At a Glance
- Tasks: Lead demand generation strategy and create impactful campaigns for UKI Enterprise and Mid-Market segments.
- Company: Cognism, a top provider of B2B data and sales intelligence in Europe.
- Benefits: Hybrid work model, competitive salary, and opportunities for professional growth.
- Other info: Collaborative environment with a focus on innovation and career advancement.
- Why this job: Join a dynamic team and drive real impact in the B2B landscape.
- Qualifications: 5-7 years in demand generation with strong ABM and campaign management skills.
The predicted salary is between 60000 - 80000 £ per year.
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.
Work Model: Hybrid: This role requires working from our London office 3 days per week, with flexibility to work remotely on other days.
Role Overview: Senior Demand Generation Manager – Lead demand generation strategy, campaign planning, ABM execution, and pipeline creation for the UKI Enterprise and Mid‑Market segments. Highly cross‑functional: work closely with UKI 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.
Responsibilities:
- UKI Enterprise & Mid‑Market Demand Generation: Own and evolve demand generation strategy for UKI Enterprise and Mid‑Market segments. Build integrated campaigns across ABM, paid media, 1P events, webinars, content, email, direct mail, and outbound support. Translate UKI 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 UKI accounts, verticals, regions, and channels. Balance scalable demand creation with focused account‑based activity.
- ABM, Sales Alignment & Pipeline Creation: Work tightly with UKI 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 UKI 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 UKI 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 UKI 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 UKI 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 UKI 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 UKI Sales stakeholders.
Requirements:
- 5–7 years of 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.
- Comfortable working with CRM and marketing automation platforms such as Salesforce, HubSpot, Marketo, or similar.
- Strong analytical skills and the ability to turn campaign data into clear recommendations.
- Good understanding of funnel metrics, including MQLs, SQLs, pipeline, conversion rates, CAC, ROI, account engagement, and revenue contribution.
- Able to create clear campaign briefs, sales plays, reporting, and stakeholder updates.
- Strong communication and stakeholder management skills.
- Comfortable balancing strategic planning with practical campaign delivery.
- Experience working in fast‑paced, scaling environments.
Senior Demand Generation Manager employer: Cognism
Cognism is an exceptional employer, offering a dynamic work environment in the heart of London where innovation meets collaboration. With a strong focus on employee growth, Cognism provides ample opportunities for professional development and cross-functional teamwork, ensuring that every team member can contribute to impactful demand generation strategies. The hybrid work model promotes flexibility while fostering a vibrant office culture, making it an ideal place for ambitious professionals looking to thrive in the B2B data and sales intelligence sector.
StudySmarter Expert Advice🤫
We think this is how you could land Senior Demand Generation Manager
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Cognism and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Cognism are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Cognism on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Cognism. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Senior Demand Generation Manager
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Cognism. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Cognism:Show us that you’ve done your homework! In your application, briefly mention what you admire about Cognism’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Cognism
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Cognism will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Cognism, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
