Marketing & Communication Lead Demand Generation & ABM

Marketing & Communication Lead Demand Generation & ABM

Milton Keynes / London / Hybrid

About the Role

We’re looking for a key player to lead Marketing & Communications activities at SDG UK, with a stronger focus on drive demand/lead generation efforts, and Account-Based Marketing (ABM). This role will report to the Head of Global Marketing & Communication and play a vital part in aligning marketing initiatives with sales objectives. You’ll lead multi-channel campaigns, manage strategic events, and develop programs that fuel our sales pipeline and accelerate sales cycles within targeted accounts.

Key Responsibilities

• Marketing Strategy & Growth – Partner with the Business Development Manager to shape and execute demand generation and ABM strategies. Conduct market research and analyze industry trends to uncover new opportunities for growth.
• Account Identification & Prioritization – Support the Sales team in researching and identifying high-value target accounts based on industry, company size, and buyer personas. Develop a scoring system to rank target accounts based on potential value and engagement level.
• Go-to-Market Execution – Develop and manage an ongoing go-to-market plan aimed at generating high-quality leads through ABM initiatives. Focus on persona-level targeting for key customer segments.
• Alignment with Global Marketing - ensure the right alignment of UK Marketing on global guidelines, assets, ways of working. Leverage the global team as a resource to draw content, visual assets etc. in order to maintain the appropriate volume in corporate communication, as well as bring contribution to the team in terms of knowledge and field experience
• HubSpot Expertise – Utilize HubSpot’s ABM tools, contact scoring, smart lists, and personalization functionalities to create targeted campaigns for each account.
• Personalized Content & Messaging – Develop tailored content such as emails, landing pages, case studies, and webinars that resonate with the specific needs of decision-makers within target accounts.
• Campaign Management – Execute targeted ABM campaigns across various channels including email, LinkedIn, paid advertising, and website personalization.
• Partner Marketing & Co-Branded Initiatives – Own relationships with strategic partners, securing marketing development funds and exploring joint marketing opportunities.
• Event Management – Plan and execute high-impact events—both in-person and virtual—including co-branded partner events, roundtables, and webinars. Manage budgets, promotions, logistics, and post-event performance analysis.
• Sales & Marketing Alignment – Work closely with sales teams to identify priority accounts, share insights on account engagement, and facilitate seamless handoffs of qualified leads.
• LinkedIn Outreach & Engagement – Define and implement LinkedIn outreach strategies to engage potential customers. Identify key stakeholders, build connections, and craft authentic messaging to drive engagement.
• Performance Tracking & Optimization – Monitor marketing KPIs, including lead volume, conversion rates, and pipeline impact. Analyze results, report on effectiveness, and optimize strategies accordingly.
• Budget Management – Oversee marketing budgets, ensuring cost-effective execution of campaigns and events.

Who You Are

You’ll thrive in this role if you have:

• A strong B2B marketing background, with proven experience in demand generation, lead acquisition, and ABM strategies.
• Proficiency in using HubSpot CRM and its ABM features.
• Analytical skills to assess performance data and extract actionable insights.
• Strategic thinking and problem-solving abilities to drive marketing success.
• A self-starter attitude with the ability to stimulate new initiatives with business operations and manage multiple priorities and work independently.
• Strong interpersonal and collaboration skills to build effective relationships across teams and partners.

Bonus Points if You Have

• Experience in marketing for Data & Analytics, Cloud Services, or Technology sectors.
• Background in marketing for Consulting Services, Business Services, or Software Sales.

This is a fantastic opportunity for a marketing professional who enjoys driving results, managing impactful campaigns, and working closely with sales teams to accelerate growth. If this sounds like you, we’d love to hear from you!