Senior Marketing Manager, Demand Generation Campaigns

Job description

#### **About Us** 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. Here, you’re given the chance to reach millions, create work that matters and deliver impartial journalism in a polarised world. 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._ #### **Our Commitment to Diversity, Equity and Inclusion** 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. #### **The Role** The Senior Marketing Manager, Demand Generation Campaigns is responsible for designing, planning and orchestrating integrated B2B demand generation campaigns that drive customer acquisition, lead generation and pipeline growth across priority sectors, products and audiences. Working closely with the Global Head of Marketing, Demand Generation and the wider B2B Marketing organisation, this role will develop global campaign strategies and integrated campaign plans that align with commercial priorities and customer needs. Acting as the centre of excellence for campaign strategy and orchestration, the role will coordinate execution across specialist marketing teams, including Market Activation, Customer Experience & Loyalty, Performance & Marketing Technology and external partners, ensuring campaigns are delivered consistently and achieve measurable commercial outcomes. As part of the Demand Generation function, the Senior Marketing Manager will build a scalable, insight-led and commercially focused campaign capability that delivers integrated customer experiences across all marketing channels and demonstrates measurable contribution to pipeline and revenue growth. #### **Key Responsibilities** ### **Campaign Strategy & Leadership** - 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 that enable 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. ### **Campaign Strategy & Planning** - Develop integrated demand generation campaign strategies that support 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. ### **Campaign Orchestration** - 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 to ensure successful campaign delivery. ### **Campaign Performance & Optimisation** - Define campaign critical metrics and success measures aligned with commercial objectives. - Monitor campaign performance, pipeline contribution and marketing effectiveness across channels. - Analyse campaign data to identify optimisation opportunities and improve future campaign performance. - Develop reporting frameworks that provide a well-rounded view of campaign effectiveness across markets, audiences and channels. - Drive continuous improvement through structured campaign reviews, experimentation and performance analysis. ### **Campaign Governance & Marketing Planning** - Maintain a well-rounded view of campaign activity across products, audiences and regions, ensuring alignment across the wider B2B Marketing organisation. - Develop and maintain the global campaign calendar, coordinating priorities, dependencies and resource planning. - Establish campaign governance, planning frameworks and standard across the B2B Marketing function. - Ensure campaign documentation, reporting standards and planning processes are consistently applied. - Champion integrated ways of working that improve campaign effectiveness and operational efficiency. ### **Cross-Functional Leadership & Collaboration** The Senior Marketing Manager, Demand Generation Campaigns will work closely with the wider B2B Marketing leadership team to ensure campaign activity is aligned, integrated and commercially effective. - _Strategy & Planning:_ Partner with the Strategy & Planning team to translate audience strategies, positioning, value propositions and content plans into integrated campaign strategies that support commercial priorities and customer needs. - _Demand Generation Programmes:_