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About the Role

The Senior Marketing Manager, Demand Generation Campaigns is responsible for designing, planning, and orchestrating integrated B2B demand generation campaigns to drive customer acquisition, lead generation, and pipeline growth across priority sectors, products, and audiences. This role will develop global campaign strategies and integrated campaign plans aligned with commercial priorities and customer needs, acting as the center of excellence for campaign strategy and orchestration.

Responsibilities

Develop and lead the global demand generation campaign strategy in support of customer acquisition, lead generation, and pipeline growth.
Lead a high-performing Demand Generation Campaigns team, fostering a culture of collaboration, innovation, and commercial accountability.
Define campaign planning frameworks, governance, and operating rhythms for consistent, scalable campaign delivery.
Ensure campaign priorities align with business objectives, audience needs, and go-to-market strategies.
Establish campaign success measures that demonstrate marketing's contribution to commercial performance.
Develop integrated demand generation campaign strategies supporting customer acquisition, lead generation, and pipeline growth.
Design multi-channel campaign plans aligned with audience priorities, commercial objectives, and go-to-market strategies.
Translate business priorities into clear campaign briefs, messaging frameworks, and execution plans.
Ensure campaign strategies support both product-led and sector-led marketing priorities.
Continuously evolve campaign planning methodologies to improve effectiveness, scalability, and commercial impact.
Lead the orchestration of integrated campaigns across multiple specialist marketing teams and channels.
Coordinate campaign execution across Market Activation, Customer Experience & Loyalty, Performance & Marketing Technology, and external agencies.
Define campaign objectives, channel strategies, timelines, and delivery priorities.
Ensure campaigns deliver a consistent customer experience across all touchpoints while allowing appropriate regional adaptation.
Identify risks, dependencies, and resource requirements for successful campaign delivery.
Define campaign critical metrics and success measures aligned with commercial objectives.
Monitor campaign performance, pipeline contribution, and marketing effectiveness across channels.
Analyze campaign data to identify optimization opportunities and improve future campaign performance.
Develop reporting frameworks providing a well-rounded view of campaign effectiveness across markets, audiences, and channels.
Drive continuous improvement through structured campaign reviews, experimentation, and performance analysis.
Maintain a well-rounded view of campaign activity across products, audiences, and regions, ensuring alignment across the wider B2B Marketing organization.
Develop and maintain the global campaign calendar, coordinating priorities, dependencies, and resource planning.
Establish campaign governance, planning frameworks, and standards across the B2B Marketing function.
Ensure campaign documentation, reporting standards, and planning processes are consistently applied.
Champion integrated ways of working to improve campaign effectiveness and operational efficiency.
Partner with the Strategy & Planning team to translate audience strategies, positioning, value propositions, and content plans into integrated campaign strategies.
Collaborate with the Demand Generation Programmes team to ensure campaigns are supported by effective digital acquisition journeys, conversion experiences, and inbound demand generation programs.
Provide campaign direction, priorities, and briefs to the Market Activation team for effective activation across regions.
Build strong partnerships with Customer Experience & Loyalty teams to coordinate marketing automation, lead nurture, and lifecycle communications.
Build strong partnerships with Performance & Marketing Technology teams to align paid media, digital channels, analytics, and marketing technology capabilities.
Build strong partnerships with B2B Sales leadership and commercial teams to ensure campaign priorities align with commercial objectives and pipeline goals.
Build strong partnerships with Product and Technology teams to align campaign priorities with product strategy and commercial initiatives.
Build strong partnerships with Editorial, research, and subject matter experts to develop compelling campaign narratives and content.

Requirements

Significant experience leading B2B demand generation, integrated marketing, campaign management, or revenue marketing functions within a complex organization.
Proven track record of designing and delivering integrated, multi-channel marketing campaigns that generate customer acquisition, lead generation, pipeline growth, and commercial outcomes.
Strong experience developing campaign strategies across multiple audiences, products, and markets.
Experience coordinating campaign execution across specialist marketing functions, agencies, and cross-functional teams.
Strong understanding of campaign planning, audience segmentation, customer journey design, and integrated marketing.
Experience establishing campaign governance, planning frameworks, and marketing operating rhythms.
Strong commercial skill with experience linking marketing investment to pipeline generation, revenue growth, and return on investment.
Experience leading and developing high-performing marketing teams within a collaborative, matrix environment.
Strong analytical capability with experience using campaign performance data, attribution, and marketing reporting to drive optimization.
Excellent partner management, communication, and influencing skills, with the ability to align senior stakeholders around shared marketing priorities.
Experience operating effectively within a complex matrix organization.

Skills

Campaign Strategy & Leadership
Campaign Strategy & Planning
Campaign Orchestration
Campaign Performance & Optimisation
Campaign Governance & Marketing Planning
Cross-Functional Leadership & Collaboration
Commercial mindedness
Customer focus
Strategic problem solving
Campaign planning
Collaboration
Influence
Communication
Cross-functional leadership
Insight-led approach
Performance optimisation
Organisation
Accountability
Delivery focus
People development
Team building

Location

Remote
Hybrid

Work Type

Hybrid

Experience Level

Senior

Benefits

Generous annual leave
Medical cover
Inclusive parental leave packages
Subsidised gym memberships
Opportunities to give back to the community

About the Company

The Financial Times is one of the world’s leading news organisations, globally recognised for its authority, integrity and accuracy, with a mission to deliver quality information and services worldwide.
At the FT, curiosity thrives and ambitious thinking is rewarded.
In our warm, collaborative culture, you’ll connect with a diverse community of experts who support your growth, career aspirations and wellbeing.
Your future at the FT will be filled with opportunities that challenge and inspire you.
With no fixed path, you’ll discover new skills and forge a career that can take you anywhere.
Build a newsworthy career at the FT.

Equal Opportunity

We believe in the power of unique perspectives and want all voices in our organisation to be heard, respected and valued.
A supportive workplace is one where employees feel they can be themselves and operate to their full potential.
We are committed to removing barriers for everyone, with a focus on addressing those faced by underrepresented groups.
We are a disability confident employer and Valuable 500 signatory.
Please let us know if you require any reasonable adjustments/personalisation as part of the application process or to enable you to attend an interview.