B2B Demand Generation and Content Manager in Cheltenham

This is the most important marketing hire we're making right now. We're transitioning from a services-led business to a product-led SaaS company with a target to grow product ARR to £10m+. To get there, we need a relentless operator to act as the engine room of our marketing department - building and running a highly optimised demand generation, content distribution, and AI-driven scale engine from scratch. You will help shape and design the content strategy and collaborate closely with the CMO, Marketing Executive, Product Manager and Sales to build a demand generation engine that drives qualified pipeline, using AI tooling where it accelerates output without compromising technical quality or our authoritative voice. This is not a role for someone who wants to manage agencies and review decks. It's for a hands‑on operator who builds campaign funnels, keeps CRM data clean and structured, tracks attribution, optimises for AI search engine visibility, and treats pipeline as the ultimate measure of success.

1. Demand Generation & Campaign Execution (Primary Focus)

• Execute Multi-Channel Campaigns: Plan and execute integrated demand generation campaigns targeting key narratives (e.g. UK sovereign secure data exchange, public sector outreach, MSP channel activation).
• Manage Outbound Sequences: Build and manage highly personalised outbound email sequences for target segments: mid-market IT and security leaders, public sector procurement, and MSP partners.
• Paid Media Integration: Partner with freelance paid media specialists to align ad targeting, keyword priorities, and dedicated campaign landing pages to maximise conversion.
• Gated Content Journeys: Map, build, and optimise conversion paths for gated assets (whitepapers, trial conversion flows, demo request journeys) to move prospects smoothly through the funnel.
• Event Campaigns & ICP Targeting: Identify, research, and plan a highly relevant schedule of niche industry events and conferences tailored to our specific Ideal Customer Profile (ICP) and target sectors. Support these events with targeted pre- and post-event campaign sequencing, meeting-setting, and pipeline follow‑up to maximise ROI.

2. HubSpot & Marketing Operations (The Engine Room)

• HubSpot Platform Management: In collaboration with the CRM Manager/Chief of Staff, manage and optimise HubSpot as our marketing hub, helping to define and monitor lifecycle stages, lead scoring, nurture workflows, and campaign tracking.
• Build Attribution & Reporting: Maintain clear dashboards giving the CMO and leadership visibility over campaign conversion rates, Marketing contribution to pipeline and commercial outcomes.
• Maintain Data & UTM Hygiene: Ensure strict governance and CRM data quality so the sales team always has clean, actionable, and timely lead intelligence.
• Optimise Email Marketing: Build, segment, and execute newsletters, nurture sequences, and automated triggers with continuous testing and improvement.

3. Content Strategy, AI Velocity & SEO/GEO

• Define Content Strategy: In collaboration with the CMO, help build and shape the content calendar, mapping out high-intent topic clusters (targeting key themes like EASM, secure file transfer, UK data sovereignty, and Egress alternatives).
• Deploy AI as a Velocity Multiplier: Strategically integrate generative AI tools into your workflows and processes to research, outline, and draft campaign assets at scale - maximising output velocity whilst preserving deep technical accuracy and the Hexiosec tone of voice.
• Generative Engine Optimisation (GEO): Ensure our web and content structure is optimised for AI search and answer engines (like ChatGPT, Perplexity, Gemini, and Google AI Overviews). Ensure our brand and products are structured for high extractability and are cited, referenced, and recommended when buyers ask comparative questions.
• Refine Content Production: Edit and polish content drafts generated by AI, our Engineers, our Marketing team or freelance writers, ensuring everything meets Hexiosec's high standards of quality and tone.
• High-Impact Copywriting: Directly write key, high-conversion copy including core website pages, landing pages, comparison guides, and high-impact email sequences.
• Technical SEO Coordination: Coordinate on-page SEO (metadata, internal linking, schema) and page performance in collaboration with the web development team.
• Optimise Landing Pages: In collaboration with the CMO and Marketing Executive, manage website copy improvements and help create landing pages and run CRO testing for paid and organic traffic.
• Analyse Funnel Behaviour: Monitor and act on behavioural analytics (heatmaps, GA4 events, funnel drop‑off) to consistently remove friction from conversion paths.

What We’re Looking For

• 4–6 years of B2B SaaS or tech marketing experience with a clear focus on demand generation, campaign execution, and marketing ops.
• Hands‑on HubSpot Power User: Strong experience building workflows, lead scoring models, and multi‑channel campaign tracking. HubSpot certification is a plus.
• AI‑Forward Mindset: Demonstrable experience using generative AI tools as an operational leverage point to supercharge campaign and content velocity, with a strict eye for editing out AI fluff to maintain high‑quality writing.
• SEO & GEO‑Forward: Deep understanding of search intent and topic clusters, with an eagerness to learn and apply Generative Engine Optimisation (GEO) so we win recommendations inside AI chat and search interfaces.
• Sharp Copywriter & Editor: Outstanding writing skills with the ability to edit technical content for senior buyers, ensuring it is accessible, authoritative, and completely devoid of generic corporate jargon.
• Campaign Builder: Proven experience planning and executing multi‑channel campaigns end‑to‑end, with a strong grasp of how paid, organic, email and offline tactics work together.
• Analytically Driven: Naturally inclined to make campaign, web, and budget decisions based on metrics, database health, and behavioural data.

Strong Advantage

• Experience in cybersecurity, GovTech, defence‑adjacent tech, or a UK regulated sector (financial services, legal, healthcare).
• Familiarity with UK public sector procurement frameworks (G‑Cloud, Jisc/CHEST, NCSC community).
• Experience writing for and marketing to highly technical buyers (CISOs, IT Directors, Heads of Infrastructure).
• Working knowledge of SEO and analytics tools (SEMrush/Ahrefs, Google Search Console, GA4).
• Exposure to Account‑Based Marketing (ABM) strategies for mid‑market/enterprise accounts.

What This Role Is Not

• This is not a pure writing/blogging role where you spend all week drafting 3,000‑word ebooks. You are a hands‑on builder who writes high‑impact copy but prioritises pipeline architecture, AI‑supported scale, and campaign performance.
• This is not an 'anti‑AI' writing role, nor is it a place for low‑effort AI spam. We expect you to understand how to use AI to work 3x faster, but your output must read like it was crafted by the cybersecurity experts you will work with.
• This is not a role where you manage agencies and review their work. You will work alongside our Marketing Executive and collaborate with highly specialised freelancers, but you are the hands‑on builder running the engine room.
• This is not a role where success is measured by vanity metrics. The ultimate measure of success is pipeline and ARR.