Performance Marketing Manager

Working for a large complex organisation undertaking a significant period of change. We are seeking a Performance Marketing Manager to own the demand generation campaign strategy and performance marketing execution for the company, designing and delivering integrated, high-impact campaigns that drive measurable pipeline contribution across both core and new business acceleration priorities.

This role blends marketing craft and commercial performance: developing campaign thinking, audience targeting, messaging strategy and creative performance frameworks, then executing, optimising and improving results through insight-led iteration.

Key Roles and Responsibilities

Scope

• Own the demand generation and performance campaign strategy aligned to pipeline priorities for:
• core propositions
• new product launches
• vertical/enterprise growth programmes
• Translate commercial priorities into integrated performance-led campaigns:
• audience segmentation and target groups
• messaging hierarchy and proof points
• channel mix and campaign architecture
• offer strategy and conversion pathways
• Own marketing performance standards including:
• conversion measurement
• lead quality indicators
• contribution to pipeline reporting
• Define campaign creative requirements for performance success:
• creative angles
• testing hypotheses
• variant strategy (copy, layout, format, call to action)
• Partner with Sales leadership to align:
• priority account/segment targeting
• lead quality expectations and feedback loops
• follow-up standards and SLA assumptions

Delivery

• Design and deliver integrated campaigns that can compete externally and create standout market impact (“award-worthy” creative effectiveness), including:
• campaign proposition and narrative arc (in collaboration with Brand Marketing Manager)
• campaign creative strategy and directional briefs (with Studio)
• channel activation plan (organic + paid + partner)
• measurement and optimisation plan
• Lead end-to-end performance campaign management:
• campaign launch readiness
• execution control and delivery cadence
• optimisation cycle and performance trading decisions
• Run a disciplined test-and-learn engine:
• campaign hypotheses and experiment design
• creative and message variant testing
• audience/segment performance comparison
• weekly improvements based on results
• Collaborate closely with:
• Content Marketing & Social Lead for copy strategy, content packs and channel storytelling
• Brand & Creative Studio for creative execution and design system variants
• Digital Growth Lead for landing page build priorities, SEO/SEM coordination and conversion path optimisation
• Martech Platforms Product Manager for tracking, lead routing, automation journeys and CRM hygiene
• Produce performance reporting and insight:
• weekly performance dashboard readouts
• campaign post-mortems (insight, learnings, improvement recommendations)
• quarterly performance narrative (what drove impact and why)

Expertise

• Strong demand generation campaign expertise:
• campaign architecture and design
• channel orchestration and activation planning
• audience and buying-group insight application
• creative effectiveness understanding
• Strong capability in performance optimisation:
• conversion improvement techniques
• creative testing frameworks
• lead quality and funnel dynamics
• Commercial mindset and ability to create campaigns that deliver both:
• brand cut-through (standout messaging, creative angles)
• growth outcomes (lead generation and pipeline contribution)
• Excellent briefing capability knows how to direct copy and creative toward measurable outcomes without diluting brand.

Person Specification (Knowledge, Skills and Experience)

Knowledge

• B2B demand generation and integrated campaign strategy
• Audience segmentation and buying group targeting
• Campaign measurement and optimisation methods
• Creative effectiveness concepts (what drives response)
• Funnel performance and lead quality principles

Skills

• Campaign concepting and strategic planning
• Strong marketing judgement: messaging, offers, channel mix
• Ability to brief and direct high-performing creative development
• Performance analysis and optimisation discipline
• Stakeholder management with Sales, Product and Customer Office peers

Experience

• Proven performance marketing / demand generation experience with end-to-end campaign ownership
• Track record of delivering standout campaigns with measurable outcomes
• Experience working in partnership with brand creative teams and copywriters
• Demonstrated success optimising campaigns through test-and-learn