Demand Generation Manager

About Us :

IWSR is the global authority on beverage alcohol data and intelligence. For over 50 years, IWSR has been trusted by the leaders of global beverage alcohol businesses as an integral part of their strategic planning and decision-making processes. We uniquely combine our proprietary longitudinal market data, consumer insights and AI-enhanced data science, with valuable on-the-ground human intelligence in 160 markets worldwide, to decipher what is really happening in the global beverage alcohol market. With access to our data, clients from across the drinks industry, including multinational spirits, beer, and wine businesses; packaging and ingredient manufacturers; distributors; and financial institutions, plan their strategies and future investment with a reliable, consistent and complete understanding of the global landscape.

Role Overview:

The Demand Generation Manager will play a pivotal role in driving the next phase of growth through Marketing, developing and executing a strong mix of marketing channels and highly relevant content. The position will focus on driving engagement and leads from new and existing clients.

Working closely with the Marketing, Product, Research and Sales teams, the Demand Generation Manager will increase awareness in the market for IWSR’s expanded product range and nurture prospects through the funnel to MQLs and SALs.

Key Responsibilities:

Marketing Strategy:

1. Define the Marketing channel mix, KPIs and budget to drive leads into the sales funnel.
2. Execute on the strategy, monitor success and continuously optimise for enhanced performance.

Brand & PR:

1. Refine IWSR’s brand positioning alongside an evolving product mix, own overall brand messaging and USPs.
2. Drive proactive media outreach to target publications positioning IWSR as the thought leader in the industry, providing data, research and forecasting services.

Content Strategy & Distribution:

1. Develop a set of relevant content themes and produce a variety of content, for example articles, videos, infographics, social media posts, webinars, eBooks and gated content.
2. Test and optimise a range of distribution channels, for example newsletter, SEO, PR and social media.
3. Own and improve the content calendar and end-to-end content creation process with internal and external stakeholders.

Social Media:

1. Scale up LinkedIn to engage with prospects, gain a deeper understanding of target personas and generate leads.
2. Build organic presence, a network of internal spokespeople to amplify content and test paid campaigns.
3. Test alternative platforms beyond LinkedIn, for example Meta, X and especially in markets where LinkedIn isn’t as relevant.

Campaign Strategy:

1. Develop a campaign strategy across email, events, social and search, targeting specific use cases and products.
2. Plan multi-channel campaigns around the bi-annual research cycle and new product launches.
3. Align with the Product Marketing Manager and work closely with the Marketing Campaign Manager to execute.

Website & Search:

1. Manage marketing website and optimise for SEO and lead generation.
2. Develop the search strategy across organic and paid search to drive website engagement and leads.
3. Execute SEO content, technical website optimisation and paid campaigns.

Team Leadership & Collaboration:

1. Manage the Marketing team, currently a Marketing Campaign Manager, freelancers for PR and Content and agencies for Web Development and Marketing Operations.
2. Work closely with the Product Marketing Manager, Sales and Research teams.

Performance Measurement:

1. Set, track and optimise KPIs for the team including MQLs, SALs, PR reach and share of voice, social media & email engagement and NPS.
2. Provide regular reporting to the Commercial teams, SLT and board.

Skills & Experience:

1. Demonstrable experience in B2B marketing and Demand Generation.
2. Proven track record of developing and executing marketing strategies and successfully driving engagement and leads.
3. Experience in a SaaS business, preferably in the B2B data and insight industry.
4. Deep experience in Content Marketing, LinkedIn and Campaign strategy.
5. Previous exposure to Digital Marketing, PR and Brand, deep experience a nice to have but not essential.
6. Strong commercial skills and focus on delivering KPIs.
7. Analytical mindset with the ability to interpret data and make data-driven decisions.
8. Excellent communication and presentation skills.
9. Ability to work collaboratively with cross-functional teams.
10. Proficiency in marketing automation tools and CRM systems.

Benefits : In addition to a competitive salary, IWSR offers:

1. Generous time off : 25 days holiday plus bank holidays and a company-wide end-of-year break.
2. Flexible work environment : Hybrid working model with flexible hours.
3. Comprehensive perks : Annual bonus scheme, pension, regular social events, birthday treats, and a volunteering policy.
4. Growth opportunities : Lots of learning and development opportunities.

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