Senior Demand Generation Manager

About ICP

ICP is a global leader in Content Operations, partnering with some of the world's most recognizable brands, including Unilever, Diageo, Coca-Cola, Mars, P&G, Starbucks, Coty, L’Oréal, NBCU, and Aetna. Our expertise spans content management, logistics, creative operations, production, and digital commerce enablement, ensuring a seamless flow of content across all systems and channels. We empower brands to achieve operational excellence and confidently manage their content. Content confidently.™

With offices in Atlanta, London, Mexico City, Mumbai, and Shanghai, we operate on a global scale, delivering world-class solutions that drive exceptional business outcomes.

Who We Are  

At ICP, our values define us: we are Curious, Focused, Creative, Trustworthy, and Inclusive.

We're A People First Company

At ICP, we provide benefits that matter to our people and enable us to be engaged both in and outside of work. We foster a culture where work/life balance is nurtured and encouraged, offering hybrid working, generous paid time off, paid holidays, volunteer time off, and Summer half-day Fridays.  We also take care of our people with competitive medical, dental, and vision benefits, mental health support, and a robust savings plan.

Bring the Confidence  

Are you a relationship-focused, driven professional with a growth mindset? Do you thrive on breaking through challenges and excelling in competitive environments? You're not expected to have all the answers, but your passion for uncovering solutions and building strong partnerships makes you the perfect fit for this role. We’d love to hear from you!

Are you a proactive B2B marketer who enjoys turning ideas into campaigns and using data to make them better? We’re looking for someone who can connect the right audiences with relevant content, build effective outreach and nurture programmes, and show how marketing contributes to growth.

You will build and run ICP’s demand generation activity, bringing together HubSpot, personalised sequences, paid media and reporting. This is a hands-on senior role: you will identify opportunities, recommend practical improvements and take campaigns from planning through to delivery and optimisation.

Working closely with Growth Directors and New Business, you will understand their target markets and priority accounts, then partner with the Content team to develop the marketing materials and campaigns that support meaningful client conversations. You will be a key stakeholder in how ICP uses HubSpot, owning day-to-day marketing processes and helping shape improvements with the teams who use it.

Key responsibilities

Build targeted demand programmes

• Plan and deliver demand generation campaigns for new business and existing accounts, with agreed audiences, objectives, budgets and measures of success.

• Work with Growth Directors and New Business to identify priority sectors, accounts, buyer roles and opportunities, including whitespace opportunities for additional services within existing clients.

• Research and enrich relevant contacts using HubSpot, ZoomInfo or similar tools, working with Growth colleagues to validate contacts and prioritise coverage gaps.

• Translate target-market needs into clear briefs for the Content team, coordinating tailored materials, messaging and assets for campaigns and Growth outreach.

Create and manage sequences and nurture

• Build, test, launch and optimise HubSpot sequences, email templates and supporting outreach materials for Growth Directors and New Business.

• Personalise sequences by industry, role, seniority and account needs; agree the audience, timing, sender and follow-up responsibilities with Growth colleagues.

• Develop marketing nurture workflows that keep relevant audiences engaged throughout longer buying cycles, using content aligned to ICP’s solutions and services.

• Coordinate pre-event engagement and post-event follow-up with the Marketing Coordinator, ensuring responses and engagement are captured and passed to the appropriate Growth colleague.

Key responsibilities continued

Manage paid media and campaign performance

• Plan, set up, manage and optimise paid campaigns across relevant platforms, including LinkedIn Campaign Manager and Google Ads, to promote ICP content, events and services.

• Manage audience targeting, approved budgets, campaign schedules and testing; use performance insights to refine messaging, creative and spend allocation.

• Work with Content to develop advertising assets and clear calls to action, coordinating landing pages and conversion journeys with relevant colleagues or partners.

• Maintain campaign naming, tracking links and conversion measurement so activity can be connected to HubSpot records and reported consistently.

• Coordinate any appointed paid media agency or specialist partners, agreeing delivery responsibilities and reviewing results against campaign and pipeline objectives.

Own day to day marketing operations in HubSpot

• Act as the key marketing stakeholder for HubSpot, maintaining effective campaign processes, contact segmentation, lists, workflows, sequences and reporting.

• Agree lead lifecycle definitions, scoring criteria, routing and handover processes with Marketing and Growth, then implement and maintain the agreed marketing configuration.

• Maintain the quality of marketing contact and campaign data through enrichment, deduplication, consistent properties and appropriate suppression, following ICP’s agreed data protection standards.

• Document workflows and campaign processes, and support colleagues to use sequences, templates and dashboards effectively.

• Identify system improvements and coordinate more complex configuration, integrations or technical issues with the Marketing Director and relevant internal stakeholders or external partners.

Track results and improve delivery

• Build and maintain dashboards covering campaign engagement, paid performance, sequence responses, lead conversion and marketing-sourced and influenced pipeline.

• Agree reporting definitions and baselines with Marketing and Growth, explaining what the data shows and where tracking or attribution has limitations.

• Share practical recommendations with Growth and Content on the audiences, themes and channels generating meaningful engagement and qualified conversations.

• Proactively test new approaches and use agreed automation and AI tools to improve research, personalisation and reporting, with appropriate review of accuracy and data handling.

How the role works with others

The Marketing Director agrees priorities, budgets and the balance between system improvement and campaign delivery. Growth Directors and New Business agree account priorities and own client relationships, sales follow-up and opportunity progression. This role provides targeted programmes, contact research, sequences and insight to support them. Content leads asset creation against agreed briefs, while the Marketing Coordinator supports campaign and event delivery. Wider HubSpot changes are agreed with the relevant business stakeholders.

What you will bring

Essential experience and skills

• Strong B2B demand generation or marketing operations experience, with the ability to plan campaigns and deliver them hands-on in a business with longer, multi-stakeholder buying cycles.

• Practical working knowledge of HubSpot, including demonstrated ability to create and manage sequences, lists, email campaigns, workflows and reports.

• Hands-on experience managing paid advertising across platforms such as LinkedIn and Google, including targeting, budget monitoring, testing and optimisation.

• Experience translating sales or Growth priorities into targeted marketing activity and working with Content colleagues to produce relevant materials.

• Confidence using campaign tracking and CRM data to assess performance, report clearly and recommend improvements.

• A proactive, organised approach: you spot gaps, take ownership, solve problems and manage agreed priorities through to completion.

• Strong communication and stakeholder management skills, with the confidence to collaborate with senior commercial colleagues and explain technical information clearly.

Desirable experience

• Experience in professional services, consultancy or another services-led business.

• Experience with account-based marketing, contact enrichment tools such as ZoomInfo, and responsible use of AI and automation in marketing.

• Familiarity with content operations, digital asset management, product information management, digital commerce or related marketing technology.

• HubSpot certifications and experience working with external agencies or marketing technology partners.

How success is measured

Objectives will be agreed with the Marketing Director and Growth stakeholders, based on an initial assessment of current systems, campaign performance and available delivery capacity.

• Marketing-sourced and influenced qualified pipeline against agreed targets and attribution definitions.

• Engagement, responses and qualified meetings from priority-account campaigns, sequences and nurture programmes.

• Paid campaign effectiveness, including conversion, cost efficiency and contribution to qualified opportunities.

• Improvement in priority contact coverage, marketing data quality and the reliability of campaign tracking and reporting.

• Effective use of sequences and marketing materials by Growth teams, supported by agreed sales follow-up.

• Timely campaign delivery, useful performance recommendations and effective collaboration with Growth, Content and delivery partners.

Someone who exemplifies our ICP Values

• Curiosity – keen to learn and understand how things work.
• Inclusivity – works positively and respectfully with others.
• Focus – organised and committed to delivering accurate work.
• Creativity – looks for practical ways to solve day-to-day problems.
• Trustworthiness – reliable, accountable and careful with client assets and information