Demand Generation Manager

BT Group; Greater London; On-site; GBP 90,000 - 130,000; Full time

Benefits offered by this job

10% on target annual bonus

Online private GP 24/7 for you and you

Paid carers leave up to 2 weeks

Equalized maternity, paternity, and AD

Discounted BT products

Market leading Pension scheme – 5% +

Job summary

BT Group is seeking a Demand Generation Manager to lead a cross‑functional team across BT Consumer and BT Business. You will shape the demand generation strategy, oversee two separate media budgets totalling about £22m, and drive campaigns across traditional and digital channels to achieve year‑on‑year growth.

You will manage a hybrid setup with 3 days in the office and 2 days remote, partnering with top agencies to optimise ROI and deliver best‑in‑class creative.

Qualifications

• Proven experience building, leading and developing high‑performing teams.
• Strong knowledge of paid media channels and performance marketing.
• Experience managing large media budgets and cross‑functional collaboration.

Responsibilities

• Lead two customer units (BT Consumer and BT Business) and two operating models.
• Define quarterly paid media strategy for SMB and allocate budgets.
• Deliver lead generation and pipeline for private/public sectors with clear KPI targets.
• Co‑ordinate with Insights, Media and Commercial teams to optimise ROI.

Skills

Leadership

Campaign management

Paid media

Budget management

Job description

Job Title: Demand Generation Manager

Req ID: 61653

Job Function: Brand and Marketing

Posting Start Date: 10/08/2026

Posting End Date: 20/08/2026

Division: UK Business

Job Location: GBR-London-BTHQ One Braham

Advertised Salary: Competitive with great benefits

Location: London

Hybrid working - 3 days in the office, 2 days remote

About the role

It’s an exciting and pivotal year for BT as we build on our brand relaunch back into the market, and you will play a key role in planning our Demand Generation strategy for BT across our Consumer and Business to drive tangible year-on-year growth.

You will build the new BT Consumer team from the ground up, you operate across two business functions, two different operating models and two distinct sets of key stakeholders. You will be accountable for two separate media budgets for Consumer and Business, totally approx. £22m in total.

Working with some of the UK’s most talented and awarded agencies, you will be responsible for delivering best-in‑class, performance‑led creative across both traditional and digital channels, including dynamic and personalised executions. Your focus will be on driving commercial impact across our consumer propositions including Broadband and TV and across our business propositions including Mobile, Broadband, Security and AI.

You will lead and coach a team who will be responsible for managing and executing multiple campaigns simultaneously, end‑to‑end, coordinating a wide range of internal and external stakeholders that differ across each Business Unit. This includes major launches, seasonal moments, sales‑driving campaigns and always‑on performance activity. You will continually look to push boundaries, ensuring our creative and propositions keep us ahead in an increasingly competitive and fast‑moving market.

Working closely with insight, media and trading teams, you will ensure campaigns are optimised to deliver the strongest possible ROI for our Consumer and Business budgets. You’ll collaborate with leading agencies and media partners to maximise our reach and relevance in customers’ everyday digital lives, while consistently driving both commercial performance and brand metrics.

If you want to be part of a dynamic, high‑performing Enterprise level business, this is the place to do it. Your work will directly support our growth ambitions - helping us win in the market, outsmarting our competition, bringing new AI and Security propositions to market to gain first mover advantage in new markets and drive innovation in how we go to market, and stay ahead of the competition.

What you’ll be doing

• Leading a multi-disciplined team across two separate customer facing units – BT Consumer and BT Business and two separate operating models.
• Deep cyclical understanding of campaign, channel and creative performance, to enable continuous cycle of insights surfaced to feed future planning.
• Responsible for all BT Consumer, BT Business and EE Business demand generation and acquisition MTP targets.
• Work directly with Insights, Media and Commercial teams to understand Commercial targets and proposed budget breakdown across the Consumer brands and proposed media laydown. You will help to shape the BT Consumer media plan through subject matter expertise, and identification of growth opportunities, but you are not accountable for the media plan.
• Responsible for defining quarterly paid media strategy for SMB segment, working directly with external media agency, including channel mix and investment levels.
• Responsible for delivering lead generation activity and pipeline contribution for Private & Public sector segment and defining clear KPI’s and targets to own and track against. Responsible for the creative production and campaign execution end‑to‑end, working with an in‑house design studio and external agencies.
• Responsible for the creative performance reporting to drive continuous optimisation and evolution of creative variants to feed the algorithms.
• Lead weekly trading reporting for all BT & EE Business demand generation and conversion activity from paid media – campaign performance vs forecast and vs MTP, clear insight commentary to explain the performance, clear focus on actions being taken as a result. Including a weekly view on what activity is coming up in future weeks.
• Responsible for achieving Paid Media MTP targets for Consumer and Business, including weekly, monthly and quarterly temperature checks to forecast trajectory to end of year and put in place recovery measures ahead of year end if forecasting to close under MTP.
• Use customer and performance data and marketing technology to drive growth in traffic and being clear on distinction between sales driving and brand awareness activity to ensure effective conversion rate tracking.
• Embed a test, learn, optimise culture, empowering the team to identify opportunity and white space and test initiatives to drive incremental sales and revenue.
• Lead alignment on BT BB and EE Mobile between Business and Consumer, staying close to Marketing plans, creative strategy and messaging principles to ensure Business campaigns halo from Consumer campaigns and the experience in market is consistent.
• Demonstrating inspirational leadership through a clear vision, clear role expectations, identifying opportunities for investment in expansion of Digital and AI skills and being visible and accessible at all times.
• Lead the team to work in a truly Connected way with all key stakeholders across Commercial, Channel Management and Digital and Desk Trading, to identify and implement growth opportunities.
• Work closely with Brand strategy team to always be fully clear on each Brand’s purpose, target segments and creative articulation.
• Work closely with Campaigns team to align on ATL media plans, creative strategy and investment.Work closely with DMO team to define channel and creative strategy for BTL acquisition and ensure omni‑channel consistency.
• Identify opportunities to utilise new Media / Ad Technologies and build case using data and creativity to develop a use case to “pitch” to senior manager to drive BT & Business Digital Marketing to be at the forefront of the industry.

Essential Skills / Experience

Proven experience building, leading and developing high‑performing teams within complex operating environments, with the ability to set clear direction, establish objectives, and drive performance through effective coaching, development and people management.

Superior knowledge / expertise with all Paid Media disciplines and channels to design and deliver fully integrated Digital Marketing Campaigns for BT Consumer and BT & EE Business.

Excellent colleague and stakeholder management – ability to build rapport, manage a diverse range of stakeholders across multiple customer facing units within the business, understand a variety of targets and priorities for those teams and how to connect and collaborate to drive success.

Desirable Skills / Experience

Experienced at defining and delivering test & learn hypotheses and reporting on performance to drive optimisation across all Digital Marketing across the team.

Good knowledge of Media and Ad Technology to utilise the technology to maximise digital campaign performance.

Good industry knowledge of best practice ways of working / governance across Marketing and Digital to drive increased collaboration that results in improved efficiencies and campaign performance.

Experienced in creative design to use the power of technology and data to create hyper personalised, relevant digital paid media activity.

Excellent numerical skills and budget management experience to devise the optimum paid media strategy to achieve / exceed MTP and achieve the lowest CPA.

Good analytical experience to report on performance but always focusing on the insights and where we can learn to drive continual improvement.

Making the difficult, simple; interpret business needs and use story telling with data to clearly communicate your plans with audience priorities in mind and build case to support recommendations and opportunities to achieve desired outcomes.

Governance and process management to drive momentum, quality and marketing rigour

Customer obsession – we start and end with the customer. Everything we do is based on customer and user demand.

Curious and thinks big – embodies curiosity and asks questions to seek diverse perspectives and create new.

Our Package

Tailored benefits make a real difference. That’s why we offer a comprehensive range to support your growth, wellbeing, and everyday life. You can design the package to suit you and your lifestyle. Your core benefits include:

• 10% on target annual bonus
• Access to an online private GP 24/7 for you and your immediate family
• Market-leading paid carers leave with up to 2 weeks off
• Equalized maternity, paternity, and adoption leave – 18 weeks’ full pay and 8 weeks’ half pay
• Discounted EE and BT products, including mobile and broadband
• Market leading Pension scheme – 5% from you and 10% from us
• Holiday purchase scheme

You can select additional benefits, including healthcare, dental, gym memberships and more when you’re ready.

Company background

With over 180 years of heritage, BT Business has brought together our best people and capabilities into a B2B powerhouse serving 1.2 million business customers in the UK

We’re a leader for secure connectivity and collaboration platforms for businesses of all shapes and sizes, from big household names and government departments, right through to sole traders and new start‑ups. But it’s not just the technology that matters, it’s what it can do to help them build stronger, smarter, more secure businesses.

We are Customer‑First Challengers, who are Committed, Clear and Connected. We value diversity and inclusion and believe in making a positive impact. We connect for good by championing digital inclusion and equipping people, businesses, and communities with digital skills to thrive.

As a member of our team, you will be part of an organisation that celebrates difference, fosters innovation and provides you with opportunities to be your best. With millions of businesses relying on us daily, joining BT means you can be part of a diverse and multi‑skilled team that makes a significant impact to society.