Manager, Demand Generation

Ernst & Young; Birmingham; On-site; GBP 70,000 - 87,000; Full time

Job summary

A renowned consulting firm in Birmingham seeks a B2B Marketing Manager to lead the implementation of the Account-Based Marketing (ABM) model, drive demand generation strategies, and manage HubSpot activities. Candidates should have 5+ years in B2B marketing, ideally within the SaaS or energy sectors. The role demands strong analytical skills, expertise in running effective campaigns, and a passion for sustainability. A competitive salary package along with EV allowance and equity options is offered.

Benefits

Salary range: £70,300 – £86,100

10% EV allowance

Equity in share options

PMI and cash plan medical cover

Life assurance of 3x salary

Co-working access via WeWork

Annual company offsite

L&D allowance of £1,000 per year

Qualifications

• 5+ years in B2B Marketing, ideally in SaaS or energy sector.
• Proven ability to drive demand in a complex enterprise environment.

Responsibilities

• Own the implementation of the ABM model across varied campaigns.
• Manage HubSpot for demand generation activities and insights.
• Orchestrate the entire buyer journey to ensure message delivery.
• Define KPIs and report on campaign performance and insights.

Skills

HubSpot expertise

Account-Based Marketing (ABM)

B2B Marketing

Data analysis

SEO knowledge

CMS management

Sales enablement

Tools

Google Ads

LinkedIn Campaign Manager

Google Analytics

Tag Manager

Looker Studio

Webflow

Lusha

Job description

Responsibilities

• From "Contacts" to "Accounts": Own the implementation of the ABM model. You will distinguish between:
  • 1-to-1: Bespoke campaigns for our "Must-Win" utilities.
  • 1-to-Few: Cluster campaigns for specific segments (e.g., Energy Retailers in the Netherlands).
• CRM & Attribution (HubSpot): Own and manage HS for all demand generation activities, including campaign set-up, attribution models, reporting dashboards, lead scoring, and workflow optimisation. Ensure data accuracy across the funnel and deliver insights that strengthen marketing's revenue contribution.
• Campaign Orchestration: You don't just "run ads." You orchestrate the entire buyer journey—from the first LinkedIn impression or building nurture flows in HubSpot to the personalized landing page—ensuring our message lands with the right stakeholders at the right time.
• Field Marketing - Events with Purpose: You set the strategy for commercial events. You don't just book a booth; you build a business case. You manage the pre‑event outreach with the Sales Reps, submit abstracts and secure speaking slots for our execs, and ensure we squeeze every drop of ROI from our trade association memberships.
• Performance Measurement: Define KPIs for demand generation campaigns. Track, analyse, and report on the performance of campaigns, including ROI, deal quality, and pipeline impact, building and utilising HubSpot dashboards and attribution reporting. Provide insights and recommendations to optimise future campaigns.
• Commercial Leadership & Account Squads:
  • The "Account Squad" Lead: Lead the bi‑weekly Account Squad meetings (Sales + Demand Gen + Policy). Align these three pillars to unblock deals, accelerate pipeline velocity, and ensure every strategic account feels the weight of our brand.
  • Revenue Accountability: You are measured by influence, meetings booked, and deal progression, not just MQLs. Understand the complex commercial environment of large enterprise energy deals and navigate them.
  • Sales Enablement: Create practical marketing toolkits including messaging frameworks, sales enablement materials, demos and activation assets.
  • Sales Partnership: Work lock‑step with the Sales Director and the Sales Reps. Provide the air cover, intelligence, and ammunition they need to close.
• Marketing Operations & The AI Engine:
  • AI‑Native Builder: Champion the AI transition. Use tools like Lusha, GammaAI, Lovable, and other LLMs to build assets, automate workflows, and create content at scale.
  • The Stack: Master our tech stack. Excel at HubSpot and integrate it with Webflow, GA4, and other tools to create a seamless data flow. Ensure a clean, actionable view of every account's engagement.
  • Website Ownership: Own the B2B website as a conversion engine. Be hands‑on with Webflow (or other AI builders), optimise CRO, manage the roadmap, and liaise with Product/Design to match our digital face with our enterprise ambition.
  • Budget & Reporting Precision: Manage the Demand Gen budget (Spendesk alignment) with a focus on high‑impact, measurable spend and own monthly reporting.
• The Profile: Who You Are
  • Commercial First: Speak the language of Sales. Understand deal cycles, buying committees, and the difference between a "user" and a "buyer."
  • A "Doer‑Strategist": Present a quarterly ABM strategy to the VP in the morning and be fixing a HubSpot workflow or building a landing page in the afternoon.
  • AI‑Native: Excited by the speed of AI. Try new tools that could save the team 10 hours a week, except from legal.
  • Comfortable with Ambiguity: Operate in a startup in a complex, global, regulated industry. Proactively create solutions when gaps appear.
  • Global Experience: Experience marketing to B2B audiences in the UK/Europe and North America.

Experience

• 5+ years in B2B Marketing, ideally in SaaS, Energy, Mobility, or a complex enterprise environment.
• Hands‑on experience driving demand in a B2B environment.

Key Skills

• Deep expertise in HubSpot and Account‑Based Marketing (ABM) is essential: CRM, reporting, campaigns, attribution; build dashboards, run reports, structure campaigns, manage data workflows, lead nurturing, scoring, and automated journeys.
• Proven ability to manage and optimise paid media channels, including Google Ads and LinkedIn Campaign Manager.
• Solid AEO/SEO knowledge and understanding of how organic and paid channels work together to drive demand.
• Experience using tools such as Google Analytics, Tag Manager and Looker Studio to analyse, optimise and report on digital channels.
• Strong understanding of CMS platforms, such as Webflow for managing and maintaining website content and conversion pathways.
• Experience with data enrichment and hygiene tools, such as Lusha, to ensure CRM data quality and segmentation accuracy.
• Understanding of the full customer journey and how we can capture/generate demand at various stages of the funnel, and help influence accounts through it (e.g. via retargeting, nurturing).
• Ability to work well across teams, particularly with Sales.
• Proven ability to analyse data, interpret trends, and use insights to improve campaign effectiveness and demand generation performance.
• High autonomy, commercial drive, and a passion for sustainability.

Benefits

• Salary range: £70,300 – £86,100 (offer dependent on experience).
• EV allowance: 10% of your salary each month, towards purchasing or leasing an EV.
• Equity, in the form of share options (granted as a % of your salary).
• PMI and cash plan medical cover (via Bupa & Medicash).
• Life assurance of 3x your salary.
• Co‑working access via WeWork (on‑demand or subscription).
• Annual "Team Week" whole company offsite.
• L&D allowance of £1,000 per year.

Dat
As of now, the role is actively recruiting; no indication of expiry.