International Demand Generation Manager
Function: Marketing
Reports to: Director, Demand Generation
Location: United Kingdom & Ireland (UKI)
Position Summary:
As the International Demand Generation Manager, you will own and drive demand generation strategy across two high-priority regions — United Kingdom & Ireland (UKI) and Australia & New Zealand (ANZ). Based in UKI and reporting to the Director of Demand Generation, you will be the marketing engine for International pipeline, responsible for building and executing programs that generate qualified demand, and hit pipeline targets across both regions. You will lead AI-driven and personalised campaign execution (using tools like Clay), own email nurture strategy, align closely with the SDR team on outbound motions, and partner with the paid digital team to run integrated campaigns. This role requires a strategic thinker who is also deeply hands-on — comfortable managing the nuances of two distinct markets while maintaining a cohesive International demand generation approach. A genuine curiosity for applying AI to improve campaign efficiency and drive measurable business outcomes is essential.
Key Responsibilities:
- Own and develop compelling multi-channel demand generation programs across the International regions (UKI and ANZ) to generate demand, capture engagement, and grow the sales pipeline across both enterprise and SMB segments.
- Deliver high-quality, sales-ready leads to the sales team, enabling them to achieve their new customer acquisition and revenue targets.
- Build integrated plans by partnering with other marketing functions including field marketing, content, social media, product marketing, and marketing operations
- Own and execute a comprehensive email nurture strategy across UKI and ANZ, leveraging AI-driven personalisation tools (e.g. Clay, 6Sense, Marketo) to deliver hyper-relevant, segmented campaigns that accelerate pipeline velocity — prioritising quality of engagement and personalisation at scale across both regions.
- Develop, execute, promote and produce strong webinar campaigns that resonate with our audience and drive registrants, attendees and on-demand consumption.
- Identify and execute tradeshows, conferences, and roadshow opportunities
- Broadcast our product team's newest innovations to generate demand within our prospect database and within the marketing and sales market.
- Develop a deep understanding of the UKI and ANZ prospect databases, leveraging intent data platforms (e.g. 6sense, Demandbase, Bombora) to identify in-market accounts across both regions and surface re-engagement opportunities within each market’s addressable audience.
- Measure and report on pipeline contribution (MQLs, SQLs), campaign performance, and AI-driven efficiency gains — using dashboards to continuously optimise demand generation activities and demonstrate marketing’s impact on revenue.
- Leverage AI content tools (e.g. Claude, Jasper, Copy.ai) to accelerate campaign copy, email sequences, and ad creative — maintaining brand voice and quality while improving speed to market.
- Build and maintain AI-powered workflow automations (e.g. Clay, n8n, Zapier AI) to streamline lead enrichment, contact scoring, and campaign personalisation at scale across both the UKI and ANZ markets.
- Lead outbound demand generation and SDR alignment — partner closely with the SDR/BDR team to ensure campaign-to-outbound sequencing is tightly coordinated, messaging is aligned, and both teams are working from a shared International pipeline playbook. Build a feedback loop between marketing campaigns and SDR outreach to continuously improve conversion from MQL to SQL.
- Partner with the paid digital team to plan, brief, and execute coordinated paid media campaigns (LinkedIn, Google, programmatic) that amplify organic demand generation efforts across UKI and ANZ — ensuring consistent messaging, efficient cost-per-pipeline, and integrated campaign execution across both regions.
- Own and be fully accountable for the qualified pipeline (QA) goal across both UKI and ANZ — acting as the primary marketing owner for International pipeline targets, reporting progress to the Demand Generation Director, and proactively adjusting programs to close any gaps against goal.
- Adapt global campaign strategies for local market nuances — developing localised messaging, identifying region-specific events and sponsorships, and accounting for UKI and ANZ buying cycles, competitive landscapes, and audience behaviours to maximise relevance and campaign effectiveness in each market.
Skills and Experience Needed:
- Bachelor's degree in Marketing, Business, or a related field (Master's degree is a plus).
- 3-5 years’ experience in demand generation in the B2B SaaS industry, 5-8 years in Marketing
- Strong understanding of marketing automation platforms (e.g., HubSpot, Marketo) and CRM systems (e.g., Salesforce).
- Proficiency in using analytics tools to measure campaign performance and make data-driven decisions.
- Excellent project management skills with the ability to manage multiple campaigns simultaneously.
- AI-curious marketer who actively uses tools like ChatGPT, Jasper, and Copy.ai to enhance content creation, campaign ideation, and workflow efficiency.
- Strong written and verbal communication skills.
- Ability to collaborate effectively with cross-functional teams, including sales and marketing.
- Results-oriented with a focus on pipeline contribution (MQLs, SQLs) and demonstrating measurable efficiency gains through AI tool adoption.
- Familiarity with intent data and ABM platforms (e.g. 6sense, Demandbase, Bombora) to identify and prioritise in-market accounts across the UKI and ANZ regions.
- Experience with AI-powered workflow tools (e.g. Clay, n8n, Zapier AI) for lead enrichment, automation, and personalisation at scale.
- Experience working in or with the UKI and/or ANZ B2B technology market is highly regarded.
- Demonstrated experience managing multi-region or cross-timezone demand generation programs, with an understanding of how to balance global consistency with local market relevance.
- Experience working closely with SDR/BDR teams on outbound campaign alignment, sequence development, and shared pipeline reporting.
- Familiarity with paid digital campaign management (LinkedIn Ads, Google Ads, programmatic) and experience collaborating with a dedicated paid media team to deliver integrated, full-funnel campaign programs.
Competencies:
Accountability
Adaptability
Applied Learning
AI Curiosity & Innovation
Business Acumen
Dealing w/Ambiguity
Collaboration
Customer Focus
Decision Making
Driving for Results
Initiating Action
Technical/Professional Skills and Knowledge
About the Company:
Boards set the standard for what organizations can achieve. At OnBoard, our board management software helps boards function at a higher level so every organization can make a bigger difference in the world.
Launched in 2011, today, OnBoard serves as the board intelligence platform for more than 5,000 organizations and their 12,000 boards and committees in 60 countries worldwide. With customers in higher education, nonprofit, healthcare systems, government, and enterprise business, OnBoard is the leading board management provider.
OnBoard has grown from a class project at Purdue University in West Lafayette, Indiana in 2003 into the world’s leading board management software platform today. Backed by JMI Equity and the acquisitions of eScribe and Govenda, OnBoard is positioned to become the industry leader in Board Management and Meeting Solutions for private and public sector entities.
Benefits and Perks:
- Fully remote work with company provided equipment (laptop, software, etc.)
- Employment with a growing, casual, fun, philanthropic minded company
- US Based Employees
- Comprehensive, high-quality medical/prescription drug plan options, as well as dental and vision plan offerings.
- An employer contribution to your Health Savings Account (HSA) if you participate in a High Deductible Healthcare Plan.
- Medical Flexible Spending Accounts available.
- Dependent Care Flexible Spending Accounts available.
- Basic life insurance in the amount of $50,000 or 1 X’s your salary (whichever is higher).
- Short and long-term disability and Accidental Death and Dismemberment benefits at no cost to you.
- 401K Retirement Savings Plan with automatic enrollment at the first of the month following 60 days of employment at 5% to help you secure your financial freedom. We offer a generous company match that starts on the first of the month following 60 days of employment. The company match is dollar for dollar on the first 3% of your pay that you contribute and $0.50 on the dollar on the next 2%, for a total match of 4%.
- Paid Time Off (PTO)/Holiday
- CAN Based Employees
- Employer paid Life and Accidental Death Insurance
- Contribution to Health Care Spending Account
- Dependent Life Insurance
- Optional Life Insurance
- LTD Insurance
- Drug and Paramedical Coverage
- Dental Insurance
- Vision Insurance
- EAP
- AUS Based employees
- Superannuation rate of 12%
- Monthly stipend of $400 AUD to purchase private medical insurance
- UK Based Employees (via EPG)
- Pension - Aegon
- Passageways/OnBoard contributes 8% of the employee's basic salary
- Employees can contribute up to 100% of salary subject to max limits
- Enrolled from Day 1 of employment
- Private Medical Insurance
- Life Assurance
- Income Protection
- Critical Illness
- Employee Assistance Programme
- Serious Illness Benefit
- Help@Hand
- Cashplan
Diversity Statement - Culture of Togetherness:
At OnBoard, our mission is to encourage and celebrate a culture of togetherness. We acknowledge that uniqueness is powerful, and we welcome, foster, and appreciate all. Diversity, Equity, and Inclusiveness fuel the Pathfinder atmosphere and all our efforts. Our power is in our people and we Pledge 1% to give back to our communities and across the globe.
OnBoard is an equal opportunity employer and committed to a diverse and inclusive working environment. We do not discriminate based on race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or other legally protected status.
Interview Transparency & Technology Disclosure
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