Marketing & Demand Generation Specialist

About the Role

The Marketing & Demand Generation Specialist will take ownership of building and executing a structured B2B marketing program for an established technology services business. This is a hands-on role for an experienced marketer who can combine strategic thinking with practical execution across content, campaigns, demand generation, marketing automation and sales enablement.

Working closely with leadership, sales, business development and technical subject matter experts, you will strengthen brand visibility, communicate complex technology solutions clearly and create coordinated marketing activity that generates and nurtures qualified opportunities.

You will have the autonomy to assess existing marketing activities, recommend priorities and establish scalable processes while personally delivering the campaigns, content and systems required to support business growth.

Ideal Profile

Required Experience & Qualifications

• Demonstrated experience in a hands-on B2B marketing, demand generation or growth marketing role.
• Previous experience within managed services, IT services, technology or a closely related sector.
• Proven ability to develop marketing strategy and independently execute resulting initiatives.
• Strong experience creating B2B content for technical services and business decision-makers.
• Hands-on HubSpot experience across campaigns, segmentation, workflows, automation and reporting.
• Experience planning and delivering multi-channel marketing campaigns.
• Strong understanding of how brand awareness, content, lead nurturing and sales conversion work together.
• Experience supporting sales teams with collateral, messaging and campaign insights.
• Excellent written English and the ability to translate technical concepts into clear, engaging content.
• Strong stakeholder interviewing, communication and collaboration skills.
• High proficiency in Microsoft Word and PowerPoint .
• Strong organisational, prioritisation and project-management capabilities.
• Ability to operate independently in a newly established marketing role.
• Strong analytical skills and confidence using performance data to guide decisions.

Desirable Experience

• Experience supporting BDA, SDR or outbound sales functions.
• Experience with LinkedIn and LinkedIn Sales Navigator .
• Canva or comparable content-design experience.
• Working knowledge of SEO , search intent and website conversion optimisation.
• Experience preparing content for WordPress websites.
• Familiarity with lead-sourcing and enrichment platforms such as Apollo.io or ZoomInfo .
• Experience with account-based marketing.
• Experience producing customer video stories, webinars or testimonial content.
• Practical use of AI tools such as Microsoft Copilot or ChatGPT for research, ideation and content workflows.
• Experience improving proposals, presentations and document templates.

Tools & Platforms

Essential

• HubSpot .
• Microsoft 365 , including Word , Excel and PowerPoint .
• LinkedIn and LinkedIn Sales Navigator .
• Canva or a comparable content-design platform.

Good to Have

• Microsoft Copilot and other approved AI tools.
• WordPress .
• Apollo.io or comparable lead-sourcing platforms.
• Analytics, SEO and other relevant marketing tools.

Key Attributes

• Proactive and confident in recommending marketing priorities and next steps.
• Commercially focused, with an emphasis on qualified opportunities and pipeline contribution rather than vanity metrics.
• Comfortable establishing structure and working with limited day-to-day direction.
• Hands-on across strategy, content, systems and execution.
• Curious and confident when engaging technical subject matter experts.
• Accountable for deadlines, commitments and outcomes.
• Collaborative and effective when partnering with sales and business development teams.
• Comfortable testing ideas, analysing results and adapting direction based on evidence.
• Resourceful and motivated by the opportunity to build and mature a marketing function.

Responsibilities

Marketing Strategy & Planning

• Assess existing marketing activity, brand presence, audiences, content and systems.
• Develop a practical marketing plan aligned with growth and new-business objectives.
• Define ideal customer profiles, priority segments and key buyer personas.
• Translate technical services, expertise and customer outcomes into compelling market-facing value propositions.
• Recommend appropriate campaign, communication and content priorities.
• Maintain a rolling marketing calendar covering campaigns, content, events and sales enablement.
• Establish meaningful marketing benchmarks and reporting processes.
• Proactively identify and recommend priorities rather than relying on individually assigned tasks.

Brand Positioning & Content

• Develop consistent brand messaging across customer and prospect touchpoints.
• Interview leaders, technical specialists and customers to uncover valuable insights and stories.
• Translate technical information into accessible content for business decision-makers.
• Produce case studies, customer success stories, LinkedIn content, articles, thought leadership, emails, newsletters, service overviews, presentations, sales collateral, guides, lead magnets, website copy, landing pages and video scripts.
• Identify opportunities to demonstrate expertise, credibility and differentiation within the technology services market.
• Maintain an organised, reusable content library.
• Improve the quality and consistency of customer-facing documents and presentation templates.

Demand Generation & Campaign Management

• Plan and execute targeted campaigns that build awareness, engage prospects and generate qualified opportunities.
• Develop coordinated multi-channel campaigns spanning email, LinkedIn , website content and outbound follow-up.
• Partner with sales to define campaign audiences, offers, calls to action and qualification criteria.
• Support account-based marketing initiatives for priority prospects and segments.
• Build nurture journeys that move prospects from awareness through to sales engagement.
• Coordinate marketing campaigns with outbound business development activities.
• Provide business development with relevant campaign messaging, target segments, content and follow-up sequences.
• Monitor campaign performance and optimise activity using engagement and conversion data.
• Assess appropriate lead-sourcing and enrichment platforms where required.

HubSpot Marketing & Automation

• Use HubSpot as the central platform for campaigns, marketing activity, lead management and reporting.
• Review the existing HubSpot environment and recommend practical improvements.
• Build and manage audience segments, marketing lists, email campaigns, forms, landing pages and nurture workflows.
• Establish lead lifecycle stages, handover processes, internal follow-up tasks and automated communications.
• Develop campaign attribution and reporting dashboards.
• Collaborate with sales to improve CRM data quality and consistency.
• Establish clear processes for reviewing and progressing marketing-qualified leads.
• Identify opportunities to automate communications, lead handovers and internal follow-up.
• Continuously test and optimise workflows to improve engagement and conversion.

Website, Search & Digital Presence

• Review website content and recommend improvements to messaging, structure and conversion pathways.
• Develop search-informed website and editorial content that supports organic visibility.
• Apply practical knowledge of SEO , search intent and evolving AI-assisted search behaviour.
• Coordinate website content updates with relevant internal resources.
• Develop effective calls to action, landing pages and campaign conversion journeys.
• Monitor website and digital engagement performance and recommend improvements.
• Maintain a professional presence across priority digital channels, particularly LinkedIn .

Sales Enablement

• Develop professional collateral supporting the complete sales journey.
• Create case studies, presentations, service documents and proof points that strengthen the customer proposition.
• Improve the consistency and quality of prospect communications and follow-up materials.
• Support sales sequences and campaign follow-up messaging.
• Work with sales to understand prospect questions, objections and buying criteria.
• Incorporate sales feedback into ongoing improvements to messaging, campaigns and collateral.

Reporting & Continuous Improvement

• Establish dashboards covering marketing activity, engagement, lead generation and pipeline contribution.
• Report on campaign and content performance, lead volume and quality, lifecycle conversion, sales feedback and recommended priorities.
• Test different audiences, messages, channels and content formats.
• Use performance data and commercial outcomes to guide campaign optimisation.
• Maintain clear visibility of upcoming marketing activity, dependencies and required stakeholder input.
• Take ownership of deadlines and proactively follow up on required information and approvals.
• Establish baseline performance measures and progressively improve engagement, lead quality, campaign effectiveness and marketing contribution to pipeline.