Performance and CRM Lead

Role: Demand Generation Lead

Location: Remote until further notice

About the role:

The Demand Generation Lead is a senior individual contributor responsible for nurture strategy and content, email sequencing, CRM management, intent data and targeting intelligence, website conversion tracking, performance reporting, and sales enablement across Global Marketing Team.

You'll work alongside the Content & Campaigns Lead, Brand Lead, PR Manager, and field and ABM marketers — actively contributing to how leads are acquired, nurtured, and converted, while providing the data infrastructure and commercial insight that informs the wider team's decisions. You'll own the mechanics of conversion: the workflows, the sequences, the scoring models, the enablement assets, and the dashboards that connect marketing activity to revenue.

You'll report into the Marketing Director and play a direct role in how our marketing investment is understood, evaluated, and improved at a senior level.

What you will be doing:

• Own the end-to-end email nurture programme: strategy, commercial copy, sequencing, triggers, branching, timing and optimisation for warm, cold and lapsed audiences.
• Build and maintain nurture workflows and automation across marketing and sales, keeping clear documentation of active sequences and rules.
• Manage the CRM (HubSpot, Salesforce or equivalent): segmentation, lifecycle status, data hygiene and pipeline management.
• Design and maintain lead- and account-scoring models aligned to ICP and observable buying signals.
• Operate intent and enrichment data sources to build and prioritise TALs/ICPs; surface in-market accounts and escalate opportunities to relevant stakeholders.
• Develop and maintain sales enablement assets (ABM playbooks, outreach sequences, one-pagers, decks) and manage an organised enablement library.
• Build and own performance dashboards and attribution frameworks (UTM discipline, multi-touch models) that connect campaigns to pipeline and revenue.
• Maintain website tracking (tag manager, events, goals), monitor UX and conversion metrics, and recommend CRO tests and improvements.
• Provide actionable insight and recommendations from data — not just reports, but clear next steps for optimisation.
• Track spend for CRM, intent, analytics and automation platforms and support ROI/budget reporting.
• Operate effectively in a remote, async-first team: document clearly, communicate proactively, and manage stakeholder expectations across time zones.
• Leverage generative AI to accelerate content, sequencing and analysis while applying critical human oversight.

What you need to be great in this role:

• 5+ years’ experience in B2B demand generation, marketing operations or growth roles with ownership of nurture programmes and CRM.
• Hands-on experience with a major CRM (HubSpot, Salesforce) and marketing automation: segmentation, workflows, scoring and lifecycle management.
• Practical experience with intent data platforms, data enrichment and building TALs/ICPs.
• Strong analytics capability: GA4, BI/reporting tools (Looker, Power BI, Data Studio), UTM tracking and multi-touch attribution.
• Experience with website tracking and CRO (tag management, event setup, conversion testing).
• Excellent conversion-focused copywriting for email and enablement materials.
• Proven ability to collaborate with sales, ABM and field teams and translate commercial priorities into activation.
• Organised, self-directed and effective in remote/async working environments.
• Practical experience using generative AI tools to speed content and analysis, with good judgement about when human review is required.
• Good to have - Experience with enterprise ABM programmes, agency or consultancy background, familiarity with Marketo/Eloqua, and basic SQL or data engineering exposure for complex reporting.

Req ID: 17726

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