Demand Generation Manager

About This Role

This Demand Generation Manager role is for a B2B events business, focusing on accelerating growth across its portfolio. The successful candidate will own the demand generation strategy, grow audiences across multiple channels, and build scalable programs to generate qualified leads and commercial revenue. Reporting to the Head of Marketing, this position combines strategic ownership with hands-on execution, including managing a Demand Generation Executive and collaborating with the wider marketing team. The portfolio includes live events, memberships, directories, and jobs, with a strong emphasis on the Defence and Security sector.

Responsibilities

• Build demand and grow audiences
• Own and execute the multi-channel demand generation strategy across paid media, organic search, social, partnerships, and referrals
• Build scalable campaigns that increase traffic, grow audiences, and generate high-quality leads across the portfolio
• Manage channel budgets, prioritising investment based on performance and commercial return
• Identify new opportunities to reach relevant audiences and generate demand
• Develop effective lead nurture programs that keep prospects engaged and move them closer to conversion
• Work with campaign, brand, and marketing operations teams to ensure leads are nurtured and handed over effectively
• Improve conversion across paid media, landing pages, email journeys, and content distribution through testing and optimisation
• Track and analyse performance across traffic, audience growth, engagement, cost per lead, conversion rates, and customer acquisition cost
• Use data to identify trends, challenge underperforming activity, and uncover new growth opportunities
• Build a culture of experimentation, using testing and insight to continually improve results
• Manage and develop a Demand Generation Executive, setting clear priorities and maintaining high standards
• Collaborate with internal stakeholders and external agencies to deliver joined-up campaigns
• Share learnings, test new approaches, and turn insights into action

Requirements

• Proven track record in B2B demand generation, developing multi-channel strategies that deliver measurable results
• Strong knowledge of channels such as paid media, organic search, social media, partnerships, and referrals, with particular depth in two or three
• Experience growing audiences, generating leads, and improving conversion against commercial targets
• Data-driven approach, using analytics, testing, and performance insights to guide decisions
• Experience managing or developing people, with the confidence to balance strategic thinking with hands-on delivery
• Familiarity with marketing technology, CRM, and email automation