenue teams to eliminate the guesswork from prospecting.

The Role:

We are looking for a Senior Demand Generation Manager in our Cologne office to lead demand generation strategy, campaign planning, ABM execution, and pipeline creation for the DACH Enterprise and Mid-Market segments.

This role is highly cross-functional. You will work closely with DACH SDRs, AEs, Sales Leadership, RevOps, Paid Media, Content, PMM, Web, and Brand to build integrated programs that create, accelerate, and convert pipeline across priority accounts.

The ideal candidate has strong B2B SaaS demand generation experience, a clear understanding of ABM, and the ability to turn DACH GTM priorities into focused campaigns for larger, higher-value accounts.

Responsibilities:

DACH Enterprise & Mid-Market Demand Generation

• Own and evolve demand generation strategy for DACH Enterprise and Mid-Market segments.


• Build integrated campaigns across ABM, paid media, 1P events, webinars, content, email, direct mail, and outbound support.


• Translate DACH GTM priorities into clear campaign plans aligned to ICPs, personas, buying stages, and pipeline goals.


• Define programs for priority Enterprise and Mid-Market accounts, industries, buyer groups, and use cases.


• Identify growth opportunities across DACH accounts, verticals, regions, and channels.


• Balance scalable demand creation with focused account-based activity.

ABM, Sales Alignment & Pipeline Creation

• Work tightly with DACH SDRs and AEs to align campaigns to target accounts, outbound plays, pipeline gaps, and live opportunities.


• Build ABM plays for priority Enterprise and Mid-Market accounts, including messaging, offers, events, sales enablement, and account progression.


• Partner with DACH Sales Leadership to forecast, track, and optimise pipeline coverage.


• Ensure campaigns support both new pipeline creation and pipeline acceleration.


• Gather feedback from SDRs and AEs to improve targeting, messaging, lead quality, and conversion.


• Create clear campaign briefs, talk tracks, and follow‑up motions that sales teams can use effectively.

Campaign Planning & Execution

• Plan, launch, and optimise multi‑channel demand generation campaigns for the DACH Enterprise and Mid‑Market audience.


• Coordinate with Paid Media, Content, PMM, Web, Brand, and Events to deliver joined‑up programs.


• Own campaign objectives, audience strategy, channel mix, budget, timelines, and success metrics.


• Ensure messaging, creative, and offers are relevant to senior buyers, buying committees, and account needs.


• Support campaign execution without being the sole owner of every channel.


• Manage performance against MQL, SQL, pipeline, revenue, and account engagement targets.

Budget, Reporting & Optimisation

• Own DACH Enterprise and Mid‑Market demand generation budget allocation across relevant campaigns and programs.


• Track spend, performance, ROI, CAC efficiency, pipeline contribution, and account engagement.


• Analyse campaign and funnel performance to identify what is working, what is not, and what needs to change.


• Partner with RevOps to ensure campaign tracking, attribution, CRM data, and reporting are accurate.


• Build regular reporting that connects DACH activity to pipeline and revenue outcomes.


• Use performance data to improve targeting, messaging, channel mix, conversion rates, and sales follow‑up.

Cross-Functional Collaboration

• Partner with PMM to shape messaging, personas, positioning, and DACH campaign narratives.


• Work with Content and Brand to develop relevant assets, thought leadership, and campaign creative.


• Partner with Paid Media and Web teams to improve acquisition, landing pages, conversion paths, and campaign journeys.


• Work with RevOps to improve attribution, reporting, lead management, and funnel visibility.


• Act as a strategic partner to Marketing and DACH Sales stakeholders.

Requirements

• 5–7 years’ experience in demand generation, growth marketing, or B2B marketing, preferably in SaaS or technology.


• Proven experience building and running multi‑channel demand generation campaigns for Enterprise and/or Mid‑Market audiences.


• Strong understanding of ABM, including target account planning, sales alignment, campaign orchestration, and account progression.


• Proven experience working closely with SDRs, AEs, Sales Leadership, RevOps, and Marketing teams.


• Track record of driving qualified pipeline and revenue impact through demand generation activity.


• Experience managing campaign budgets and optimising spend based on performance.


• Strong understanding of channels such as paid media, events, webinars, email, content, direct mail, outbound support, and ABM.

WHY COGNISM

At Cognism, we’re not just building a company - we’re building an inclusive community of brilliant, diverse people who support, challenge, and inspire each other every day. If you’re looking for a place where your work truly makes an impact, you’re in the right spot!

Our values aren’t just words on a page—they guide how we work, how we treat each other, and how we grow together. They shape our culture, drive our success, and ensure that everyone feels valued, heard, and empowered to do their best work.

Here’s what we stand for:

We Own the Outcome Together.
We Deeply Understand our Customers.
We Celebrate Impact Wherever It Comes From.

At Cognism, we are committed to fostering an inclusive, diverse, and supportive workplace. We welcome applications from individuals typically underrepresented in tech, so if this role excites you but you’re unsure if you meet every requirement, we encourage you to apply!