Global Campaign Marketing Executive

In 2026 Silverfin moved its whole marketing approach from leads to accounts. Marketing Qualified Leads became Marketing Qualified Accounts, our target market is now a finite, tiered list of accounting firms per business unit, and our campaigns are built once, centrally, then localised across every region. That model is in place. What it needs now is someone to run it.

As our Global Campaign Marketing Executive, you are the operational owner of our global integrated campaigns and the engine room of our ABM programme. 

Together with our Product Marketer and the field marketers, you help define which campaigns we should build. You then hold the campaign calendar and define the campaign flow in collaboration with field and digital marketers.

You chair the cross-functional campaigns and content task force that brings content, demand generation and field marketing around one table, following up  decisions and a single source of truth. And you run the ABM programme day to day, so that the accounts on our tiered lists are reached, engaged and handed to sales at the moment they are ready.

Both halves of the role exist to serve the business units' go-to-market plans, and both are measured against what the BUs are held to: integrated campaigns deliver the MQAs each BU needs to hit target, and ABM programmes deepen account engagement and penetration in the tiers each BU has chosen.

Roughly 40% of your time sits on integrated campaigns, but it would be mostly concentrated in sprints,  and 60% on the ABM programs along the year. This is a hands-on role in an international team: you will coordinate specialists, and you will build the things you coordinate. You’ll work from the office at least three days a week, with the option to work remotely for the other two.

Integrated campaigns (≈ 40%)

• Define, with our Product Marketer and the field marketers, which campaigns should be built: start from each business unit's go-to-market plan and tier focus, weigh it against product positioning and the MQA gap per market, and agree a campaign portfolio that earns its place.

• Build every campaign to serve the business units it is for — sized against the MQA volume that BU needs to reach target — and keep that line of sight visible to BU leads from brief through to results.

• Own the global integrated campaign calendar across all business units — UKI, Flanders, Wallonia, the Netherlands, Luxembourg, Denmark and Platform — sequencing go-live and rotation dates so regions launch together, and so we finish what we start before boarding the next campaign train.

• Lead  the bi-weekly campaigns and content task force. Convert discussion into owned, dated actions; keep a decision log so calls on gating, scheduling and messaging stop being re-litigated; make sure everyone can see the current state of every campaign in every market.

• The campaign build would likely occupy most of your time for a quarter, the rest of year would be ensuring the execution and optimisation so that it delivers the required MQAs. 

• Define the campaign flow end to end — assets, gating, forms, nurture, retargeting and exclusion logic per market — as a living artefact, not a lost Miro board. Nothing gets dropped; nothing gets ungated by accident.

• Ensure a nurture track is live from day one of every campaign rather than retro-fitted weeks later, and that contacts entering one flow are correctly excluded from the others.

• Run the localisation chain with field marketers, translation and design partners: an agreed definition of “reviewed”, named native-language sign-offs per market, and a realistic read on what regional teams can absorb alongside their own events.

• Own campaign taxonomy and attribution hygiene across HubSpot and Salesforce — naming conventions, programme sync, primary campaign source — and deliver a per-campaign performance view into the monthly KPI pack.

• Brief and manage delivery with our paid media, content, PR and design partners, keeping regional adaptation fast and cheap (modular, Canva-ready assets over bespoke rebuilds).

• Close the loop on lead quality: test syndication, paid and webinar leads against the ICP per market, and correct targeting where they miss.

ABM programme (≈ 60%)

• Run the ABM programme day to day across business units: maintain the tiered target account lists, keep each market’s tier focus current with sales, and work with Revenue Operations on the account scoring model and MQA triggers.

• Build each ABM program around a business unit's go-to-market plan, with account engagement and penetration as the deliverable that programme is answerable for — agreed with the BU lead up front, reported against every month. Collaborate with field BU marketers for the execution. 

• Translate the ABM framework into activity — 1:1 and 1:few plays for Tier 1 and 2 key accounts, programmatic ABM for Tier 3 and 4 — and build the tier-level messaging matrix so we stop serving identical content to every account.

• Grow account reach and penetration: engaged contacts per account per tier, buying-group coverage, and the gap between marketing reach and sales relationships. Report it as the programme’s headline metric alongside MQA volume and quality.

• Turn intent and website signals into prospecting the sales team actually works — not reports nobody opens. Own the handoff mechanism with Revenue Operations. Coordinate the usage of it with the field marketers.

• Partner with sales and field  on account planning: joint account plans, MQA follow-up discipline within SLA, and enablement assets and playbooks that field teams use because they are useful.

• Support the FY27 step from account-based targeting to account-based planning with sales, including the January 2027 kick-off.

• Use AI deliberately to scale a small team across many markets: localisation and content variants, account research, competitive and intent listening, campaign reporting.

• Every global campaign live and complete in every opted-in market on the agreed date. No campaign left at 70%.

• MQA volume and quality on target per business unit and per tier — with sales accepting what marketing qualifies, and rejection reasons trending down.

• Every campaign in the portfolio traceable to a business unit's go-to-market plan, agreed with the Product Marketer and field marketers before build starts.

• Each BU's ABM programme delivering the account engagement and penetration it committed to, so BUs reach their targets with marketing's contribution visible in the numbers.

• Measurable growth in account reach and penetration in each market’s key tiers, closing the gap between marketing reach and sales relationships.

• Cost per lead and cost per MQA trending down as campaigns are properly sequenced and audiences correctly sized.

• A nurture track is live at launch for 100% of campaigns, with working exclusion logic between flows.

• Complete attribution: every opportunity carries a primary campaign source, and each campaign has its own reportable view.

• A campaign flow, decision log and programme documentation that are current and usable by anyone in the team — the programme does not live in one person’s head.

• Field marketers and BU leads report that global campaigns reduce their workload rather than add to it.

• 5+ years in B2B marketing, including at least 2 running integrated, multi-channel campaigns end to end in a SaaS or technology business.

• Demonstrable ABM experience: building and running 1:1, 1:few and programmatic programmes against a defined target account list, with pipeline to show for it.

• Experience marketing across several countries and languages, with localisation and regional field teams in the mix.

• Experience shaping a campaign portfolio alongside product marketing and regional teams — contributing to what gets built and what gets dropped, rather than only executing briefs handed over.

• A track record of coordinating specialists you do not line-manage, across functions, countries and time zones.

• Experience working shoulder to shoulder with sales on target accounts, account plans and qualified-account follow-up.

• Hands-on HubSpot: campaigns and programmes, forms, workflows, lead and account scoring, progressive profiling, landing pages, intent data.

• Basic working knowledge of Salesforce as the account and opportunity system of record — campaign objects, reports and attribution. You can build your own report rather than queue for one.

• LinkedIn Campaign Manager for account-based paid media: company list upload and match rates, company engagement reporting, CRM connector, and honest audience sizing.

• Comfortable with account data and enrichment tooling (e.g. Lead Forensics, Cognism, LinkedIn Sales Navigator, local professional-body and market data sources) — and with the reality that sources disagree and someone has to reconcile them.

• Fluent in funnel and account metrics: reach, penetration, engagement, MQA, conversion, velocity, cost per acquisition. You can read the report  and change the plan because of it.

• Strong programme and project management: calendars, dependencies, sign-off gates, documentation. You leave things findable by the next person.

• Campaign craft — briefing content writer, translator  and designer, judging whether messaging lands in a given market, knowing when an asset is genuinely ready to go live.

• Practical, everyday use of AI tools for content, translation, research and reporting at scale.

• Fluent English. Dutch and/or French a strong advantage for reviewing localised content.

• Understanding of the accountancy profession — or a proven record of learning a technical B2B market fast enough to hold your own in a positioning argument with the people who sell it.

• A finisher. You would rather ship three campaigns completely than seven at 70%.

• Takes ownership when something slips, including when the cause sits with someone else. No blame-shifting, no waiting to be unblocked.

• Comfortable holding a line with stakeholders — telling a field marketer that their region waits its turn — and doing it in a way that keeps the relationship.

• Organised by instinct: you document, you close loops, you chase.

• Curious about the data and the messaging before the creative.

• Low ego, high initiative — happy to build the spreadsheet, write the brief and run the meeting in the same afternoon.